Customer reviews are the important aspects to improve the business as well as customer base. You should remember these 7 Things While Responding To Customer Reviews. Businesses of today cannot survive without having an online presence. It’s because digital payment tools have become robust, and customers can share the details of products with their peers at the click of a button. However, there is a caveat. People can also rate products and write reviews about them. Most of them are genuinely constructive as they state the pros and cons of the product humbly. But a few of them can be disappointing as well. Over the years, the review section has become the stamping ground for disgruntled customers. If they feel that your product/brand does not deliver what it promises, there will be a slew of harsh comments coming your way. And as the famous proverb says, “negative publicity travels faster than the speed of light,” you better be ready to deal with it. Thus, managers must be trained to respond to online reviews to answer the customers’ queries, rebuild their trust, and nudge them towards making the purchase.

A recent survey shows that 89% of customers read business responses to online reviews. This statistic makes it critical for managers to learn how to respond to positive and negative reviews, and gauge how response time affects online reputation. Although platforms like Google and Yelp provide a list of factors that managers must keep in mind while posting their responses to online reviews, there are plenty of challenges that go unnoticed.
Here are 7 principles that managers must check out to enhance their online reviewing skills.

1. Post short and simple responses to positive online customer reviews

Positive reviews are very encouraging. They make you feel at the top of the world. Whenever you receive praise, you like to share it with others. But in the online world, you should learn to become a little reserved. Keep your “Thank You” note genuine and as small as possible. Your customers shouldn’t view it as promotional or disingenuous.

2. Respond to positive customer reviews later

Managers can decrease the negative effect of response time by replying to a positive review once it reaches the next page of reviews. For example, TripAdvisor displays only 10 reviews on each page. This delay causes positive reviews to go behind newer reviews that allow managers to benefit by thanking a reviewer without affecting prospective reviewers.

3. Respond effectively to all negative customer reviews

Research shows that customers are more affected by negative reviews than by positive reviews. Negative reviews play a significant role in the user’s buying and decision-making process, and if they are not adequately attended, you may unconsciously ward off potential customers. As a manager, you should prepare a sound complaint management strategy to engage with them. It has been observed that mature responses to negative reviews reduce the chance of a subsequent negative review. It’s because future reviewers can see how the management handled previous complaints similar to theirs.

4. Resolve conflicts by providing to-the-point solutions for customer review

Managers should understand that customization is the key to handle negative reviews. They should browse through every review on their web app, and devise a separate solution strategy for each of them. If you provide a generic answer, customers might think that you don’t take them seriously. You can use negative reviews to appease a disgruntled customer and show subsequent reviewers that the company leaves no stone unturned to solve their specific issues.

5. Respond to negative customer reviews quickly

Managers should ensure that they respond to negative reviews as soon as possible. It serves two functions. First, it appeases dissatisfied customers in less time. Second, it shows future reviewers that the company and the manager are committed to handling customer complaints quickly.

6. Supplement your comments with a valid reason

If managers provide a solid reason while commenting on a negative review, it will substantially increase the chance of their apology being accepted. According to the experiment conducted by a leading psychologist, Ellen Langer, people tend to accept apologies and favors when supplemented with a well-grounded reason. She conducted an experiment where the test subjects asked to cut in the line to use the library printer. In the first instance, they didn’t give any reason for their urgency. Thus, only 60% of people accepted their demand. In the next instance, they added a line “because I need to print,” and the acceptance rate grew to 93%. By tweaking it a little further, “because I am in a rush,” the acceptance rate jumped to 95%.

7. Provide a concession if needed

The easiest way to undo your mistakes is by providing reasonable concessions to disgruntled customers. In 2015, Dialogue-direct conducted a study where it found that if customers are offered the following solutions: product replacement, discount on next purchase, or a money-back guarantee, their satisfaction level doubles. Managers should understand that there are different remedies for different problems. All forms of concessions don’t work for every issue. The best practice is to offer at least two alternatives to the customer because it arouses a feeling of empowerment that provides a satisfying experience.

The above points help both types of businesses — including independent and chain. But studies have shown that chain businesses receive the maximum impact. It’s because customers expect to receive a comment from independent companies, and when they do, they aren’t surprised. On the other hand, when they receive a comment from a chain business, there is a massive increase in its reputation. However, customer reviews increase the company’s reputation, and it also limits potential damage. So, independent organizations shouldn’t avoid preparing a customer complaint strategy.

We live in the information age where things go viral every minute. If firms and managers fail to assuage disgruntled customers, they may lose them to their competition. Hence, managers must prepare a sound customer complaint strategy with more emphasis on solving negative reviews. Consistent efforts will result in positive word-of-mouth and help you to increase your customer base.

Image credit- Canva