By Jim Clanin
Today, businesses sometimes discover customer reviews which contain unfavorable comments posted on the Internet. Companies offering online review monitoring software sometimes receive inquiries from customers requesting advice about the best ways to respond to unfairly negative reviews. What steps might a manager take in this situation? This brief article discusses five possible responses to these types of unwelcome customer feedback.
One: Ignore an Unfair Unfavorable Review
Sometimes businesses can do very little about unfair unfavorable reviews by dissatisfied customers. In many cases, it makes sense to ignore these comments. A silver lining (of sorts) pertains: polls suggest consumers tend to trust companies that receive a few unfavorable reviews. The presence of some negative opinions among many positive reviews helps reassure online visitors about the authenticity of the reviews.
Two: Use The Review as a Learning Experience
Often, a negative review (even an unfair one) offers a valuable opportunity to the impacted business. It may stimulate managers to consider new ways to improve customer service. Companies that seek to maintain high standards may find value in asking unhappy customers to suggest ways for them to improve service. By addressing hostile comments proactively, they may enhance the company’s image.
Three: Investigate The Review
If a review appears not only unfair but grossly inaccurate, the company may discover value in investigating whether or not a real customer actually left the review. Reports sometimes surface of competitors unfairly seeking to smear companies online. Concern about this issue reportedly led Google to halt its policy of accepting anonymous reviews, for instance.
Four: Ask The Poster to Withdraw a Libelous Review
In some cases, posters discover unfair negative reviews embarrass them. For example, a poster who confuses one company with another and unfairly castigates the wrong business online may decide to withdraw the review if the injured firm points out the error tactfully in private. When a negative review about your company does not appear valid, it often makes sense to discuss this option with the poster.
Five: Ask The Website to Withdraw a Libelous Review
In some situations, companies may need to request assistance from a review site or a search engine in removing an untrue, libelous review. For example, posts that defame a company’s employees might reasonably result in legal action. Most review websites consider these postings in violation of their site guidelines. They may furnish assistance in removing the material.
Remain Flexible
The best response, if any, to an unfair negative customer review may vary based upon the fact situation. Everyone at a review site enjoys the option of expressing opinions. Not all reviewers will agree with one another!
