Bad Online Reviews

Wondering if the negative reviews your business received online will affect sales in the long-term? The answer is always yes. With 90% of online shoppers relying on like-minded opinions on services and products online before hitting the order placement button, the negative feedback and impressions from customers have the power to restrict your business goals. 

Mere information about the availability of your products and services is not enough. You need first-hand experiences by previous customers to refine marketing strategies and improve services. 

With the ever-expanding reliance on the internet to know what’s worth investing in, it would be wise to start correcting negative feedback strategically. Here’s how you can deal with negative reviews online:

  • Respond to Bad Reviews Publicly – Don’t panic or play defensive. Instead, embrace the critics and respond quickly yet tactfully because you never know which of your great responses to a bad review goes viral and gets your business the unexpected positive attention. Brands like Wendy’s and Zomato have made it big by deciding on a communication strategy which suits their brand identity and tone of voice.
  • Take the Issue Offline – Offline communication is the safest bet and is therefore considered a best practice. The way brands online deal with negative comments and reviews stays online for everyone else to scroll through, and you feel it’s spiralling south, your brand should be reaching out to the dissatisfied customer and making amends offline. So begin by apologising for the mistakes, move into their contact info to know more about the issues, and avoid attracting too much online attention. 
  • Make the Necessary Improvements – Marketers learn the significance of an unbeatable after-sales service in the early stages of their career. It is a game-changer and can do wonders for your brand, especially when it comes to online sales. Multiple negative comments clearly indicate that it’s time to take them seriously and make some changes. Be there for your customer, listen to their woes, show them the changes you have made, and maintain a relationship with them to gain the required traction. 
  • Monitor your Online Presence – Before planning the response strategy, it is crucial to know what your customers are saying and where they are posting their complaints. With multiple social media platforms now available, it becomes difficult to follow through each one. That is where monitoring tools like Social Mention, Reputology, Review Trackers, Google Alerts, Hootsuite, etc. can help. 
  • Request The Removal of Fake or Misleading Reviews – From former employees, competitors, to online mischiefs who are only looking for entertainment by trashing brands, you will likely come across many defamatory comments which are not correct. These statements are against terms of service agreements you can get them removed by reporting them to the authorities of the platform. 
  • Stay Vigilant – Simply put, your business has to be there even after the sale for your customers to feel valued. Consider field service software like Zuper, for instance. They have been communicating with their customers at each step to build a seamless and satisfactory customer experience. By automatically rerouting technicians for on-time appointments and texting the details of the technician to the customers in advance, Zuper has managed to build a network of loyal and happy customers. Similarly, your business can also use the opportunities offered by the digital world to exceed customer expectations adequately. And as is rightly said, it’s better to be safe than sorry, literally. 

By changing your perspective slightly, you can manage to turn each negative review your business receives online into an improvement opportunity. Remember, people are always talking and listening while on the web. 

Akhil Rajan is a Customer Success Specialist at Zuper, an intelligent workforce management platform for service-oriented businesses. Working with customers on a daily basis, he has a deep understanding of their needs and pain points and so he is able to contribute to the marketing strategies for Zuper with the content he writes. He writes on topics like how to increase workforce utilization, how to reduce the service turnaround time and increase workforce efficiency, customer adoption, cost reduction strategies, etc – to name a few. He is often found buried in books or playing chess in his free time.


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