85% of consumers say they trust online reviews as much as personal recommendations. A statistic like this highlights the potential selling power of your Google My Business listing and the reviews it garners. A study by the Harvard Business Review discovered that when businesses responded to customer reviews — positive or negative — ratings increased. Further research shows that customers are 45% more likely to visit your business if you respond to negative reviews.
Digital Marketing Agencies firmly believe in the power of testimonials. Customer feedback makes a real difference to public perception so we want to share our thoughts on how to respond to Google My Business reviews. Let’s start with the negative.
- Always assess negative feedback internally instead of firing out an immediate response. If you react to a negative review in the heat of the moment, you will likely provoke an already angry customer. Sit down with people you trust, talk through the review and compose a reply that addresses their most valid points. Don’t take TOO long – a prompt response is required. But take a few deep breaths before you do reply.
- Respond publicly to the review at the same time as you deliver a private reply. This is hugely important as it can turn a negative into a positive in the eyes of your future customers. Public acknowledgement of negative reviews shows your current and prospective customers that you care and are attentive to their needs.
- While a public reply is important, you should work towards a one on one conversation with your unhappy customer. Your first priority is to meet your customer’s needs and a convoluted resolution process carried out online won’t help anyone. Google Reviews might have highlighted the poor experience, and your public response would be a big part of that – but not the only part. Use your customer support channels like phone, live chat, and email to connect with the customer and solve their problem.
- Every business makes mistakes. Be open and honest if a review reveals that you have erred. 85% of respondents in an American survey said they’re willing to stick with a brand that has a history of being transparent. People are forgiving and know you won’t get everything right – but they do expect you to take responsibility when you get it wrong. Don’t fudge the issue with excuse after excuse. Acknowledge you’re at fault and stand ready to put things right.
- Some reviews will be unclear. Some will focus on submitting a negative score instead of explaining the reason for their complaint. When you encounter a vague review, you have every right to ask questions and get more information from the customer. This will hopefully be the beginning of a productive conversation and resolution.
- A written response is great but ultimately, it has to mean something tangible to the person who wrote the review. Be sure to provide some sort of solution within the review such as a refund, replacement, or a discount on future products or services. You can work out the finer details during your one on one conversation with the customer but the public needs to see your willingness to take remedial action.
- Personalise your response by signing your name. This shows the customer that you’re a real person, and this is likely to promote a more cordial environment during your future dealings. It also shows the public at large that you’ve taken a personal interest in the complaint.
Positive reviews should also be replied to as well. This is another opportunity to impress potential customers.
- Respond quickly. This shows customer feedback means a lot to you, be it good or bad.
- Use the happy customer’s name within your response instead of a generic “Hi there” or “Hey”. Everyone appreciates a personal greeting, including all of the potential customers reading your reply.
- Express your gratitude, not just for the review itself but for the time someone has taken to write it. Be humble in thanking your customer and think of ways you can offer them even greater value; e.g. invite them to become a beta tester for a new product.
- When replying to a positive review, encourage the customer to share their experience with others or ask if you can post their review to your company’s social media pages. A lot of businesses don’t make enough leverage out of the good feedback they receive.
- Sign your name to your response and end with a message that encapsulates what a positive experience this has been for everyone.
Record all feedback you receive, negative and positive. Negative reviews highlight current issues with your customer experience and what can be done to fix them. Positive feedback reminds you of the things you’re doing right and what you should continue doing. Whether you’re a brick and mortar enterprise or scaling up your eCommerce marketing, every review is a potential gold nugget and should be treated as such.
