QUICK READ: Consumer reviews of products can influence purchase decisions or they can erase months of marketing if not answered quickly and correctly. Too many brands are ignoring bad reviews or their products and customer service and it’s hurting them where it counts.
As it tends to really get hot down here in SE Florida, I am always looking for a great electrolyte formula I can use on my bike rides. I saw some interesting ads on Pedialyte, so I looked them up on Amazon.com… The review was horrible, and I decided that I wouldn’t take a chance on bad-tasting drinks. Much to my surprise, there wasn’t one comment from the drink maker Abbott. This is a huge mistake for a brand that’s looking to expand into the sports drink market.
91% of 18-34-year-olds trust online reviews as much as personal recommendations, and 93% of consumers say that online reviews influenced their purchase decisions. Four out of five consumers have changed their minds about a recommended purchase after reading negative online reviews. So why do some brands ignore negative reviews?
The worst thing you can do for your brand is to ignore negative comments. It will give an angry client another reason to dislike your brand. It might be challenging for you to deal with negativity. But, you have to handle it strategically. Otherwise, angry customers will write a bunch of new bad comments to harm your brand.
How to handle negative reviews
1ne: Acknowledge the complaint and address the customer to see if you can make it right. Some brands will ask you to call or IM them directly on Twitter or Facebook.
2wo: Install Fakespot on your browser to help determine if any product reviews are fake. If they are fake notify the online retailer immediately.
3hree: Understand that some customers are never going to be happy and that it’s a matter of personal taste when it comes to reviews. You should, however, still acknowledge the review and say that you’re sorry the customer isn’t happy.
4our: Don’t use a BOT to respond. Customers don’t want automated replies. So try to personalize your message and show empathy. Show that you care about your customers.
5ive: Empower your customer service people to “make it right” without having to go through a lot of approvals. Sending a replacement or gift certificate can go a long way to make customers happy.
You spent a lot of money to win over customers. You can’t afford to let the angry ones post negative reviews that lead to lost sales.