Online reviews are the big part of online reputation management. Managing them can be tricky and it needs constant attention, but it is definitely something that worths your time. Both positive and negative comments can be an advantage and disadvantage for you in the future, depending on how you treat them. But in this article, we will talk about the negative online reviews and how to manage them with few key points.
Google’s retail industry director John McAteer once said: “No one trusts all positive reviews”. Everybody knows that no product can be perfect. In fact, the absence of negative comments can look “fake”. These comments give hints to the consumers about “what can go wrong”. If a customer can’t find any information about the possible risks, they can’t compare the good sides of your product/brand.
Negative comments usually come from anger and communicating with angry consumers can be challenging. Most of the consumers write their negative comments to express their feelings, creating awareness for other consumers or asking for help. The one thing they are not looking for is a defensive attitude. When you reply negative comments, you have to be understanding and create empathy with the customers. Your positive attitude will also affect the general atmosphere and create healthier communication. This leads to more solution to your customer’s problems.
If there is a problem stated in a comment, you should always start by searching the incident. You can always ask their side of the story to your employees and understand why the problem occurred. This is important to create long term solutions to your customer’s complaints and problems.
Your replies should provide enough and convenient information. Writing copy paste replies that don’t have personal touch can make the consumers even angrier. Your messages should be written specially for every comment, problem or complaint your customers wrote. If you create a satisfaction within your replies, your brand image goes higher than before and you win your customers back.
In some situations, replying to the negative comments can move them up on the comments list and make it more appearing. That is why allowing the negative comments to turn into an online discussion would create more problems for you. In this kind of situations, trying to conclude the conversation shortly over online comments and contacting with the customers directly would be a better solution. This is also the case when you need more information from the customers. Starting the communication as a reply to the comment and messaging the customer to ask more questions can also create more personal touch. Once you solve the problem, writing a follow-up reply that stating how you solved the problem for your customer can be effective.
The review sites always have specific rules. For example; sharing private information, a comment that has been posted by a competitor etc. Being aware of this rules can also save you a lot of time. If you believe that a review is malicious, or breaks the site rules, you can contact the site and ask for it to be removed.
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