Responding to Negative Reviews

Sooner or later, it's bound to happen.  Someone visits your business and somehow they leave... less than impressed.  So much so, that they go public and leave a negative review.  Whatever the reason, there are appropriate ways to respond.  Keep in mind- when you're responding to that one review, your audience is not just the unhappy client; but also the potential thousands and thousands of folks that come across your reviews when they're looking for a product or service like yours.  Therefore, your review should not only address the issue at hand, but also let prospective clients know you genuinely care about their experience.  Here are some tips to help you craft the perfect response.  These are general tips but are applicable to most any industry; so, feel free to substitute customer/patient/visitor/reader/etc. where you see "client" below.

Avoid:

1.  Responding from emotion
   Reading something negative someone has to say about your business, your staff, or even yourself can certainly spark a range of emotions. Statements in the review may be full of vitriol, exaggerated, or even factually incorrect.  However, you'll want to keep a level head and examine the facts. You may even need to consult other staff to get more information.  Take a breath and try to develop an understanding of the situation.
   
   
2.  Accusations
   Regardless of what is in the review, do not return fire.  This is not the place for schoolyard antics.  Even if this person was truly awful, pointing out their behavior, flaws, etc., is not going to give prospective clients the warm fuzzies.
   
   
3. Inaction
   The old adage "If you can't say something nice…" does not apply here.  Failing to respond to even a single review may leave curious shoppers wondering if it's all true.  Without closure, their minds are free to roam.  It may also send the message that you just don't care.  None of those paths result in an ideal outcome.  This is your chance to show potential clients that their experience really matters to you.
   
   
4. Offering direct compensation
   While you may be inclined to offer a discount or refund, avoid doing so in the reviews section.  Instead, offer to reach out either by direct message, or contact the client directly by other means.  Otherwise, you risk turning your reviews section into a coupon printing machine.
   
   
5. Rubber stamping responses
   Each response needs to be as unique as the person submitting the review.  While these tips outline key components to include, avoid using a template and filling in the blanks.  This will come off as disingenuous to both the reviewer and future readers.

Do Include:

1. Apology
   Extend an apology in a way that is genuine and meaningful.  No one wants an unhappy client, so it's important to acknowledge that something didn't go right.
   
   
2. Empathy
   Acknowledge the client's perspective and express genuine concern for their dissatisfaction. It's important to demonstrate that you care about their feelings and are interested in correcting the matter.  This will go a long way with prospective clients reading the review.
   
   
3. Gratitude
   Thank the client for taking time to share their experience and for giving you the chance to serve them.  Feedback of all types provides valuable and actionable information.  By highlighting a misstep/error/oversight, they may well be doing you a service by letting you know about a matter that needs attention.
   
   
4. Investigation
   When applicable, assure the client that you're looking into the matter and you're taking steps to make sure that this experience doesn't happen again.  When their negative experience is a result of established policy/procedure, or regulatory compliance, etc., state in a calm, professional, matter-of-fact way the reasons for your actions.  When the complaint involves specific or named staff members, assure the client that you will follow up directly with those staff.
   
   
5. Offer for resolution
   Let the client know that you're willing to do what it takes to remedy the situation.  As mentioned above, keep direct offers for monetary or other compensation (refunds, discounts, free visits, etc.) out of the reply.  Instead, extend a general offer inviting them back to experience the service that they expect. If direct compensation is in order, communicate that by private means.
   
   

By including these tips in your response to negative reviews, you stand a good chance of retaining the upset client as well as assuring prospective clients that you genuinely care and will be responsive in the future, should an issue arise.