Find out how to use a negative review to your advantage, and turn that frown upside-down.
In my last blog I talked about all the benefits of review collection, if you haven’t read it already, check it out here. I said that reviews make or break your business. The take home message was: Review collection = Make, No review collection = Break.
“However,” I hear you cry, “surely negative reviews will also ‘break’ you?”. I used to believe the same. Just thinking about negative reviews left me closing my browser window, shutting down my laptop, and unplugging the router (cue curling up on the floor and crying). But that’s simply not the case.
Why a negative review is your friend
Your customer is unhappy. Don’t panic, it’s not the end of the world. A negative review is an opportunity in disguise for you to resolve the issue and come out shining, by turning that negative into a positive.
We’ve all had bad experiences from time to time; our delivery turned up late, the food wasn’t quite what we were expecting, that top you ordered looks a tad different and the truth is, we will continue to have them.
However, these daily inconveniences and experiences that leave us narked are real, authentic, and constantly occurring because we are all human, mistakes happen. There are two reasons why these unfortunate experiences are actually a positive.
The two hats of bad reviews
The first hat takes a customer service/improvement shape. Quite simply, any negative reviews you receive you can make your aspirational friend by taking onboard problems your customers are having, trying to resolve them, and ultimately do better. Criticism is the key to improvement. If someone’s having a legitimate problem, it’s most likely others are too.
Rather than hiding away any negativity towards your company, use this voice to address an issue, offer resolution, and make an unhappy customer happy. If ignored, complaints are only likely to stack up leaving the reputation of your business deeper in the gutter than if you had owned up to your mistakes and made them right.
This hat demonstrates how your business values its customer base, to keep them coming back to you time and time again.
The second hat takes more of a psychological shape, and requires a quick story to demonstrate its qualities.
The other week I was shopping online whilst the sales were hot. Now, I’m quite a short person (5’3”) and although I’m not unfamiliar with rolling up jeans, it’s a bit harder to roll leggings without ending up with a clumpy mess hanging round my ankles, thus reviews are essential for me to get the perfect product.
Upon finding a pair I whizzed right down to the reviews which were at an amazing 5 stars! I thought I was on to a winner, until every review I read was gleaming. I can’t fault the material quality or price, but I became dubious seeing the fit was perfect for every single review within my category. Not one complaint of them being too short or too long.
Now there are 3 possible explanations for these findings:
- Every single person was 5’3” in the size I’d selected
- These were magic leggings
- The majority of these reviews were fabricated.
I went ahead and ordered my leggings if not through curiosity alone. Lo and behold, they were not magic, and I highly doubt there is a squad of 5’3” individuals rampaging about super chuffed in these leggings. Indeed, these reviews were untruthful, and I was unhappy. Cue my negative review. A review which leaves consumers fully informed, which may create a little less custom for that item, but now there’s not going to be a torrent of negative reviews stacking up due to deception, which would result in a lot less custom across the board.
The moral of the story is, a negative review can actually show the credibility of the reviews you are collecting, with 52% of buyers saying they trust a company more if they have a few negative reviews. Also, 82% of shoppers actively seek out negative reviews. You can please some of the people, some of the time, but you can’t please all of the people, all of the time. If it looks too good to be true, it most likely is.
That’s not to say your business isn’t tip top with 4 or 5 stars 99% of the time, but those 1% of bad reviews allow your customers to pop hat no.2 on, asses the truth of what they’re reading, thus lending credit to your transparency as a company.
How we crack down on fake reviews
At Reviews.io we have a no nonsense policy on fake reviewers who look to discredit your business and deceive loyal customers. Only identified and genuine customers will produce a “verified” status review on your Reviews.io company profile. The reviews on your page are therefore as helpful and invaluable as we believe review collection is.
We also keep our customers happy in a multitude of ways, so if you’ve got an issue, we will always resolve it. Any problems you’re having no matter how small, you can live chat to our team customer service advisors online and we’ll get you fixed up in a jiffy.
Negative reviews are not a nightmare, and are not to be shied away from. They are actually your friend and allow you to put on hat no.1, and your customer to put on hat no.2 and together create solutions that mutually benefit one another. So, turn yours – and your customers – frowns upside-down and embrace negative reviews.