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How to Respond to Online Reviews

8/15/2019

Experience has taught me that in order to address a complaint effectively, you must be informed and prepared with an action plan. In the heat of a “he said she said” battle, it’s hard not to get wound up on false accusations. It feels good to spout off “LIAR! THAT’S NOT WHAT HAPPENED AND YOU KNOW IT!” but, after the heat of the moment has worn off, strangers come and see your response and judge you by how you respond.

So how should you respond to feedback? Well before we get ahead of ourselves, let’s first talk about preparedness.

Know Where You’re Visible Online:

Set up a Google Alert (https://www.google.com/alerts) for all relevant terms to your business
1. Example: “Business Name” or “CEO Name” - use exact match to keep from getting bombarded by irrelevant results.
Google your relevant terms and look for all of the different review channels that are associated with your business name. Look on Google result pages 1 through 3 and make a directory so you know what’s out there. You’d be surprised how many review companies have popped up in just the last 2 years alone.
Set a schedule to check your reviews so you can respond in a timely manner.

Next: How should you respond?

My mother always advised that you should never do or say anything that you didn’t want featured on the front page of the New York Times. I think this sage advice applies here too.

Here are a few tips for how to respond to negative reviews:

Be authentic, but calm. Don’t say everything on your mind. (Consider a third party reading your reply before you publish to make sure you’re not getting carried away)
Sometimes being vague in your response is the best way to respond. Short and simple is the way to go.
Apologize, thank them for feedback, acknowledge any wrongdoing
Request an opportunity to make things right
Offer them an opportunity to contact you to resolve complaints

Don’t forget to thank people for leaving positive reviews!
One of the easiest customer engagement techniques that I see companies fail to do time and again is THANK the customer for taking the time to share their experience.

Here are a few tips for responding to positive reviews:

Thank them for A. Choosing you, B. Leaving a review C. Sharing their experience
Let them know you appreciate it by reinforcing the positive and showing how you’ll share and give light to their effort. You could mention that you’ll share the feedback with Bob, the salesperson that made the customer’s day. (*bonus points for actually acknowledging “Bob” and the good job he’s doing) #employeeengagement
Share the review on other social channels. Screengrab a Google Review and post it on Facebook or Twitter with a “Thanks for choosing ______.”
If you see the customer again, thank them in person for leaving the review. If they go on to compliment you again, you’ve got a ripe opportunity to ask them if they could refer any business to you.
ALWAYS ALWAYS ALWAYS, regardless of how much time has passed, RESPOND.

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Creative Ways to Ask for Reviews

8/12/2019

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One of the largest barriers to people leaving reviews is that they aren't a 'member' of the channel you want them to leave a review on. If you can get them to follow you on that channel, you have a greater chance of getting them to take action.

For instance, if they requested service with a Gmail address on your contact form, you know that they can easily leave a Google review. You might leave in your email signature a quick link for them to "leave a Google review".

Pro-tip: Did you know Google finally fixed that annoying “no direct url to leave a review” thing? Now, if you manage your “Google my Business profile” you can customize it. See? https://g.page/StraTacMarketing/review

If in your customer service interactions you ask customers follow you on Facebook, you can make a blanket request to your audience to 'share your experience with ______, we value your feedback!"

When you phrase it as “feedback”, rather than 'review' you open yourself up to being able to take intel from the information those people share. Also, it keeps you from violating the rules against “requesting reviews”.

Remember, this is a great way for you to capture the voice of the customer so you can make business decisions based on true customer feedback.

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