Is it possible to avoid negative reviews from irate customers?

Negative online reviews are like house pests — they may look small and few, but they are dangerous when left unchecked and ignored.

Studies by Fan & Fuel in 2016 revealed that 35% of consumers would avoid a business with even just one negative review. Furthermore, as per Small Business Trends in a study conducted in 2017, a single bad review from an unhappy customer can result in disinterest from 22% of possible customers, three bad reviews can lose 59%, and four can turn down 70%.

It’s fair to say, perhaps that negative reviews are online businesses’ enemy number 1. Can we get rid of them? — unfortunately no. Can we prevent them? — absolutely yes!

Step 1: Put out the fire

From time to time, you’ll get customers that are rather difficult to please. They want what they want and will resort to threatening if they don’t get their demands.

Consequently, an angry customer screams a bad review from the very beginning, so instead of kindling the fire, put it out as soon as you see the warning signs!

a. Attend to the customer immediately. Don’t make them wait.

When you sense that a customer is upset, it is ultimately necessary to jump to their concern and pay special attention. Anticipate their replies, respond swiftly, and let them know that you are with them all throughout. Upset customers can become even more aggravated when they feel that they are being ignored or when the resolution to their dilemma is experiencing unreasonable delays. Don’t make them wait because those minutes or hours of waiting can trigger them to write a review not just about the service or product but about how they are treated.

b. Listen, understand, empathize

Humans are naturally emotional creatures. We each have a craving to be heard and be understood.

In a 2015 customer rage study, data showed that customer satisfaction increased to 74% when a business offered sincere apologies on top of a resolution to concerns at hand.

No matter how nasty a customer may get, the secret formula is not to take things personally and keep in mind that it’s all part of a growing business. Listen, because some people just want to vent out how frustrated they are. Understand, because the feeling of being understood can turn a bad experience into a delightful one. Most importantly, genuinely empathize, because showing that you care is oftentimes enough for customers to be pacified and willingly cooperate into coming up with a win-win resolution.

c. Do not argue or reason

When a customer is hell-bent on arguing, don’t push the button!

It doesn’t matter who’s right or who’s wrong in any customer service situation. Arguing with your consumers regardless of how right you are or how insulting they may get will only further escalate the situation. Stay calm, polite, and professional. The feeling of having argued your point and seemingly have won a debate with a customer will only award you with a trophy of a negative review, and that is certainly not very rewarding at all.

d. Resolve

It is very important to meet in the middle with your customer. Explain the regulations you have to follow if the customer’s demands are not possible to be granted. Most of the time, he/she would understand and agree to find a suitable resolution that will be acceptable for both parties. Offer possibilities and options. Practice the art of negotiating. Even better, ask for a positive review in exchange for a favorable solution that you come up with.

e. Follow up

Take a deep breath. It’s not over yet.

After all have been said and done, the interaction should not end without a follow-up. Check back with your customer to see if everything’s alright. If you’ve given a replacement for a product purchased from your store, ask if it has arrived and if it’s working well. If it’s a refund you provided, follow up if it has been reflected in the customer’s account. Don’t wait for them to take the first step in contacting you back. Checking back with them only lessens your chances of getting unwanted reviews and increases your opportunity for repeat customers!

Step 2: Kill them with kindness

Unfortunately, regardless of your efforts, a driven customer will write a review you might not like. Don’t worry though, a bad review is not the end of the world! It is rather an opportunity for you to learn and improve.

a. Respond to the review

According to a study by Bazaarvoice in 2013, seven out of 10 customers will likely change their opinion about a company when it responds to reviews. In support of that, 41% will likely believe that a company truly cares if reviews are replied to.

Respond to reviews with the same or even better level of composure, politeness, and professionalism you would have when having communicated with them. Consider very especially that you have now an entire audience of other past or potential customers who might see and read how you respond to these reviews and that could be an excellent opportunity to market!

b. Address the concern, contact the customer, and see how you can further help

Taking the discussion out of the limelight may still change your customer’s mind about you. It is extremely helpful to contact the customer back, ask what he/she thinks went wrong, offer further help, or request suggestions and feedback! Oh, how they will feel relieved and taken care of for sure.

c. Aim to do better

Negative reviews are opportunities to improve. Take these as learning experiences and references to further better your business policies, your products and services, and your customer relations.

Feedback and criticisms, no matter how bad they may sound, are actually goldmines for your business. These tell you what’s wrong, what needs to change, what needs to improve, and how. Take it from Reevoo’s Chief Marketing Officer, Marina Cheal when she said, “Rich reviews drive engagement and people stay on-site longer. Bad reviews are a brilliant way of showing that if something does go wrong you have credibility in how you deal with the issue. It shows you care about the customer.”

Angry people are angry for a reason. Figure them out and turn that frowning customer into a happy one in no time.