How to Respond to Online Reviews of Your Company

For all businesses, customer opinion has always been one of the main focuses of attention. And in today's complex context, with the rise of e-commerce, in which promotion takes place in the virtual world, shipping orders often replaces personal contact, and competition is intense, public feedback, whether positive or negative, is more important than ever.

However, it is a normal human impulse to sometimes feel defensive or irritated when faced with criticism. But what is the best way to deal with negative online reviews? And above all, how can you turn them into positive reviews? These are our tips.

1. Pay attention and respond quickly

It is important to take steps to make sure you are aware of the feedback your company receives online, such as on review sites or social media, and to act on that feedback promptly and professionally.

Establish a system, such as a set of guidelines or habits to follow regarding reviews, without neglecting to personalize communication or take into account the specifics of each case.

Respond to comments, if possible to all, and especially to negative ones. Even if it is not possible to change that customer's opinion, your response will also affect how the rest of the public views your company.

2. Some battles cannot be won

Despite the previous point, it is also necessary to distinguish destructive and entirely unreasonable criticism from someone who can offer something constructive. It is not possible to resolve every case of people who are upset that there are no alcoholic drinks for sale in your bookstore.

Moreover, the presence of some negative comments can even help reassure the public that the feedback is genuine. It is also possible, in the case of inappropriate comments or comments with no relevance at all, to report them to the site where they are found and request their removal.

3. Positive communication

Regardless of the type of solution that may be found, it is important to use empathy and professionalism. All people and all companies make mistakes, and admitting yours transparently is not a stain on your reputation. The person on the other side will, in most cases, be understanding if they notice empathy on your part.

A basic way to personalize communication is to use the person's name. Thanking someone for a comment, even a negative one, shows that you take your customers and your work seriously. And something as simple as saying “we are sorry you were not satisfied” can make all the difference.

4. Prioritize customer satisfaction

They say the customer is always right. The important point, we say, is not so much that: being right will not necessarily bring you results; a group of well-impressed customers can do that.

Therefore, try to find solutions that result in a satisfied customer. In cases where a solution is not possible, it may be a good idea to try compensation for the bad experience: for example, a discount on a future purchase.

5. A negative comment is valuable

A negative review can be an excellent guide to areas where your company can improve. In particular, of course, if there are reviews from different people with points in common.

The main objective is not to eliminate the bad review, but to avoid another one, if possible, by resolving the problem that caused it. That said, it is very common for people who had a bad experience to change their opinion and leave a positive comment if the problem is resolved.

Mixed reviews, with positive and negative points, are fantastic: these are customers willing to repeat the experience and be persuaded, if the negative points are addressed. Make sure that, in your response, you recognize and value the positive aspects pointed out, and address the negative ones.

Do not forget to also encourage your satisfied customers to write reviews, so that only the dissatisfied ones are not the ones doing so.

6. Create an improvement plan

What is desired is, of course, to resolve the reason behind the negative comment.

Ask questions, if necessary, about the details of where the problem occurred, so that you can address it more concretely. Then, create an improvement plan and put it into practice. Follow the plan's progress and its effects on solving the problem and on the level of customer satisfaction closely.

After the error has been corrected, do not forget to publicize the fact. It is essential that your customers know their complaints have been noticed and that your company is working to improve continuously.

And what about criticism related to shipping orders?

This is a fundamental point. Nowadays, transporting the order to the customer is one of the stages that generates the most delays, problems, and complaints of all kinds. It is also one of the most important factors for customer satisfaction. Therefore, choosing the right logistics partner is essential.

The InPost is a European leader in this sector, with extensive experience and versatile solutions tailored to your needs. Explore our website and discover everything we have to offer you.