Negative business reviews can have a distinct bright side

Razor-sharp criticisms like that have been around for a long time. What’s new, though, is that they can appear online in front of millions of potential eyeballs. And what’s even worse, they can show up in online reviews about your business.

Not that all negative reviews are barbs and deft insults. Far from it. Some contain constructive criticism, delivered tactfully.

But some don’t.

So, how should your business deal with this downside of the online review, an otherwise positive marketing tool?

First, remind yourself that the presence of a negative review isn’t all bad. A disapproval in the midst of glowing accolades gives your reviews an air of authenticity. If people see nothing but the loftiest compliments throughout, it can convey an impression that you’ve stacked the deck with reviews from family and friends. A negative review wipes away that perception.

Besides, who hasn’t seen a long, long list of five-star reviews with that solitary one-star review dropped into the mix? What do people usually think of such reviews? Often, it’s this: Everyone else seems happy but there’s always that one person committed to being unhappy no matter what. In other words, it sometimes says more about the reviewer than the reviewed.

But there’s another reason negative reviews aren’t wholly bad. For one thing, they give your business an opportunity to display excellent customer service in the public square, in front of everyone. For example:

“We regret very much that we didn’t meet your expectations and we’d like to make it right for you. Please forward your contact information and we’ll get in touch with you immediately to resolve this issue. We’re committed to making and retaining satisfied customers above all else.”

That’s a positive message. It conveys a great impression.

Not that you always have to respond that way. Sometimes, the review is unreasonable, presenting a version of a business interaction that is inaccurate to the core. In those cases, you can respond tactfully: 

“Thanks for the review. However, what you have stated here is not consistent with our records. You ordered a Bismark palm tree and signed for it when we made the delivery. Our sales professionals never indicated that you could expect coconuts to grow on this tree, nor would they. We regret that you’re disappointed in the tree and we would be happy to discuss how we might resolve this issue to your satisfaction. We will be in touch.”

In this statement, you’ve shown the online world that you’re the reasonable one and that the reviewer’s criticisms were unwarranted. You’ve also demonstrated a willingness to go an extra mile to satisfy even a belligerent customer. But in these types of interactions, be sure not to reply in kind: Don’t breathe fire against a fire-breather. It will only make you look defensive, and that’s not a good look.

Just remember to follow up with these as quickly as possible. Never ignore them, because they usually don’t go away. In fact, disregarding them can make a piece of your customer base go away.