Modern commerce engines are ships and vessels that carry physical goods from one continent to another. Rather these are the data packets receiving orders from customers and delivering them to the seller, only to reciprocate the transaction. The market for goods and services has become aggressive and even established players are finding it hard to […]
Modern commerce engines are ships and vessels that carry physical goods from one continent to another. Rather these are the data packets receiving orders from customers and delivering them to the seller, only to reciprocate the transaction. The market for goods and services has become aggressive and even established players are finding it hard to either keep up with the demand or generate enough demand.
One of the factors that contribute to the stiffness of the market is the influx of negative reviews from customers. No matter the quality of products and services or the timeliness of their delivery, brands often find themselves in the crossfire by both real users and bots with malicious intent.
In this blog, we will cover the nature of negative customer reviews and then cover the essentials that businesses and professionals in online marketing should know.
Negative customer reviews, when unattended, grow up like mushrooms in a swamp. Since there is no way a brand would prefer them over positive feedback, they still have to endure them and try to turn the tide in their favor.
Whenever a business opens a portal or a source of reviews or feedback, it is only a matter of time before a single or multiple negative reviews call the comments section home. The major source of negative reviews includes the official website of a business or a public website built on community-based principles, like Yelp, TripAdvisor, and so on.
There is no way around negative reviews. Either by concerted malicious attacks or by true users served with lackluster products or services, no brand can insulate them from negative reviews.
Negative reviews are not all bad. Almost every company has some sort of internal quality check department that helps it identify the issues with the product or service before it reaches the public. But, the real test of any commodity is the market. In the face of negative reviews, brands can learn a lot about their products or services.
Following are some of the benefits of negative reviews that showcase their importance:
Let us take a story as an example of a customer’s journey. Michael wanted diapers for his kid. The kid was not frugal at all when it comes to filling diapers so Michael is looking for a brand that can provide the best value without compromising the quality. He goes online and looks at several recommendations before settling his heart on three. He decides to go to the official websites of the brands to see what the customers and other potential customers, like him, have to say about the brands.
The reviews are both positive and negative but it is more than that because of the subjective nature of the positives and negatives. He is willing to pay more if it helps with keeping the kid from infections and rashes. After going through the reviews, he decides to place the order with a brand that has more positive reviews even though it was charging more than the other two.
This story summarizes the customer journey in the face of positive and negative reviews and how customers decide to get the best value.
Simply jinxing a person before he makes a purchase can make him think more than once. This is the same effect of negative reviews on prospects. According to experts, the thin line between recommendations and reviews is waning. More than 85% of the customers belonging to Gen Z consider online reviews as valid and personal recommendations.
It means the effects of positive reviews will be more far-reaching than ever, but also the harmful effects of negative reviews.
Another study has shown that more than 95% of modern consumers go through reviews before making a purchase. Almost half of them change their minds after seeing the comments section populated with negative feedback.
Brands cannot cherish the presence of negative reviews because it can put their name and brand in jeopardy. Many online platforms do not permit users or businesses to delete or mask negative reviews, such as Facebook, Yelp, and so on. It is because they are community-based and have clear guidelines on transparency and engagement. So, what brands can only do in the face of a continuous influx of negative reviews is to fetch and showcase positive ones. But it is not that simple.
A study by Harvard Business School has shown that the worth of a positive review is not equal to its negative counterpart. The study even came up with a number that equates the worth of positive reviews with negative ones. According to the study, it takes more than 27 positive reviews to mask the adverse effects of negative reviews.
Online brands are great at finding silver linings in every situation. The professionals entrusted with the online brand reputation are trained to take advantage of each situation by employing the right tools. One of the best ways to employ negative feedback in a brand’s favor is to find it first and turn it into a conversation before it can gain momentum.
Handling negative reviews like a pro can save a brand its face and worth. Both search engines and human users appreciate those businesses that do not ignore customer feedback but take it and use the instance to improve customer service.
Brands that seem more approachable or humane by both current customers and prospects turn up better off than those that become too harsh or rude in the face of opposition.
Simply understanding the nature and potential of negative reviews is not enough. Brands and especially professionals entrusted with the online reputation of the brands need to know how to tackle the awkward situation without making it more awkward.
In this section, we are sharing 6 tips to help them take a hold of a tricky situation professionally. In a way, it is a guide more than random tips!
Not long ago, brands, especially large ones, were notorious for being docile and too distant. The marketing teams would not spend time responding to reviews, both positive and negative ones. Reviewers would get into conversations without any input from the brand. This often resulted in a large customer base abandoning the brand for an alternative because their grievances went unanswered. So, whatever a brand does, never turn a cold shoulder to negative reviews.
In our personal lives, we often get harsh in negative situations and respond without thinking it through. There are ways to backtrack a conversation or an argument with a friend or a loved one. But when you are trying to calm down a disgruntled customer, it is always prudent to analyze the situation before responding. Many times, we can see the end while being in the middle. This foresight helps professionals turn unhappy reviewers into ecstatic brand ambassadors.
There is no room for error when you respond to negative reviews. Every step must be well-thought out and professionals should ensure that detours from scripts will result in disasters unless they are handled masterfully. Another common thing found in conversations between company representatives and customers is that professionals get too prickly or personal. This is the finest recipe for a disaster so it should be avoided at all costs.
People want to connect with brands they love. Sometimes, when the service is lackluster, they vent their anger through online comments sections instead of dedicated customer care lines. Whatever channel they choose, it is the responsibility of the brand to be grateful to them in their act of identifying the issue. The best way to show gratitude is by composing custom responses that are more in line with the time and space of the issue.
After collecting the initial complaint, the representative of the brand should take the necessary steps. Many times, it is about asking the internal team member to look into the matter and compensate the customer with the necessary incentive. Whatever the case, brands should provide proof in the reviews section so that everyone could see how it is a considerate and humane brand. In many cases, this is all that matters to customers with a grudge.
Brands used to be distant and inhumane in the past. This has changed thanks to the development of social media platforms where brands and customers have become equals. In this scenario, brands should show the negative reviewers that they truly care about the experiences of the customers. They should prove that they are committed to their promises and will handle the issue accordingly.
Here is how you should respond to negative reviews to stop the situation from escalating:
Dealing with negative reviews is very important because what is worse than negative reviews are unattended negative reviews. Customers and other reviewers would consider the word of the reviewer to be true resulting in abandonment.
People look for online reviews about a brand before making a purchase. If they find that the brand has more negative reviews than positive ones, then they end up placing orders at some other business.
Yes, it can. By using the negative review as a conversation starter, it can turn the tide in its favor. It is difficult and requires skills but it can be done. Many brands do it every day to turn grieving customers into happy reviewers.
Negative reviews are not all bad. They serve as a quality check for brands to help them understand the integrity of their products and services. In addition to this, the quality of handling a negative review is more important to search engines and humans.
Is there a way a brand can take advantage of negative reviews? Of course! Negative reviews are inevitable and many times, they cannot be masked or deleted by the brands. What brands can do is leverage them for their benefit. It starts with acknowledging the customer input and then taking all the necessary measures to ensure that the brand is in their favor. Brands can tackle this complex issue with the help of online reputation management tools.
TrustAnalytica is a leading online tool that helps brands monitor and influence reviews and feedback surrounding their name and products. If you are having a hard time dealing with these issues regarding your brand, this is the best software for you!
