How to Deal With Negative Customer Reviews
1. You have to do a good job. If your service or product just doesn’t deliver, you're out of luck. You can’t transform a bad experience into an attraction tool. Let’s say you sell a blender and it breaks. A customer tries to return it, but your overworked employee says you just don’t take returns. This isn't an experience you want amplified.
On the other hand, if you do a great job, it makes for the perfect story. One of our clients is K9Cuisine.com, which sells premium dog food online. Nothing too glamorous, but its customer service is amazing. The brand goes above and beyond just delivering orders. If a customer orders regular shipping, K9 Cuisine upgrades it for no extra charge. If a customer says his dog didn’t like a specific brand, they swap it out and help him find something that his dog will like. K9 Cuisine is more than just a dog food seller; it's become a trusted dog nutrition advisor who cares about your four-legged friend.
2. Use success to attract more success. This goes beyond just regular testimonials. Tell your customers’ stories — i.e., what they achieved through your service or product. When K9Cuisine.com receives an email thanking it for helping a family's beloved golden retriever start eating again after a long illness, it asks the customer if they can share their story with others. The story then makes its way onto K9 Cuisine's Facebook and Twitter pages. Soon, lots of people know about how K9Cuisine.com helped. Next time they think about their dog needing dog food, they'll think about K9Cuisine.com. And if they have a great experience, they may tell their friends. The cycle continues.
Becoming an active part of the conversation that's already taking place amongst your customers, employees, prospects and competitors is the best way to prevent negative comments from taking over your online reputation. This is especially critical for cross-channel retail businesses, where customer service truly is king.