Why Care About Reviews?
Review sites have been called the village of the twenty-first century. Today this is where people come together to share views about what’s good and what’s not good, which businesses treat you well and which don’t.
A new kind of Web shopping is taking place–in many cases, shoppers go to Web sites to find the companies who are candidates to deal with, then the go directly to those companies’ sites. They may go entirely through a buying cycle and never use a search engine! Yes, search engine position still matters for those who do search, but also it’s important to pay attention to your reviews.
Dave’s Certified Reviews
I write this, and will write more, about reviews because I’ve started Dave’s Certified Reviews, which I’ll call DCR here, a comprehensive review management service. It helps you acquire genuine, favorable reviews, it allows you to see and reply to your reviews, and it lets you put a live feed of current, favorable reviews on your own site.
In the two years I’ve spent getting DCR ready to launch I’ve been very involved with reviews, so have some advice to share on the subject.
Ten Commandments for Bad Reviews
Moses put his operating principles for life into ten commandments, so here’s a set of operating principles for bad reviews that has just ten rules.
First, don’t panic! As long as you have a great majority of favorable reviews, an unfavorable review won’t hurt you. In fact, if you don’t have some unfavorable reviews, you’ll lose credibility. Sophisticated readers of reviews know that every company messes up now and then, so if they don’t see any unfavorable reviews they will discount all the reviews they see. So it’s not the end of the world. But it is important that you handle it right.
1. Monitor Your Reviews
If you’re going to respond to a negative review, you have to know that it’s appeared somewhere! At least once a month, and better, once a week, look at the most important review sites: Google, Yahoo and Yelp. Depending on your industry, there might be other review sites that are important to you, such as Healthgrades for practitioners in the healing industry.
You can do this monitoring yourself by just looking at the sites, or use a service to tell you when there’s a new review. DCR sends you an email when you get a review, so that you can act on it promptly.
Many businesses don’t reply to reviews. Perhaps the view is that a bad review will just go away if we pretend it’s not there–but it won’t. In fact, if you don’t reply to it, you’re letting the criticism stand unanswered. A reader may think that you don’t care about the criticism, or that you’re implicitly acknowledging that it’s correct.
Replying to any review, favorable or not, shows that you care what your customers think. A good opening is to thank the reviewer for taking the time to comment, and to state how important customer opinions are, and how you value the feedback you get from reviews.
Remember that your reply is for other readers of the review as much as it is for the reviewer. The reviewer may have simply wanted to vent, and won’t care about your followup; but hundreds of people may read your reply and used that to form opinions about your business.
3. Restate the Concern
This is your opportunity to let the reviewer know that you understand the concern. You want to make it clear that you do understand. “It sounds as though the salesman didn’t do enough to explain what foods to serve with this wine.”
This is a good technique to use when responding to positive reviews as well.
4. Explain How You Will Fix Things
Be specific. “We are putting recommended foods on small posters on the wall near each group of similar wines, to help you with wine-food pairing, and we are encouraging our salesman to learn about pairing wine with food.”
If it’s a problem you can’t fix, say so. “I’m sorry that the traffic noise disturbs your meal. A good time to come is before 5 pm or after 7 pm, when the traffic is not as heavy.”
5. Complete the Story
The reviewer may not have told the whole story. “I brought back a carton of milk that I diddnt want and the clerk would not accept my return.” You can add that you can’t accept the return of perishable goods unless they are defective, because of the danger that they may not have been stored properly since they left the store.
6. Don’t Use a Generic Response
If you don’t have time to actually compose a response for each situation, better to not reply. A form response, that’s repeated for a bad reviews, is a loud message that you really don’t care.
If you look at a lot of reviews (as you would if you were putting together a review management service) you’d get to experience that bad impression that’s given by companies that have standard–or slightly tailored–responses that they give to reviews, particularly unfavorable reviews.
7. Don’t Respond Defensively
Being defensive tends to reinforce the criticism. No reply is better than a defensive reply. Don’t say something like “You can’t be correct in this. Everyone else likes it.”
8. Don’t Dis The Critic
The reviewer has taken the time to give you feedback, for which you should be grateful. Being ungracious to the critical reviewer is a way to show that you can’t handle criticism, that you really don’t care what your customers think.
9. Not All Reviews Are Created Equal
Some reviews have so little content that they don’t deserve a reply. In that case, just let it stand by itself. Other readers will have the same view and understand why you didn’t reply.
10. Forget about Lawsuits
Don’t even think about suing a reviewer. If a review is horrible, then take steps (like those provided by Dave’s Certified Reviews) to get more favorable reviews. As long as you have far more favorable than unfavorable reviews, you’ll be all right. Of course, if you’re getting mostly unfavorable reviews, then you need to take action that goes beyond review management. You need to see why your business isn’t satisfying your customers and fix the problems.
The Bottom Line
Pay attention to your reviews, and reply constructively and substantively to those that are unfavorable and the more substantive favorable reviews as well.