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Negative Reviews a Business Golden Opportunity

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This SedonaEye.com article submitted by Mary Hawkes, Director, Yavapai County Office of the Better Business Bureau serving Greater Arizona at BBB.org Start With Trust®

Sedona AZ (September 14, 2014) – The business owner arrives at the office, powers up the computer, checks email and finds a positive customer review posted online, perhaps on the company’s BBB Business Review. The owner smiles with pride knowing that great customer service, good prices, and a convenient location have all contributed to the success of the company. While positive customer reviews are a business owner’s desired outcome after an interaction, negative reviews sometimes occur and can serve as an opportunity for improvement. Better Business Bureau (BBB) shares how businesses can use negative customer reviews as a golden opportunity.

Many questions go through a business owner’s mind when the company receives a negative customer review. Do they dismiss the comment? After all, some might think, “You can’t please everyone!” and “It’s just one customer.” Don’t make that mistake.

The White House Office of Consumer Affairs states, “News of bad customer service reaches more than twice as many ears as praise for a good service experience.” A 2011 American Express survey indicated greater than two in five customers will tell people about a good experience, but three in five tell people about a poor experience. More than 90 percent of unhappy customers will not conduct repeat business with the company, according to Lee Resources; however, the Jim Moran Institute states almost 95 percent of customers will give a company a second chance if the complaint is handled promptly and successfully.

Statistics demonstrate complaints – and how they are handled – do affect a company’s success. For this reason, BBB shares five tips on how businesses can turn negative customer reviews into golden opportunities.

  • Acknowledge

Perhaps, most importantly, never ignore a negative review. Treat the customer with genuine respect and take the issue seriously. While it can be difficult to resolve a heated comment online, in those cases, try to take the issue offline, directing the customer to a private message, e-mail or phone number.

  • Empathy

Empathy and a sincere willingness to resolve the issue can go a long way toward making the customer feel validated and appreciated. If the customer is being unreasonable or rude, don’t respond in a demeaning or dismissive manner. Instead, remain calm and positive and don’t take the matter personally. Oftentimes, if you put yourself in the customer’s shoes, you’ll realize you would be just as upset as he or she is.

  • Analyze

Negative reviews often contain insight. Listen to the customer’s feedback and let them educate you. The customer should be part of the solution, not be viewed as part of the problem. Ask clarifying questions. Before you can resolve the issue, you must understand exactly what went wrong and what the customer wants. If it’s not clear what he or she is seeking, involve the customer in your resolution decision-making through phrases such as, “What do you think would be fair?”

  • Act

Time is of the essence. An unhappy customer wants the problem fixed immediately, so providing a resolution is a priority. If it’s not possible to remedy the situation right away, explain the steps you will take and give the customer a time frame. On occasion, a customer may be in the wrong, or the problem is a result of his or her own misunderstanding. In those cases, politely inform or correct the customer without placing blame or criticizing. If you go about this graciously, the customer will be empowered by the knowledge.

  • Appreciate

Invite the customer to verify you have resolved the issue. Even if it is obvious the situation has been corrected, the customer will appreciate the fact that you care   enough to follow up. Express your sincere appreciation to the customer for giving you the opportunity to understand and remedy the situation. This will ensure the interaction ends on a positive note.

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1 Comment

  1. Robb Gordon says:

    Unfortunately sometimes negative (and positive) reviews are phony from people with ulterior motives.

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