The Importance of Online Reviews for Your Business

Online reviews are more critical than ever before, significantly impacting a business's success. Studies show that a staggering 92% of consumers read online reviews before making a purchase decision. The reality is that your customers and prospects are highly interested in what others have to say about your business.

• Positive reviews build trust and credibility, encouraging potential customers to choose your business.
• Negative reviews, while challenging, provide valuable insights into areas for improvement.

The Most Important Factor for Getting Great Reviews

The most crucial aspect of getting positive reviews is delivering an exceptional customer experience. When customers are happy and satisfied with your product or service, they are more likely to leave glowing reviews.

• Focus on exceeding customer expectations and building strong relationships.
• Happy customers are more likely to recommend your business to others, leading to increased growth.

5 Ways to Get Positive Online Reviews

While a great customer experience is essential, you can actively encourage customers to leave reviews. Here are five effective strategies:

1) Ask the Right Customers

Asking for a review is crucial, but it’s essential to target the right customers. Those who are truly satisfied and get significant value from your product or service are the most likely to leave positive reviews.

• Referrers are excellent candidates as they already vouch for your business.
• Promoters, as identified by Net Promoter Score surveys, are passionate about your business.
• Highly engaged customers who frequently use your product are likely to have a positive experience.

2) Ask at the Right Time

Timing is critical when requesting a review. Asking while the value you delivered is fresh in their minds increases the chances of a prompt and thoughtful review.

• Reach out when customers hit a usage milestone or achieve a positive result.
• Send a review request along with your invoice to remind them of the value you provide.
• Follow up after positive customer feedback or interactions with your team.

3) Ask the Right Way

The way you ask for a review matters. Avoid language that implies you're expecting a positive review. Instead, encourage honest feedback.

• Request an “honest review,” not a “good review.”
• Offer a clear and concise call to action with a link to the desired review platform.
• Make it easy for customers to leave a review.

4) Don't Be Afraid to Ask Again

If your initial review request goes unanswered, don't be discouraged. Customers might be busy or have overlooked your email. Reaffirm your request with a different subject line to increase the chance of engagement.

• Use email marketing software to track open rates and send follow-up emails to non-openers.
• Change the subject line to something more attention-grabbing.

5) Respond to ALL Reviews

Responding to reviews, both positive and negative, is essential. It demonstrates that you value customer feedback and are actively engaged with your customer base.

• Thank customers for taking the time to leave a review, whether positive or negative.
• Engage with customers who leave positive reviews to reinforce your relationship.

Dealing With Bad Reviews

It’s inevitable that you will encounter negative reviews, but remember that these are not necessarily a reflection of your business's overall quality. It’s crucial to approach bad reviews with a positive mindset.

Why Bad Reviews Aren’t So Bad

Bad reviews can be an opportunity for growth and improvement. Remember that:

1) Your Business Might Not Be a Good Fit for Every Customer

Not every customer will be a perfect fit for your business. This is natural, as different products and services cater to diverse needs and preferences.

• A bad review might simply indicate that the customer discovered your business wasn’t the right solution for them.
• This is a good thing, as it allows you to focus on attracting customers who align with your offerings.

2) A Bad Review Can Be a Gift

Many unhappy customers remain silent. Those who do leave reviews are giving you valuable feedback that you can use to make improvements.

• Utilize the feedback to address issues and improve your product or service.
• Show appreciation for the customer’s feedback, even if it is negative.

3) A Bad Review Is an Opportunity to Shine

Mistakes happen, but they provide a chance to demonstrate excellent customer service. By resolving issues effectively, you can build stronger relationships with customers.

• The "service recovery paradox" suggests that a positive service recovery can result in even greater customer satisfaction than if no service failure had occurred.
• Embrace the opportunity to turn a negative experience into a positive one.

4) The Customer Might Be Having a Bad Day

Stress and personal issues can influence customer behavior. Remember that sometimes, the customer's frustration isn’t directed at you.

• Approach the situation with empathy and try to understand their perspective.
• Avoid taking the review personally.

5) The Customer Might Just Be a Jerk

While rare, some customers engage in personal attacks and disruptive behavior. In such cases, it’s best to disengage and focus on your other customers.

• Identify and address inappropriate behavior swiftly.
• Protect your team and other customers from disruptive individuals.

How to Deal with a Bad Review

When dealing with negative reviews, it’s tempting to focus on removing them, but this is not the right approach. Instead, prioritize addressing the underlying issue and resolving the customer’s concerns.

The H.E.A.R.D. Technique

The H.E.A.R.D. Technique, popularized by the Walt Disney Company, is a powerful approach to handling customer complaints. It involves:

• Hear: Listen attentively to the customer's story without interrupting.
• Empathize: Express genuine understanding of their feelings.
• Apologize: Offer sincere apologies for their experience.
• Resolve: Work quickly to find a solution or empower your employees to do so.
• Diagnose: Identify the root cause of the problem and make process improvements to prevent recurrence.

Publicly Respond to Bad Reviews, But Don't Defend Yourself

When responding to bad reviews, resist the urge to defend yourself or your business. Instead, focus on expressing empathy and showing a genuine desire to make things right.

• Acknowledge the customer’s feelings and apologize for their negative experience.
• Publicly offer to resolve the issue.
• Demonstrate a commitment to customer satisfaction.

Drown Out Bad Reviews with Positive Ones

Getting more positive reviews is a powerful strategy for mitigating the impact of negative reviews. The more positive reviews you have, the less significant negative ones will appear.

• Focus on consistently delivering exceptional customer experiences.
• Actively encourage customers to leave reviews.
• Use positive reviews to build trust and credibility.