Dealing with Negative Reviews and Feedback

More often than not when you proactively solicit reviews using RatePoint, the positive ones greatly outweigh negative ones. But at some point or another, every business will likely get customer complaints or negative feedback. If you receive negative feedback, it's important to remember that a satisfied customer returns and buys more, and refers more new customers than one whose complaint goes unresolved.

While it's never easy to hear that you didn't satisfy a customer, every complaint or negative review should be viewed as a turning point for your company and that customer.   Handle the customer right they will likely become your biggest fan -- spreading the word about your company and its customer service!  The alternative, handling it poorly or not at all, will most likely result in that customer never doing business with you again, and telling all their friends about their experience with you and even quite possibly posting a negative review about your business on the Web. 

That's why it's imperative that you respond to any negative feedback and/or reviews you receive through the RatePoint service.

Tips for Dealing with Negative Customer Feedback
There are some customer complaints you can address or fix, such as "I didn't receive my order when they said it would be delivered," or, "The product had a defect." And then there are some complaints (or opinions, really) that you can't fix, such as "I didn't like the pizza -- it was too saucy," or,  "They charge too much for a product. I can get it cheaper somewhere else."

The ultimate goal of either of these challenging situations is to create a win-win solution.  You want your customers to leave the interaction feeling listened to, well-taken care of and valued. If it's a legitimate customer complaint or negative review, you should view it as an opportunity to turn it into something positive -- both for you and the customer. 

With RatePoint, anyone who submits a negative review (a one (1) or two (2) star rating) is required to go through a telephone authentication when posting a negative review.  This verification is intended to make sure that a complaint is legitimate, comes from a real customer, and that the customer is open and willing to having a business response to their issue.  As a RatePoint member, you've committed to respond to negative reviews and go through the dispute resolution process.  

WHAT TO DO WHEN YOU RECEIVE A NEGATIVE REVIEW
Proper handling of a customer complaint and response to a negative review is critical to your business success.  Here are a few tips for dealing with complaints and negative reviews:

Don't be afraid of negative customer feedback or reviews
When there are a mix of different ratings consumers are more likely to trust the review process.  As long as there are positive reviews alongside negative reviews, consumers are smart enough to discern an angry, irrational customer from a legitimate concern.  Plus, businesses can look at a negative review as an opportunity to turn a poor customer experience into a good one, and quite possibly even improve their business. And, with RatePoint, the business always has the opportunity to post a business/management response that shows alongside any negative review.

Plan for complaints and negative reviews
First and foremost, you should have a strategy in place for when you do receive complaints or negative reviews.  Decide what do you want the end result to be:  to save the customer or to resolve the issue -- may vary from customer to customer. Identify your parameters -- what can you provide the customer and what you can't do because of company policies.  A good strategy is to retain the customer whenever possible -- you want to provide a positive experience to the customer, while balancing your own business needs. 

Respond quickly and act promptly
Chances are you already have some way to reach out the customer through e-mail or telephone. The first thing you should do when you receive a negative review through RatePoint is reach out directly to the customer via a phone call or a note.  In this first initial contact, try to draw out as much specific information as possible to make sure you understand the customer's true concerns.  This can help you determine the appropriate solution in a more efficient manner.  On your side, take the time to find out what actually happened -- is there something on your end that needs to be fixed or has the customer misunderstood something? Avoid becoming argumentative with them and focus more on opening up the dialogue with the customer. 

Take responsibilty and offer a solution
From here you'll be able to decide whether you'll be able to resolve the issue on your own or will need to complete the RatePoint dispute resolution process.  In either case, it's important to take responsibility and offer a solution. If you agree that it was a mistake and was caused by something you or your staff control, fix it immediately or do what you can to satisfy the customer and apologize.  Give the customer a choice of possible resolutions and negotiation -- a discount off of future orders, free shipping or an alternative product.

To know what customers are thinking, businesses have to ask. One of the many fears of companies is often negative feedback, but failing to recognize and fix negative customer experiences can harm your company, your reputation and your future sales. And, as a RatePoint member, you've committed to respond to negative reviews and go through the resolution process.