Nancy Cahalen, former president and CEO of Better Business Bureau of Central New England
Updated: October 28, 2019
10 Things
10 Things I Know About ... Managing customer reviews
By Nancy B. Cahalen
10) Know your legal obligation. The Customer Review Fairness Act protects online customer reviews and other media. The law prohibits companies from using contract language threatening a lawsuit or other penalty against customers who post negative reviews.
9) Don’t offer compensation for positive reviews. Reviews with false sentiments erode marketplace trust. Plus, the Federal Trade Commission investigates reports of companies compensating customers to post positive reviews online.
8) Monitor your online reviews. By claiming your business’ profiles on sites with customer reviews, you’re more likely to be notified when a review is posted. If not, check those profiles regularly.
7) Always respond. The sooner you respond, the better it will be for your business. Every review, good and bad, deserves a response. If it’s a good review, a simple “Thank you” is fine. If it is a bad review, make an honest effort to resolve the issue. Timely responses will help future customers make their purchasing decisions.
6) Be human and genuine. Each customer review is different and unique, sharing individual experiences and opinions. You should respond in a similar manner. Be professional and conversational. Avoid canned responses or corporate speak.
5) Offer solutions. A business’s response to a customer review displays its genuine appreciation of the customer’s business and the extent to which the company wants to develop long-lasting relationships with customers.
4) Understand consumers like to see both sides. Typically, consumers are less concerned a company got a negative review. They may be considering other aspects of your product or service.
3) Try to take any conversations offline. It’s best not to engage in an online dialogue. You can respond more personally via phone or email. In the case of negative reviews, you may be able to better address the customer’s concern this way.
2) Engage your customers. If you don’t ask, your chances are slim to none to getting a positive customer review. If a customer has a bad experience, they are more likely to write a bad review. A customer with a good experience may simply let you know in person, over the phone, or via email.
1) Remember this is business. It’s hard not to take a negative review personally, but don’t. If you see recurring themes in these reviews, listen to what your customers are saying and take steps to make improvements in those aspects of your business.
Nancy B. Cahalen is the president and CEO of Better Business Bureau of Central New England. For more information about BBB, visit cne.bbb.org, call 508-755-3340, or email info@cne.bbb.org.
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