BBB Tip: How to Handle Negative Reviews
By: Better Business Bureau in Western Michigan
Bad reviews can happen to any business, and how you respond matters. Potential customers are not just reading what others have to say about your business; they also read
how you reply to that feedback. Open and honest communication is necessary for an ethical
marketplace where businesses and customers benefit from genuine customer reviews. When
customers have access to honest reviews, they’re able to make informed decisions about
how you reply to that feedback. Open and honest communication is necessary for an ethical
marketplace where businesses and customers benefit from genuine customer reviews. When
customers have access to honest reviews, they’re able to make informed decisions about
where to spend their money, and businesses have an opportunity to address their
shortcomings, improve their reputation and rebuild trust.
Tips for handling negative reviews of your business:
● Respond promptly to negative reviews. Prospective customers consider the
newest reviews to be the most relevant and accurate. They could interpret a lack of
response as a business's lack of interest in a customer’s concerns. Consistently
monitor reviews on various websites to respond to negative comments quickly.
(Note: it is also important to respond to positive reviews, as that shows appreciation
and could increase customer loyalty).
● Be respectful when responding to negative comments. You should avoid
making denials or excuses, even if you have a different perspective. Acknowledge
their concerns, apologize for the mistake, and illustrate that you value customer
feedback as an opportunity to improve.
● Be sure to claim your business profiles. Claim your profiles on as many
platforms as possible (including bbb.org). This will allow you to respond to comments
and reviews. On some platforms, managing your profile includes being able to appeal
negative reviews.
● Tell the customer how to contact you. When you talk to a customer one on one,
they’ll know that you genuinely listened to their concerns. This also gives you a
chance to reach a resolution that satisfies you and the customer.
● Businesses can remove or prohibit reviews that are considered abusive,
vulgar, or threatening. The CRFA protects a customer’s right to leave honest
reviews but does not protect reviews that could be genuinely harmful. For example,
it does not permit reviews that reveal sensitive information about a business or its
employees, nor does it permit inappropriate language like racial epithets.
● Give it time. Customers place emphasis on recent reviews, meaning bad reviews
will become less important as time passes. Ensure your reviews are recent by
encouraging clients to leave reviews.
Read more about why reviews are important to small businesses, and why responding
shortcomings, improve their reputation and rebuild trust.
Tips for handling negative reviews of your business:
● Respond promptly to negative reviews. Prospective customers consider the
newest reviews to be the most relevant and accurate. They could interpret a lack of
response as a business's lack of interest in a customer’s concerns. Consistently
monitor reviews on various websites to respond to negative comments quickly.
(Note: it is also important to respond to positive reviews, as that shows appreciation
and could increase customer loyalty).
● Be respectful when responding to negative comments. You should avoid
making denials or excuses, even if you have a different perspective. Acknowledge
their concerns, apologize for the mistake, and illustrate that you value customer
feedback as an opportunity to improve.
● Be sure to claim your business profiles. Claim your profiles on as many
platforms as possible (including bbb.org). This will allow you to respond to comments
and reviews. On some platforms, managing your profile includes being able to appeal
negative reviews.
● Tell the customer how to contact you. When you talk to a customer one on one,
they’ll know that you genuinely listened to their concerns. This also gives you a
chance to reach a resolution that satisfies you and the customer.
● Businesses can remove or prohibit reviews that are considered abusive,
vulgar, or threatening. The CRFA protects a customer’s right to leave honest
reviews but does not protect reviews that could be genuinely harmful. For example,
it does not permit reviews that reveal sensitive information about a business or its
employees, nor does it permit inappropriate language like racial epithets.
● Give it time. Customers place emphasis on recent reviews, meaning bad reviews
will become less important as time passes. Ensure your reviews are recent by
encouraging clients to leave reviews.
Read more about why reviews are important to small businesses, and why responding
matters at bbb.org/all/your-business-hq.