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BizReport : Ecommerce archives : November 25, 2015

How to respond to bad reviews

No one likes a bad product review, but negative feedback can help inform product and service development, if used properly. For example, feedback about the online checkout process can be used to smooth that system. One expert explains how negative reviews can be a positive.

by Kristina Knight

Kristina: Brands are going to get glowing reviews, and they are going to get bad reviews. Can 'bad' reviews be used to improve their product/service?

Stine Mangor Tornmark, Trustpilot Vice President of Legal and Compliance: At Trustpilot, we find that negative and positive reviews are primarily a function of being proactive vs. reactive. If you don't ask consumers to leave you reviews, 53 percent will leave you negative (1 or 2-star) reviews. However, if you ask your consumers for reviews, you will likely receive 89 percent positive (4 or 5-star) reviews, and only 7 percent negative reviews.

Kristina: What can reviews tell a company?

Stine: Good or bad, reviews are a post-purchase goldmine of consumer data. But before you spend time understanding your customers, you need to respond to them. Based on how a brand responds to a negative review, the complaint can actually help improve the brand's relationship with its customers.

Kristina: What should that response be?

Stine: Whether responding on a review site or directly via social media, brands should take the time to answer their customers quickly, politely and comprehensively. This approach shows that the brand cares about its customers, and is eager to remedy any bad experiences. Statistics prove that responding to negative reviews can help build lasting relationships between brands and customers - according to PeopleClaim, 95 percent of shoppers will return to a brand following a negative interaction if their issues are handled quickly and efficiently.

Image via Shutterstock

Tags: bad reviews, ecommerce, ecommerce reviews, review content, Trustpilot

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