Online customer reviews can sway or hinder a sale in a flash. In an oft-cited survey, 90% of respondents reported that reading positive product or service reviews had influenced their behavior. Similarly, 86% reported that a negative review had caused them to abandon a purchase. But no business can ever boast a completely spotless reputation. Even the most ardent customer-service operation will fall short of some customers’ expectations. Which is to say that negative customer reviews are inevitable. And that’s okay. In fact, one survey indicates negative reviews might be good for business.
A study commissioned by Reevoo found that the presence of negative reviews led consumers to trust the reviews they read more. The reason? The absence of any negative sentiment suggested to consumers that the reviews they’re reading are curated or artificially inflated in a way that calls the whole enterprise into question. What’s more, consumers who seek out and pore over negative reviews can be 67% more likely to make a purchase, as they’re highly engaged shoppers and thorough researchers.
With all that in mind, it’s no surprise that customers seek out information about local businesses on search engines and social directory sites like Google, Facebook, and Yelp, where they’re likely to find information – both good and bad – about other customers’ experiences and to trust the weight of public opinion.
So You’ve Gotten A Bad Review – What Now?
When a bad review rolls in, that’s when the work begins. Businesses need to make a concerted effort to spin a negative experience into a positive one, as a way to build trust with their customers, of course, but also increasingly because responding to negative reviews can help businesses build trust with Google. Google puts it right in their guidelines for local businesses that businesses should “interact with customers by responding to reviews that they leave about your business. Responding to reviews shows that you value your customers and the feedback that they leave about your business.”
Those are some pretty compelling reasons to embark upon a reputation management strategy if you haven’t already. Wondering how to implement one for your business? Contact us today to get started.