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Looking to purchase a new vacuum online, I noticed a few 1-star/negative reviews had me bouncing off the site quick (even if I read 10 positive reviews in a row).
So I thought, how can a brand win back my confidence after reading these negative reviews? Here are some ideas:
So I thought, how can a brand win back my confidence after reading these negative reviews? Here are some ideas:
Before I dive in, remember a few negative reviews aren't actually a bad thing.
It gives you an opportunity to hear directly from your customers on how you can improve. Constructive feedback is always a bonus.
It also makes your brand more real. I know, weird, but hear me out!
It gives you an opportunity to hear directly from your customers on how you can improve. Constructive feedback is always a bonus.
It also makes your brand more real. I know, weird, but hear me out!
A product that has 100% positive five-star reviews from thousands of customers seems, well, almost sketchy?
It's impossible to please everyone; having all positive reviews can feel fake or inauthentic. Just make sure you handle negative reviews appropriately and don't fret!
It's impossible to please everyone; having all positive reviews can feel fake or inauthentic. Just make sure you handle negative reviews appropriately and don't fret!
First, reply quickly. You'd be surprised how many brands get this wrong. I don't mean a quick "Thanks for your feedback!" response. That won't get you a win.
Your response to negative reviews should cover the three As:
1. Acknowledge
2. Assistance
3. Assurance
Your response to negative reviews should cover the three As:
1. Acknowledge
2. Assistance
3. Assurance
Update reviews!
Example: when you read a review about slow shipping, you're unlikely to give that brand your money. What if that delayed shipping was a one-time issue?
Encourage customers to go back and update their review or write a new one when you've resolved the issue.
Example: when you read a review about slow shipping, you're unlikely to give that brand your money. What if that delayed shipping was a one-time issue?
Encourage customers to go back and update their review or write a new one when you've resolved the issue.
Personalize, personalize, personalize!!
For BOTH positive and negative reviews, be thankful for a customer taking the time to write it, and personalize every response to show your brand is as human as customers are.
This will make them feel heard and uniquely appreciated.
For BOTH positive and negative reviews, be thankful for a customer taking the time to write it, and personalize every response to show your brand is as human as customers are.
This will make them feel heard and uniquely appreciated.
In your response, leverage the power of ABC communication. 
What is this, you ask? Well, ABC stands for
1. Acknowledge
2. Bridge
3. Communicate your key message
It's actually a communication strategy many politicians use. More below.
What is this, you ask? Well, ABC stands for
1. Acknowledge
2. Bridge
3. Communicate your key message
It's actually a communication strategy many politicians use. More below.
With a negative review, you'll want to find a way to promote a positive image of your business. The ABC (or communication bridge), lets your brand take control of the conversation.
What key message do you want to get across to the customer? Use that to ABC.
What key message do you want to get across to the customer? Use that to ABC.
First, acknowledge what the customer is saying. This is essential. Let them know you understand their frustration.
Second, bridge (ease) toward your key message. For a delayed shipping negative review, start leaning into what you're doing to resolve the shipping issue.
Second, bridge (ease) toward your key message. For a delayed shipping negative review, start leaning into what you're doing to resolve the shipping issue.
Third, communicate your desired key message.
For the delayed shipping example, maybe your goal is to communicate how your products are delivered to customers in the US within 7 business days.
Share this fact and ensure every customer will get the same results moving forward.
For the delayed shipping example, maybe your goal is to communicate how your products are delivered to customers in the US within 7 business days.
Share this fact and ensure every customer will get the same results moving forward.
Considering potential customers will read negative reviews and the responses from your brand, ABC is an effective way to position your brand positively & give hesitant customers the confidence to know that they won't experience the same issue when purchasing from you. 
As a consumer, these actions show me a brand is more trustworthy to purchase from compared to what a few negative reviews tell me.
Good luck building customer confidence, and please wish me luck with purchasing a good vacuum!
Good luck building customer confidence, and please wish me luck with purchasing a good vacuum!
