When criticism is visible.
WHERE THEY APPEAR
Review sites Social platforms Forums Comparison sites
WHAT TO DO
Respond, promptly and factually.
WHY RESPOND
Prospects read the response more carefully than the complaint.
WHAT A GOOD RESPONSE DOES
Acknowledges the specific issue States what happened, or that you are looking into it Offers to resolve it directly
WHAT IT DOES NOT DO
Argue Dispute details publicly Use identical wording across reviews
WHY IDENTICAL WORDING FAILS
It is visible in aggregate, and it reads as indifference.
WHAT TO DO WHEN THE CUSTOMER IS RIGHT
Say so.
WHY
It is the most credible thing available to you.
WHAT TO DO WHEN THEY ARE WRONG
Correct the record once, courteously, and offer to continue privately.
WHAT TO NEVER DO
Reveal account details publicly Threaten Ask for removal as a condition of resolution
WHY THAT LAST ONE
It is widely regarded as unacceptable, and it becomes its own story.
WHAT TO DO ABOUT FAKE REVIEWS
Report them, and respond factually.
WHAT TO ENCOURAGE
Reviews from satisfied customers, asked at the right moment.
WHEN
After a successful resolution.
WHAT TO NEVER DO
Incentivise positive reviews specifically.
