In 2004, Yelp! started the most prominent customer review site in the world. Over the next few years, other review sites emerged and are now seemingly ubiquitous: Yelp! for restaurants and local services, Glassdoor for jobs, and TripAdvisor for travel and tourism. Today, review sites are an integral part of the consumer experience, and that has businesses and brands paying more attention to them than ever.
Negative reviews can happen for any number of reasons, and while a small amount can be chalked up to Internet trolls (they are plentiful, these days), most negative reviews are caused by legitimate mistakes on the company’s end. Either way, every negative review offers valuable insights about your brand, product and service, and dismissing them is a serious misstep. According to research from Trustpilot, a global online review community with 30 million reviews of 160,000 businesses, you can convert 70 percent of unhappy customers to returning customers by resolving their issues. Consumers are also 15 percent more likely to buy something if they see a business addressing problems online.
So how should businesses deal with negative feedback? Here are a few best practices that you can use to combat these growth killers: