How to respond to positive reviews
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It’s probably not surprising that many of the principles involved in responding to a bad review carry over when responding to a good one. Of course, there are a few key differences involved this time around.
In case you’re wondering why you need to respond to positive reviews as well, here’s something to consider: when Cars.com conducted a study of 10,000 randomly selected auto dealer reviews, it revealed that the dealers who responded to ALL reviews received the highest ratings and were the most popular.
That said, here’s what to do to make the most of your positive reviews:
Share the review.
Put those reviews to work. They’re like testimonials for the digital age, and if you ask me, more compelling than an infomercial (although that’s debatable because we all know someone who has a Snuggie). It only makes sense to use good reviews for marketing.
Customer experience is marketing, and because the number of consumers who search for a business before even using it is still on the rise, this has never been more true.
Determine what's of value.
Let’s consider an example. Suppose that a restaurant owner – let’s call her Sarah – thinks that the best thing on her menu is the pacific cod, but every review seems to rave about the garlic roasted potatoes? Well, maybe she should start pushing these in her marketing a little more, since it’s obviously what consumers want.
Or, it could be an indication that not enough people know about the cod, and Sarah might want to offer consumers a special. Regardless of how it works, business owners are often very close to their work and can thus struggle to recognize what consumers really like. Reviews are the no-nonsense way to decipher the true customer experience.
Did the reviewer mention something specific about the business? Without letting the comment get too long, share a personal anecdote or offer a shared opinion. If the reviewer loves the decor in your office, thank them and tell them where the inspiration comes from. Acknowledging particular points from the review assures the author that you read, understood and internalized their feedback.
“Reviews are the no-nonsense way to decipher the true customer experience.”
Commend staff if they are mentioned explicitly.
We’re always being told how important customer service is, and our data reinforces that notion. In our database of over 1.6 million online reviews, the words “service,” “friendly” and “rude” appear in 40% of reviews.
It’s clear that customer service is essential in setting a business apart, so be sure to reward staff who go the extra mile to make the company stand out. The ones who would walk 500 miles…then 500 more…etc. Lauding staff that exceed expectations is good for morale and will help perpetuate the good service.
Ask for reviews.
The average number of reviews written about the typical business has increased each year. While that is good news for companies promoting themselves through reviews and review sites, the average business still doesn’t receive many reviews per year. The best way to get more? Ask! This can be done in many different ways, depending on the structure of the business — at the till on the way out, a follow up email, a sticker in the window or automated software.
We actually wrote an article on how to get more reviews, so you can check that out here. When a company’s got a good thing going, it always pays to keep the ball rolling. Responding to reviews, positive and negative, are key elements of modern day customer service. Good customer service is good business.