Online feedback is a great way to get a first-hand look at what your consumers are saying, but unfortunately, critical or negative feedback can damage your brand’s reputation. From his time in the reputation management industry, Christian Stoneman understands how important and strategic it is to immediately address this negative feedback to protect your company’s image.
Tips for Responding To Negative Feedback
An inaccurate representation or snarky remark is just a button push away from souring your brand’s reputation. You have the power to combat this negativity and salvage the company’s image, but you must be proactive in your efforts. Here’s what you can do to protect your reputation.
Stay Vigilant and Responsive
It’s a mistake to underestimate how one comment or review could damage your company. Conversely, ignoring what you read in favor of “taking the high road” is just as damaging. Never ignore complaints. Responding publicly and promptly demonstrates courage and commitment to restoring the customer relationship.
Don’t just limit your responses to negative feedback. Respond thoughtfully to all comments or reviews, whether you are thanking a consumer for their input or offering a solution to those sharing a problem they encountered with your brand.
Err on the Side of an Apology
By taking a moment to look at the situation from the customer’s perspective, it’s often easier to take a position where you can make a sincere apology. Word your comment in a way that conveys how much you value the opinion and loyalty of the customer, making an effort to be transparent and sincere.
Having a scripted apology you submit by default is easy, but these often come across as insincere. This could worsen the situation, as your customers feel ignored and simply appeased. Address the specific concerns with a personal response.
Develop an Appropriate Response
Your company may not be in the wrong, but it is not worth losing your brand’s reputation over the issue. Your response should be unique to the situation and go beyond an apology to restore confidence in the brand. The resolution needs to benefit the customer while demonstrating your willingness to sacrifice something on the part of the company.
Your resolution should be evident to others who are reading the comment. Include your willingness to exchange a product or perhaps issue an upgraded service to address the wrong. Demonstrate how your resolution doesn’t follow the typical policies for the company, as it shows the extra effort to make things right.
Avoid Having the Last Word
It can be tempting to respond to negative feedback with a posted lecture about the qualities of your company or proof that the customer is in the wrong. This doesn’t solve any problems and only makes your company look defensive. Your responses don’t need to win the argument.
Keep your comments professional and brief. If it’s a complex problem that needs to be addressed privately, it’s okay to ask the individual to contact you by phone or email. This can convey that you want to focus more on their problem and find an effective solution.
Follow Up and Reconnect
Even though you may address the feedback publicly and online, take the extra step to follow up with customers privately. You can do this by messaging the individual online, sending an email, or making a phone call. This demonstrates that you care about the customer personally and aren’t just using online comments to protect your image.
A Little Effort Goes a Long Way
It doesn’t take much for a company’s reputation to be ruined or questioned. Addressing negative online feedback proactively and reactively protects the brand’s image.
About Christian Stoneman
As VP of Sales at NetReputation, Christian Stoneman remains steadfastly committed to helping businesses repair and redefine their brands on the web. His work with clients includes equipping them with the tools and resources needed to shape their public image and effectively manage their online presence.