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An Entrepreneur s Guide to
Handling Negative Reviews



               @JoeManna #techphx
}
      Yelp Reviews
       Blog Entries
    Customer Tweets           User
  Facebook Comments         Generated
Google Search Suggestions
 Complaint Communities       Content
     Google Reviews
     YouTube Videos           (Not you.)
  Experts / Tastemakers
(CC) gordontarpley
•    Percentage of consumers who trust
     online channels for product and service
     reviews?




       89%                            Cone ‘Trend Tracker’ (2011)
Consumer reviews are trusted

nearly 12 times more
than descriptions that come from manufacturers




                                        eMarketer (2010)
A one-star increase in Yelp rating leads to a
5-9% increase in revenue


                          Harvard Business School, Michael DeLuca (2011)
BazaarVoice (2011)
Search + Social Signals

Sentiment
   Recency
   Credibility
   Authority
What to do when you
get a negative review?
PANIC!
1. Stay calm.
2. Investigate.
3. Consider a few reasonable
solutions.
4. Privately reach out to the
customer.
5. Take action.
6. Politely ask the customer to
update their review to reflect
the outcome.
7. Follow-up and thank them.
How to respond
publicly to a review?
"   Thank   them and/or express empathy

"   Acknowledge     their concern

"   Engage    them in a solution

"   Provide   a private contact method
Your service sucks! Every time I go
to your chat support, I wait forever
     and it disconnects me.

     (Hypothetical example, sorta.)
Hi, John. Sorry to hear about the trouble in getting
a hold of us. Our technical support line tends to get
busier in the mornings, but you can also reach us
by phone at 866-800-0004 if you have a time-
sensitive issue. We re overhauling our online chat
feature soon, so I look forward to hear your
feedback about it when we roll it out. Let me know
if I can be of any additional help.

-Joseph
Realities of Responding to Negative Feedback



 "     A majority of reviews stay up forever on the web

 "     Not all negative feedback reaches resolution

 "     Be prepared for extortion - it happens

 "     We all make mistakes and need to correct them
Don t do these things.

"     Astroturfing & Sockpuppets

"     Compensate for reviews

"     Argue with customers

"     BS responses

"     Publish responses immediately

"     Disclose private customer info

"     Ignore your happy customers
Understanding the BBB

"     Not a government agency

"     High consumer trust

"     They care about
      advertising, dispute
      resolution and consumer
      advocacy
Responding to a BBB Complaint

"     Reach out to the customer to see if you can reach
      immediate resolution. If not … 

"     Acknowledge receipt and restate customer concerns

"     Provide facts, not opinions

"     Address specific issues, not the entire complaint

"     Respond promptly
Let s put this into perspective.

"     Listen to customers and promote happy ones

"     Seek out critical reviews and respond with
      compassion, but have a backbone.

"     Be professional and clear when responding to the
      BBB

"     Use surveys to detect and resolve risks before they
      start. (<120 days)
Q&A
Let me know if you have any questions or comments!


Twitter: @joemanna
Blog: joemanna.com
Email: joseph.manna@infusionsoft.com


                       Thanks!

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An Entrepreneur’s Guide to Handling Negative Reviews

  • 1. An Entrepreneur s Guide to Handling Negative Reviews @JoeManna #techphx
  • 2. } Yelp Reviews Blog Entries Customer Tweets User Facebook Comments Generated Google Search Suggestions Complaint Communities Content Google Reviews YouTube Videos (Not you.) Experts / Tastemakers
  • 4. •  Percentage of consumers who trust online channels for product and service reviews? 89% Cone ‘Trend Tracker’ (2011)
  • 5. Consumer reviews are trusted nearly 12 times more than descriptions that come from manufacturers eMarketer (2010)
  • 6. A one-star increase in Yelp rating leads to a 5-9% increase in revenue Harvard Business School, Michael DeLuca (2011)
  • 8. Search + Social Signals Sentiment Recency Credibility Authority
  • 9. What to do when you get a negative review?
  • 13. 3. Consider a few reasonable solutions.
  • 14. 4. Privately reach out to the customer.
  • 16. 6. Politely ask the customer to update their review to reflect the outcome.
  • 17. 7. Follow-up and thank them.
  • 18. How to respond publicly to a review?
  • 19. "   Thank them and/or express empathy "   Acknowledge their concern "   Engage them in a solution "   Provide a private contact method
  • 20. Your service sucks! Every time I go to your chat support, I wait forever and it disconnects me. (Hypothetical example, sorta.)
  • 21. Hi, John. Sorry to hear about the trouble in getting a hold of us. Our technical support line tends to get busier in the mornings, but you can also reach us by phone at 866-800-0004 if you have a time- sensitive issue. We re overhauling our online chat feature soon, so I look forward to hear your feedback about it when we roll it out. Let me know if I can be of any additional help. -Joseph
  • 22. Realities of Responding to Negative Feedback "   A majority of reviews stay up forever on the web "   Not all negative feedback reaches resolution "   Be prepared for extortion - it happens "   We all make mistakes and need to correct them
  • 23. Don t do these things. "   Astroturfing & Sockpuppets "   Compensate for reviews "   Argue with customers "   BS responses "   Publish responses immediately "   Disclose private customer info "   Ignore your happy customers
  • 24. Understanding the BBB "   Not a government agency "   High consumer trust "   They care about advertising, dispute resolution and consumer advocacy
  • 25. Responding to a BBB Complaint "   Reach out to the customer to see if you can reach immediate resolution. If not …  "   Acknowledge receipt and restate customer concerns "   Provide facts, not opinions "   Address specific issues, not the entire complaint "   Respond promptly
  • 26. Let s put this into perspective. "   Listen to customers and promote happy ones "   Seek out critical reviews and respond with compassion, but have a backbone. "   Be professional and clear when responding to the BBB "   Use surveys to detect and resolve risks before they start. (<120 days)
  • 27. Q&A Let me know if you have any questions or comments! Twitter: @joemanna Blog: joemanna.com Email: joseph.manna@infusionsoft.com Thanks!