5 Tips for Dealing with Negative Reviews: How to Improve Your Customer Communication
“Absolutely useless. Never again!” Unfortunately, negative reviews from some dissatisfied Amazon customers often look like this or something similar. They are frustrating – even devastating. And worse: on Amazon, they contribute to the overall rating of a product. It is tempting for a seller to speak up and defend themselves. However, in the heat of anger after such a possibly unjustified criticism, one can quickly say or write something that could backfire. In such a situation, it is difficult to remember the intention to improve one’s customer communication.
So is it better to simply ignore them? Not necessarily. After all, customers research products and refer to reviews to get an idea of the product and the seller. They also pay attention to good customer communication in response to negative reviews.
In 2017, a study by Bitkom found that more than two-thirds of consumers rely on reviews from other customers when shopping online. Many of them could understand that sometimes things don’t go perfectly.
Source: bitkom.org
A carefully chosen communication approach by the Amazon seller would be advisable at this point. Those who are not yet able to do this should focus on improving their customer communication. After all, many studies indicate that customer loyalty can benefit from successful problem-solving.
Experts found that 45 percent of authors of negative reviews even retracted their reviews after a personal apology from the sellers.
Source: impulse.de
The keyword is therefore “Support“. Help your customers and assist them in problem-solving. However, this is only possible if you are consistently interested in optimizing your customer communication.
5 Tips on How to Improve Your Customer Communication on Amazon: A Guide
Professional customer communication and excellent service are essential in both retail and online business. It is all the more tragic that many companies stand out due to failed communication. Instead, the rule should be: respond kindly and openly to negative reviews and make this type of communication the standard for your company – this way, other (potential) buyers will see that you care about your customers’ problems and that they can feel well taken care of with you.
We have summarized the key dos and don’ts for handling negative reviews that can help you improve your customer communication on Amazon.
#1: Don’t wait and hope that time will heal the situation – respond promptly.
Understandably, you may want to take some time to calm down or even hide under the covers. This is not a bad idea to improve the quality of the upcoming customer communication. Marketing and sales will thank you for it.
But don’t wait too long! Late or no responses quickly create the impression that the seller does not care about their customers’ concerns and is simply ignoring them. In the worst case, this can lead to further negative reviews, and you may be overwhelmed by a shitstorm. So, show your customers your interest immediately, speak up, and take care of your customers. Successful customer communication, whether in retail or online, thrives on having an open ear.
At the end of 2020, Amazon discontinued the comment feature for reviews, which led to frustration among sellers. Since June 2021, sellers in the USA can respond to negative reviews using pre-made templates from the online giant. Whether and when this feature will roll out to the German market is still unknown.
Update June 2021
#2: Do Not Launch a Counterattack, but Respond Thoughtfully.
Even if the author of the criticism has used an inappropriate tone, you should maintain your composure and present yourself professionally. Poor customer communication in response to negative reviews can make everything worse. After all, you are the face of your product, and your public appearance should be positive under all circumstances. Use carefully chosen words and maintain a friendly tone in interpersonal interactions. Communicate on equal terms. Your response will not only be read by the author but also by many other (potential) buyers.
Keep in mind that from the author’s perspective, you have made a mistake, and they are counting on your understanding. An unfriendly reaction will drive customer loyalty to a low point. In contrast, good problem-solving skills on the part of the seller can even elevate customer loyalty to a higher level than it was before the incident. Therefore, it is particularly worthwhile to reflect on your own behavior and improve customer communication.
#3: Do Not Use the Criticism as a Reason to Doubt Your Profile, but See It as Helpful Feedback. Thank the Author!
Even if it may be the last thing you think of at first glance: a “Thank you for your feedback” not only calms the situation in many cases, but it also shows the customer that you take their criticism to heart and see it as a value for your business. This is not to say that you have a bad profile or that you should doubt it at all.
To err is human, and almost everyone understands that. What is much more important is that you learn from mistakes and avoid them in the future. According to this motto, you should also improve your customer communication. Be open about your mistake and emphasize that any constructive criticism is helpful. This makes you human and the interaction authentic!
#4: Don’t Write a Generic Response; Instead, Focus on Modern Customer Communication – Individual and Personal.
Show your customers that you mean business and that you are listening to them. Almost everyone has read customer reviews and has come across the responses from sellers. If you were to respond with an impersonal, pre-prepared answer, many readers would likely wonder why this text sounds so familiar.
Aside from the embarrassment of being caught, it conveys a certain disinterest in your customers’ concerns. So, take a little time to address the review. Respond individually and thoughtfully. This shows your interest and strengthens customer loyalty. To improve this aspect of customer communication, it can also be helpful to draft your response and read it over before sending it to the customer.
#5: One Response Is Not Enough – Go on a Problem Hunt!
Once you have made it clear that you take your customers seriously and want to improve, make sure you actually do so! Otherwise, you will come across as untrustworthy. You might get away with it a few times, but if complaints about a specific issue continue over a longer period, despite your promises of improvement, customers and potential buyers will be deterred.
So, it’s better to proactively seek out the problems yourself. Ask yourself what exactly the issue was, whether it caused any follow-up difficulties, where the root of the problem lies, and most importantly: how you can fix it! Then it’s time to get to work! Ensure that the problems do not recur. For a successful business, it is not enough to simply improve customer communication – all other business processes must also be continuously monitored and optimized.
Delete Reviews?
While it is possible to have an inappropriate review removed by the sales portal, it must be proven to violate Amazon’s guidelines or laws.
It is therefore not possible to simply remove every negative review. However, this is not necessary. If a product or seller has received only positive reviews, it quickly gives the impression that not all reviews (or, in the worst case, none) are genuine. Nowadays, it’s easy to buy a few good reviews, ask friends to write something positive, or take action yourself. So, it’s better to leave negative reviews as they are and reach out personally to the author: Show with your response that you are a reputable company that customers can rely on.
Conclusion: Optimal Customer Communication on Amazon is Important!
Always use your communication skills in a friendly and professional manner, thank customers for their feedback, and show them on every communication channel that you care about their problems. Standard responses or counterattacks are out of place here. Instead, ask yourself what you can do to resolve the issue to the satisfaction of both parties.
Nothing destroys the customer relationship faster and more effectively than a lack of problem-solving skills from the support staff. If this is lacking, marketplace sellers must do everything possible not only to improve their customer communication measures. Just like in retail, communication skills in customer interactions determine whether a customer returns or not.
Interpersonal misunderstandings due to the absence of nonverbal body language are also more likely in online customer communication. Therefore, read your message through once more before sending it. Pay attention to your choice of words in customer interactions and ensure that you communicate on equal terms.
Image credits in the order of the images: © olly – stock.adobe.com
