From Criticism to Kudos: Training Your Team to Handle Negative Reviews

Thought Leader Article

Bad reviews are as inevitable as death and taxes, but the outcome doesn’t necessarily have to be negative. The numbers back this up: Effective review responses can increase engagement and even sales by up to 67%, according to findings from the Spiegel Research Center.

Additionally, a well-handled negative review can boost customer trust, with 55% of consumers feeling more positive about businesses that respond to their feedback, as reported by BrightLocal.

So you can relax – receiving negative reviews doesn’t mean your business is doomed. By responding effectively, you can turn criticisms into marketing opportunities that showcase your commitment to customer satisfaction and transparency.

However, it’s crucial to ensure every member of your team is on the same page. After all, customer service should be a priority of every team member, not just those who handle your marketing.

Here are 3 steps to equip your team to handle negative reviews:

1. Role-Playing Exercises

Role-playing exercises are an effective way to prepare your team for real-life situations. Create scenarios that mimic the types of negative reviews your business might receive.

For example, imagine a customer is upset about a delayed delivery. Have team members take turns playing both the customer and the responder to practice handling the situation with empathy and professionalism.

Here’s what a role-playing exercise might look like in real life:

Scenario: A customer leaves a negative review about a product arriving damaged.

Role-play: One team member acts as the dissatisfied customer, while another responds by acknowledging the issue, apologizing sincerely, reiterating the brand promise and offering a solution.

Key Takeaway: Regularly incorporate role-playing exercises in team meetings. Encourage team members to think on their feet and provide constructive feedback on their performance. This practice will build their confidence and improve their ability to handle negative reviews effectively. If your team is stretched thin or if you don’t want the liability or exposure of your staff members potentially mishandling public responses, consider delegating this task to a professional marketing agency (like ours) that is fully trained and prepared to keep you out of hot water and uphold the brand voice and identity you’ve worked so hard to build.

2. Create Response Templates

Developing response templates ensures consistency in how your team handles negative reviews. These templates should reflect your brand’s voice and values, providing a blueprint that can be personalized for each situation.

Example:

Template for a delayed delivery complaint:

“Dear [Customer Name], we sincerely apologize for the delay in delivering your order. We understand how frustrating this can be and are committed to resolving this issue promptly. Please contact us at [Contact Information] so we can make things right. Thank you for your patience.”

You will also want to consider your industry. For example, healthcare organizations must maintain HIPAA compliance, especially when addressing personal online reviews. Avoid disclosing any protected health information (PHI) in your responses. For example, if a patient leaves a public complaint, you might respond with something like, “We’re unable to discuss specific patient details publicly, but we’re committed to addressing any concerns privately.”

Key Takeaway: Create a library of response templates for common issues such as delivery problems, product defects, and poor service. Train your team to personalize these templates while maintaining the core message. It’s important to ensure each response feels genuine and tailored to the specific complaint and reiterates your brand’s promise.

3. Maintain a Culture of Positivity

Training your team to maintain positivity, even in challenging situations, is key. The last thing you want to do is respond to a negative review by pouring more gasoline on the fire. We recently encountered a scenario where the business owner replied to a complaint by calling them “unhinged” and “illogical.” While it may feel good to let out some steam, don’t forget that thousands of people will see these reviews (and your comments) for years to come.

A positive and professional approach will help de-escalate tense situations and show customers that your business genuinely cares about their experience with your company. Conversely, personal attacks can backfire and turn away potential customers, many of whom may have otherwise been loyal. This is one of the reasons many businesses outsource the delicate task of responding to inflammatory negative reviews to experienced and impartial professionals.

Example:

When responding to an upset customer, the responder should focus on the positive steps being taken to address the issue. For instance, instead of saying, “We cannot control delivery delays,” they could say, “We are working with our shipping partners to improve delivery times.”

Key Takeaway: Encourage your team to use positive language and focus on the brand’s promise. Regularly reinforce the importance of empathy, professionalism, and a calm demeanor. Recognize and reward team members who excel in maintaining a positive attitude during interactions with dissatisfied customers.

PS: When dealing privately with “unhinged” customers, it’s worth taking a look at Chris Voss’ work. Chris is a former FBI agent and an expert in dealing with hostage situations. It can’t get more unhinged than that! He advocates asking questions that will help your counterpart feel in control. Voss’ favorite question is to ask in a calm and genuinely concerned manner, “How am I supposed to do that?”. This encourages them to step into your shoes and consider your feelings, situations and concerns.

Final Thoughts

By utilizing these techniques, your team will be well-equipped to handle negative reviews, turning potential setbacks into opportunities to strengthen customer relationships and continue building your brand’s great reputation.

If your company is scaling, it might be tempting to put this on the back burner. However, all it takes is one click for a negative review to go viral. Be proactive.

Handling negative reviews with care can neutralize potential damage. Consider entrusting this sensitive task to experienced professionals who can help maintain your brand’s reputation. Please visit our website www.createbrandnv.com or call (813) 355-0036 ext. 1 to reach me directly.

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