Templates For 8 Response...Negative reviews, left by unhappy customers, present a serious problem...

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Page 1: Templates For 8 Response...Negative reviews, left by unhappy customers, present a serious problem for almost every business. When customers leave a negative review, it's a sign of

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8 ResponseTemplates ForNegative Reviews

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Page 2: Templates For 8 Response...Negative reviews, left by unhappy customers, present a serious problem for almost every business. When customers leave a negative review, it's a sign of

SHOULD YOU RESPOND?If so, what's the best way? No matter what, it's essential for you toknow when there's a negative reviewabout your business published. Reviewmonitoring is going to be the first step inyour review management strategy, thenyou need to know how to respond.

Negative reviews, left by unhappy customers,present a serious problem for almost every business.When customers leave a negative review, it's a signof broken trust and feels like an accusation.

LET'S TAKE A LOOK.

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FIRST THINGS FIRST. IdentifyYourReviewerJ.M. Rensink, researcher at theUniversity of Twente,discovered that there areseven motivations behindpositive and negative word-of-mouth. Today, we'll focus onthe negative. Namely, whycustomers leave negativereviews.

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Page 4: Templates For 8 Response...Negative reviews, left by unhappy customers, present a serious problem for almost every business. When customers leave a negative review, it's a sign of

Why docustomers leavenegative reviews?

1. VENGEANCEThis customer has had a badexperience. They feel you'vewronged them in some wayand they're out for revenge.

2. ANGER/ANXIETYREDUCTIONThis customer is trying to selfsoothe. They're looking for away to vent, to purge, relieveor reduce the pressure fromtheir negative emotions.

4. ALTRUISM/TEACHINGThese customers are simplyreporting the facts as theysee them. They're focused onsharing their experienceswith the public at largewhether those experiencesare positive or negative.

5. MESSAGEINTRIGUEThese reviews can bepositive or negative. They'retriggered by external activity(e.g. ads, commercials, or apublic relations disaster).

3. SOLUTION SEEKINGThese customers have aproblem but feel they can'ttrust their company to fix thatproblem. They reach out toreviewers and prospectivebuyers for advice, multiplyingyour problem.

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These detailsinform andeducate.Prospective buyers use these negativereviews as profiling tools. They areresources buyers can use to evaluateyour business quickly. With that inmind, let's take a look at our firstresponse template.

SATISFYD Reviews

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Responsetemplate #1:

SATISFYD Reviews

The vengeful customer

This customer isn't looking for satisfaction. They don't want aresolution to the problem. Their focus is uncomplicated. Theywant to hurt you. The more damage they're able to produce,the better. This customer hates their business. Not only are they willingto post a negative review, they're attempting to rallyreviewers to their cause. They want to see this business fail. How should you respond to a customer's review when you'velet them down? Is there anything you can say to restore orsalvage the relationship? Here's a template you can use to respond to your vengefulcustomers.

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HERE'S AN EXAMPLE:

Thevengefulcustomer

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Page 8: Templates For 8 Response...Negative reviews, left by unhappy customers, present a serious problem for almost every business. When customers leave a negative review, it's a sign of

Response template #1: The vengeful customer

Hi [Reviewers Name], [Name] here, I'm the [title] at [business name].I'm so sorry we let you down. We've taken your feedback, and the feedback of other reviewers, to heart. We're in the process ofmaking some major changes. [Specific yet concise list of changes] Is there anything we can do to make this up to you? I completely understand if you're angry andsimply looking for space/closure. However, I'd like to make things right if I can. Are you open to this? [Manager name | contact number]

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Why it works.

It's easy to attack a faceless corporation. It's not quite aseasy to attack a specific person, especially one who isinnocent and simply attempting to do their job. Beginningand ending with a name improves your odds ofhumanizing the conversation.

IT'S NO GUARANTEE OF COURSE.In fact, if you're dealing with a vengeful customer, thechance of this working is a low percentage.

THIS IS GOOD NEWS.This response isn't for your vengeful customer. Thisresponse is for future prospective buyers who stumbleacross your negative review. As a whole, customers arereasonable people. They expect to see negative reviews.But more importantly, they're interested in seeing howyou respond to these negative reviews.That's the key. SATISFYD Reviews

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Responsetemplate #2:

These customers are angry. Their anger may be basedon several legitimate or illegitimate factors concerningyour situation. 

Relationships like these can be repaired. But only ifyou're able to use the right verbiage. Here's a templateyou can use to respond to your angry customers.

THIS IS SALVAGEABLE.

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The angry/anxiouscustomer

At first glance, these customers sound like the vengefulcustomers. But these customer had certainexpectations going in and spent their money with theexpectation of a particular return and thoseexpectations weren't met.

HERE'S THE KEY DIFFERENTIATOR.

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HERE'S AN EXAMPLE:

Theangry/anxiouscustomer

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Response template #2: The angry/anxious customer[Reviewers Name], you're right. You expected [result], you should have received that but that's not what we delivered. If I were inyour situation, I'd be pretty upset too. I'm so sorry we missed the mark on this. We should have caught this the first time but we didn't. These mistakes have been hard (andexpensive) lessons to learn. We're using your feedback to [concise list of changes]. Can we make this up to you (at our expense)? I'd like to do whatever I can to correct our mistake and earn your forgiveness. What can we do tomake this right? Please reach me directly at [Manager name | contact number]

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Page 13: Templates For 8 Response...Negative reviews, left by unhappy customers, present a serious problem for almost every business. When customers leave a negative review, it's a sign of

Why it works. 2. FORGIVENESSThese customers want you torequest reconciliation. Theywant to see your humilityand/or vulnerability. Somemay intentionally reject youwhen you ask. Others maywelcome you back with openarms.

5. OWNERSHIPThese customers want you toaccept responsibility for yourmistakes and own them -without excuses, evasion orblame.

3. RESTITUTIONThese customers want youto restore them, to makethings whole. This could beissuing a refund, doing thework for free, replacing aparticular item.

4. REFORMThese customers want to knowwhat you'll do to prevent thisissue or problem from everhappening again.

We're using the language ofapology. Most people aren't awareof the fact that apologies havetheir own language. Most peopleexpect specific things from theapologies they receive.

1. REGRETThese customers want to hear thewords "I'm sorry." They want to seeand understand that you feel regretfor your actions.

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The angry/anxiouscustomer

Which one is most important to yourcustomer?

YOU HAVE NO IDEA.

Which is why it's important that youinclude elements of all five in yourresponse. This isn't as important withvengeful customers as they're simplylooking for ways to hurt you.

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Responsetemplate #3:

Customers aren't always emotional. Somecustomers just want a solution to a specificproblem but they're too afraid to ask for help.

Go above and beyond for your customers(e.g. making yourself fully available tocustomers) and/or Reversing the risks they face with a promiseof some kind (e.g guarantee, warranty, orseller-assumed risk). Here's a template youcan use to respond to your solution seekingcustomers.

But you need to be willing to:

RELATIONSHIPS CAN BE REPAIRED

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The solution seeker

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HERE'S AN EXAMPLE:

Thesolutionseeker

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Response template #3: The solution seeker

[Reviewers Name], thanks for reaching out. Your concerns make sense. We could have [taken particular actions] to relieve your stress andanxiety but we didn't do that. I'm sorry about that. Here's what I can do for you. I can [concise list of solutions/action steps]. As a courtesy, I'd also like to offer a complementary [bonus actions/reward/incentive]. Wouldthis help to make things right? Please let me know, [Manager name | contact number]

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Why it works.

This gives solution-seeking customers a way tosolve their problem. If you've missed the marksomewhere along the line, now's the time toapologize. Just be sure to use the appropriateapology language.

YOU'LL NEED SOMETHING ELSETO SEAL THE DEAL.

Reduce the risks to customers searching fora particular problem and Take those risks onto yourself.

A bonus, reward or incentive. Your goal here istwofold:

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2.

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Responsetemplate #4:

These customers are simply about reporting thefacts as they see them. Their focus is on helpingothers who are interested in an unbiased accountof their experience with you.

Responding to a negative review from analtruistic/teaching customer is straightforward.Just the facts. They're going to share the factsand details of their situation: their experience,the events in question and specific details. That's what your response needs to include.How do you do that? Here's the template youcan use to respond to your altruistic/teachingcustomers.

RELATIONSHIPS CAN BE REPAIRED

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Altruism/teaching customers

Page 20: Templates For 8 Response...Negative reviews, left by unhappy customers, present a serious problem for almost every business. When customers leave a negative review, it's a sign of

HERE'S AN EXAMPLE:

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Page 21: Templates For 8 Response...Negative reviews, left by unhappy customers, present a serious problem for almost every business. When customers leave a negative review, it's a sign of

Response template #4: Altruism/teaching customers

Hi [Reviewers Name], I wanted to thank you for sharing your thoughts and feedback with us. I'm disappointed tohear that you were treated in a way that was less than you deserve.I'm so sorry for that. This shouldn't have happened to you. We dropped the ball completely here. If you're open toit, I'd like to make this up to you. Please let me know, [Manager name | contact number]

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Why it works.

This response is light on emotional language. Remember,these altruistic/teaching customers are typically focusedon the facts. They're interested in giving those aroundthem a truthful, fair yet unbiased account of theirexperience with you.

TAKE CARE OF THEM.

Do it without an expectation of return. Even if it meansyou're still rejected by them. Do it for your future buyers.Respond even if you're unsure about the outcomes orpotential profit.

SATISFYD Reviews

WHICH JUST SO HAPPENED TO BE NEGATIVE.

Go above and beyond for these customers. Do whatever ittakes to woo them back to your corner. Take care of them.Shield them from the issues that created these negativereviews in the first place.

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Responsetemplate #5:

SATISFYD Reviews

Customer blackmail

They're willing to use blackmail to get what they want fromcompanies. A recent post in CNET found that hotels andrestaurants are noticing an increase in blackmail threats.

SOME CUSTOMERS AREN'T FAIR.

"Instead, they apparently suggest that unless theestablishment doesn't treat them in an exaggeratedlyaccommodating way, they'll post a negative review to a sitelike TripAdvisor. They allegedly demand upgrades in hotels, orfree meals in restaurants."

BUT WHY?

YIKES.

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Strategiesyou canuse.

If you’re a B2C organization, make sure you havesurveillance cameras with audio.Save all written communication as evidence.Report any demands or claims to the policeimmediately. You can use it as evidence to exonerateyou, even if the blackmailer isn’t caught.Consistently request reviews from customers, thiswill make it more difficult for blackmailers andspammers to attach themselves to your business.

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er blackmailSimply having evidence you can use or reference in

your reviews provides you with the tools and resourcesyou need to counteract any claims against you. Here'sa response template you can use to address theiraccusations.

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Response template #5: Customer blackmail

This customer is attempting to blackmail our business. They contacted us on [date] and demanded an upgrade to their hotel room. On the call, they implied that they would post a negative review if we didn't fix the problem. Only there was no problem. Here's a screenshot of their email and the audio from their phone call. [Manager name | contact number]

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Why it works.

If you can provide future prospects with the evidencethey need, most customers are more than willing totake your word for it (provided that your claim is acompelling one).

SATISFYD Reviews

YOU MUST BE MORALLY APPROPRIATE.

That means no name-calling, personal attacks,raging, condescension or manipulation. Tell the kindtruth, even though your blackmailer doesn't deserveit. This gives you the moral high ground, and it showseveryone you're willing to do what's right.

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Responsetemplate #6:

No, these spammers are notorious for breakingthe rules.

THIS ISN'T WHAT SPAMMERS DO.

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Review spammers

Were written by a bona fide customer whohas used your product or service.Represented the facts of the transactionfrom a reasonable but subjective point ofview.Follow the terms and conditions of thereview platform the review is posted on.

1.

2.

3.

REVIEWS ARE LEGITIMATE IF THEY:

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Who yourreviewerscould be:

A competitor who’s looking to bury yourbusiness under an avalanche of negativereviews or accumulate positive reviews forthemselvesA legitimate customer who had a transactionbut decided to lie about it for their ownpersonal gainAn illegitimate customer who never had atransaction with you but decided to lie about itAn incentivized reviewer who is compensatedor rewarded in some way to write a reviewthat’s for or against your businessThe reviewer violates any review platformguidelines (e.g., discriminatory, hateful orlibelous content)SA

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Response template #6: Review spammersThis review is fraudulent. We don't have any clients with the name [Client Business]. And we don't serve any clients inthe [financial] industry. We've only ever focused on clients in the [outdoor] industry.

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Why it works.These reviews are factual. They're focused on the events that happened in the truth behindthe reviewer's claims. There's no defensiveness, no name-calling, condescension, anger orcontempt.

JUST COLD HARD FACTS.

This level headed approach is far more believable to customers than one that's overlydefensive or difficult.

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Responsetemplate #7:

SATISFYD Reviews

The angry mob

Ayesha Curry, wife of Golden State Warriors point guardStephen Curry, decided to open a new BBQ restaurant. InHouston.

The Golden State Warriors defeated the Houston Rockets inthe NBA semi-finals. Fans responded by flooding his wife'srestaurant with fake one-star reviews before it even opened.

THE PROBLEM?

You rally your customer base and ask them to come to yourdefense. Here's an email template you can use to do that.

HOW DO YOU HANDLE AN ANGRY MOB?

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Response template #7: The angry mob

[Customer Name], We need your help. [Reviewer Name] wrote some nasty reviews about our restaurant. Theystated that our restaurant was: [insert quote here] You're one of our very best customers and I wanted to know if you'd be willing to share thetruth about us. If you'd be willing to share the truth about your experience with us, we'd begrateful! Appreciate you, [Manager name | contact number]

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Why it works.

If you're able to rally loyal customers to your cause,you can accomplish several things.

SATISFYD Reviews

WHAT IF YOU DON'T HAVE REVIEWS?You'll need to use traditional marketing channels(advertising, guest posts, interviews, publicity, etc.)to counteract the negative reviews and hate trolling.

Rally loyal customers to your defense tocounteract fraudulent reviews.Reduce the likelihood of attacks against you inthe future. Add credibility to your requests when you reachout to the review platforms in question.

1.

2.

3.

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Responsetemplate #8:Mark Jackson, founder of Vizion Interactive, wrote a

scathing post about a review platform. That post led toGoogle taking action against the review platform. Theowners of that review platform retaliated against hiscompany posting negative non-customer reviews onYelp and other platforms.

HERE'S AN EXAMPLE.

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The non-customer review

The non-customer review is a variant of the spammer.This reviewer could be a competitor, a spammer,cybercriminal, or disgruntled ex-customer. Theycould be motivated by revenge, profit or control.

So how do you handle these reviewers? You call themout with facts and you share evidence. Here's a responsetemplate you can use to do that.

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Response template #8: The non-customer review

This review is fake. We don't have any clients with the name [Client Business]. And we don't serve any clients inthe [industry]. We've only ever focused on clients in the [your] industry.

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This review is fake news. We've received threatening emails from a competitor who is looking to punish us for a postwe wrote exposing unethical behavior at their company. Here's a screenshot: [link]. We've never worked with anyone by the name of "[Reviewer name]"

or

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Why it works.

SATISFYD Reviews

It's a factual account that's combined with a story. Itgives readers (and prospects) a compelling reason tobelieve you instead of your negative reviewer. It also(ideally) gives them facts and evidence to hang theirbelief on.

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Negative reviews scream for a responseA negative review, left by an unhappy customer, presents a serious problem for almost everybusiness. When customers leave a negative review it's a sign of broken trust.

IT FEELS LIKE AN ACCUSATION.And it is. Prospective buyers use these negative reviews as profiling tools. Straightforward toolsthey use to evaluate your business.

Negative reviews aren't as good as positive reviews (which you should also respond to). But theyaren't a fatal blow either. Aside from taking the time to work with your unhappy customers (andsometimes getting them to change a bad review), when you generate positive reviews, you canoffset the damage. Asking for reviews with email review requests can provide a bit of a moat fromthe one-off unhappy customers.

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Customize these negative review response templates. You'll have the tools you need to respond toa negative review appropriately.