One of the most common situations to arise for small businesses that can really threaten to ruin their online reputation is “the unhappy customer”. As a business owner, you’ve likely already met this individual before. Here’s the situation…
A customer comes to your business. While there they purchase a product that turns out to be less than exemplary of your usual workmanship. That customer then decides to “warn” other shoppers by posting a review or comment online. Unfortunately, that customer is quite scathing in their review/comment and it’s turning off other potential customers.
At OPM we have seen this situation arise more than once for small businesses and we have helped those businesses to rectify the situation. So, Here’s what you need to know…
In this situation, ideally, the unhappy customer would have come to you before posting online and you would have had the opportunity to “set things right”. Since they didn’t, it’s now up to you to set the situation right by acting immediately – the ball is in your court.
Firstly, NEVER take a negative comment personally. We know it’s difficult, but if you allow your emotions to rule, you’re only going to get yourself into an even more difficult situation.
Secondly, reach out publicly with an offer of private communication. You don’t want to remedy the situation publicly but you do want to let everyone know that you are aware of the situation and are taking care of it.
Thirdly, you want to remedy the situation privately by offering a fair resolution. In the example above you may offer a replacement product as well as a gift card in the amount of the original purchase. Does this mean taking a hit? Yes, but it’s less of a financial hit than leaving the situation unresolved.
Now, once resolved, the customer may remove their review/comment or correct it to reflect that the issue was resolved. If they do not do this, you may leave a comment that the situation has been resolved and you may even mention how grateful you are for the customer’s patience and for giving your company a “second chance”. DO NOT reveal how the situation was resolved and NEVER bribe a customer to get them to remove their previous review. It is your customer’s right to leave a review of your business and the service that they received so long as it is accurate. They also have a right to leave that review in place because even though you did rectify the situation, the initial incident did happen.