How to use negative reviews to create customer loyalty.

Back in 2009, when I started training organizations about how to navigate social media to create a strong first impression, connect with a quality audience and convert higher-paying customers/clients, one of the most frequently asked questions has been:

"How do we handle negative reviews and customer complaints? What happens if someone says something bad about our company?"

Social media is no longer a monologue, where brands push content and talk AT their customers; it's now a dialogue where you can have a two-way conversation WITH your customers.

Brands no longer control the message.

This can be nerve-wracking, especially with trolls, and keyboard warriors whose sole focus is on wreaking havoc.

At the same time, receiving feedback from your customers can actually help your business grow and thrive.

Did you know that negative reviews can actually INCREASE trust with your brand? According to Spiegel Research, five-star ratings give off the impression that it's "too good to be true".

A report by PowerReviews (2021) states that 96% of customers specifically look for negative reviews.

(And a complete aside, but research published by Glassdoor indicates that 86% of employees and job seekers research reviews on a business and ratings to determine whether they should apply for a job.)

Here's how to use negative reviews and feedback to create customer loyalty

STEP 1: Identify pain points:

Customers who offer criticism are often highlighting areas where your business could improve. By paying attention to the feedback you receive, you can identify pain points in your product or service and make changes that can ultimately lead to better customer satisfaction.

STEP 2: Listen with empathy and drive conversations offline:

When you respond to criticism in a professional and constructive way, it shows your customers that you value their opinion and are committed to providing excellent service. This can help build trust and establish your brand as one that listens and responds to its customers.

Simply acknowledge their comment and ask them to DM (direct message) their contact information so you can continue the conversation offline. This way, you can resolve the issue privately while still acknowledging their issue.

STEP 3: Actually make changes:

Don't just put a bandage over the issue. Find ways to make permanent changes. If one customer has verbalized this problem, there are probably many others who have been frustrated, but haven't take then time to let you know. They've just gone to your competitors instead.

STEP 4: When possible, showcase your solution:

Most people just want to be heard. If you can highlight how customer feedback led to a new and improved version of your product or service, this can lead to increased visibility for your brand and more opportunities to connect with your audience.

Be authentic with your interaction. Customers appreciate transparency and honesty.

Remember, to review your customer mission, vision and values. In all likelihood, your product, service and/or business is focused on helping a customer/client solve problems.

Negative feedback is just as valuable as good reviews online, if you're open to actually listening.

Would love to hear what you think! Let me know in the comments.