In eCommerce, customer service is everything because it’s so easy for people to spread the word if you under-deliver. And according to a survey by BrightLocal, 88 percent of consumers trust online reviews as much as a personal recommendation. The same survey found that only 12 percent of the population did not regularly read reviews for consumer products. So a few negative reviews here and there can definitely affect your bottom line.
So what do you do when someone spouts off negatively about your product? Your first inclination might be to get upset and respond right away. That’s the wrong thing to do. Here are the right things to do:
Not all the reviews you get will be positive reviews. That’s not realistic. There are too many people out there with too many opinions and too many axes to grind. It’s the price of giving everyone a voice.
Someone cared enough to go out of their way to leave negative feedback. That’s a good thing because they care enough about what you’re selling to help you (after all, that’s what negative feedback is). That means if you go out of your way to rectify the situation, you’ll have won back their trust and then some.
Review the negative feedback carefully and evaluate its validity. What exactly did your customer have a problem with, and was there anything you could have done differently? If they weren’t happy with what they bought, is that the first time you’ve heard that complaint? If they had a problem with how long it took to get your product, are you using the right shipping company? Use the negative review as an opportunity for reflection.
eCommerce customer service best practice is to respond to every comment, but that’s not a blanket statement. Some reviews aren’t worth your time. You’ll know which ones they are: they usually spew baseless negativity . However, if you’re going to respond, be sure to take the high road no matter how low they go. Don’t give a troll any more ammunition to smear you on the internet.
If you want to do something nice for someone to thank them for caring about your business and helping you improve, free shipping on their next order always works. And it actually works doubly in your favour. In a recent AYTM survey, 75% of respondents said they’re more likely to shop when shipping’s free (source).