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Why do customers read negative reviews about a company first?

Katarzyna Chomąt
14/12/2023 | 4 min read
Why do customers read negative reviews about a company first?

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    Negative opinions, comments, or reviews happen to every brand, especially when it is already recognizable in the market and many customers use its products or services. What's more, consumers themselves actively seek unfavorable opinions about a particular company to see how much risk they are taking. Find out how to attract new customers even if you don't have a crystal-clear rating.

     

    Why do customers filter reviews starting from the lowest rating?

     

    It's very simple. Negative comments (especially lengthy ones) show potential customers what could happen. After all, no one wants to expose themselves to unnecessary problems or waste their time and money. Modern consumers are aware and prefer to check beforehand rather than regret later. To minimize the risk of disappointment, they read negative reviews. Such opinions contain a description of a specific situation, sometimes it's about poor customer service, excessively long delivery times, problems with complaints or returns, and sometimes about the product or service itself. Customers can complain about anything, so for someone who is planning to use a company's offer for the first time, negative opinions are a source of knowledge.

     

     

    Are negative opinions always bad?

     

    You shouldn't perceive criticism as a deterrent for customers. The longer you operate in the industry, the higher the likelihood of receiving a negative rating. Furthermore, negative opinions confirm the credibility of your company. Consumers are skeptical of brands that have five stars on Google Maps or other platforms. When you have many positive reviews, a potential customer's mind starts to wonder if you might be manipulating the ratings. On the other hand, if you have few reviews and their average is five, consumers will still be hesitant to use your offer. In their eyes, you appear to be a small entrepreneur who is just starting out. If you offer relatively expensive products, they may decide not to make a purchase. Therefore, your goal should not be to achieve the highest rating, but rather to maintain a score between 4.5 and 4.8 stars.

     

    How to deal with negative comments online?

     

    Since most consumers read reviews about a company, starting with the negative ones, it is worth responding to them. In fact, your reaction determines whether you will lose potential customers who read a negative opinion. Your first thought may be to delete such a comment, and as an administrator of a Google My Business listing or accounts on other platforms, you can certainly request the removal of reviews, but remember that it may not always be approved. Only comments that violate the platform's rules or when you can prove their falseness are deleted. Moreover, it may take some time for the review to be removed, and someone may simply notice it before that.

     

    Therefore, focus on an appropriate response that will prevent any damage to your reputation. What should you do when a customer writes a negative review? First of all, take a deep breath (or even a few) and remain calm. Then, apologize for the situation that occurred. Yes, you read that right, by doing so, you show from the very beginning that you care about the customer's well-being. Also, thank them for the feedback and propose a solution. It's best to continue the conversation over the phone or email, especially if you plan to offer a discount or other form of compensation. This way, you can be sure that you won't be overwhelmed by a wave of negative comments from people who simply want to take advantage of the discount.

     

    Why is managing reviews important?

     

    Over 90% of consumers read reviews about a company before using its products or services. Make sure that in your case, they convince customers to take advantage of your offer. Did you know that companies present on at least three review platforms earn 36% more? Therefore, be present where there is a high probability of contact with new customers. Remember that negative comments don't only appear on Google Maps or review platforms. An unsatisfied customer can also share their opinion on social media. However, the most important thing is to develop a strategy for responding in such situations. Don't take shortcuts and don't copy the same response every time. An individual approach to each customer is essential for mitigating any situation that could potentially harm your reputation.

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