When it comes to customer reviews too many Kansas City small businesses are sticking their heads in the sand hoping it will go away. A negative review isn't the end of the world, but you can't advertise it away. However, according to a recent study using social media you that negative comment can be the beginning of a profitable relationship:
| Retailer Follow Up On Negative Reviews Pays Off |
| by Jack Loechner, Research Brief from the Center for Media Research |
"According to The Retail Consumer Report, commissioned by RightNow and conducted online by Harris Interactive in January 2011 among 1,605 online US adults who shopped online during the most recent holiday season, consumers who have a bad experience, will not come back. And more than ever, unhappy consumers are turning to the social web to share their complaints.
However, retailers have an opportunity to fight back and use social media to turn unhappy customers into brand advocates, says the report that shows how retailers are using social media to win back customers and drive buying decisions.
68% of consumers who posted a complaint or negative review on a social networking or ratings/reviews site after a negative holiday shopping experience got a response from the retailer. Of those, 18% turned into loyal customers and bought more.
By listening and proactively responding on the social web, says the report, retailers have a chance to turn disgruntled customers into social advocates. The survey found that, of those who received a reply in response to their negative review:
- 33% turned around and posted a positive review.
- 34% deleted their original negative review."
Poor customer experiences happen. It's what you do, how you act and how you choose to respond or ignore the negative reviews that really matter.
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