Why you shouldn't ignore negative customer reviews?

Customer reviews play an essential role in the thinking process of potential customers. 9 out of 10 consumers consult online reviews before making a purchase. A further 12% write complaints. Whether you sell products or services, avoiding negative comments is hard. If you face negative comments, there's no point pretending they don't exist. The question is: Why should you ignore negative customer reviews? Here are several reasons why it's important to consider negative reviews.

1- Because they play a significant role in the purchasing decision

Comments left in public (on social networks, public review platforms, forums, and verified review sites) aid in the discovery, reflection and purchase phases. Whatever stage of the customer journey the potential customer is at, customer reviews can be one of the reasons for making a purchase. The reviews' quantity and quality (i.e., the content and the vocabulary used) will have a greater or lesser influence on the decision to buy.

The mere presence of positive comments can generate mistrust in readers who doubt the veracity of the statements. We therefore advise you to leave all your opinions, whether they are in your favour or not. Especially since, according to a Reevoo study, 68% of consumers have more confidence in a company with positive and negative reviews. A mix of opinions reassures consumers and encourages them to push their curiosity and appetite for the product or service in question even further. They can then decide whether to take action by buying online or in-store.

Let's take a concrete example: A failure to respond to a negative comment from someone complaining about the noise of the drills in a shop could lead people to believe that there is constant noise and, therefore, scare off potential customers. However, if the company explained the causes, the comment could be turned to the company's advantage. The shop manager could justify the noise because work was being carried out to offer a space suitable for consumers. This justification would provide readers with additional information and reassure them in their decision to visit the shop and purchase.

2- Because your customers have taken the time to write to you

Receiving a customer review means that one of your customers has taken the time to share their experience with the public (by posting a review online) or internally (by completing a satisfaction questionnaire). Why not return the favour? Of course, people who have written a comment don't necessarily expect to receive a response, but having one is a good way for them to feel listened to.

Of course, it's not enough to respond to thank the customer (in the case of a positive review) or to apologize (in the case of a negative review). You need to provide a genuine solution and ask yourself the right questions. Why did this customer have a bad experience? What could be done to prevent it happening again? What could we offer them to ensure they only remember a positive experience? The key lies in the content and form of the response.

3- Because a lack of response can cost you dearly

Ignoring negative reviews can affect not only your e-reputation but also your sales. In 2015, the marketing director of Pierre & Vacances pointed out that a negative review on TripAdvisor represented a €10,000 loss of turnover for him. Fortunately, the proper comeback can change all that. It's not a question of responding in the heat of the moment and expressing your deepest emotions, as this could worsen the situation. Instead, it's best to respond within 48 hours, tailoring the message to the person's problem and offering a concrete solution.

Imagine, for example, that a customer complains publicly about tainted food found in his sandwich. It's impossible to ignore this fact because Internet users will see it. As a result, this notice could lead to a drop in footfall. It is highly recommended that the bakery manager apologizes, explains the reasons for the incident and, above all, sets out the measures taken in response. These are the decisions that will attract customers back. For example, the bakery in question could have shared the information with its team, chosen to keep a closer eye on the best-before date of the food and amplified the hygiene rules.

4- Because they allow you to refine your customer knowledge

They offer several benefits, whether reviews are published publicly or collected internally (via a satisfaction questionnaire sent by email, text message, tablet, etc.). For companies, it's a way of capturing the voice of the customer before they choose to share their (sometimes negative) experience. But it's also a way of enriching your database and answering a few questions: What do your customers like? What are the recurring themes? What are the main reasons for satisfaction and dissatisfaction? Do they have any suggestions?

Then, it's up to you to decide which centres can access these opinions and which people are best placed to respond to them. At WizVille, for example, it is possible to give access to the various views of all employees or specific teams. This sharing of data will enable your teams to have the same level of information and justify implementing a particular action.

5- Because it's part of your improvement strategy

The feedback you gather should primarily be used to implement an improvement strategy. So ask yourself the right questions: What do you like best? What are the main sticking points? These answers will enable you to deduce which elements should be retained and which should be improved. You can draw up action plans and share them with the appropriate teams based on what your customers think and want.

When you receive unpleasant comments, ignoring negative customer reviews is a shame because they can be instrumental. In fact, by responding to a negative comment, you will positively influence the purchasing decision and show customers that their opinion is taken into consideration. Turning a deaf ear, on the other hand, could cost you dearly (lower traffic in the shop or on the website, lower average basket and lower turnover). These opinions are opportunities to understand your customers better and implement strategies.