When Online Reviews Get Heated: My Perspective (and a Reminder for Us All)
Paula Fleming, CMSO, discusses her perspective and a reminder for us all when online reviews get heated. (April 2024)
Recently, I came across something in my everyday life as a consumer that inspired a moment of reflection. I was browsing Google reviews for a local business when I stumbled upon a tense exchange. The customer had left a mostly favorable four-star review, offering both praise and some constructive criticism. The business owner's response, however, was shockingly defensive, even hostile.
It got me thinking about the delicate dance of online feedback, the importance of humility for businesses, and the role ego can play in undermining long-term success.
The Value of All Feedback (Even the Tough Stuff)
Let's be clear: receiving less-than-stellar reviews can sting. As business owners and leaders, we pour our hearts and souls into what we do. When someone highlights an area where we fall short, it's natural to feel a surge of defensiveness. However, those imperfect reviews offer something incredibly precious: a window into the customer experience.
Constructive criticism, even when wrapped in a four-star package, is a gift. It pinpoints areas for growth and potential improvement. Dismissing, deflecting, or worse, lashing out at such feedback indicates a missed opportunity for building a stronger business and enhancing customer relationships.
Ego: The Enemy of Growth
In the case I witnessed, the business owner's ego seemed to dictate the response. Instead of focusing on the customer's experience, they took the criticism personally. A wounded ego can lead to impulsive reactions that ultimately inflict more damage on a business's reputation than the original review ever could.
As the CMO of the BBB, I believe businesses must strive for a different approach. Remember: online reviews are a public conversation. A dismissive or unprofessional response reflects poorly not only on the person leaving the feedback but also on the business itself. Even if you choose to send a direct email or private message, know that these can easily be shared publicly, potentially causing even greater damage to your reputation.
Responding with Grace and Gratitude
Here's a better model to follow:
Acknowledge and thank the reviewer: Even when there's disagreement, express gratitude for them taking the time to share their perspective.
Address concerns with humility: Own up to any shortcomings and indicate a willingness to improve.
Offer a solution (when applicable): If possible, provide a path toward resolution or explain steps you're taking to prevent the issue in the future.
Keep it professional: Rise above any negativity, maintain a respectful tone, and prioritize service-oriented language.
A Reminder for Myself (and Everyone)
I'd be lying if I claimed immunity to feeling a twinge of defensiveness in the face of criticism. Whether it's in my professional role or as a consumer making a purchase, it's a human reaction. However, this situation reminded me that growth, both personally and as businesses, requires the ability to step back from our ego, listen with an open mind, and glean valuable insights, even from less-than-perfect feedback.
Let's strive to create an online environment where both good and constructive reviews are welcomed as tools for improvement.
