Home Service Review Guide, Part 2: Responding to Reviews

In part one of our Home Service Review Guide, we discussed the importance of having an intentional review generation strategy. And responding to reviews is just as important as collecting them. Whether positive or negative, acknowledging customer feedback builds trust and shows that you value customer input. Christian Jones, Chief Operating Officer at Snoball, advises businesses to respond to every review, stating, "A common mistake companies make with a review strategy is when they get the reviews, they do nothing with it." 

Let’s dive into the best practices for responding to reviews and how to maximize their impact.

1. Respond to all reviews in a timely manner
2. Carefully approach negative reviews
3. Make the most of positive reviews
4. Avoid template overload

1. Respond to All Reviews in a Timely Manner

Christian emphasizes the importance of responding to both positive and negative reviews quickly. "Ensure that you're responding — responding promptly and responding to both good and negative reviews," he encourages. It can be easy to fall into the trap of only focusing on bad reviews, but reply to the positive ones too! Even someone who left a 5-star review took time out of their day to say something nice about your company, so you should take the time to thank them.

The key is to respond quickly. Especially with a negative review, waiting too long to address a complaint can exacerbate the customer’s frustration. Christian warns against checking reviews only once a month. Imagine there is someone who wrote a 1-star review for your company, complaining about something that was very upsetting to them. He further paints the picture, “And then 29 days later, you respond to them. That's just going to lead them to be more frustrated than if you hadn't responded at all.”

A timely response not only addresses the customer's concerns but also demonstrates to prospects reading the reviews that your company takes feedback seriously.

2. Carefully Approach Negative Reviews

The first thing Christian reminds companies to do when they get a negative review is to stay calm and don’t freak out. He explains that negative reviews can actually be beneficial, as consumers are skeptical of companies with only 5-star ratings: "Having some negative reviews mixed in there, that’s okay! People are expecting it. Consumers researching your brand are not expecting that every customer is going to have a perfect experience."

Handling negative reviews requires a careful approach. Christian points out that the worst thing you can do is get defensive: "There will be no good outcome from coming off as defensive or combative, especially if that review response is public." Instead, he suggests acknowledging the customer’s concerns and offering a resolution. 

For example, you might say, "We're sorry to hear about your experience. Please contact us at [phone number] so we can resolve this issue." Be as specific as possible when recognizing their experience and frustrations. Even if the customer doesn’t contact you or respond, potential customers who are reading reviews will notice something: most customers have a positive experience, and those who don’t are taken care of by your company.

To really hone in on your review strategy, these negative reviews should also be used to improve! Compile suggestions and complaints and bring them up in meetings. Join forces with different teams within your company to learn from your mistakes and improve the customer experience.

3. Make the Most of Positive Reviews

Negative reviews do need to be handled delicately, but positive reviews also need attention. Christian notes, "Someone who left you a [positive] review… they're going to be an ongoing advocate for your brand. So respond to them, thank them for that review and show that you appreciate them and that you hear their voice.” A simple thank you can go a long way in making your customers feel valued.

Christian Jones

COO @ Snoball

 

 

“When you get good reviews, those are arrows in your quiver, but the arrows do no good if they're just sitting in the quiver. You got to put them to work.”

Another common mistake companies make in their review strategy is not utilizing their positive reviews. Christian illustrates, "When you get good reviews, those are arrows in your quiver, but the arrows do no good if they're just sitting in the quiver. You got to put them to work." Don’t just let your positive reviews sit there — use them as marketing assets! A few different ways to showcase your positive reviews include:

• Share them on social media
• Embed them on your website
• Print them on handouts or flyers
• Include them on your trade show booth
• Use them in sales collateral
• Attach them to your email signature

Don’t stop after collecting positive reviews. Use them to market your awesome reputation wherever customers could possibly see your brand!

4. Avoid Template Overload

Responding to all reviews multiple times per week has the potential to take up a lot of time, so templates can be a very useful tool to improve efficiency. However, templates are a double-edged sword and can very quickly ruin your review strategy if not used correctly.

Pro Tip:

If you use a template, be sure to personalize each response. Do not just copy, paste, and send.

To successfully use templates, Christian proposes, "Mix it up. Have a number of review templates you can use so that you can be efficient in your responses, but that it still comes off as personal." Your customers are smart and will very easily detect a copy-and-paste templated response, and your responses will no longer be impressive. Keep your interactions genuine and personal by customizing each response, even if you are using a template.

How Snoball Maximizes Review Responses

Snoball has evolved to provide businesses with tools that not only generate reviews but also turn them into powerful marketing assets. Christian explains, "We're providing you with tools that enable you to militarize your reputation to use those reviews on social media… embed them on your website… put it in your email signature."

Beyond reviews, Snoball helps businesses identify detractors early by weaving review solicitation into ongoing customer conversations. If a customer is unsatisfied, you can address the issue before it escalates to a public complaint. "Sometimes the biggest advocates of your company are those consumers who initially had a bad experience with you, but then you work to resolve it," Christian points out.

Snoball’s platform also allows businesses to convert written reviews into video testimonials, further enriching your marketing. As Christian notes, "When you're able to get a video testimonial and you're able to see their face, you feel the energy they have from working with this company. That type of marketing collateral is invaluable."

By automating review responses, identifying detractors, and turning positive reviews into shareable assets, Snoball enables home service companies to make the most of their customer feedback and enhance their reputation.