How do you look at your company’s online reviews? As a nuisance or an opportunity?
According to Power Review’s consumer research report, “98% of shoppers say reviews are an essential resource when making purchase decisions.” Your brand’s online reviews are an incredible opportunity to make a great first impression on potential customers since they are reading your reviews to decide whether or not to purchase your product or service.
We know that collecting reviews is crucial for building trust and enhancing a positive reputation, but navigating the world of online reviews can be a challenge. Once the reviews start flowing in, you’ll notice that they come in all shapes and sizes, from 5-star comments that rave about your brand to 1-star critical complaints. And each requires a unique, tailored response to successfully manage the individual situation.
Because of this, it’s important to familiarize yourself with various types of reviews. Let’s look at different online customer review examples, both positive and negative, and discuss the basic principles and strategies that will help you respond to them.
- 4 Reasons to Familiarize Yourself with Review Examples
- Negative Reviews
- Neutral Reviews
- Exceeds Expectations Reviews
- Positive Reviews
- Start Now
4 Reasons to Understand Star Ratings and Examples
Why is it important to understand different types of positive and negative reviews?
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1. Manage Your Reputation
Positive reviews point out what your business is doing well, acting as testimonials that attract new customers. If you understand what customers appreciate, you can reinforce these strengths throughout your operations and marketing. Negative reviews call out areas that may need some improvement. Replying to these reviews promptly and professionally can minimize damage and even turn upset customers into loyal ones. Watching your online reviews over time can help identify trends, which can influence strategic decisions related to customer service.
2. Build Trust and Credibility
You might automatically assume that you should be striving for a perfect 5-star review, but in reality, a mix of reviews actually enhances the credibility of your business. Potential customers often do not trust a perfect score and prefer to see authenticity in reviews. Responding to both positive and negative reviews shows that you appreciate all customer feedback and are committed to transparency and improvement, which builds trust with your audience.
Matt Vance, author of The Review Cycle, shared that a 4.5 star rating is preferred to a perfect 5-star rating. He explained, “As we get closer to five stars, your demand actually drops because if you get too close to five (above 4.5) stars, it is believed or perceived as being faked, manipulated, etc.” While this can fluctuate depending on the industry, he recommends striving for a 4.5-star rating.
Matt Vance
Author of the Review Cycle
"As we get closer to five stars, your demand actually drops because... it is believed or perceived as being faked, manipulated, etc."
3. SEO and Online Visibility
Reviews contribute to how your brand ranks in online searches. Positive and recent reviews and responses can improve your ranking, making it easier for new customers to find you. Reviews are especially crucial for local search visibility, since they appear in local search results and Google Maps, driving more traffic and online interest.
4. Competitive Advantage
By understanding your reviews, you can size your brand up against competitors. This helps to identify your unique differentiators and areas where you could outperform competitors. As you take reviews seriously and improve based on feedback, you can set your brand apart in the market, increasing your competitive edge.
To have a strong online reputation, improve the customer experience, and grow, you should become familiar with different examples of online customer reviews. This awareness will help your team glean actionable insights from customer feedback, building a cycle of continuous improvement and enhanced customer loyalty.
Negative Reviews
There’s no better place to start than with the least exciting type of reviews. If someone wrote a 1-star or 2-star online review, they are most likely frustrated, angry, and disappointed in your company. Whether or not you agree with how they’re reacting to the situation, it’s important to validate their feelings and do your best to understand where they’re coming from. While each circumstance will be different, let’s look at a few possible negative review examples and how you might approach the response.
Examples of 1-Star and 2-Star Reviews
Product or Service Issues
- "The product broke after just one use. Very disappointed and won’t be buying again."
- "The product works but not as well as expected. It’s okay but has some flaws."
Poor Customer Service
- "I waited on hold for 45 minutes and then the representative was rude and unhelpful."
- "The service was okay, but the staff seemed uninterested and unhelpful."
Logistics Problems
- "My order arrived two weeks late and items were missing."
- "The installation team was very messy and left their tools all over my backyard."
Misleading Advertising
- "The product did not match the description on the website. It was much smaller and lower quality than expected."
- "The service didn’t quite live up to the hype. It wasn’t terrible, just not what I expected."
Payment Issues
- "I was overcharged and still haven’t received a refund despite multiple calls."
- "The product is functional, but it doesn’t seem worth the price."
Response Approach
First and foremost, do not be overwhelmed by these reviews or count these customers as a lost cause. Depending on your response, you may be able to turn their experience around, get a revised review, and maybe even a loyal customer.
It is important to regularly monitor your online reviews so that you can respond to the negative ones quickly. This shows that you take their feedback seriously and are dedicated to resolving their complaints. Start with a sincere apology and acknowledge their frustration. If possible, provide a clear plan to solve their problem. This might look like replacements, refunds, or other support. And the more specific you can be about the steps you will take to resolve their complaint, the more likely they’ll trust you. If necessary, offer to continue the conversation privately offline by providing direct contact information and asking the customer to message you. To take it a step further, follow up with the customer after the problem has been resolved to make sure they’re happy.
Pro Tip:
It might be tempting to have a base template like, “We’re sorry to hear that. Please reach out to our customer service team for further support.” But to really convert these frustrated customers into loyal ones, you need to respond to each individual differently so they feel understood.
Real Life Example
2-star review from Christopher about Pestie on BestCompany.com:
“Had a subscription last year and this year. This year after first treatment 10 days later starting finding live ants in different parts of the home. Only customer service is via email or Facebook messenger. Sent an email Saturday and still not response after their business hours Tuesday. Tried messenger Monday afternoon. After 2 hours Pestie responded to the issue with additional questions. I responded quickly Monday at 5:20pm, but they did not respond as of midnight Tuesday. I even sent an additional message asking for an update Tuesday at 1:00.”
Pestie’s response:
“Thank you so much for reaching out to us and letting us know you were still seeing bugs. I apologize for the delay, but it looks like we issued a free booster Wednesday. I completely understand the need for a quick response when it comes to bug issues and I am sorry we could not respond the same day. But it looks like that order is on its way and should be in your mailbox soon.”
Neutral Reviews
These are the reviews that aren’t exactly negative or positive. They’re written by customers who had a pretty average experience – not so terrible that they’re angry but not so amazing that they’re recommending their friends.
Examples of 3-Star Reviews
Average Product or Service
- "The product is decent but nothing special. It works as described but didn’t exceed my expectations."
- "The service was okay, but I’ve had better experiences elsewhere. Nothing stood out."
Mixed Customer Service Experience
- "Customer service was helpful but slow to respond. The issue was resolved, but it took longer than expected."
Neutral Feedback on Value
- "The product is fine for the price, but it’s not outstanding. It meets basic needs."
- "The service gets the job done, but it’s pretty basic. Could use some improvements."
Response Approach
Don’t forget, customers who wrote these reviews are teetering on the fence between a good and bad experience, which means they can be easier to sway. You might be able to get them to rewrite the review and up the star rating if you play your cards right.
If the 3-star review is leaning towards the negative side and there are specific complaints, follow a similar protocol as the negative reviews mentioned previously. Be empathetic and offer as much support as possible. For most neutral reviews, start by thanking the customer for their honest feedback and acknowledging the details of their specific situation. Express a desire to improve by asking them to tell you more about areas that were lacking and their suggestions for improvement. You should also emphasize the positive aspects mentioned in the review and give tips to maximize the product’s potential and enhance their experience. And of course, provide information so they can contact you offline if they have additional questions or need help.
Real Life Example
3-star review from Heath about Guardian Protection on BestCompany.com:
“The guy who installed our system was very knowledgeable and nice. They have good equipment, I haven't had anybody break in to my house, and they have a nice keypad to use in arming and disarming your home. I think their plans are too expensive. I'm on a nicer plan that is more expensive than other companies I've gotten quotes from. I chose Guardian because they have an integration with the thermostat in their system, which I like. I spend about $60 a month which is way too expensive.”
Guardian Protection’s response:
“Hi Heath, So glad to know that our professional technician did a good job and that our system is providing quality burglary detection and user-friendly conveniences. The Guardian App is a favorite of our customers because it lets you control everything from one place -- security, heating and cooling, lights, locks, garage door. To make sure you are getting the most value from your system for the money, please give us a call at X-XXX-XXXX and let us walk you through the multiple features your system likely has (and some that you may not be aware of). If you would like me to set this up for you, please email your account info (full name, premises address, phone number) to [email protected]. and I will be glad to do that. Thank you for choosing Guardian Protection.”
Exceeds Expectations Reviews
A 4-star review is a good review! The customer most likely had a positive experience and their review will probably enhance your overall star rating. Because of this, you might be tempted to ignore these reviews or only respond with a quick, “Thank you!” But if they only gave you four stars, there was still a minor detail that did not meet their expectations enough to click that fifth star. It’s still important to recognize, understand, and respond to these types of reviews if you truly want potential customers to see your dedication to the customer experience.
Examples of 4-Star Reviews
Positive Overall with Minor Issues
- "I really like the product, but it took a bit longer to arrive than expected."
- "I had a good experience with the service, but I wish they returned my calls a bit faster."
High Satisfaction with Suggestions
- "The customer service was excellent, but the website was a bit confusing to navigate."
- "I’m very happy with the product, but it would be even better if it had more color options."
- "The value for money is great, though I think the packaging could be improved."
Response Approach
How you respond to these 4-star reviews will truly highlight your commitment to making sure every single customer has a great experience. Since this is primarily a positive review, begin by thanking the customer for their positive review and expressing excitement about their experience. You still want to make your response unique to the individual’s situation, so if they mention something specific about the product or service that they especially like, say how happy you are that they enjoyed that particular feature.
Now we get to that minor inconvenience that turned this review into a 4-star instead of a 5-star. Let them know that their feedback is important to you, acknowledge the issue, and inform them of any upcoming improvements or options that are being developed. And of course, offer the same amount of support to solving their issue as you did to the person who left a 1-star review.
Real Life Example
4-star review from James about Shinnova Solar on BestCompany.com:
“They did a good job installing. Was done in 1 day as informed. Only issue we had was communication with when installation was pushed back and when tree service was pushed back we weren't told and had to reach out ourselves. When communicating with rep was made to feel we weren't understanding. I know delays happen but we should not be the ones to reach out and find out they are running behind. Would definitely recommend Shinnovabut I was not satisfied with the way I was made to feel.”
Shinnova’s response:
“Hi James, Thanks for taking a moment to share about your experience. I'm very sorry to hear about the communication issue. If you feel you would like to discuss further, please reach out to me directly at XXX-XXX-XXXX, or [email protected]. I'm very glad you chose to work with us, and we care that the process of going solar is a very easy, simple process. I really appreciate your feedback and we are already working to make sure this issue is fixed in future installations.”
Positive Reviews
Finally! We’ve reached your favorite type of reviews. If you’re treating your customers right, there’s a good chance most of them are happy. But odds are they don’t all leave a review. So, appreciate the ones who do! The customers who write a 5-star review take time out of their busy day just to brag about your product, service, or brand. Make sure you also take them time to let them know how much you value and appreciate their feedback.
Examples of 5-Star Reviews
Outstanding Product or Service
- "This product exceeded my expectations! High quality and works perfectly. Highly recommend!"
- "My order arrived quickly and the quality is fantastic. Will definitely order again!"
Excellent Customer Service
- "The customer service team was amazing! They resolved my issue quickly and were very friendly."
Positive Long-term Experience
- "I've been using this service for over a year and it’s always reliable and top-notch. Keep up the great work!"
Highly Recommended
- "I recommend this to all my friends and family. It’s the best in the market!"
Response Approach
This is your chance to express how proud you are of your product, service, team, systems, values, etc. Thank them for their positive review, and then expand upon whatever specific comment they made. For example, if they mentioned how they felt taken care of by your customer service team, you might say that your brand wants its customers to feel like part of the family and you’re grateful they felt that as part of their experience.
As part of your reply, you could also express anticipation for their repeat business, invite them to participate in a loyalty program, thank them for their long-term support, encourage them to tell their friends, or ask them to follow the brand on social media.
Real Life Example
5-star review from Shannon about Atlasta Solar Center on BestCompany.com:
“Thank you for your service! Atlasta Solar Center has exceptional customer service! They go above and beyond for the customer. Unmatched service and attention to detail. Having a local company speaks volumes these days. Thank you Atlasta!”
Atlasta’s response:
“Thank you for your positive feedback, Shannon! We're delighted to hear that you had a great experience with Atlasta on your solar panel installation. We take pride in our work in addition to going above and beyond for our customers. Being a local company is important to us, and we appreciate your support. Thank you for choosing Atlasta Solar!”
Start Now
Now that you understand the spectrum of online review examples, you can develop a system to regularly respond to them. If you’re not sure where to start, here’s an idea: take the best practices from this article and create a series of templates to respond to the different types of reviews. Once you have a library of templates, it will become a lot easier to interact with every online review that you receive, whether it’s on your Google My Business profile, BestCompany.com listing, etc. Don’t forget to customize each response to the individual person’s situation! But starting with templates is a great way to systematize this process.
