According to a 2014 survey by Deloitte, an estimated 81% of UK consumers read customer reviews/ratings1 and 40% write their own reviews. With common practice being to carry out internet searches in respect of a business before you engage its services or buy its products; having a favourable online presence is more important than ever.
The saga trending on Twitter at the beginning of March as #chavgate is an example of how not to handle negative online reviews. After receiving a disgruntled review on the restaurant’s Facebook page from a bride-to-be dining with friends on her hen do, a Manchester restaurant responded with a tirade of abuse, referring to the party as ‘chav cheap trash’, ‘peasants’ and ‘the bottom of the barrel of Society’. Understandably, this response attracted heavy criticism and the restaurant now appears to have deactivated its social media accounts.
Poorly handled reviews can land businesses in hot water but so can attempts to evade or mask negative reviews, either by attempting to counteract the damages with false positive reviews (a practice which has led to several search engine optimisation companies (SEOs) being fined in the USA) or by imposing terms and conditions which strictly prohibit the posting of negative reviews. Trying to control customer opinion often will compound negative publicity, as seen in the case of the Tripadvisor couple “fined” £100 for describing a Blackpool hotel as a “filthy, stinking hovel”.
Whilst prevention is always better than cure, it is almost inevitable that at some point a customer will feel dissatisfied. Negative reviews can be damaging to business so it is important that they are handled effectively.
Michelmores can help your business develop a social media policy for use by the business and its employees. If you are the subject of extreme negative reviews, we can help you explore the options for legal challenges.
Finally, don’t take offence to negative reviews. Where possible, view criticism as constructive and address your business practices accordingly. Someone has taken time out of their day to provide honest feedback at no additional expense to you and highlighted issues you may not otherwise have been aware of. Negative reviews are an opportunity to improve.
For further information on any of the issues raised here, please contact Jayne Clemens, Associate in the Technology, Media & Communications team at jayne.clemens@michelmores.com
1 Deloitte, The Deloitte consumer review – The growing power of consumers, 2014
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