What are negative reviews?
To understand what bad reviews are, let’s start from the etymology of the word review: it comes from the Latin revideo, meaning the process of going over again and a general examination or criticism of a recent work.
Criticism — in the true sense of the word — can often become negative.
A negative review is therefore a critical form of disapproval that, with the growth of the web, has expanded the power of the consumer to delegitimize the online reputation of a disappointing brand (personal or corporate).
It is the sublimation of the direct virtual relationship between company and customer.
Like any direct relationship, however, there are positive and negative sides — in our case they are negative reviews — that can sometimes lead to slander.
In the eternal dichotomy of any business — problem or opportunity? — I invite you to reflect on a study published by the Harvard Business School stating that:
Under certain circumstances, even terrible publicity can bolster the bottom line. That largely depends, we found, on whether or not consumers are already aware of the product.
The reason, as shown in the analysis, is soon revealed:
Making consumers aware of a book they would otherwise not know about, even the harshest review can be a boon.
To make this happen, however, it is necessary to adopt some strategies that change the perceived truth both of readers and reviewers.
How to respond to negative reviews?
False or bad reviews can be an opportunity to increase your brand awareness.
So before deleting a negative comment try to activate a communication channel with the customer.
Here are the steps to respond to bad reviews proactively:
- Keep calm and stay positive: receiving a negative review can cause hot reactions of anxiety and anger, but agitation won’t help you maintain the necessary lucidity;
- Analyze the review: it might be that the customer’s message is misunderstood, so read the review two or three times. This will help you to discern between negative “useful” comments and blatantly false reviews;
- Reply as soon as possible: giving an answer in the shortest possible time is a good signal to convey to the customer, who will perceive that his opinion is important;
- Apologize and thank: if the review is not false, it is good to apologize for any error. By admitting a mistake you will increase credibility to the customer, and to other e-readers;
- Understand the customer’s disappointment: send a message that makes him understand that you have taken note of his discontent and that you will consider criticism as an incentive to improve your products or services;
- Give a concrete solution: apologies and understanding should also be followed by a concrete solution, so as to secure the customer. This could not only earn you a seemingly lost customer’s loyalty, but also gives a positive image of your brand to those who read the conversation;
- Leave a positive note: consider whether to give a gift or a discount when the disappointed customer comes back to you.
Is there a defamation offence in case of a negative review?
Yes, posting negative reviews is considered as an offence or online defamation, in case they turn out to be false and harmful. Under these conditions, you can block the so-called trolls who post reviews with the sole aim of manipulating the market, either positively or negatively.
This unfair practice, called astroturfing, is particularly popular today and is turning the web into a Wild West where it becomes increasingly difficult to distinguish true from false.
The problem, which is now spreading like wildfire, has an impact on online sales turnover that exceeded 350 billion dollars in Europe, in 2019.
The only country that has moved in this direction to curb unfair competition practices related to negative reviews is the United Kingdom, where the CMA (Competition and Markets Authority) has put under investigation the main e-commerce sites, including Instagram, Facebook, Amazon and eBay.
The concept is clear: given that 93% of consumers base their purchasing decisions on online reviews, it is at any cost necessary to stop the (thriving) market of false reviews.
The Communications Act 2003 gives legal relevance to defamation in case of negative reviews.
But more and more often — since it is difficult to identify the person who wrote the comment — the road to justice is paved with bureaucratic delays and unnecessary complaints against persons unknown.
If, on the other hand, the troll is identified, legal action is taken to seek compensation also in civil proceedings.
But how much better to venture into a process that you know when it starts and you don’t know if and when it ends?
