Responding to a negative customer review online can be very stressful but a gut reaction and a hastily written reply can cause far more trouble than it's worth.

Instead, a considered and polite approach might actually help win the dissatisfied customer back.

Some New Zealand businesses have shown us how NOT to respond to online reviews. An accommodation booking company was alleged to have manipulated online user reviews following an investigation by the Commerce Commission. Over more than a year, the organisation was claimed to have breached Section 11 of the Fair Trading Act 1986 for altering negative reviews before they were published online or failing to upload reviews.

Any person contravening Section 11 is liable for a fine up to $200,000, while businesses face a maximum $600,000 penalty.

Online reviews can’t just be ignored, they can’t be deleted, and there’s no sense in escalating any aggravation further. 

Forecasting the different kinds of reviews you may get and how to deal with them is important. Responding promptly, constructively and positively to comments can be the difference between a customer who is willing to forgive and forget or one that carries a grudge and causes more damage to your business.

You should treat how you respond to negative comments online as you would any feedback in person or over the phone. Responding with more negativity will worsen the problem. Approach the situation calmly, quickly and with a plan. This helps you avoid further issues and maintains your online reputation.

If you need a second opinion on how to approach your online review, feel free to contact John Mezger, business law specialist with Aspiring Law.

Feedback, comments and questions are always welcomed – please feel free to e-mail me on [email protected]

T: 03 443 0900

W: www.aspiringlaw.co.nz

John Mezger specialises in business, employment and immigration law at Aspiring Law.

Please remember, this information is designed as a general guide, and should not replace specific legal advice on a particular issue.