In the age of eCommerce, review systems and social media allow buyers to publicly share their purchasing experiences with your store, or a specific product. For better or for worse, most reviews highlight either the exceptionally happy, or the dramatically dissatisfied - and even more importantly, can directly impact conversion rates. New customers rely on the feedback of their peers to minimize risk before purchasing a product they cannot preview physically.
As a seller on Amazon, you’re bound to receive plenty of positive reviews and a few bad ones along the way, even when you thought you did everything right. While negative reviews may scare away potential customers, there are ways to manage your reviews to maintain customer loyalty and win the trust of a would-be buyer.
On Amazon, you have the opportunity to publicly respond to every review, either positive or negative, which shows as a store owner you are aware of your customers needs and ready to make amends. This may seem straightforward, but the first step is to make the decision to address the concern directly with a personal message to the customer. It’s important to 1. NOT use a blanket statement to address each negative review and 2. NOT to ignore it in the hopes it will fade into the past.
Responding openly and honestly to negative reviews can help you maintain your brand image, boost customer satisfaction, and show future customers that you are there to help them fix problems down the line. This could even incentivize the customer to update the negative review or remove it from the website entirely.
There are times that a negative online review is justified. If you begin to see a pattern in the reviews, then there’s a potential issue with your business that needs to be addressed. This feedback, though may be frustrating at the moment, is especially valuable when it can help you improve your operations, therefore improving your conversion rate down the line.
If you do decide to move forward with changes based on the customer feedback, it’s important to share with employees and customers where the idea came from. The knowledge that customers are holding your brand accountable could make your team feel all the more responsible for maintaining your brand standards.
It’s also valuable to thank the customer(s) that brought this problem to light and explain the steps you’re taking to make a positive change in your business. This lets that customer know that they were justified in their response, and let’s future customers know you are open to feedback and willing to fix issues.
If you received a negative review that is untrue or violates Amazon’s policies, you can contact Amazon to request removal.
Requests should be made by opening a new support case in Seller Central. This should be a final resort after attempting the other tactics suggested previously in this post, as there’s no guarantee that Amazon will remove it.
Negative reviews are a difficult but unavoidable part to having your own online store. However, they present you with an opportunity to not only strengthen the operations at your store, but to build upon your customer relationships and shine a positive light on your brand based on your willingness to respond.
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