Technology

10 Quick Tips for Managing Online Reviews

TechnologyNov 06, 2017

10 Quick Tips for Managing Online Reviews

Here’s how to harness one of the most important tools for gaining new customers this holiday season.

New York--Word of mouth is as important as ever for businesses, but now it’s moved largely online.

The internet’s wide access to information has made consumers more educated and they’re vetting businesses online before shopping with them by reading customer reviews on sites like Google, Yelp, The Knot and Facebook.

Positive online reviews will convince customers to shop at a given store, while keeping them away from the ones that have been reviewed negatively.

Here’s what marketing and public relations experts had to say about developing an online review strategy ahead of this holiday retail season.

1. Ask Without Asking
The first step to getting a good online review from a customer who is happy with the service they’ve received is to be proactive and make sure they are reminded to leave one.

There are ways to put leaving a review at the top of someone’s mind without being pushy.

“Focus on customer service, not soliciting a review,” said Jennifer Lee Magas, vice president of public relations firm Magas Media Consultants LLC, and clinical associate professor of public relations at Pace University.

The point is to earn the review through the experience you’ve provided, and let customers know how they can leave a review if they feel compelled.

Magas said having signs in a store, printing where to leave a review on receipts and circling it with a pen, or having a link on an e-commerce site are all ways to ask customers indirectly.

2. Be Sincere
Sometimes, it is appropriate to mention reviews more directly.

“You should by no means be asking for positive reviews,” said Magas, “but just say with a smile to a customer that if they enjoyed their service, this is where they can rate your store.

“Don’t try to schmooze--being sincere is everything.”

Focus on the especially positive interactions you’ve had, when customers are satisfied and you’ve made a connection. Closing a bridal or anniversary sale, for example, or helping someone choose a great gift, are opportunities to ask for a review sincerely.

3. Make It Easy
Paul Ormerod, the managing director of Nisbets, an Australian catering company that sells thousands of products online, said that his tried-and-true method for obtaining reviews is to keep the process quick and easy.

“Making it as easy as possible for customers to submit feedback is the best way to optimize positive reviews,” he explained. “No one wants to spend more than

5 minutes writing a review unless they’re angry. Emailing a link or including a clear call-to-action on your website is a good place to start.”

4. Acknowledge the Reviews You Get
When customers do leave a review, it’s important to recognize the effort they made to acknowledge your brand by leaving a comment.

“If a customer takes the time to leave a review, they are an active stakeholder in your company,” said Danny Gavin, vice president, director of marketing for Brian Gavin Diamonds.

“Being responsive and sharing an appreciation for the time a customer has taken out of their day to acknowledge you will elevate the experience and add a human touch to your brand.”

5. And Acknowledge Them Quickly
Timing is everything, so respond to reviews quickly.

“Facebook has a feature that actually shows on your business’s page detailing your history as a responder,” said Magas. “Do you reply to messages within the hour, within 24 hours, or within the week? Try to answer any questions or gripes your customers may have as soon as possible. It shows you are attentive and listening,”

Yelp has a similar feature, showing how quickly a business is likely to respond to an inquiry on average. A fast response to a customer’s issue or question could prevent a negative review, and a proven track record of fast communication will inspire consumer confidence.

Alayna Frankenberry, manager of inbound marketing for BlueSky ETO, said that Google Alerts provide one method of keeping up with reviews.

“Users have plenty of outlets for posting their reviews, and it can be hard to keep track of them all,” she said. “Setting up Google Alerts for your business and brand name can help. These alerts can email you as soon as these terms appear online. This way, you can respond quickly to customer concerns before they escalate.”

6. Don’t Be a Robot
Even when customers are contacting a store digitally, it’s important that they feel they are speaking with a human.

Gavin said that companies should vary their online responses.

“Don't be afraid to get personal and avoid using canned responses for each customer,” he advised.

7. Address Negativity
Don’t just respond to the good reviews, respond to the negative ones too.

Customers are typically more compelled to leave negative reviews than they are positive ones, and this can leave business owners feeling powerless, but everyone has a voice online, and that should be used to a company’s advantage.

“Be transparent,” said Gavin. “Open communication will help mitigate a bad situation and will show that the company is not only responsive to criticism or concerns but also adaptive and willing to grow.”

Every online interaction a company has will make an impact for customers who are deciding if they should visit a business. Responding politely to a negative review and trying to rectify the situation will prove a business’s integrity to the public.

8. Don’t Get Defensive
Don’t try to “win” an online issue with by proving that you were right and the negative reviewer was wrong.

Magas explained: “Getting defensive will reflect immaturely, so be sure to always answer with something level-headed and helpful.”

Angry customers want to feel validated online, Ormerod said, so it’s important to let them know you’re listening and concerned about their negative experience.

“A constructive response to a negative review will speak volumes to future customers, and might even inspire the reviewer to change their stance,” he said.

9. Move It to a Different Forum
Frankenberry advised reaching out to negative reviewers directly, after addressing them online initially.

“Try to take the conversation offline as soon as possible by connecting the user with your customer service team, help desk, or even you personally,” she said.

“This will help you resolve the root of the issue more quickly, and will also help prevent additional negative feedback from being published online where the public can see it.”

10. Make the Customer Happy
Beyond listening to and acknowledging negative reviews to the reviewer, actually fix the problem.

Magas advised: “Customers like to know that their complaints are being heard, but they like it even more when you can help to fix their issue.”

Replace whatever might need to be replaced, or offer a service for free. Don’t ask for an updated review online, but know that consumers are typically motivated to leave an updated response when they feel their issue has been taken care of in a respectful and competent way.

“The way in which you respond can easily make the best of a bad review,” said Ormerod.
Ashley Davisis the senior editor, fashion at National Jeweler, covering all things related to design, style and trends.

The Latest

Bergman Jewelers family
IndependentsApr 01, 2025
Bergman Jewelers in Omaha Closing After 137 Years

The independent jeweler first opened its doors in 1888.

QVC Group Inc. logo
MajorsApr 01, 2025
QVC Group to Cut 900 Jobs in the U.S.

The layoffs come amid the TV shopping channel’s efforts to restructure and focus on live shopping through social media.

Coconut Grove Jewelry & Watch Show
Events & AwardsApr 01, 2025
U.S. Antique Shows Adds Fall Show in Florida

The debut event will take place in Miami’s Coconut Grove neighborhood this fall.

bench jeweler 1872x1052.png
Brought to you by
The Heart of the Industry: Giving Bench Jewelers the Recognition They Deserve

Bench jewelers spend years honing their skills, Jewelers of America’s Certification validates their talents.

The Jewelry Symposium (TJS)
Events & AwardsApr 01, 2025
TJS to Host Discussion on Jewelry Industry’s Labor Shortage

The roundtable will take place May 17 ahead of the trade show’s welcome dinner.

Weekly QuizMar 27, 2025
This Week’s Quiz
Test your jewelry news knowledge by answering these questions.
Take the Quiz
Peanuts x Monica Rich Kosann Collection Bracelets
CollectionsApr 01, 2025
Monica Rich Kosann Says ‘Good Grief’ in Peanuts Jewelry Collection

The “Peanuts x Monica Rich Kosann” collection features the comic strip’s classic vocabulary across 10 bracelet designs.

Graphic for What Do We Mean When We Say “Recycled” Gold webinar
Recorded WebinarsMar 31, 2025
Watch: What Do We Mean When We Say ‘Recycled’ Gold?

Three industry experts dive into the complexities of the material often marketed as an “ethical” alternative for metal in jewelry.

Facets-of-Fire-Difference-You-Can-See.jpg
Brought to you by
Natural Diamonds Should Mean More

Natural diamonds mean more than lab-grown, but when every cut is ideal, they all look the same. Customers want more—Facets of Fire delivers.

Mindi Mond Clarity Earrings
TrendsMar 31, 2025
Amanda’s Style File: Dripping in Diamonds

Diamonds are not only one of the most prominent gemstones, but the birthstone for those born in April.

Lashbrook ring
MajorsMar 31, 2025
Lashbrook Expands Into Luxury Golf Gifts With Acquisition

The Utah-based company known for making wedding bands has acquired Doubloon Golf.

Bulgari and LVMH Watches CEO Jean-Christophe Babin
WatchesMar 31, 2025
Bulgari CEO Jean-Christophe Babin Will Also Head LVMH Watches

The longtime luxury executive led one of LVMH’s watch brands, TAG Heuer, for 12 years before taking over Bulgari in 2013.

Surveillance footage of robbery
CrimeMar 28, 2025
2 Suspects Arrested in $1.7M Smash-and-Grab Robbery of NY Jewelry Store

Authorities said the robbers fled with jewelry and 70 Rolex watches, later taking pictures of themselves posing with big stacks of cash.

Nephrite and Jadeite by Heinrich Fischer, Richard W. Hughes
SourcingMar 28, 2025
19th-Century Jade Book Now Available in English

Lotus Gemology founder Richard W. Hughes has translated Heinrich Fischer’s 1880 book “Nephrit und Jadeit” from its original German.

LÖF The Valentine Ring
CollectionsMar 28, 2025
Piece of the Week: Löf’s ‘The Valentine’ Ring

The ring's design features contrasting lines influenced by work from architecture-inspired photographer Nikola Olic.

Eggs on a shelf
SurveysMar 27, 2025
Consumer Confidence Falls in March Amid ‘Gloomy’ Outlook

The Conference Board’s index fell as consumers continued to worry about the impact of tariffs, the labor market, and the price of eggs.

Richard Rainsford memorial ring
AuctionsMar 27, 2025
300-Year-Old Ring Linked to Witch Trial Judge Goes Unsold at Auction

However, two medieval jewels surpassed estimates at Noonans Mayfair’s recent jewelry auction in London.

Austin Butler
WatchesMar 27, 2025
Austin Butler Joins Breitling as Brand Ambassador

The Oscar-nominated actor debuted in the campaign for the new “Top Time B31” collection, which introduced Breitling’s Caliber B31.

ICA Congress Brazil 2025
SourcingMar 27, 2025
Susan Jacques, Gaetano Cavalieri to Headline 2025 ICA Congress

The Congress is scheduled to take place May 19-22 in Brasilia, Brazil.

Bailey’s Fine Jewelry storefront
IndependentsMar 26, 2025
Bailey’s Fine Jewelry Acquires Fellow NC Independent Jeweler

The family-owned retailer is the new owner of Morrison Smith Jewelers in Charlotte, North Carolina.

Bulova 150 Art Deco Miss America Watch, 150 Art Deco Pocket Watch
WatchesMar 26, 2025
Bulova Celebrates 150th Anniversary With Art Deco Watches

The “150 Art Deco” collection features a Miss America timepiece and a pocket watch from the brand’s Archive Series.

Alex Wellen
MajorsMar 26, 2025
QVC Group Appoints New President

Alex Wellen, formerly CEO and president of MotorTrend Group, has taken on the role.

Jewelers of America’s new logo
Events & AwardsMar 26, 2025
Jewelers of America Announces New Funding Initiative

The Impact Initiative is part of the nonprofit association’s new three-year strategic plan.

Christies regent kashmir sapphire and regal Burmese ruby
AuctionsMar 25, 2025
Christie’s To Auction 35-Carat Sapphire, 13-Carat Ruby

The ruby and the sapphire, which Christie’s calls a “once-in-a-generation masterpiece,” are part of the upcoming Hong Kong jewelry auction.

Diamond earrings held in gloved hand
CrimeMar 25, 2025
Tiffany & Co. Earrings Swallowed Following Grab-and-Run Theft Recovered

The two pairs of earrings, snatched from a Tiffany & Co. store in Orlando, Florida, are valued at a combined $769,500.

Emmanuel Raheb CEO of Smart Age Solutions
ColumnistsMar 25, 2025
The Smart Lab: Using Short-Form Videos to Sell More Jewelry

The time to start experimenting with video content is now, writes columnist Emmanuel Raheb.

Pomellato Nudo High Jewelry Campaign
CollectionsMar 24, 2025
Pomellato’s Latest ‘Nudo’ Collections Revamp its Classic Design

From striking high jewelry to miniature fine jewelry, the new chapter continues to highlight gemstones featuring its signature 57-facet cut.

Jamie Singleton, Bill Brace, Rebecca Wooters, Bill Luth
MajorsMar 24, 2025
4 Top Executives to Depart Signet Jewelers Amid Turnaround

The jewelry giant is reducing its senior leadership by 30 percent as part of its new turnaround strategy.

×

This site uses cookies to give you the best online experience. By continuing to use & browse this site, we assume you agree to our Privacy Policy