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

Korman jewelry store Austin
IndependentsSep 08, 2025
Take a Look Inside the New Korman Store in Austin

The Texas-based jeweler has also undergone a brand refresh, debuting a new website and logo.

Logos for Manufacturing Jewelers & Suppliers of America and Jewelers of America
MajorsSep 08, 2025
MJSA Is Officially Now Under JA’s Umbrella

The two organizations have finalized and signed the affiliation agreement announced in May.

Sothebys JAR and Suzanne Belperron jewels
AuctionsSep 08, 2025
Sotheby’s To Auction ‘Exceptional’ Collection of JAR, Suzanne Belperron Jewels

The single-owner sale will headline Sotheby's inaugural jewelry auction at the Breuer building, its new global headquarters, this December.

reDollar-fine-jewelry-department.jpg
Brought to you by
reDollar.com Is Rolling Out the Next Level Jewelry, Diamond & Watch Consignment Program

With their unmatched services and low fees, reDollar.com is challenging some big names in the online consignment world.

A street in Carlsbad California
Events & AwardsSep 08, 2025
27 Can’t-Miss Converge Sessions, Events

From sunrise yoga to tariffs talks, these are some events to check out at the upcoming inaugural event.

Weekly QuizSep 04, 2025
This Week’s Quiz
Test your jewelry news knowledge by answering these questions.
Take the Quiz
National Jeweler columnist Peter Smith
ColumnistsSep 05, 2025
Peter Smith: A Lasting Lesson From Maurice Tempelsman

Smith recalls a bit of wisdom the industry leader, who died last week, shared at a diamond conference years ago.

Jamie Turner Victoria Labradorite Necklace
CollectionsSep 05, 2025
Piece of the Week: Jamie Turner’s ‘Victoria’ Necklace

The “Victoria” necklace features a labradorite hugged by diamond accents in 18-karat yellow gold.

japac-btyb.png
Brought to you by
Rallying Call for the Jewelry Industry on Tariffs and Other Key Issues

Jewelers of America is leading the charge to protect the industry amidst rising economic threats.

Stock image of the U.S. Supreme Court
Policies & IssuesSep 05, 2025
Trump Takes Tariffs Case to the Supreme Court

Two lower courts have moved to block the import taxes, which will remain in place as the legal battle continues.

Patrick Mahomes Hublot campaign
WatchesSep 05, 2025
Patrick Mahomes Is the New Hublot Brand Ambassador

The Kansas City Chiefs quarterback shares Hublot’s dedication to pursuing greatness, the Swiss watchmaker said.

gia-edu main image.png
Supplier BulletinSep 04, 2025
A Brilliant Future Is Here

Sponsored by GIA

Lucara pink diamond
SourcingSep 04, 2025
Lucara Unveils Unusual 37-Carat Pink Diamond

The Type IIa stone, recovered from Botswana’s Karowe diamond mine last month, features unique coloration.

Shot from Breitling new NFL campaign
WatchesSep 04, 2025
Breitling Takes Its NFL Game to the Next Level

Breitling is now the NFL’s official timepiece partner, a move that puts the brand in front of the millions of Americans who watch football.

NYC Jewelry, Antique, & Object Show Autumn 2025
Events & AwardsSep 04, 2025
The NYC Jewelry, Antique, & Object Show Returns in November

NYCJAOS is set for Nov. 21-23 in New York City’s Chelsea neighborhood.

Fabergé x Gemfields Malaika Egg
SourcingSep 03, 2025
Gemfields Confirms Completion of Fabergé Sale

U.S.-based investment company SMG Capital LLC is the new owner of the luxury brand.

Claire’s storefront
MajorsSep 03, 2025
These Are the Nearly 300 Claire’s Stores Set to Close

A new court filing details the locations of the stores that will close, as well as the 830 that will remain open.

Stuller’s Tools, Equipment, & Metals and Findings & Metals Catalogs
MajorsSep 03, 2025
Stuller Releases 2 New Catalogs

The new catalogs are “Tools, Equipment, & Metals” and “Findings & Metals.”

Effy Jewelry Multicolor Sapphire Bangle
TrendsSep 03, 2025
Amanda’s Style File: A Perfect Birthstone

Sapphire’s variety of colors make it the perfect birthstone for September.

Woman with hands crossed wearing jewelry
FinancialsSep 02, 2025
Lab-Grown Diamonds, Lower-Priced Fashion Jewelry Drive Signet Jewelers’ Q2 Sales

The retailer has raised its guidance after seeing total sales increase 3 percent in the second quarter, beating expectations.

Jean-Christophe Bédos Birks
MajorsSep 02, 2025
Birks CEO Jean-Christophe Bédos Steps Down

Niccolò Rossi di Montelera, executive chairman of the board, was appointed as interim CEO.

Harry Winston Ginza Flagship Exterior, Interior
MajorsSep 02, 2025
Harry Winston Opens Its Largest Flagship in Japan

The three-floor space also features the jeweler’s largest VIP salon in Japan and offers an exclusive diamond pendant.

All Hours: Stephanie Gottlieb Fine Jewelry x Oak and Luna Campaign Imagery
CollectionsSep 02, 2025
Stephanie Gottlieb Debuts Silver Designs in ‘All Hours’ Collab

The collection is a collaboration between Stephanie Gottlieb Fine Jewelry and Oak and Luna, focusing on understated essentials.

Sothebys The Desert Rose orangy pink diamond collectors week
AuctionsAug 29, 2025
Sotheby’s UAE Sale to Feature 32-Carat Fancy Vivid Orangy Pink Diamond

The highlight of a single-owner jewelry and watch collection, it’s estimated to fetch up to $7 million at auction this December.

Calvin Klein watch and jewelry campaign
FinancialsAug 29, 2025
Movado’s Q2 Sales Rebound Despite Tariff Impact

CEO Efraim Grinberg noted a resurgence in the fashion watch market.

Mark Davis Bullseye Necklace
CollectionsAug 29, 2025
Piece of the Week: Mark Davis’ ‘Bullseye’ Necklace

The “Bullseye” necklace, with vintage bakelite and peridot, August’s birthstone, is the perfect transitional piece as summer turns to fall.

Image #1_Resized.png
Supplier BulletinAug 28, 2025
Clientbook Is Helping Jewelers Turn Clienteling Challenges into Wins with Hands-On Training and Coaching

Sponsored by Clientbook

GIA’s new report for lab-grown diamonds
GradingAug 28, 2025
GIA’s New ‘Quality Assessment’ for Lab-Grown Diamonds Is Coming

It will classify lab-grown stones into one of two categories, “premium” or “standard,” in lieu of giving specific color and clarity grades.

×

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