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

Image of Winona Ryder and Iman from Pandora’s Be Love marketing campaign
FinancialsAug 15, 2025
In Q2 Results, Pandora Talks Tariffs, Q4 Plans

The company had a solid second quarter, with sales of non-charm jewelry outpacing sales of pieces in its core collections.

Taylor Swift Etho Maria ruby earrings The Life of a Showgirl TS12
EditorsAug 15, 2025
Piece of the Week: Etho Maria’s Showgirl-Approved Ruby Drop Earrings

Taylor Swift dons the vibrant pair in new promotional imagery for her upcoming album, “The Life of a Showgirl,” set to release in October.

Audemars Piguet Starwheel Watch
WatchesAug 15, 2025
Audemars Piguet Acquires Majority Stake in Manufacturer

Its investment in micromechanics expert Inhotec will preserve skills essential to the watchmaking industry as a whole, said the company.

rio-article photo-diamond.jpg
Brought to you by
Taking the Moment Head On: How Rio Grande Champions the Present & Future of Fine Jewelry

As a leading global jewelry supplier, Rio Grande is rapidly expanding and developing new solutions to meet the needs of jewelers worldwide.

Nicolette Bianchi
MajorsAug 15, 2025
Rio Grande Names New Marketing Director

Nicolette Bianchi joins the wholesale provider with more than 15 years of cross-industry experience in marketing and product development.

Weekly QuizAug 15, 2025
This Week’s Quiz
Test your jewelry news knowledge by answering these questions.
Take the Quiz
Pippa Small Myanmar Fish Cluster
CollectionsAug 14, 2025
In Midst of ‘Sardine Girl Summer,’ Pippa Small Looks to ‘Flounder Fall’

Her new “Ocean” collection was inspired by Myanmar’s traditional articulated fish jewelry, with depictions of flounder, catfish, and more.

Casio America CEO Yusuke Suzuki
MajorsAug 14, 2025
Casio America Names New CEO

Longtime Casio executive Yusuke Suzuki is the new president and CEO of Casio’s U.S. subsidiary.

an instructor and a student in a bench jewelry classroom
Brought to you by
Investing in the Next Generation of Bench Jewelers

The Seymour & Evelyn Holtzman Bench Scholarship from Jewelers of America returns for a second year.

LA Trading Day
SourcingAug 14, 2025
West Coast Orgs to Host Trading Event, Mixer in LA

The full-day sourcing and networking event, slated for Aug. 18, will be followed by the fifth annual Mega Mixer Summer Soirée.

Cristiano Ronaldo and Stephanie Gottlieb Ring
TrendsAug 13, 2025
Cristiano Ronaldo Proposes With Gigantic Oval-Cut Diamond

Model Georgina Rodríguez received a rock of an engagement ring, with her diamond estimated to be 35 carats, experts say.

International Colored Gemstone Association logo
SourcingAug 13, 2025
ICA Names 2025 Board of Directors

The board elected 9 new directors at its recent ICA Congress in Brazil.

Whiskey Barrel Ring
TrendsAug 13, 2025
Colorado Jeweler, Whiskey Maker Collab on Ring Giveaway

Three winners will receive a custom ring from Honest Hands Ring Co. inlaid with a piece of history from Denver-based distillery Stranahan’s.

People shopping in a mall
SurveysAug 13, 2025
These Are The 25 Hottest Retailers, Says NRF

JD Sports and Wawa were among the fastest-growing retail companies in the U.S. last year.

Columbia Gem House Winza sapphires and rubies
SourcingAug 13, 2025
Columbia Gem House Launches Winza Sapphires, Rubies

The new inventory, all untreated, features vibrant hues and unique bicolor combinations.

Gemfields Faberge
SourcingAug 12, 2025
Gemfields Sells Fabergé for $50M

Acquired by a tech investor, the historic brand will continue to focus on jewelry, accessories, and timepieces.

Shipping containers on a ship
Policies & IssuesAug 12, 2025
Higher Tariff on Chinese Imports Paused for 90 Days, Trump Says

President Donald Trump issued an executive order extending the pause on higher tariffs to November as negotiations with China continue.

Jacquie Aiche Thunderbird Slab Collection Campaign
CollectionsAug 12, 2025
Jacquie Aiche’s New Collection Harnesses the Energy of the Thunderbird

The “Thunderbird Slab” collection features a thunderbird motif as a symbol of power, protection, and boundless possibility.

Duvall O’Steen and Jen Cullen Williams
ColumnistsAug 12, 2025
Creative Connecting: How to Take a Better Headshot

Columnists Jen Cullen Williams and Duvall O’Steen share tips on how to elevate your professional image.

Vigil for slain Wheat Ridge, Colorado jeweler Peter Damian Arguello
CrimeAug 11, 2025
Man Convicted of First-Degree Murder in Death of Colorado Jeweler

Peter Damian Arguello, a jeweler in the Denver suburb of Wheat Ridge, was found dead inside his store in November 2023.

Lisa Bridge
IndependentsAug 11, 2025
Lisa Bridge to Depart Ben Bridge Jeweler

The retailer, owned by Berkshire Hathaway, is becoming part of the Berkshire Hathaway Jewelry Group with Helzberg.

Bethenny Frankel
Events & AwardsAug 11, 2025
Bethenny Frankel to Give Keynote at CBG’s Experience Show

The Continental Buying Group’s 2025 Tampa Experience Show is slated for Sept. 8-10.

Nora Kühner fashion design consulting trend forecast colors 2027
EditorsAug 11, 2025
The Colors Expected to Be On-Trend in a Couple Years

Associate Editor Lauren McLemore recently attended a fabrics trade show where a trend forecaster shared her predictions for summer 2027.

Brilliant Earth Jolie Mosaics engagement ring
FinancialsAug 08, 2025
Brilliant Earth’s Q2 Sales Up 3% as Engagement Ring Sales Rise

The company raised its full-year sales guidance while noting it has not yet assessed the potential impact of the latest tariff news.

Jewellers for Hope charity event
Events & AwardsAug 08, 2025
GJEPC’s Jewellers for Hope Celebrates 10 Years of Fundraising

The organization has raised more than $1.3 million for charity since its inception.

Rahaminov Diamonds Emerald-Cut Diamond Bezel Bangle
TrendsAug 08, 2025
Piece of the Week: Rahaminov Diamonds’ Bezel Bangle

The brand’s latest iteration of a bezel-set diamond bangle features clean lines and a timeless design for a new modern silhouette.

Black and white photo of Tony Bennett near a microphone
WatchesAug 07, 2025
Bulova’s New Collection Honors Tony Bennett

The first watch in the series commemorates his participation in the Civil Rights movement, marching from Selma to Montgomery in 1965.

Sapphire page in Chatham’s “Ultimate Lab-Grown Catalog”
Lab-GrownAug 07, 2025
Chatham Releases Catalog for Loose Lab-Grown Gemstones

The catalog contains a complete listing of all the loose gemstones in stock, as well as information about the properties of each stone.

×

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