When you read customer reviews, positive or negative, do you ever notice any comments from the company? It seems many companies are missing the boat to engage in these review dialogues on such sites like Amazon.com. If you take a few minutes to read the comments on a product review, you’ll notice the comments turn into discussions among users. But how often do you see a company join the discussions?
We noticed that QuickBooks Customer Care reps are engaged in product reviews on Amazon.com. In many cases, reps reached out to customers who left negative reviews by giving email addresses and asking the best way to contact the customers. Most Customer Care rep responses used these techniques:
- thanking the customers for their feedback
- writing responses in a compassionate tone
- acknowledging the customers’ concerns or frustrations
- offering to work with them to understand the situation from the customers’ points of view to find a solution
Instead of ignoring problems, QuickBooks worked quickly to try to fix them and address them directly with each customer. Have you noticed companies commenting on customer reviews? What else should companies do to address negative customer reviews?
I have seen a few companies, who have helped customers, solve their problems/ queries online. This technique helps improve the brand and the reliability of the product and company. Although this work is generally done by the hired PR firm of the company.