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The importance of how businesses respond to online reviews

Customer interaction has always been an important part of business and been something that can have considerable impacts on how successful a business proves to be. What has changed over the years though is what different forums are available for customer interactions.

In recent times, the rise of social media and the increased role internet activity has come to play in people’s lives have created an influx of new spaces, online spaces, in which businesses can interact with customers.

How a small business acts when it comes to these online spaces can have significant implications. Included in this is what a business does when it comes to online reviews customers have posted about it.

There are a plethora of different review sites out there in which customers can express their views on the products and services they received from a business. The results of a recent online survey indicate that when businesses fail to keep an eye on what online reviews customers have posted about them and fail to respond to such reviews, they could end up driving customers away. In this survey, which had over 800 respondents, nearly one-fifth of the polled individuals said they would not frequent a small business that didn’t respond to review site comments about it.

Of course, not responding to online reviews is not the only thing related to online reviews that could pose problems for small businesses. So too could not exercising sufficient care when it comes to what to say in response to such comments. Careless responses could damage a customer’s view of the company, and in some circumstances could even create legal problems.

As what customer interaction looks like grows and evolves over time, it can be critical for a small business to make sure its practices for new forums for customer interactions are consistent with its overall goals. Also, when legal troubles arise in relation to a customer interaction, whether the interaction was through traditional methods or newer ones, it can be important for a business to seek out solid legal guidance regarding what strategies to take when it comes to dealing with the troubles.

Source: silive.com, “Social media key for small businesses, says study,” Tracey Porpora, May 1, 2016

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