By David Holland

September 1, 2017


Benefits of Negative Customer Reviews

Breathe, breathe, breathe. Negative reviews are not the end of your business or brand reputation! Truth be told, they are secretly beneficial if you master your way to handling them.

Ann Patchett once said, a bad review is like baking a cake with all the best ingredients and having someone sit on it. Danielle Steel Best, Cake, Baking Praise and criticism seem to me to operate exactly on the same level. If you get a great review, it’s really thrilling for about ten minutes. If you get a bad review, it’s really crushing for ten minutes. Either way, you go on.

It’s all about understanding what every negative customer review means to you as a business, a brand and a provider to your customer.

Negative reviews are good because . . .


1. They create transparency

According to Lightspeed Research, it only takes one to three reviews for most people to conclude whether they will purchase a product or not. Although genuine negative reviews may look like a flaw to your business, to potential future customers, these reviews portray honesty and transparency; allowing them to understand how a product performs based on other consumers’ experience.

Put simply, negative reviews help to portray your product’s honesty and authenticity.


2. They build trust

A few less-than-perfect reviews build trust. More than 50% of surveyed consumers say they trust a product more if they see negative reviews.


With all the ads and marketing everywhere, consumers are wiser than ever. They’ve learned to spot fake social proofs. They find it fishy when reviews are perfect and flawless.


3. They reveal blind spots

There’s a grain of truth in negative reviews. The bad feedback portrays how your customers feel and why they felt that way. With this it’s easier to see which part of your business is not meeting your customer’s expectations. Negative reviews means there’s room for improvement which helps you get your brand into perfect shape.

Analyse what your business can learn from this feedback and address concerns accordingly. When the negative review is there, there’s no sense to fight it. You just have to be ready to act on it and respond appropriately.


4. They drive sales

A study by a university found that products with 4.2 to 4.5 rating are likely to have more purchases than perfect 5-star products. It’s probably because consumers have this notion that 5.0 is just too good to be true.

Somehow, reviews that ranked at 4.2 – 4.5 appears balanced and transparent to the customer’s eyes.

5. They will educate you

While huge corporations spend a lot on consumer surveys and big data, reviews remain the untapped resource for valuable business insights.

These negative reviews, whether they’re too many or just a few, will educate you not only about your weak points but also your customer’s behaviour. Leveraging these reviews means you are using real-time human data to improve your business and the way you handle customers.

Negative reviews are not bad . . . not at all

Don’t panic! Bad feedback is not as bad as how they look like. To summarise, bad reviews actually help shape up your conversion and understand more of your business and customers. They do not squash down your reputation.

You just have to know your way around handling these reviews and commit your company to improve customer satisfaction and happiness.

About the author

Nice bloke with practical ideas. Former Procter & Gamble, Kraft and IBM sales and marketing executive. Became a business owner 20 years ago. Started multiple businesses including EXELA which is the most successful Keap® & Infusionsoft™ reseller in the EMEA region.

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