How You Respond to a Bad Review Can Turn a Negative into a Positive
Paul DelFino
For over a decade I have been warning and preaching at the HMI “Discovery & Training Seminar” that “customer satisfaction is no longer a nice to have – it is a mandate.” The power of the consumer with Google and other customer reviews cannot be measured. Remember – one bad review can seriously impact your earnings and growth potential. What I never have time to discuss is what to do when it does happen?
Receiving a negative Google review can feel frustrating, but it’s a common challenge for businesses and doesn’t have to completely derail your reputation. In fact, how you handle it can turn a potential setback into an opportunity to demonstrate excellent customer service. Studies show that businesses that respond to reviews are seen as 1.7 times more trustworthy, and 97% of consumers read those responses. Negative reviews can even add authenticity to your profile, as Google values a mix of feedback. Here’s is what to do, based on best practices from Google and industry experts.
1. Stay Calm and Don’t Respond Immediately
- Take a deep breath—it’s easy to get defensive, but reacting emotionally can make things worse. Give yourself time (ideally 24-48 hours) to cool off and review the facts. Check with estimator and crew to verify the reviewer’s experience and identify any real issues.
- Remember: Ignoring it isn’t ideal, but a knee-jerk reply could escalate the situation publicly. Aim to respond within 2-3 days, as 34% of customers expect a quick turnaround.
2. Evaluate If the Review Violates Google’s Policies
- Not all bad reviews need to stay. If it’s spam, fake (e.g., from someone who never visited), off-topic, or contains prohibited content like harassment, profanity, or conflicts of interest, flag it for removal.
- How to flag it:
- Log into your Google Business Profile (formerly Google My Business).
- Go to the “Reviews” tab, find the review, and click the three dots next to it.
- Select “Flag as inappropriate” and choose a reason (e.g., “Spam or fake content”).
- Google reviews flags within a few days, but success isn’t guaranteed unless it clearly breaks rules.
- If it’s borderline or from a non-customer, politely contact the reviewer privately (via email or phone if possible) to ask them to remove or revise it. Avoid paid removal services, as they can violate Google’s terms.
3. Respond Professionally and Publicly
- Always reply publicly—it’s visible to everyone viewing your profile and shows you care about feedback. Keep it concise (2-4 sentences), positive, and focused on resolution. Use a friendly tone like you’d speak to the customer in person.
- Key elements of a good response:
- Acknowledge and apologize: Thank them for the feedback and express regret, even if you disagree. E.g., “We’re sorry to hear about your experience.”
- Take responsibility: If it’s valid, admit the mistake without excuses. E.g., “We dropped the ball on communication that day.”
- Offer a solution: Invite them to reach out privately for resolution. E.g., “Please contact us at [email/phone] so we can make this right.”
- Highlight improvements: If applicable, mention changes you’ve made. E.g., “Based on your input, we’ve updated our process to prevent this in the future.”
- Be a friend, not a salesperson: No promotions or arguing—focus on empathy.
- Respond to all reviews (positive and negative) for consistency but prioritize negatives. Limit public replies to 1-2 per review to avoid back-and-forth arguments.
- Example responses:
- For poor service: “Hi [Name], we’re truly sorry your visit didn’t meet our standards. We value your feedback and would look forward to returning make sure we meet your expectation. Please reach out to [contact] at your convenience.”
- For a fake or inaccurate review: “Thank you for your review, [Name]. We don’t have a record of a visit on that date, but we’d be happy to assist if there’s been a mix-up. Feel free to contact us directly.”
- For a valid complaint with resolution: “We apologize that our lift and level did not meet your expectations — it shouldn’t have happened. We’ve since retrained our crew on the circumstance and we will be in contact to return to repair at no charge. Please contact us at_________ to discuss.”
4. Follow Up Privately and Learn from It
- After your public response, reach out directly to the reviewer (if you have their contact info) to resolve the issue. This can encourage them to update or remove the review—67% of reviewers return if responded to promptly.
- Use the feedback to improve: Analyze patterns in negative reviews (e.g., common complaints about joints, speed of service, etc.) and implement fixes. Share those changes in future responses to show growth.
- Monitor your profile regularly via the Google Business Profile app or dashboard for new reviews.
5. Prevent Future Bad Reviews and Build Positivity
- Encourage more positive reviews: Ask satisfied customers to leave feedback right after a good experience (e.g., via email or in-person). Aim for a steady flow—more positives dilute negatives. Tools like review request links can help without being spammy.
- Improve customer service proactively: Address issues like communication gaps, which cause many negatives. Train staff, set up autoresponders for inquiries, and follow up post-service.
- Boost your overall profile: Keep your Google Business Profile updated with photos, hours, and responses. Responding consistently can even improve your local SEO.
By treating every negative review as a chance to improve and excel, you can protect your business’s reputation and even convert skeptics into fans. If the review seems defamatory or persistent, consult Google’s support or a legal expert for extreme cases. Remember, one bad review rarely defines you—your response does.
Paul DelFino is a principal in the consulting firm Opportunity Inc. For over three decades he has assisted entrepreneurs in growing their businesses, responding to economic downturns and merger and acquisition activity. He has consulted with HMI and RaiseRite for over two decades. His publications include “Avoiding Skewed Entrepreneurial Strategies” available from all online booksellers.
