A Cup of Tea and a Few Thoughts…
Imagine opening your emails one morning and discovering that someone has left your business a one-star review, your heart sinks a little. Perhaps you recognise the customer and remember the situation differently. Perhaps you have absolutely no idea who they are, or maybe you know something went wrong, but you thought you'd already resolved it.
Whatever the circumstances, it's not a particularly nice feeling, is it? Especially when you're running a small business and your reputation means so much to you. And the frustrating part? You can't always remove a negative review, even when you believe it's unfair.
So, what can you do?
First, don't respond in the heat of the moment
I think this is probably the most important piece of advice, when someone criticises your business publicly, it's natural to want to defend yourself. You might feel angry, disappointed or simply upset that someone has shared their experience in a way you don't believe is accurate, but before you start typing, give yourself a little time. Read the review carefully. Think about what the person is actually saying and whether there's anything you can learn from it, and remember that your response isn't just for the person who left the review.
It's also for everyone else who might read it.
Can you actually remove a bad review?
This is where things can become frustrating. On platforms such as Google and Facebook, business owners generally can't simply delete a review because they disagree with it. You can report reviews that appear to breach the platform's rules, such as spam, abusive content or certain misleading and fraudulent contributions, but reporting a review doesn't guarantee it will disappear.
Google, for example, assesses reported reviews against its policies rather than deciding which side of a customer disagreement is right, and Facebook has its own reporting process for recommendations that breach its standards, so, while it's worth reporting something that genuinely breaks the rules, sometimes a negative review will remain visible.
And that's when how you respond becomes particularly important.
Sometimes the best response is a simple one
Let's imagine someone has left a review saying they were disappointed with the service they received, you might respond with something along these lines:
"Thank you for taking the time to share your feedback. I'm sorry to hear that your experience didn't meet your expectations. I always aim to provide a positive experience and would welcome the opportunity to discuss your concerns directly." It's polite, professional and doesn't get drawn into an argument.
Of course, the wording should reflect what actually happened. There's no need to admit to something that isn't true or promise something you can't deliver, and if a complaint involves private or sensitive information, particularly in a therapy or healthcare setting, it's important not to discuss those details publicly, sometimes a short acknowledgement and an invitation to continue the conversation privately is all that's needed.
What if you've never heard of the person?
This is a particularly difficult situation. You receive a negative review, check your records and can't find any evidence that the person has ever used your business. It can feel incredibly unfair, but I'd still avoid responding with something like, "You've never been a customer of mine!" Instead, you could say:
"Thank you for your feedback. I'm unable to identify a visit or booking from the information provided, but I'd be happy to look into your concerns if you contact me directly."
That way, you're acknowledging the review without making accusations. If you believe the review is fake or breaches the platform's rules, you can also report it through the appropriate process.
Don't forget to respond to the lovely reviews too
It's easy to become so focused on one negative review that we overlook all the positive ones, but those customers deserve a little attention as well. If someone has taken the time to write something kind about your business, a simple thank you goes a long way. It shows that you appreciate their support, and if you're not already encouraging customers to leave reviews, perhaps it's worth making that part of your normal process. Not by offering rewards or asking only your happiest customers, but by making it easy for people to share their genuine experiences.
Over time, a collection of honest reviews can give potential customers a much more balanced picture of your business.
One review doesn't tell the whole story
I think this is something worth remembering. No business gets everything right all the time. There will occasionally be misunderstandings, mistakes or situations where expectations haven't quite matched reality, and sometimes, despite your best efforts, someone simply won't be happy. That doesn't automatically mean you're running a bad business.
What matters is whether you take feedback seriously, treat people fairly and make an effort to put things right when appropriate. In fact, a thoughtful response to a negative review can sometimes be more reassuring than a page full of five-star ratings with no replies at all.
It shows there's a real person behind the business who cares about the experience people have.
And finally, a thought over my cup of tea…
When you run a small business, your reputation is personal. It's something you've built through your time, effort, experience and the relationships you've developed with your customers.
So naturally, a negative review can sting, but try not to let one person's comments overshadow everything else you've achieved. Take a moment, consider whether there's something to learn and respond thoughtfully if a response is appropriate.
And remember, you might not be able to control what someone writes about your business, but you can control how you choose to respond.
Sometimes, that's what people remember most.
Now, where's that cup of tea… or maybe a something a little stronger
Bev