Module 4

Responding to Reviews

Responding to reviews shows customers (current and future) that you care. Your responses are public and often read by potential customers. Here's how to respond professionally to all types of reviews.

Why Responding to Reviews Matters

What to do

Understand why taking time to respond is worth the effort.

Step by step

  1. Shows you're engaged. Businesses that respond to reviews appear attentive and customer-focused. Silence suggests you don't care.
  2. Future customers are watching. Your responses are public. Potential customers read how you handle both praise and criticism.
  3. Can turn negatives into positives. A professional response to a negative review often impresses potential customers more than the negative review hurts.
  4. Builds relationship with reviewer. Thanking positive reviewers reinforces their good feelings. They become advocates.
  5. May improve rankings. While not confirmed, many believe Google views active engagement (including responses) as a positive signal.

Responding to Positive Reviews

What to do

Positive reviews deserve acknowledgment. Here's how to respond graciously.

Step by step

  1. Thank them genuinely. Express real gratitude. "Thank you so much for taking the time to leave this review."
  2. Be specific when possible. If they mentioned something specific, reference it. "We're so glad you enjoyed the eggs benedict!"
  3. Keep it brief. Positive reviews don't need long responses. 2-3 sentences is usually perfect.
  4. Use their name. If their name is visible, use it. "Thanks, Sarah!" feels more personal than a generic response.
  5. Avoid sounding robotic. Don't use the exact same response for every review. Vary your wording.
  6. Invite them back. "We look forward to seeing you again soon!" or "Hope to see you next time you need [service]."
  7. Don't oversell. A positive review response isn't the place for marketing messages. Just thank them.

Example Responses to Positive Reviews

What to do

Use or adapt these templates for positive review responses.

Step by step

  1. Simple and warm: "Thank you so much, [Name]! We really appreciate you taking the time to share your experience. Looking forward to seeing you again!"
  2. Acknowledging specific praise: "Thanks [Name]! We're thrilled you enjoyed [specific thing they mentioned]. It means a lot to hear. See you next time!"
  3. For a particularly glowing review: "Wow, thank you [Name] — this made our day! We're so happy everything went well. Thanks for trusting us with [service], and we hope to see you again soon."
  4. Brief but genuine: "Thanks so much for the kind words, [Name]! Really appreciate it."
  5. Mentioning the team: "Thank you, [Name]! I'll pass your kind words on to the team — they'll be chuffed. Hope to see you again soon!"

Examples by industry

"Thanks so much, [Name]! Really glad we could get that sorted quickly for you. We appreciate the kind words — don't hesitate to call if you need us again."
"Thank you, [Name]! So happy you enjoyed your visit — the team will be thrilled to hear it. Hope to see you again soon!"
"Thank you for the lovely review, [Name]! We're so pleased you felt comfortable with us. See you at your next check-up!"
"Thank you, [Name]. We're glad we could help with your matter and that you felt supported throughout. Best wishes for the future."

Responding to Negative Reviews

What to do

Negative reviews are opportunities to show your professionalism. How you respond matters enormously.

Step by step

  1. Don't respond when angry. Read the review, feel your feelings, then wait. Respond when you're calm — ideally within 24-48 hours, but not immediately if you're upset.
  2. Thank them for the feedback. Even if it hurts, thank them for bringing it to your attention. "Thank you for your feedback..."
  3. Apologise appropriately. If something genuinely went wrong, apologise sincerely. If the complaint seems unfair, you can say "We're sorry your experience didn't meet expectations" without admitting fault.
  4. Don't be defensive. Arguing or making excuses looks bad to everyone reading. Even if the customer is wrong, don't fight publicly.
  5. Take it offline. Offer to resolve the issue privately. "Please contact us at [email/phone] so we can make this right." This shows you care AND gets the conversation out of public view.
  6. Keep it professional. No matter how unfair the review, maintain dignity. Future customers will judge you on your response.
  7. Be brief. A long defensive response looks worse than a short, professional one.
  8. Don't offer compensation publicly. If you want to offer something to make amends, do it in the private conversation.

Example Responses to Negative Reviews

What to do

Use or adapt these templates for different negative review situations.

Step by step

  1. When you made a genuine mistake: "[Name], thank you for this feedback. You're right that [what went wrong] — and I'm truly sorry. This isn't the standard we aim for. Please contact me directly at [email] so I can make this right for you."
  2. When the complaint seems unfair: "[Name], thank you for your feedback. We're sorry your experience didn't meet expectations. We'd like to understand more about what happened — please contact us at [email] so we can discuss this further."
  3. When you don't recognise the customer: "Thank you for your feedback. We take all complaints seriously, but we're having difficulty locating your visit in our records. Please contact us at [email] with more details so we can investigate."
  4. For vague complaints: "We're sorry to hear you weren't happy with your experience. We'd love the opportunity to understand what went wrong. Please reach out to us at [email] and we'll do our best to help."
  5. When they have a valid point but are harsh: "Thank you for the honest feedback, [Name]. You've raised some fair points that we're taking on board. We're sorry we fell short this time. If you're willing to give us another chance, please contact us at [email]."

Examples by industry

"Hi [Name], I'm sorry to hear the job didn't meet your expectations. That's certainly not what we aim for. I'd like to understand what went wrong and see how we can put it right. Please give me a call on [number] so we can sort this out."
"Hi [Name], thank you for letting us know. We're sorry your visit wasn't up to our usual standard. We'd love the chance to make it up to you — please email us at [email] and we'll arrange something."
"Thank you for your feedback, [Name]. We're sorry you felt [rushed/uncomfortable/etc.]. We take patient experience very seriously. Please contact our practice manager at [email] so we can discuss your concerns."
"Thank you for your feedback. We're sorry to hear you're dissatisfied with [aspect of service]. We'd welcome the opportunity to discuss your concerns — please contact [name] at [email]."

Handling Tricky Review Situations

What to do

Some reviews need extra care. Here's how to handle difficult situations.

Step by step

  1. Fake or competitor reviews: Respond professionally ("We can't find any record of your visit — please contact us") and report to Google. Don't accuse publicly.
  2. Reviews from the wrong business: Politely note they may have the wrong business. "Hi [Name], we think this review may be intended for a different business, as we don't recognise this situation. Please let us know if we can help."
  3. Staff-specific complaints: Address without throwing staff under the bus. "We're sorry for this experience. We've addressed this internally and would welcome the chance to restore your confidence."
  4. Threats or blackmail: Some people threaten bad reviews for discounts. Never give in. If someone does this, document it and respond professionally to any resulting review.
  5. Reviews mentioning specific details you can't discuss: Especially for healthcare/legal, you may be limited in what you can say. "Due to confidentiality, we can't discuss specifics publicly, but please contact us directly."

Review response system ready: