Online review portals continuously grow in popularity among users. Whether someone is looking for a new camera, shoes or a doctor: More and more users consult portals before buying.

Ecommerce retailers are skeptical though, because they fear criticism of their offers and services. Despite previous fears that consumers posting honest and unfiltered material could damage sales, it has been having the opposite effect in most cases.

In fact, visitors who clicked on the highest customer-rated reviews were more likely to purchase. Therefore online retailers should strengthen their presence on such sites. Only then, they have the opportunity, to use these platforms to their advantage.

7 tips for dealing with customer reviews:

1. Don’t avoid negative feedback. Nobody is perfect – and not every single customer will be content. If a company is basically highly rated this criticism is by no means a disadvantage, since it increases the companies’ credibility.

2. Resolves an evaluation in resentment, the top priority is: a deep breath. Anger is a natural reaction to subjective or provocative contributions, but should not guide your actions.

3. Try to see your company from the perspective of the customer. This will help to decide whether the criticism from the perspective of the evaluator is justified.

4. If you receive a positive critique, write a thank you. It will please your customers.

5. If you do not share the criticism make your perspective clear. Act professionally and constructively by posting a comment or writing to the author a private message.

6. If a customer is unhappy and you know that you can do better, make him an offer which will convince him. This could be in form of a discount or a coupon.

7. An evaluation is always a snapshot. You – as well as the customer – should always keep this in mind.

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