As the COO of TourReview, I’ve spent countless hours reflecting on the impact of customer feedback on our industry. Reviews, whether glowing or critical, are more than just opinions—they’re the pulse of your business. Negative reviews can sting, especially when you’ve poured your heart and soul into crafting the perfect tour experience. But let’s face it: not everyone will love what you do. The key is to handle negative feedback in a way that not only addresses concerns but also strengthens your business.
In this article, we’ll review some best practices for handling negative reviews effectively, and how you can turn negative feedback to your advantage.
How NOT to Respond to Negative Reviews
1. Ignore Them
When you receive a negative review, your first reaction might be to ignore it, but this is the first mistake. Let me be clear: ignoring criticism only reinforces the reviewer’s complaints, potentially leading others to believe them, too. Worse, it can leave the reviewer feeling unheard and dissatisfied, which is not the kind of impression you want to make.
2. Get Defensive
It’s crucial to keep your emotions in check when faced with a negative review. Responding with anger or defensiveness is a no-win situation. You might feel tempted to justify your actions, but engaging in a public argument will only damage your professional image. Remember, the world is watching, and they will judge your business based on how you handle adversity.
3. Deny the Problem
Don’t dismiss valid criticisms. If a customer points out a legitimate issue, acknowledge it. Denying a problem, especially one that’s well-documented, will only make you look worse. Instead, see it as an opportunity to improve. Accepting constructive criticism and using it to refine your offerings is a mark of a true professional.
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How to Handle Negative Reviews Effectively
Responding to reviews—both positive and negative—is a testament to your commitment to customer satisfaction. Here’s what I recommend based on TourReview’s extensive experience:
1. Understand the Complaint
Take the time to carefully read and analyze the review. Understanding the root of the issue is the first step in addressing it.
2. Address Complex Issues Privately
Some problems are better handled outside the public eye. When a complaint involves complex issues, acknowledge it publicly, but move the conversation to a private channel. This approach shows that you’re serious about resolving the issue.
3. Report Fake Reviews
Unfortunately, not all reviews are genuine. If you suspect a review is fake, report it to the platform. Protecting your reputation from false claims is essential.
4. Respond Promptly
Time is of the essence. A timely response signals that you care and are actively engaged with your customers.
5. Stay Professional and Courteous
No matter how unfair a review might seem, always respond with professionalism and courtesy. This approach can often turn a negative experience into a positive one.
6. Offer to Discuss Further:
Invite dissatisfied customers to continue the conversation. Sometimes, all they need is to be heard, and your willingness to engage can turn their opinion around.
7. Be Genuine
Show authenticity in your responses. Sign your name, apologize when necessary, and make it clear that you take their feedback seriously. People want to know there’s a real person behind the company who cares about their experience.
8. Learn and Improve
Every piece of feedback is a chance to refine your service. Embrace the criticism, learn from it, and continuously upgrade your products.
How to Use Review Feedback as a Tool for Growth
Negative reviews, while tough to read, are invaluable. They provide insights that you might not have considered and push you to improve. I encourage all tour and activity operators to view these critiques as stepping stones toward excellence. Yes, it’s hard to admit when something goes wrong, but that’s part of being human—and it’s also part of growing as a business.
Finally, let’s not forget to celebrate the positive reviews. A simple “thank you” can go a long way in building customer loyalty.
In the end, reviews are more than just words—they’re the roadmap to your success. Embrace them, learn from them, and let them guide you to new heights.
About the Author
Juana Muro is the COO of TourReview, a company which offers tour and activity operators a comprehensive dashboard to help operators manage, analyze and respond to all their reviews. TourReview’s Review Master allows operators to address feedback across multiple platforms (OTA), filter reviews by sentiment or score, and generate detailed reports to track progress.
Learn More about Maximizing Your Reviews with Arival
Join us for a special session to discuss review strategy and online reputation management alongside TourReview COO Juana Muro. We’ll tackle everything from encouraging customers to leave reviews to responding effectively to feedback, and we’ll find out what top-rated companies do to earn their stars. Discover how to turn feedback into actionable insights to elevate your company’s reputation and grow your business, in the next Arival Insider Pro meetup.
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