Companies naturally shirk away from bad online reviews – but bad reviews could be their greatest ally . .

1. business.trustpilot.co.uk
The Truth About
Trust Series:
Why a Bad Review
is More Valuable
Than a Good Review

2. business.trustpilot.co.uk
1
Turn Negatives Into Positives
Bad online reviews are seen as nothing
more than a curse by many retailers something to be swept under the carpet
at the first possible opportunity.

3. business.trustpilot.co.uk
1
Turn Negatives Into Positives
Bad online reviews are seen as nothing
more than a curse by many retailers something to be swept under the carpet
at the first possible opportunity.
But the digital world makes this
impossible - that review is there forever
so you need to deal with it. And taking a
closer look at the value of reviews reveals
that bad write-ups can actually help your
business, not harm it.

4. business.trustpilot.co.uk
2
Learn, Don’t Resent
A bad review should be seen as
an opportunity to learn from your
mistakes - that disgruntled customer
might have spotted a flaw in your
system or product that you missed.

5. business.trustpilot.co.uk
3
Show Gratitude
Be grateful that the customer
bothered to take time out of their busy
day to point out the issue - and realise
that it gives you the opportunity to make
positive changes.

6. business.trustpilot.co.uk
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Too Good to be True...
The idea of a smorgasbord of good reviews might sound ideal - but
such an outstanding track record might appear too good to be true in the
eyes of the casual shopper.
?
?

7. business.trustpilot.co.uk
5
Celebrate your beauty mark
A bad review among a
host of good ones
shouldn’t be seen as a
inkblot on your record
but simply a sign that
all businesses make
mistakes; that we’re all
human. It’s how you
deal with a bad write-up
that counts.

8. business.trustpilot.co.uk
6
Are Bad Reviews the Death
of Your Business?
No, so there’s no need to panic. In fact, the benefits are threefold:

9. business.trustpilot.co.uk
6
Are Bad Reviews the Death
of Your Business?
No, so there’s no need to panic. In fact, the benefits are threefold:
1
Snatch Victory
From the Jaws
of Defeat

10. business.trustpilot.co.uk
6
Are Bad Reviews the Death
of Your Business?
No, so there’s no need to panic. In fact, the benefits are threefold:
1
Snatch Victory
From the Jaws
of Defeat
2
Be Noticed

11. business.trustpilot.co.uk
6
Are Bad Reviews the Death
of Your Business?
No, so there’s no need to panic. In fact, the benefits are threefold:
1
Snatch Victory
From the Jaws
of Defeat
2
Be Noticed
3
Learn From
Customer
Feedback

12. business.trustpilot.co.uk
Snatch Victory From the Jaws of Defeat
1
A bad review gives you the chance to deal with the disgruntled buyer head-on.
Instead of them skulking off and never buying from you again, they’ve actually
given you the golden opportunity to make things right.
And if you deal with their complaint correctly, they could shop with you again
because you’ve won their trust and respect.

13. business.trustpilot.co.uk
Snatch Victory From the Jaws of Defeat
1
A bad review gives you the chance to deal with the disgruntled buyer head-on.
Instead of them skulking off and never buying from you again, they’ve actually
given you the golden opportunity to make things right.
And if you deal with their complaint correctly, they could shop with you again
because you’ve won their trust and respect.
According to the 2012 Brand Loyalty survey
by ClickFox, 40% of customers said that
they were won over by a company when it
resolved an ‘issue’ with their purchase...

14. business.trustpilot.co.uk
Be Noticed
2
Dealing with a bad review head-on in a public space shows other potential customers
that you react promptly if things do go wrong. It portrays you as a company that cares
and will go out of its way to do the right thing.

15. business.trustpilot.co.uk
Be Noticed
2
Dealing with a bad review head-on in a public space shows other potential customers
that you react promptly if things do go wrong. It portrays you as a company that cares
and will go out of its way to do the right thing.
3
Learn From Customer Feedback
User tests show that most people using online reviews check the overall rating first.
Their next step is looking for the holes in the cheese - are there repeating problems
with this business, and can the business solve them? Try to look at your reviews
through the eyes of a customer, and take advantage of this useful feedback.

16. business.trustpilot.co.uk
6
How to Stay Ahead of the Curve
Monitor your website feedback and social channels
on a constant basis so bad reviews can be dealt
with immediately.

17. business.trustpilot.co.uk
6
How to Stay Ahead of the Curve
Monitor your website feedback and social channels
on a constant basis so bad reviews can be dealt
with immediately.
Ensure that your response is carefully thoughtout and considered. Don’t rush to quash negative
feedback and make further errors that could inflame
the situation, or make an offer that could backfire, i.e.
handing out a discount publicly as an apology, which
will almost certainly encourage others to ‘try it on’.

18. business.trustpilot.co.uk
TAKEAWAYS
Remember the true value of reviews, even the negative ones:

19. business.trustpilot.co.uk
TAKEAWAYS
Remember the true value of reviews, even the negative ones:
Bad reviews can
help you spot
problems with
your service and
products.

20. business.trustpilot.co.uk
TAKEAWAYS
Remember the true value of reviews, even the negative ones:
Bad reviews can
help you spot
problems with
your service and
products.
Having no bad
reviews could
actually make
potential customers
suspicious.

21. business.trustpilot.co.uk
TAKEAWAYS
Remember the true value of reviews, even the negative ones:
Bad reviews can
help you spot
problems with
your service and
products.
Having no bad
reviews could
actually make
potential customers
suspicious.
Deal with a bad
review in the right
way and it could
help your business,
not harm it.

22. business.trustpilot.co.uk
Learn how to benefit from
negative reviews now:
read our free eGuide:
Turning Complaints into
Customers
Download Now!
Sources
1. ClickFox