ONLINE SPECIAL ❝


FROM A POTENTIAL CONSUMER’S PERSPECTIVE, WHEN THEY ENCOUNTER NEGATIVE REVIEWS, THEY WILL BE MORE INTERESTED IN HOW YOU AS A SUPPLIER DEALT WITH THE PROBLEM


to help develop trust and demonstrate transparency. Although no one wants negative reviews, displaying them openly does demonstrate transparency. Rather than try to conceal lower-rated reviews, known as ‘white-washing’, it’s far better to acknowledge them and be seen to be responding appropriately. Consumer research has shown that customers are more likely to trust brands and businesses that aren’t afraid to be transparent, even if that means sharing poorer experiences, and acknowledging where things were not perfect. Rather than viewing poor reviews


negatively, as a threat to potential sales, see them as an opportunity. A customer has shared some information about your products or services and given you a chance to learn about important issues and make improvements. Consider the alternative – they could have gone away dissatisfied and not said anything. Not only would you have lost a customer, you wouldn’t know the reasons why and be in a position to address any problems. From a potential consumer’s perspective, when they encounter negative reviews, they will be more interested in how you as a supplier dealt with the problem. As much as a positive review is reassuring, it’s equally important to know that a brand is listening and that when problems occur, they are handled professionally and openly. This all adds to the authenticity of a brand and an important part of building trust.


Gavin Mullins is CEO of Eooro.com


SME 43


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