Using Negative Customer Feedback | Strategic Marketing

Utilizing Negative Reviews & Customer Feedback for Positive Results

We all know the importance of online reviews and their role in a business’s success and reputation. Reviews are also a key factor in search engine optimization (SEO) and search ranking results. Consequently many businesses should incorporate review generation and online reputation management into their digital marketing strategies. It’s not enough to avoid negative reviews, although we know that some are inevitable. There are some positives that can be taken from negative reviews and dissatisfied customer feedback.


  1. Social Media Activity

Social media and networking sites can be a goldmine for obtaining customer feedback. Social media users freely voice their opinions and share both positive and negative criticisms, without being prompted to do so. Even though social media posts are not formal reviews, they carry the same weight and should be addressed in a timely manner, making social media management just as important to your company’s reputation as review management itself. When your customers are posting about your business on their social media sites, they are probably not anticipating a response. By replying to social media posts, you can gain their trust and build a positive relationship with them, keeping their business and potentially earning more from the respect you’ve shown them.

  1. Monitor Review Sites

 One of the main responsibilities that come with managing a business’s online reputation involves monitoring and responding to reviews on actual review sites. A reputation management platform that focuses on generating online reviews, whether positive or negative, will provide your business with the most useful customer feedback by increasing your review volume. Once you receive a review, responding timely is imperative to building a positive reputation for your business. Your business will earn respect from existing and prospective customers by responding to positive reviews and more importantly, addressing the concerns and negative feedback of previous customers to avoid those situations in the future.

  1. Address Site Abandonment

 Occasionally a user may click on a landing page and then abandon that page or your website entirely. Finding out why a user leaves your website or abandons their online cart can be useful feedback in determining what may not be working on your website. Adding an exit pop-up window to your website’s design gives you the ability to ask why users are leaving the page. Whether it is a minor reason, such as a time constraint, or a more complex issue involving your website’s design or functionality, you will be able to identify and address issues with your website before you lose more customers.

  1. Utilize Email with Surveys and Feedback Forms

 When customers follow through with a purchase or contact your business regarding a service, you can initiate customer feedback more casually through email.  An easy-to-access form that can be completed at leisure is in most cases better than pressuring a customer to provide feedback of their recent experience at the cost of added time and online navigation. Even though your business succeeded in making the sale, there may have been things one customer overlooked, that may not be overlooked by other prospective customers. The same holds true for survey responses as well. By adding a quick survey to a confirmation email, the customer can easily provide important feedback all in one spot with minimal clicks. Gaining this customer feedback can decrease your bounce rate and prevent future negative reviews of your website or business.

  1. Live Chat

 Another method for decreasing your website’s bounce rate and preventing negative reviews is to add a live chat feature to your website. Providing real-time support for each visitor will allow any questions or concerns to be answered instantly, keeping the visitor on your website to follow through with a desired action. This also allows you to gain the customer’s perspective and make any necessary improvements to your website.


With the popularity of social media and the increasing importance of reviews to consumers making purchase decisions, marketing campaigns must adapt to gain higher understandings of what customers want. While no business wants to receive negative reviews, they can serve a positive purpose by offering insight into your products or services as well as feedback on your employees. By displaying and responding to all reviews and social media comments, prospective customers gain confidence in your business while you earn back the trust of unhappy ones as well.

This type of maintenance can be a daunting challenge to tackle on your own.  Strategic Marketing has comprehensive software that makes reputation management a breeze, allowing you to incorporate a review generation and monitoring strategy into your online campaigns. By easily managing your online reviews and feedback, you can build a positive reputation and continuously improve all aspects of your business, both online and offline. Contact us today – we can shed positive light on negative customer feedback.

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