May 31, 2024
©Ralf Hahn via Canva.com
How Should Brands Respond to Positive Online Reviews?
While businesses are widely encouraged to respond to negative online reviews, a new study finds responding to positive online reviews is more of a “minefield” and some should be ignored.
Researchers at Rensselaer Polytechnic Institute and Baruch College’s Zicklin School of Business analyzed 10 years of online reviews of hotels from Trip Advisor and found the type of response widely depends on the critique.
Reviews were categorized in two ways:
- Instrumental reviews: Focusing on the characteristics of a good or service and tending to be objective, informative, and unambiguous.
- Affective reviews: Emotional expressions about the customer’s interaction with a company and tending to be ambiguous and based upon an individual experience.
The reviews were then broken down based on whether they were one-sided (either positive or negative) or two-sided (both positive and negative).
Generally, when the positive reviews were not ambiguous and had high information value, tailoring the response to the review was found to be effective. In other instances, however, a templated response (canned or automated response) or not responding was found to be better.
For instrumental positive reviews, tailored responses were found to potentially come off as self-promoting or an “unnecessary interference to the information they are seeking, much like a pop-up ad may interrupt your web searches.”
For one-sided, instrumental positive reviews, a templated thank-you message was recommended. For two-sided (positive and negative comments) instrumental reviews, however, a more tailored approach addressing the criticisms and outlining the actions taken to mitigate the problem was suggested.
For one-sided, affective, positive reviews that involved more ambiguous feedback, a tailored response was recommended. For two-sided affective reviews, a templated response was found to be optimal, since tailored responses may unintentionally highlight negative experiences.
Researchers also warned that while bots are often handling today’s large volume of reviews, the cost-efficient templated response may be inadequate.
“A one-size-fits-all strategy will backfire,” said Chanaka Edirisinghe, Ph.D., acting dean of Rensselaer’s Lally School of Management, in a statement. “There are always unintended consequences and understanding them allows a company to act intelligently.”
Despite the findings, there are many advantages to responding to positive reviews, and many people advise businesses to do so.
Kerry Bridge, director of global web and content marketing at Bazaarvoice, said in a blog entry, “It’s a golden opportunity to build relationships with existing customers who took the time to offer feedback and to show potential customers that you’re actively listening and care about your brand’s reputation. It also reinforces the quality of your brand to both retailers and search engines.”
The Ohio-based law firm Buckingham, Doolittle & Burroughs wrote in a blog entry, “If a customer gave you a compliment in person, of course you’d thank them for their positive feedback. The same concept applies to online business reviews on Google, Yelp, and Facebook pages.”
Wasserstrom, the restaurant supplies provider, stated in a blog entry, “It may be MORE important to respond to positive reviews. By responding to positive reviews, you are demonstrating that you value your customers. And positive reviews give you a chance to toot your own horn a bit as well.”
BrainTrust
Clay Parnell
President and Managing Partner
Rachelle King
Retail Industry Thought Leader
Arnjah Dillard
North America Retail Practice Lead, Stibo Systems
Recent Discussions
Discussion Questions
Should businesses respond to positive online reviews with tailored, templated, or no responses?
Do you personally find responses to positive reviews often to be self-promoting or superfluous?
Poll
Loading …
Positive reviews, like negative reviews, are learning opportunities. They let a retailer or brand know what they got right and what people liked about the product or service. That can be used to reinforce policies or actions. Publicly, it’s reasonable to thank the reviewer – with personal responses verses templated ones. But engaging with positive reviews should only be done if negative reviews are also engaged with.
I think all responses should follow the same procedure: they should first thank the reviewer for their efforts – regardless of whether the review was good or bad (or mixed) and then , perhaps, offer some comment on the specifc points made (“we’re glad you liked it” , “we apologize for the inconvenience”, etc.) I think it’s important that thanks should not be offered for positive remarks, per se, since it gives the impression of bribery. All of this, of course, assumes responses should be offered; I’m ambivalent on that: it makes sense for small businesses that can personalize, but a canned message from some national brand doesn’t really tell me very much.
First, when consumers write reviews, they are generally motivated by extremes: something really good, or something really bad, leading to a very positive or a very negative review. If a business only responds to one vs the other, it may lead to distrust–either way. A safe space here, if not fully ideal, is a templated response acknowledging both. Still, some very negative reviews may require escalation and human oversight, challenging our increasing reliance on bots to manage high volume, low skill tasks.
Second, reviews that show a balanced and objective review of a product or experience warrant a tailored response in order to properly address both positive and negative feedback. The thought of highlighting the negative feedback should not be a barrier, if other consumers can see the review anyway. In which case, it might actually be helpful vs harmful to see the business response to negative feedback to help manage individual expectations.
However businesses choose to respond, customer reviews remain an excellent way to build relationships with customers. In my experience, relationships are best when they are personalized vs templated. Something for every business to consider.
Responding to reviews shows customers that their feedback is valued and helps build trust and loyalty. Businesses should respond to positive online reviews with a tailored or templated response, depending on the review type. Tailored responses are effective for ambiguous, affective reviews, while templated responses work best for one-sided, instrumental reviews. For two-sided reviews, addressing the criticisms and outlining actions taken is recommended. If businesses focus too much on self-praise rather than genuinely acknowledging and appreciating the customer’s feedback, it can seem insincere and detract from the positive impression of the review.
Emotional responses about the customer’s reviews have little value because in most situations, it comes across as repetitious from the brand’s other responses, and possibly even insincere for the very same reason. Besides, consumers don’t really care how the brand “feels” about their purchases. It’s not about you, its about the brand, the purchase, and me (the customer.)
Another risk in responding to positive reviews is that a third party reader might seize the opportunity to disagree, and respond to the positive response, with a negative tone. Don’t wake snakes just to kill them.
In contrast, informational responses are in themselves, “positive.” Tell the consumer(s) something they might not have known that will inspire others to buy. Remember, any type of response from brand to customer, when public, is a response to everyone, even to those who didn’t ask, nor even yet buy. Db
More than whether to respond or not; it is more about how to respond to make it count. Brands responding to positive reviews with generic, templated messages risk coming off as disingenuous and lazy. Instead of using bots to churn out repetitive replies, businesses should take the time to craft genuine, personalized responses. This not only shows true appreciation for customer feedback but also humanizes the brand, fostering more profound connections. Anything less is a missed opportunity to strengthen customer loyalty and authenticity.
You should absolutely respond to positive reviews–but only if you tailor them to the message. Canned reviews that look and read like and automated response only serves to irritate. This is much like social media–if you devote time and resources to it, then it can help. Having a channel that is hardly ever used does nothing (but irritate! 🙂 ). The tailoring should, when possible, include more than a simple thank you-say in the case of praise for a associate, the business should respond with the praise given to the associate, for example.
Here is a case study of how not to respond. I recently wrote a detailed email to an airline due to someone at an airline club going WAY beyond the call of duty, praising her by name, and narrating the consequences of the service, etc. I got back an extremely boilerplate response with no referral to my note. All that accomplished was me thinking that the next time I would not bother.
Ignoring a review, positive or negative, tells the customer they are not important.
Discerning genuine vs. self-promotional reviews can build relationships with customers. No response may be best for self-promotional reviews, as their intention is attention vs. sincere praise. While templated replies are more efficient, tailored responses are ideal to warm up the relationship and deepen brand love.
I pay attention to hotel and restaurant reviews on travel sites and Google, and I absolutely look for responses to positive reviews — not just a stock “thank you” but something more personalized. (This is especially so when the review is less than five stars because of one issue or another.) it’s worth the time and effort to let prospective customers know you are paying attention.
Based on my most recent experience with poor application of English grammar at a national drugstore chain, if the retailer is going to respond, it should be done by someone who knows proper English, can write eloquently, and do so only if a good point should be reinforced with some background that will cause the customer to extend the positive experience to conversations with friends and acquaintances.
Ideally brands respond to both positive and negative reviews. To be most effective, it requires some level of human interaction, to make it even slightly personal. I’ve seen this on travel sites for hotels, and it can be quite positive. In addition to responding, hopefully the brands are able to gather data from the reviews for learning and improvement.
It’s important brands respond to as many reviews as possible, regardless of if they’re negative or positive. For negative, attempting to educate and problem solve is key, whereas with positive, it’s nice to turn them into UGC when it makes sense so that happy customers are incentivized to review.
As someone deeply involved in the retail industry, I think the approach to responding to positive reviews needs a thoughtful touch. For straightforward positive reviews that focus on product details, a simple thank you message works well to acknowledge the feedback without sounding overly promotional. When a review mixes praise with some criticism, a personalized response that addresses the concerns and actions taken is more effective. For reviews that are more emotional and personal, a tailored response shows genuine appreciation. However, for mixed emotional reviews, a templated response can avoid unintentionally highlighting any negatives. In the end, adapting the response to fit the type of review usually works best.
Often time responses to positive reviews can feel a bit self-promotional or unnecessary, especially if they’re too tailored or don’t add much value. It’s important to find a balance by acknowledging the review sincerely without overdoing it. Often, a simple and heartfelt thank you can be more impactful than a lengthy, promotional reply. It’s really about showing genuine appreciation for the customer’s feedback while keeping the brand’s voice authentic and down-to-earth.
Absolutely respond to positive reviews. Responding provides the opportunity to further cement a positive relationship with someone and generate additional goodwill.
Absolutely. If customers are spending the time to recognize your business, you should absolutely be part of the conversation which means responding to the message, review in a way that aligns to your company. One component of building trust is being able to act on feedback whether it is good or bad. This is why retailers such as GNC are now hiring for Social Media Engagement Specialists. These types of roles can help brands be aware of the dialog concerning their stores and brand and respond in a positive way that drives brand connection and hopefully foster greater trust.
Having been with startups pre-customers, the opportunity to learn from and engage with actual customers was always a major milestone, highly valued and fully embraced. Positive feedback that could be used as a referral or case study was a gift. Minimally it reaffirmed the work.
Customer feedback should be similarly embraced and valued by larger organizations. This includes a process to classify and share feedback with relevant departments and stakeholders to reaffirm good work and offer internal guidance for continuous improvement. What we think on the delivery side isn’t always aligned with what customers perceive.
Don’t chest pound on positive comments, but respect and acknowledge the time that person took to comment by acknowledging their feedback.
I distrust positive reviews and comments with superlatives. Especially books. It is never the best or greatest I assume it is fake or the reviewer is naive, has little experience or is ignorant.
More Discussions
Should Grocers Pay Online Influencers?
What should the relationship between grocers and influencers look like?Will Google’s Pomelli Photoshoot Live up to the Hype for Retail SMBs?
Will Pomelli’s Photoshoot tool be a game-changer for retail SMBs?Mass Retailers, Including Walmart, Tie Grocers on Penetration For the First Time: What’s Next?
Walmart and other mass-channel retailers are reaching dominant penetration levels. What’s next?
Positive reviews, like negative reviews, are learning opportunities. They let a retailer or brand know what they got right and what people liked about the product or service. That can be used to reinforce policies or actions. Publicly, it’s reasonable to thank the reviewer – with personal responses verses templated ones. But engaging with positive reviews should only be done if negative reviews are also engaged with.
I think all responses should follow the same procedure: they should first thank the reviewer for their efforts – regardless of whether the review was good or bad (or mixed) and then , perhaps, offer some comment on the specifc points made (“we’re glad you liked it” , “we apologize for the inconvenience”, etc.) I think it’s important that thanks should not be offered for positive remarks, per se, since it gives the impression of bribery. All of this, of course, assumes responses should be offered; I’m ambivalent on that: it makes sense for small businesses that can personalize, but a canned message from some national brand doesn’t really tell me very much.
First, when consumers write reviews, they are generally motivated by extremes: something really good, or something really bad, leading to a very positive or a very negative review. If a business only responds to one vs the other, it may lead to distrust–either way. A safe space here, if not fully ideal, is a templated response acknowledging both. Still, some very negative reviews may require escalation and human oversight, challenging our increasing reliance on bots to manage high volume, low skill tasks.
Second, reviews that show a balanced and objective review of a product or experience warrant a tailored response in order to properly address both positive and negative feedback. The thought of highlighting the negative feedback should not be a barrier, if other consumers can see the review anyway. In which case, it might actually be helpful vs harmful to see the business response to negative feedback to help manage individual expectations.
However businesses choose to respond, customer reviews remain an excellent way to build relationships with customers. In my experience, relationships are best when they are personalized vs templated. Something for every business to consider.
Responding to reviews shows customers that their feedback is valued and helps build trust and loyalty. Businesses should respond to positive online reviews with a tailored or templated response, depending on the review type. Tailored responses are effective for ambiguous, affective reviews, while templated responses work best for one-sided, instrumental reviews. For two-sided reviews, addressing the criticisms and outlining actions taken is recommended. If businesses focus too much on self-praise rather than genuinely acknowledging and appreciating the customer’s feedback, it can seem insincere and detract from the positive impression of the review.
Emotional responses about the customer’s reviews have little value because in most situations, it comes across as repetitious from the brand’s other responses, and possibly even insincere for the very same reason. Besides, consumers don’t really care how the brand “feels” about their purchases. It’s not about you, its about the brand, the purchase, and me (the customer.)
Another risk in responding to positive reviews is that a third party reader might seize the opportunity to disagree, and respond to the positive response, with a negative tone. Don’t wake snakes just to kill them.
In contrast, informational responses are in themselves, “positive.” Tell the consumer(s) something they might not have known that will inspire others to buy. Remember, any type of response from brand to customer, when public, is a response to everyone, even to those who didn’t ask, nor even yet buy. Db
More than whether to respond or not; it is more about how to respond to make it count. Brands responding to positive reviews with generic, templated messages risk coming off as disingenuous and lazy. Instead of using bots to churn out repetitive replies, businesses should take the time to craft genuine, personalized responses. This not only shows true appreciation for customer feedback but also humanizes the brand, fostering more profound connections. Anything less is a missed opportunity to strengthen customer loyalty and authenticity.
You should absolutely respond to positive reviews–but only if you tailor them to the message. Canned reviews that look and read like and automated response only serves to irritate. This is much like social media–if you devote time and resources to it, then it can help. Having a channel that is hardly ever used does nothing (but irritate! 🙂 ). The tailoring should, when possible, include more than a simple thank you-say in the case of praise for a associate, the business should respond with the praise given to the associate, for example.
Here is a case study of how not to respond. I recently wrote a detailed email to an airline due to someone at an airline club going WAY beyond the call of duty, praising her by name, and narrating the consequences of the service, etc. I got back an extremely boilerplate response with no referral to my note. All that accomplished was me thinking that the next time I would not bother.
Ignoring a review, positive or negative, tells the customer they are not important.
Discerning genuine vs. self-promotional reviews can build relationships with customers. No response may be best for self-promotional reviews, as their intention is attention vs. sincere praise. While templated replies are more efficient, tailored responses are ideal to warm up the relationship and deepen brand love.
I pay attention to hotel and restaurant reviews on travel sites and Google, and I absolutely look for responses to positive reviews — not just a stock “thank you” but something more personalized. (This is especially so when the review is less than five stars because of one issue or another.) it’s worth the time and effort to let prospective customers know you are paying attention.
Based on my most recent experience with poor application of English grammar at a national drugstore chain, if the retailer is going to respond, it should be done by someone who knows proper English, can write eloquently, and do so only if a good point should be reinforced with some background that will cause the customer to extend the positive experience to conversations with friends and acquaintances.
Ideally brands respond to both positive and negative reviews. To be most effective, it requires some level of human interaction, to make it even slightly personal. I’ve seen this on travel sites for hotels, and it can be quite positive. In addition to responding, hopefully the brands are able to gather data from the reviews for learning and improvement.
It’s important brands respond to as many reviews as possible, regardless of if they’re negative or positive. For negative, attempting to educate and problem solve is key, whereas with positive, it’s nice to turn them into UGC when it makes sense so that happy customers are incentivized to review.
As someone deeply involved in the retail industry, I think the approach to responding to positive reviews needs a thoughtful touch. For straightforward positive reviews that focus on product details, a simple thank you message works well to acknowledge the feedback without sounding overly promotional. When a review mixes praise with some criticism, a personalized response that addresses the concerns and actions taken is more effective. For reviews that are more emotional and personal, a tailored response shows genuine appreciation. However, for mixed emotional reviews, a templated response can avoid unintentionally highlighting any negatives. In the end, adapting the response to fit the type of review usually works best.
Often time responses to positive reviews can feel a bit self-promotional or unnecessary, especially if they’re too tailored or don’t add much value. It’s important to find a balance by acknowledging the review sincerely without overdoing it. Often, a simple and heartfelt thank you can be more impactful than a lengthy, promotional reply. It’s really about showing genuine appreciation for the customer’s feedback while keeping the brand’s voice authentic and down-to-earth.
Absolutely respond to positive reviews. Responding provides the opportunity to further cement a positive relationship with someone and generate additional goodwill.
Absolutely. If customers are spending the time to recognize your business, you should absolutely be part of the conversation which means responding to the message, review in a way that aligns to your company. One component of building trust is being able to act on feedback whether it is good or bad. This is why retailers such as GNC are now hiring for Social Media Engagement Specialists. These types of roles can help brands be aware of the dialog concerning their stores and brand and respond in a positive way that drives brand connection and hopefully foster greater trust.
Having been with startups pre-customers, the opportunity to learn from and engage with actual customers was always a major milestone, highly valued and fully embraced. Positive feedback that could be used as a referral or case study was a gift. Minimally it reaffirmed the work.
Customer feedback should be similarly embraced and valued by larger organizations. This includes a process to classify and share feedback with relevant departments and stakeholders to reaffirm good work and offer internal guidance for continuous improvement. What we think on the delivery side isn’t always aligned with what customers perceive.
Don’t chest pound on positive comments, but respect and acknowledge the time that person took to comment by acknowledging their feedback.
I distrust positive reviews and comments with superlatives. Especially books. It is never the best or greatest I assume it is fake or the reviewer is naive, has little experience or is ignorant.