The High Cost of a Bad Review


You can’t make all people happy all of the time. But even if a large majority of your online customer reviews give a glowing representation of your customer service capabilities, it only takes one bad apple to spoil the bunch.

Just how much can one bad review sidetrack a long run of success? Here are a few statistics to consider:

  • 88 percent of people trust online reviews as much as they trust their best friends’ recommendations.
  • 80 percent of people will choose to go elsewhere if they read bad reviews online.
  • One negative review can cost up to 30 new customers, while it takes 12 positive reviews to cancel out the side effects of one negative.

Perhaps most frightening of all? Customers who have had a bad experience are two to three times more likely to write an angry review than a satisfied customer is to leave a review with an exemplary comment.

Given these figures, it becomes increasingly clear that contact center leaders today must consider it a primary function to protect the company’s reputation and bottom line by directly engaging and diffusing hostile online communications.

If you want to protect yourself from the impact of bad reviews, here are a few ways to get started:

Assess staffing levels: Sometimes your agents simply don’t have the bandwidth they need to resolve a customer service issue before it escalates out of control. If your agents are dragging and you’ve noticed an uptick in poor reviews, it could be a staffing problem. Introduce contact center solutions that will help you predict staffing needs and rapid scalability to address this concern.

Double down on education: Informed agents are better prepared with an understanding of your products, services and operational processes for conflict resolution. Informed agents are also more adept at recognizing and resolving complex inquiries. By bolstering agent coaching and eLearning, you’ll ensure that your agents have all the tools they need to transform bad reviews into more positive endings.

Bolster your digital presence with chatbots: Left with nobody to talk to on social media, angry customers may feel inclined to give your comment section a piece of their mind. But if you deploy chatbots to your social media channels, you’ll put one more resource in the middle of your angry customer and their bad review.

Don’t go to bed angry: A sage piece of advice from happy couples, the same advice should apply to your contact center strategy as well. Just because a review has been posted, it doesn’t mean that it’s the end of the story. Following up to resolve bad service will show a high level of genuine, personal concern—just the type of response that can send a volatile customer swinging back in your direction, giving you an even more resounding customer win.

To learn more about how you can leverage innovative contact center software to control the costs of bad reviews for your business, click here.

Chris O'Brien