Wait, then breathe
Do not reply while you are angry. Wait until the next day. Write your reply, read it as a stranger would, then post it.
A simple structure
- Thank them for the feedback, using their name
- Acknowledge the problem without arguing
- Add one fact if it helps, kept short and calm
- Offer to talk offline and give a way to reach you
- Keep it short and sign it with your name
An example
“Thank you for the feedback, Mr Jones. I am sorry the work overran and that you felt we did not keep you updated. That is not the standard we aim for. I would like to understand what went wrong and put it right, so please call me on [your number] or email me. — Dave”
What not to do
- Do not argue, blame or reveal private details about the customer or the job
- Do not copy and paste the same reply to every complaint
- Do not offer money in return for a changed review
- Do not threaten the reviewer
Three example replies
These are examples for different situations. Adapt them so they sound like you, and never copy and paste the same reply every time.
- A fair complaint: Thank you for the feedback, [name]. I'm sorry the job took longer than I said and that we did not keep you updated. That is not the standard I want. Please call me on [number] so I can put it right. [Your name]
- A complaint you disagree with: Thank you for taking the time to write, [name]. I'm sorry you were unhappy. My records show [short, calm fact]. I'd like to understand what went wrong, so please contact me on [number]. [Your name]
- A vague one-line review: Thank you for the feedback. I'm sorry to hear this and would like to understand more. Please contact me on [number] so I can look into it. [Your name]
Taking it offline
A public comment thread is a poor place to settle a dispute. Offer a phone number or email in your reply, then call the customer. Listen first, apologise where it is fair to, say what you can do, and keep notes. If it ends well, you can mention it in a short follow-up reply.
When a review might be removable
Google can remove reviews that break its policies, such as fake reviews, spam, off-topic content, or reviews from people who were never customers. You can flag a review through your Business Profile. Google decides, and it can take time. A genuine, harsh review from a real customer cannot be removed just because you disagree.
Learn from it
A pattern in complaints is useful information. If several customers mention communication, timekeeping or tidying up, that is a free to-do list. Fixing the cause is the best reply you can give.
Unfair or fake reviews
If a review is clearly fake, abusive or from someone who was never your customer, you can report it to Google through your Business Profile and reply politely in the meantime. Google decides what is removed, and it can take time. A genuine bad review from a real customer is not something you can remove, and trying to is a poor idea.
Let volume do the work
One bad review matters less when it sits among many honest ones. Asking every customer for feedback, as a routine, is the best protection you have.
Common questions
Should I reply to every review?
It is a good habit, and it shows you are active and care. Keep replies short and personal.
How soon should I reply?
Within a few days is a good aim. Wait until you have calmed down before replying to a bad one.
Can I delete a bad review?
Not yourself. Only Google can remove one, and only if it breaks its policies.
Should I mention refunds in a public reply?
Avoid public discussion of money. Offer to talk privately.
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