The power of bad reviews

This article comes from @puting.

Introduction: The general business facing the first reaction may be hurriedly let this bad comment disappear, sometimes, the bad comment disappeared, but also lost a care about your customers, lost a communication with users and improve http://www.aliyun.com/zixun/aggregation/ 11258.html "> Product service opportunities. How do we look at the bad reviews?

Often on Taobao online to buy friends, may have this experience: you bought something on Taobao, received the goods are not satisfied with the theory, and then gave a bad comment, then a phone call to the store to you to change the difference, until you can not endure the phone bombing, changed to praise.

Before there is a very popular post called No bad reviews Taobao, said the same thing, Taobao sellers on the evaluation as a bad thing, try to put the difference into a praise, which, Taobao platform itself evaluation system design also exists a certain reason. But is it really that scary? The answer is not necessarily. This article is about the benefits of bad reviews.

It is inevitable to produce a bad comment

Everyone likes to listen to good things, do not like to hear their own bad words, this is human nature, as the corporate brand is the same, all hope that customers can like their products and services, but we can not meet every user, so that every user in the world say well, this determines that there is a normal thing.

The key depends on our attitude towards the bad reviews, like Taobao Sellers, see the difference is required to change the user to praise, in addition to Taobao evaluation system issues, as well as their own understanding of the difference assessment, that there is a difference in the evaluation will affect the purchase of other users, and then affect their business, I think this is the idea of most people, but the fact is that Consumers do not see a bad comment on the shop does not feel particularly believe that, instead of what is mixed with one or two comments on the comment more credible, from my own experience, my last order shop is often not the first to see the shop without a bad comment.

The following is a recent study published by REEVOO on the difference assessment to see how much the difference is good.

Evaluation makes users more trusting

Shopping on the Internet, especially now that anything can be false in the era, trust is the user to buy your things prerequisite, users browsing the store, they want to gain from the evaluation of others to your trust, and a good reputation of the shop to let users suspicious, And those who have good reviews and bad reviews make users feel more trusting, or at least true, that a set of survey data from Reevoo is:

68% of the respondents will be more likely to believe that because of a small number of bad reviews;
95% of the respondents will be questioned if they do not see a bad rating;

Improving the participation of the users by the difference evaluation
We often shop on Taobao, in view of the comments, almost in the search for some bad comments, because too much praise to people suspicious, all the praise let people suspect this is not, and many times I was reluctant to order, until I found a lot of praise in a bad comment.

Reports from Reevoo show that the average user stays on the internet for only 3.2 minutes, while those looking for a bad rating stay for 17.6 minutes, and from the access page, they tend to see more than 2 pages, and those looking for a bad rating will browse by almost 9. This data indicates which users who are looking for a bad comment are genuinely buying things, and they are really struggling to make a purchase decision.

And the longer you stay on your site, the more pages you browse, the more opportunities you will have to transform.

The difference gives you the opportunity to communicate directly with the user

The so-called good, users to give you some of the comments, it is to give you some advice, so that you have the opportunity to serve better, better product experience, the most frightening is that many users are not satisfied but silently gone, you do not know your products and services exactly where the problem.

For those who give you a bad rating, you can ignore them, also can face them, solve the problem for them, not only can let an unsatisfied customer become a relatively satisfied customer, also can know oneself product and service which link needs to improve the optimization, this compared to do some so-called user research to be more reliable, And now social media such as micro-BO provides such an interactive platform, as long as the corporate brand is willing to listen to help users solve problems encountered, I believe that other users see the difference in the evaluation, but also see how the corporate brand is how to treat such customers.

In the face of poor assessment, if the enterprise actively to face, to help customers solve practical problems, so that a dissatisfied customer to become a relatively satisfied customer, there will be 18% of the write bad comments users will become your loyal users, 91% of users after the evaluation of good customer service users will be recommended to their friends, including 30% Tell a friend on a social network, according to Reedoo's data report.

So, a bad comment is an opportunity, why not to seize it?

Look at the bad reviews to make a comprehensive assessment
Now a lot of people in the shopping before the Internet to do some research, in the evaluation of the time is often looking for some "bad comments", the purpose is to see "People like me" real experience, so as to make a better judgment, so as to decide whether to buy.

Different comments vary from person to person
There are a lot of bad reviews, in other people's opinion is not a bad comment, especially for the style of clothing, color, vary, so the difference is just another embodiment of the commodity.

Treat bad comments in good faith and other users will understand
For example, Taobao to see some shops below there are a lot of bad comments, but the boss is very detailed in a detailed response, and expressed regret, for other users, they will support such businesses, because they can treat each user sincerely.

Summary

The bad comment is not terrible, the terrible is treats the bad comment that ignores, to the attitude of evil, I believe that many users are still reasonable, they give business assessment because their interests are damaged, as long as the heart to treat them, sincerely for them to solve the problem, they will tell their good to their friends.

How do you see the difference?

This article link: http://www.socialbeta.cn/articles/bad-reviews-are-good-for-business.html
Author: @puting
Reference article: Bad reviews are a for business