Responding to
Negative Reviews
Haters Gonna Hate
Handle the Heat in 6-Steps
This Process Is Part of the DataGorilla Method™
Those negative reviews, can be like an 800-pound gorilla on your back. Chasing away your customers. Costing you money. Choosing your response is delicate. You need to appear friendly to new customers.
Bottom line answer,
Always Answer Negative Reviews
Everyone has an Unhappy Customer
Follow these 6-steps to respond like a pro
Get the 800-pound Gorilla Off Your Back
Steve Huskey worked at Continental Airlines for 10-years. During that time, he requested to spend 6-months in baggage service. Says Huskey, "I'll never forget the day I asked to work in baggage service. My manager looked at me sideways, like a deer in headlights." Nobody ever comes into the baggage service office with a smile on their face. Passengers are there because personal items are missing.
Huskey received more compliment letters in 6-months than the entire department received in their 30-year history. After 4-months, Huskey was promoted to train the baggage service department on customer recovery techniques. Says Huskey, it's all about seeing things from the customer's perspective.
This experience led to Huskey developing the Negative Response Review Formula.
1
Is the comment true?
First, understand that you are not talking to the person who wrote the comment. You are talking to potential customers who may be reading the comment later down the road. You have likely burned the bridge with the existing customer. Future customer will want to read that you corrected the issue.
Also remember, that the ultimate victory is to get the review upgraded from negative to positive, or removed.
Ask yourself, is the complaint legitimate?
2
If true, what was done to fix the issue?
You need to look yourself in the mirror and pretend that you were a paying customer. Did you do everything that you could to rectify the issue? Sometimes a negative comment can be an indication of a much larger problem. If the review is true, then you can choose to use this feedback to improve your process.
3
If untrue, was it a mistake or competitor?
Did the person review the wrong business?
Were they having a bad day? Life happens.
Did a competitor review you? You can flex on a fake, but it takes skill.
If the review is untrue, act with kid gloves. Grace upon grace. People make mistakes. If you do think this is a competitor, my advice is to be honest with your readers.
"Mr Smith, we do not have a record of anyone with your name doing business with us in the last few months. Is this review for the right business?" You would only do this if you're sure it's a competitor.
4
Are you able to send a private message?
Reminder, victory is getting the review removed or rewritten from negative to positive. Attempt to move the communication to a private conversation. If you can take the conversation offline, you've got a foot in the door. Ask the reviewer what you could do to get a better review and rating?
Massive victory if you get the review changed from negative to positive.
5
Explain what would be done differently today.
Tell future customers the fixes you put in place so this never happens to them. Try to use positive language. There's an art to this. Example, in the future we will XYZ to ensure this situation is uncovered early.
Try not to use keywords when formulating your response. If you respond with a keyword your comment may be ranked as new, quality content. You do not want to bring any more attention to a negative comment.
Bottom line, DO NOT use keywords in your negative review responses. You do not need to be overly descriptive. The reader likely read the negative review prior to reading your response. The reader (new customer) has some sense of the issue.
6
Have a neutral, 3rd party read your response.
If you were a target of the negative review, you might have gotten a bit emotional or long-winded in your response. The neutral person might be able to help you with your response.
If you want us to help you Get this Gorilla Off Your Back, contact us.
DataGorilla Review Response Prompt
Negative Review Response Process
Use this need a general response to a negative online review.
Inputs to gather:
- Review text
- Is the complaint true? (Yes / No / Unsure)
- Was the issue resolved? (Yes / No / In progress)
- Can you contact them privately? (Yes / No)
Prompt: Use the DataGorilla Negative Review Response Process.
You are responding to a negative online review.
Write a calm, professional public response that follows these principles:
1. Speak to future customers, not just the reviewer.
2. If the complaint appears legitimate, acknowledge it and briefly state what was done to correct it.
3. If details are unclear, avoid assumptions and invite clarification.
4. Encourage offline communication - when appropriate.
5. Briefly mention what will be done differently going forward, if applicable.
6. Do not argue.
7. Do not repeat the complaint in detail.
8. Do not use keywords from the review.
9. Keep the tone neutral and solution-oriented.
Requirements:
- 60–120 words
- One short paragraph
- No sarcasm
- No emotional language
- No marketing language
Output only the response text
Constraints:
- Be calm and brief
- Do not use keywords
- Speak to future customers
Negative Review Response for a Price Complaint
Use when a customer says your pricing was too high compared to a competitor.
Inputs to Gather:
- Review text
- Whether quote was accurate
- Whether work was performed
Prompt: Use the DataGorilla Negative Review Response Process.
You are responding to a review where a customer claims your quote was too high and they chose another provider.
Write a short, calm public response.
Requirements:
- Acknowledge their perspective without admitting wrongdoing.
- Do not debate pricing.
- Do not justify costs.
- Do not criticize the competitor.
- Express goodwill.
- Leave the door open for future contact.
- Keep it under 75 words.
- Professional and neutral tone.
Output only the response text.
Constraints:
- 50–80 words
- One paragraph
- No defensive tone
- No keywords
Negative Review Response for a Possible Competitor, or Wrong Business
Use when you believe the reviewer is not a real customer or may be reviewing the wrong business.
Inputs to gather:
- Review text
- Business phone number
- Whether the person exists in your CRM
Prompt: Use the DataGorilla Negative Review Response Process.
You are responding to a negative online review that may have been written by a competitor or someone who is not in your customer database.
Write a short, calm public response.
Requirements:
- Do not use keywords.
- Do not accuse the reviewer.
- Do not argue.
- Do not repeat their claims.
- State that you do not have a record of this person.
- Invite them to contact you directly by phone.
- Keep it under 50 words.
- Professional and neutral tone.
- No emotional language.
- No marketing language.
Output only the response text.
Constraints:
- 30–60 words
- One short paragraph
- Invitation to call included
Negative Review Response for a Service Failure or Legitimate Mistake
Use when the complaint is valid and the customer experienced a real service failure.
Inputs to Gather
- Was the complaint accurate?
- What specifically went wrong?
- What was done to fix it?
- What change prevents this from happening again?
- Has the customer been contacted privately?
- Any legal/sensitive information to avoid?
Prompt: Use the DataGorilla Negative Review Response Process.
You are responding to an emotionally charged review containing exaggerated or aggressive language.
Write a calm, professional public response.
Requirements:
- Do not match their tone.
- Do not correct every claim.
- Do not argue.
- Use neutral language.
- Acknowledge their frustration.
- Invite private discussion.
Output only the response text.
Constraints:
- Keep under 80 words
- No emotional wording
- No sarcasm
- No passive-aggressive phrasing
- No keywords