Customers see reviews as the next-best thing to a word-of-mouth recommendation. They are proof that your business provides the service and standards you are advertising. A profile page featuring a large number of positive reviews – particularly if they are up to date and plentiful – provides huge reassurance to potential customers.
For more tips, check out our article on how to get more customer reviews on your profile. Read on for more about how we process the reviews we receive, and what to do if you get a negative review.
When traders go through our assessment process, we ask the customers we contact whether we can use their testimonials as your first reviews. We know these are genuine opinions from real consumers, because we’ve seen the paperwork to back them up as part of the assessment.
Once you’re an established Which? Trusted Trader, there are two main ways that customers can leave reviews on your site – either by submitting a review on our website or by calling us. All these reviews go through a moderation process.
There are some fundamental dos and don’ts for everyone to remember about reviews:
We read and check all reviews before they appear on your profile page to ensure they meet the terms and conditions of being posted. These include, among other points, ensuring that the review:
If we have any concerns about the review, we will make additional checks. This may involve contacting you, your customer or both parties. In this instance, we ask for your co-operation to help us work through the process.
We know that no one wants to receive a negative review. But a single negative review among a clutch of positive ones is unlikely to damage your business.
It’s important that you respond to a negative review, to give your side of the story. This can turn a potentially bruising set of comments into a positive, as it shows other customers how you respond to criticism, and that you’re willing to work with your customers to find a resolution. If you have genuinely tried everything you can, then express that in your reply.
On receiving a negative review:
We DO NOT:
Although it may feel frustrating, we don’t take down negative reviews that pass our checks.
It’s important that we are honest and show the negative reviews on the site – this proves to customers that the reviews are genuine. Customers do understand that even the best-run business will have problems sometimes.