Do you have negative reviews? I would say that every business experiences at least one unhappy customer throughout their life cycle. Of course you should focus on sharing the positive reviews on your website, but I think it’s helpful to leave the negative reviews up on any of the social or review platforms, even if you don’t want people knowing about them. Negative reviews can be an excellent way of weeding out the people who would end up being a refund or dissatisfied customer who wasn’t really a proper match to be a customer. Yes, some negative reviews really do reveal weaknesses in your business, product or service, and ways you’ve screwed up, which can be good insights for you on things you can improve (especially if you’re getting multiple reviews commenting on the same exact thing). However, negative reviews aren’t always a reflection on your company or product/service, but rather a buyer lashing out for something that’s completely unrelated.
Some reviews are listed as negative because the buyer wanted something that isn’t offered. Some reviews that make no sense when you read them, like someone expressing dissatisfaction over a physical bookstore stocking only paperback and hardcover books and not selling any beverages or not selling eBooks. Some “negative” reviews actually give a big complement and help potential buyers who are interested in what you offer feel more confident about working with you, for example the people who post that the beef lasagna they didn’t order but were served was delicious but really wished the person had gotten their order right and served them the chicken lasagna. Some buyers are unhappy with things that are clearly stated in the terms of service or product/service description but they didn’t take the time to read. And some buyers are unhappy with things you have no control over like the view from the Statue of Liberty being terrible because it was a rainy day.
On platforms that you as a business can respond to the negative reviews it’s a great opportunity to first and foremost thank the person for their review and then politely point out that you don’t offer what they didn’t get as well as what you do offer, and/or share some insights to give them (and others) a better experience with your business. This isn’t an opportunity to be nasty to them and tell them how illiterate they must be because they didn’t read or how they’re stupid because you have no control over the weather. However, having a well-thought-out response shows that you’re interested in hearing from your customers and are willing to work with them. As well, if it’s appropriate you can encourage them (and others in the future) to contact you or talk with you before the issue becomes unfix-able (i.e. you eat the dinner that wasn’t cooked to your satisfaction or wasn’t what you ordered).
You don’t have to reply to all reviews, and some businesses choose not to reply to any. I believe that somewhere in the middle is necessary, that you reply to at least some of them, especially if you’ve resolved that particular issue. Even if you choose not to reply to your reviews you really should read them to be aware of what customers are posting, as well as to catch any trolls who are posting negative spam reviews. If you haven’t checked out your reviews lately I encourage you to make time to do that this week.