Why Respond to Bad Reviews? To Double Readers’ Purchase Intent, That’s Why

adminCustomer Reviews, Customer Service, Negative Reviews, Public Relations, Reputation Management

The latest volume of research from Bazaarvoice demonstrates the power that brands and business owners wield in responding to negative customer reviews online. Although based on Bazaarvoice’s own solution for product reviews in e-commerce, the company’s research identifies points of interest and best practices for local and service-based businesses as well.

Significantly:

  • Consumers in the survey reported an average 116% increase in purchase intent after reading company responses to reviews
  • 71% of consumers in the survey changed their perception of the company after seeing a company response to a review
  • Reviews with company responses are much more likely to be voted helpful by readers

Review Responses Drive Intent to Purchase
Plainly put, by responding helpfully to customer reviews–especially negative reviews–brands can boost both customer purchase intent and brand perception.

The Bazaarvoice study includes some useful intelligence on just how to respond to negative reviews, too. For example, responses that resolve the customer’s issue, rather than merely offering steps to resolve it or taking the conversation offline, inspire the greatest lift in purchase intent and brand perception, at 186% and 157% respectively.

So, if you’re not feeling frisky enough to try one of these crazy/creative responses to negative reviews, Bazaarvoice has some level-headed advice on how to maximize the positive impact of your review responses. Download the research here: Conversation Index Volume 6 (PDF)