Nearly 90% of consumers are likely to choose a business that replies to every review. Whether it’s a glowing 5-star rating, or a frustrated 1-star rant, your response matters — and not just to the person who left it.
That’s why it’s crucial for small businesses to know when (and how) to respond publicly vs. privately. By responding the right way at the right time, you’ll preserve your reputation, build trust, and turn even negative experiences into relationship wins.
Below, the experts at our online reputation management agency explore:
- Why replying to feedback helps.
- When to respond publicly.
- When to take it private.
- How to respond professionally.
Does Replying to Reviews Really Help?
Yes, replying to your reviews helps you build a strong online reputation from day one. How?
- Nearly 90% of consumers will read your responses to feedback before making a decision.
- Over 70% of shoppers are more likely to choose your business if you respond to online reviews.
- More than half of your customers expect you to respond to negative feedback within one week.
- Over 80% of your shoppers seek out negative reviews specifically.
- Consumers stay on your site 4x longer when interacting with negative feedback…
- …which can increase your conversions by almost 70%, when handled appropriately.
4 Times You Should Respond to Complaints Publicly
- When you want to show accountability & transparency.
- When the complaint is minor and easily resolved.
- When you need to clarify misunderstandings respectfully.
- Always.
1. To Show Accountability and Transparency
If the issue is straightforward and you’re in the wrong, respond publicly to own it. This shows prospective customers that you care, you listen, and you make things right.
Here’s an example script for handling customer complaints:
“We’re so sorry your delivery was delayed, [First Name]. We missed the mark, and we’re working to improve. We’d love the chance to make it up to you! Please email us at [email address].”
2. When the Complaint is Minor and Easily Resolved
Not every issue needs an in-depth follow-up. For small matters (like a mix-up in hours or an employee running late), a short and empathetic reply may be all that’s needed.
Here’s an example script for handling customer complaints:
“Hey [First Name], I’m really sorry about the mix-up with your order. We’ve already looked into it and taken care of the issue, but I just wanted to thank you for letting us know.
We appreciate you!”
3. To Clarify Misunderstandings Respectfully
Sometimes reviewers are simply misinformed. You can use a public response to clear things up, as long as you stay polite, factual, and never defensive.
Here’s an example script for handling customer complaints:
“Thanks for your feedback, [First Name]. Just to clarify, we do offer refunds within 14 days, but it looks like your request came outside that window. That said, we’re happy to chat further. Please reach out anytime!”
4. You Should Always Respond Publicly
Remember, roughly 9 out of 10 consumers choose businesses that respond to every review. So, even if the issue is better handled privately, it’s important to reply to all of your feedback with a professional public response.
This demonstrates transparency and attentiveness. Acknowledging the concern publicly and offering to resolve the matter offline reassures other potential customers that you take feedback seriously.
Here’s an example script for handling customer complaints:
“Thanks so much for sharing this with us, [First Name]. I’d really like to connect and make things right. Would you mind reaching out to me directly at [phone/email]?”
3 Times You Should Respond to Complaints Privately
- When emotions or sensitive information are involved.
- When a resolution requires specifics.
- After your initial public response.
1. When Emotions or Sensitive Information are Involved
If a customer is very upset, or their comment involves personal, financial, or health-related information, move the conversation to a private channel ASAP. This protects their privacy and empowers you to calm the situation without a public audience.
Here’s an example script for handling customer complaints:
“Hi [First Name], I’m so sorry this experience left you feeling this way. I’d really like the chance to talk more and make things right. Would you feel comfortable reaching out to me directly at [phone/email]?”
2. When a Resolution Requires Specifics
Issues that require digging into account details, internal processes, or multiple departments are better handled one-on-one. Offer a direct phone number or email for personal assistance.
Here’s an example script for handling customer complaints:
“Hi [First Name], thank you for the honest feedback. I’d love to help sort this out, but I’ll need a few more details. When you have a moment, would you mind reaching out to me at [phone/email]?”
3. After Your Initial Public Response
A good approach is to acknowledge the complaint publicly, then offer a way to continue the conversation privately. This shows you’re responsive and respectful.
Here’s an example script for handling customer complaints:
“Thanks for your review, [First Name]. I want to make sure we handle this the right way, and that might mean chatting one-on-one. When you have a minute, please reach out to me at [phone/email] so I can help.”
How Do You Respond Professionally to a Customer Complaint?
To help you handle negative reviews like a pro, let’s explore:
- Best practices for public responses.
- Best practices for private responses.
- How to turn complaints into opportunities.
- Pro tips for small business owners.
5 Best Practices for Public Responses
- Stay calm, polite, and empathetic.
- Acknowledge the concern without assigning blame.
- Keep it short, sincere, and solution-focused.
- Never argue or be sarcastic (you’re speaking to future customers too!).
- Offer a way to connect privately if needed.
5 Best Practices for Private Responses
- Respond promptly so the customer feels heard.
- Personalize your message (use their name and reference the issue).
- Ask questions to fully understand the problem.
- Offer a specific, fair resolution.
- Follow up after the issue is resolved to ensure satisfaction.
How to Turn Complaints into Opportunities
Google and other review platforms reward engagement. The more professionally you respond to feedback, the more credible and trustworthy your business appears.
- Ask for an updated review once the issue is resolved.
- Track complaints to spot patterns and improve your service or systems.
- Treat every complaint as a chance to learn, adapt, and earn trust.
4 Pro Tips for Small Business Owners
- Assign someone to handle reviews regularly.
- Use templates to stay consistent, but personalize each reply.
- Monitor all review platforms (Google, Yelp, Facebook, etc.).
- Don’t ignore positive feedback either: remember to acknowledge & thank your fans!
Here’s an example script for replying to positive feedback:
“Thank you so much for your kind words, [First Name]! We’re thrilled to hear you had a great experience and truly appreciate you taking the time to leave a review. We can’t wait to [see/serve] you again soon!”
Feel free to add emojis to positive replies, but only if they fit your brand voice. This can make your response feel more personal and friendly. However, remember to ditch them if your branding is formal and professional.
Respond Professionally to Every Review with Reputation Shield
Handling customer complaints with grace isn’t just good service, it’s smart marketing. Whether you respond publicly or privately, your tone, timing, and transparency speak volumes.
Follow the guidelines in this article, and you’ll improve the quality of your service and the value of your business. But what happens if you start to receive too many complaints to respond to in a timely manner?
You find yourself a partner who understands the importance of your responses, the nuances of your voice, and the needs of your unique customers. To take control of your reviews, explore Reputation Shield, Hyport Digital’s proven online review management solution for turning feedback into growth.
