Most brands recognize the importance of online customer reviews. But it’s not enough for a business to simply establish a presence on review sites like Google, Facebook, TripAdvisor, and Yelp. Brands must engage with customers in order to build trust and boost their online reputation.
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This means that companies both large and small need to respond to online customer reviews. Review responses can make all the difference in how customers view a brand. And it isn’t just negative reviews that require a response.
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Positive reviews also deserve the attention of company managers and customer service representatives. It’s important to thank customers for the positive reviews that they leave for a business. A response shows that a company values its customers’ feedback.

This article covers exactly what steps companies need to make to begin managing online reviews.

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In order to successfully manage online reviews, a company must access the websites where customers leave reviews. The most popular review sites include Google, Yelp, Facebook, Trip Advisor, and Twitter.  By creating business pages on these sites, businesses can effectively track and respond to customer reviews.
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In addition to the review sites mentioned above, many customers visit industry-specific websites to leave feedback about a product or service. Businesses should be aware of the review sites that pertain to their industry. For example, many patients will visit the website Healthgrades to leave reviews about doctors. Even popular sites like Yelp and TripAdvisor are more useful for some industries over others. 

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The first step for any business, whether it has a single location or thousands, is to claim its business page. Many sites won‘t let businesses reply to customer reviews unless they claim or create a business page. Claiming your page is easy and provides access to several useful tools. It‘s also typically free.
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To claim your business page, visit a review site and look for a link to create or claim your business page. For example, on Google, simply search for your business and click the link that reads "Claim this business".  You‘ll then need to verify that the business is yours. If your business isn't already listed, you can easily create a new page.
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Once you've created a business page, your company has access to tools that allow you to track reviews, communicate with customers, and publicize information about your business. A company page is necessary for your business to appear in search results. 

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There are several ways to keep track of online customer reviews. Many websites (e.g. Yelp, TripAdvisor, Facebook) allow you to set notifications when a customer posts a review. Google, for example, allows users to set "Google Alerts" that notify you when someone mentions your business name. Twitter allows users to easily search the platform for keywords. 

Time is of the essence in responding to online customer reviews, so it‘s important to have an up-to-date view of online review sites. Accurate and comprehensive monitoring of online reviews is needed to respond effectively and in a timely manner.

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It‘s a good idea to designate a specific individual or team to respond to online customer reviews. For small businesses, it makes sense to appoint one individual, while large companies might decide to give this responsibility to a team at company HQ or to managers at individual retail locations. The "point person" should be highly professional and possess strong customer service skills. Designating a team member to handle online reviews ensures that all responses maintain a consistent company voice.

Consider the following qualities when deciding which individual or team responds to customer reviews:
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• Strong customer service skills
• Highly professional attitude
• Good knowledge of company culture and policies
• Authority to resolve customer issues
• Great writing style

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When a business owner receives negative feedback, it’s hard not to take it personally. A negative review is a criticism of what a business owner cares about most: their company. While negative reviews may generate an impassioned response, responding to reviews requires a high level of professionalism and politeness. 

That’s why it’s never a good idea to respond to a customer review without taking some time to think about your response. Never respond hastily or in a fit of passion. Take a deep breath and consider the most professional way to respond to that customer. Your company’s professional response will only strengthen your online business reputation. 

Related Articles:
​How to Respond to Positive Reviews
​How to Respond to Negative Reviews