It's A Massive Mistake Not To Respond Back To Customer Reviews
The importance of engaging with customer feedback has only grown stronger
That notification just popped up – another new review. For many business owners I work with throughout the UK, this moment can spark either excitement or dread.
After spending years helping local service businesses manage their online reputation, I've come across something that might surprise you: how you respond to reviews (or whether you respond at all) can make or break your business growth.
It's not just a nice-to-have anymore – it's a critical part of your marketing strategy that directly impacts your bottom line.
The Silent Audience You're Forgetting About
I was grabbing coffee with Mike who owns a in company based in Chelmsford last week. He told me something that really stuck with me.
"You know what's mad, Andrew? I spent three grand on those fancy leaflets last year, but it was responding to that one bad review that brought in the Johnson contract."
Mike's not alone. What most business owners forget is that for every person who leaves a review, roughly 100 others are silently reading it – and your response – before deciding whether to pick up the phone.
What Your Silence Actually Says
Picture this scenario: A potential customer is looking for a tree surgeon in Essex. They've narrowed it down to two options with similar ratings.
One company has thoughtfully responded to their reviews, while the other hasn't bothered. Who do you think gets the calls?
When you don't respond, you're essentially telling prospects: "If you have a problem with us, we probably won't care about that either." Harsh, but that's the perception.
It's Not Just About Putting Out Fires 🧯
Look, I get it. When you see that glowing 5-star review, it's tempting to just smile and move on with your day.
But responding to positive reviews is just as important as handling complaints.
A local optometrist, told me their best repeat customers are often those whose positive reviews received a personal thank you. It creates a connection that big chains simply can't match.
A quick "Thanks for the kind words, Dave! Really enjoyed sorting out your new frames – your daughter's reaction was priceless! See you at your next check-up" takes 30 seconds to write but builds loyalty that lasts years.
When Things Go Pear-Shaped: The Negative Review
Nobody likes criticism. Your first instinct might be to either ignore it or fire back a defensive response. Both are mistakes.
A driving school received a scathing review claiming he was always late. Their initial draft response was... let's just say it wouldn't have helped matters.
After cooling down, he posted a measured response acknowledging the concern, explaining the traffic situation of getting to this customer, and offering a make-up lesson.
Not only did the reviewer update their rating, but three new students mentioned they chose this driving school specifically because of how they handled that situation.
The Local Touch That Makes All The Difference
If you're running a physio clinic in Cambridge or fitting windows in Poole, you have an advantage the big boys don't – the personal touch.
Your review responses should reflect that.
Corporate responses sound like they've been written by a committee. A local business owner's authentic voice cuts through that noise like nothing else.
"But I'm Too Busy Running My Business!"
I hear this one all the time, especially from the trades. And look, I get it, sometimes the last thing you want to do is faff about with review responses.
But here's a simple system that works for even the busiest business owners:
- Block out 15 minutes twice a week (Monday morning and Thursday afternoon works well)
- Use templates for the structure but always personalise with specific details
- Address the reviewer by name and reference something specific from their review
- For negative reviews, take the conversation offline after your initial response
- Or if you really haven’t got the time nor inclination to do any of the above, then you can always look at using our proven automation product. It does 98% of the job for you.
Just arrange a call with us, and we’ll take you through how to works.
The Hard Numbers
If you're still not convinced, consider this:
- 7 in 10 consumers say a business's response to reviews influences their opinion
- Businesses that respond to at least 25% of their reviews earn 35% more revenue on average
- 45% of consumers say they're more likely to visit a business that responds to negative reviews
These aren't just statistics – they represent real people making real decisions about where to spend their money.
The Bottom Line
In the 20+ years I've been working with local businesses, I've seen countless marketing trends come and go.
But the importance of engaging with customer feedback has only grown stronger.
Your review responses aren't just messages to past customers – they're powerful marketing tools that speak directly to your next customer.
So next time that review notification pops up, don't groan – smile. It's an opportunity to show the human behind the business, and that's something no corporate giant can compete with.
What's your approach to handling reviews? I'd love to hear what's working (or not working) for your business!
I hope the above article was of interest and you found it useful.
If you need our help, then please arrange a call with me.
Author: Andrew Hurrell
