How to Respond to Bad Reviews to Improve Your Reputation Online

Did a Negative Nancy or Terrible Ted leave a bad online review?

It’s not just a punch in the gut; it can seriously piss you off. 

Don’t make this situation worse; take a breath, read this article, employ these tactics,  and then move on.

Step 1: Don’t Grab Your Phone Until You’re Ready

Before you jump on a call with this naysayer, pause. Think of this like preparing for a first date. You don’t just show up and wing it, right? (Okay, maybe you do, but not this time.) Take five minutes to get your act together.

Here’s what to do:

Review the Situation: Read their review carefully. What are they upset about? Was it a legitimate mistake or just a misunderstanding?

Get the Facts Straight: Check your records—was the job completed on time? Did you follow up? The more details you have, the better.

Take a Deep Breath: Bad reviews can sting, but don’t let that frustration come through in your call. Stay calm, cool, and collected.

The Psychology Behind the Call to Come

When you call a customer after a bad review, the goal isn’t just to change their mind—it’s to understand their perspective. Here’s the psychological magic: people want to feel heard and valued. By taking the time to listen, you’re telling them, “You matter to us,” which can instantly defuse anger and frustration. This approach shows empathy and builds trust, even if the review doesn’t change.

Here’s the kicker: customers are more likely to forgive and even praise a company that genuinely tries to make things right, regardless of the outcome. It’s about making them feel like their experience is important—not just their rating.

Why Branding Matters More Than One Bad Review

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our business isn’t defined by a single 1- or 2-star review; your overall reputation shapes it. How you handle feedback—good or bad—plays a significant role in your branding. When future customers see that you respond professionally, take action, and genuinely care, it strengthens your image far more than a perfect review score ever could.

In short, your brand is the big picture, and it’s built on consistent service, integrity, and customer care. One bad review won’t ruin your reputation, but how you respond to it can elevate your brand to a whole new level. Focus on the long game, and your business will come out stronger.

Step 2: Make the Call

The best customer service training we ever received was from a pastor who explained how he handled family members cursing God for taking a family member too soon. 

He told us, “Just listen and ask questions; don’t tell them to do anything; let them find a better path through their measures.”

Kick off the Review Call

“Hi [Customer’s Name], this is [Your Name] from [Your Company]. 

Thanks for providing feedback; I don’t expect you to change your online review, but I was hoping you could walk me through it and help me ensure this never happens again to anyone else?”

Then shut up, seriously, don’t talk until they ask you a question or go silent again. Let them vent.

Why does this work?

Because it sets the tone. You’re showing them that you’re not calling to:

• Take Notes: Write down key points so you don’t forget anything.
• Stay Calm: Even if they exaggerate or misrepresent what happened, stay professional. (Yes, even if they claim your team showed up late riding unicycles.)
• Show Empathy: Say things like, “I completely understand how that would be frustrating.” Even if you don’t agree, acknowledging their feelings is key.

Say Sorry (and Mean It)

When they’re done sharing, it’s your turn to talk. Start with a heartfelt apology. Even if it wasn’t technically your fault, apologizing shows that you care about their experience.

Here’s a great example:

“I’m so sorry to hear about this. That’s not the kind of experience we want for our customers, and I want to apologize for the frustration this caused you personally.”

Notice what’s missing here? Excuses. Don’t blame your team, the weather, or your horoscope. Just own it.

Offer a Solution That Wows Them.

Offer a Solution

“I’d like to come out and fix…”

“I’d like to waive the maintenance fees and do this year’s repairs for free…”

Again, I'm not asking you to change the online review, but I want to fix this.

The key is to sound proactive, not reactive. You’re solving the problem, not just slapping a Band-Aid on it. 

Sometimes, the customer has their ideas about what will make things right. Don’t be afraid to ask:

“What can we do to make this better for you?”

This shows you’re open to their perspective and willing to go the extra mile. If their request is reasonable, agree to it. If it’s not (hello, free lifetime service), politely explain why and suggest an alternative.

Wrap Up the Call

As the conversation winds down, leave them with a good impression:

“I appreciate you giving me the chance to make this right. Your feedback means a lot, and we will use it to improve. If there’s anything else we can do for you, please don’t hesitate to reach out.”

Why You Don’t Ask to Change the Review

They already know you want the review changed, but hopefully, you impressed them to the point where they do it as means of thanking you for giving a damn and treating them like human beings. When you focus on your customers, not the bills or profits, they give back more in return than you could ever imagine.