A recent ruling by the U.S. Federal Trade Commission (FTC) has generated interest in how businesses handle negative reviews. The FTC has also published a guide for marketers on soliciting and paying for online reviews.
Bad reviews can happen to any business, and how you respond matters. Potential customers are not just reading what others have to say about your business; they also read how you reply to that feedback. According to one study, 97% of consumers read company responses to reviews, according to a BrightLocal survey.
Don’t be tempted to include a non-disparagement clause in your contracts, no matter how damaging negative reviews can be. The Better Business Bureau (BBB) warns that such clauses erode consumer trust and could land you in hot water with the Federal Trade Commission. Whether good or bad, honest reviews should be welcomed as an opportunity to build trust. So, how do you deal with negative reviews without running into legal trouble or turning away future clients? The BBB explores some helpful tips in a new article here.