It’s a truism that you can’t please all the people, all the time – and in today’s digitally fuelled world, it’s easier than ever for dissatisfied customers to make their feelings known.

From Google ratings to Instagram posts, Trustpilot reviews to online forums, there are countless ways for customers to share their experiences. And for businesses, poor feedback isn’t just a dent to the ego – it can have serious commercial consequences.

Research shows that around three-quarters of consumers trust online reviews when making purchasing decisions. Even more strikingly, 94 per cent of consumers say a negative review would convince them to avoid a brand.

So, how should you respond if you do receive negative feedback?

Here's how to handle online criticism strategically, while protecting and even strengthening your reputation.

Acknowledge the issue promptly

It might be tempting to sweep a negative review under the digital rug, but ignoring it can backfire.

“Public silence can be interpreted as indifference or arrogance,” explains Jon Michail, CEO of personal brand strategy firm Image Group International. “Always acknowledge the issue swiftly and sincerely. It’s not about admitting fault instantly but about being responsible to your clients and showing that you care enough to listen.”

Assess authenticity before reacting

Michail recommends a three-step approach: Acknowledge, analyse, act. In other words, publicly acknowledge the complaint quickly, but take time to verify and investigate it before responding.

“The biggest legal missteps that we see business owners making arise from emotional or rushed responses,” says Isabella Orlic, senior associate at BlackBay Lawyers, which specialises in defamation and social media law. “These types of responses to negative feedback can often impact a business’ standing to seek legal remedies or place them at risk of litigation and further reputational damage.”

When considering your reply, evaluate:

• Is the complaint legitimate or malicious?
• Is there a service issue you can fix?
• Is the reviewer a real customer?

Keep the dialogue focused on the complaint, not the person behind it. Never disclose personal details or publish information about private interactions.  

Seek legal advice early

When a review is false, misleading or malicious, there may be grounds for removal – or even compensation. In these circumstances, it’s best to seek legal advice early on, says Orlic.

“Responses should be carefully drafted and preferably, approved by advisors to preserve legal claims.”

In one case Orlic handled, a bridal boutique received a scathing public review claiming the owner was negligent a dress hadn’t been ordered in time. In fact, the customer hadn’t paid the required deposit. The owner drafted a prompt public response confirming facts and her solicitors issued a defamation Concerns Notice to the reviewer. The post was swiftly removed.

Take it offline

If the complaint is valid, try to take any communications offline, so you can address the issue professionally and privately.

“Ensure your tone is empathetic yet professional,” advises Michail. “Follow up after resolution to demonstrate commitment to continuous improvement and/or final closure.”

Use insights to improve and bolster brand loyalty

Negative reviews often contain a silver lining: actionable intel. Look for recurring patterns or complaints. Is there a product flaw, service gap or communications issue? How can you address it and improve your business? A willingness to improve your products, services or customer experience demonstrate that you truly care. 

“The key lies not just in responding, but in leveraging criticism to build loyalty and trust,” says Michail. “Turning an apology into a positive action…like a tailored offer or a thoughtful gesture, can convert critics into advocates.”

And if your business has made a mistake or fallen short of customer expectations? Consider offering a goodwill gesture – a replacement product, discount or voucher - to rebuild trust.

Be proactive

“Reputation isn’t just about managing the bad, it’s about amplifying the good through consistent, genuine interaction,” says Michail. 

Don’t wait until a crisis hits. For bigger brands in particular, reputation monitoring tools like Review Trackers, Podium, and Brandwatch can help track reviews across the internet, identify escalating issues and alert you in real time when your business is mentioned.

TIP: Consider proactively seeking reviews from customers, by sending post-purchase emails requesting feedback, posting a call-out to social media or adding a note into packages and orders. That way, you have a bank of positive reviews to amplify when needed.

Whether you’re running a fashion boutique, a dental clinic or anything in between – your online reputation is a critical part of your brand equity. You can’t control every comment, but you can control how you respond – and that response can be the difference between a reputational hit and a customer-for-life.