As the old adage says, “You can’t please all the people all the time.” And, as marketers, we definitely know this to be true: it is inevitable that you will have a disgruntled customer once in a while.
Since a happy customer tells three people and an unhappy one tells nine, it is likely that someone may post negative comments on an online rating/review site. Savvy marketers will see this not as a failure, but as an opportunity to improve customer relationships and business processes.
To capitalize on this opportunity, communicate with anyone who voices displeasure online. If you listen earnestly to their feedback and try to resolve any disputes, it is likely that you will turn a dissatisfied customer into a loyal client. And, in that case, it is likely that they will post a subsequent review or update their original post, demonstrating your commitment to customer satisfaction to others who read the posts.