Glassdoor Responses

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Glassdoor: Responses to Negative Reviews

Responding to online negative reviews helps a company build its brand reputation, attract potential customers, address customers concerns, open new opportunities, and humanize the brand. Below is a detailed analysis of why a company should respond to negative reviews.

Helps Building a better Reputation

  • By responding to negative online reviews, a company builds a sense of trust and transparency among its customers. This has the overall effect of protecting the company's reputation.
  • When a company fails to implement a reputation marketing strategy, it leaves itself vulnerable to attack from discontented that can lead to further loss of business.
  • Research shows that just one bad review can cost a business as much as 22% of its prospective customers.
  • A company's potential to lose customers raises to 59.2% if people find three negative articles or reviews about its brand.
  • The right strategy is to have one or more negative review in a sea of positive reviews. Today's customers are more educated and well aware that businesses can not be 100% perfect 100% of the time.
  • By having personalized responses to the few negative reviews, a company creates an impenetrable fortress around your its reputation.
  • The fact is when people see an occasional negative review in a dozen of positive reviews, they are likely to discount the negative review, especially if the company has replied to all reviews with honesty and transparency.

Potential Customers see Reviews

  • 92% of consumers read online reviews and 40% of those who read form an opinion by reading just 1 to 3 reviews. 80% of customers trust reviews as much as personal recommendations. These statistics show just how much customers value reviews.
  • Another research shows that 85% of consumers look for negative reviews before deciding whether to buy or not. And this number raises to 91% among consumers aged between 18 and 29 years.
  • A study in 2017 found that
  • This means potential customers read a lot of reviews and they put a lot of stock in them. It therefore important that a company not only track how it is performing across review sites but also engage customers who leave reviews.
  • This shows brand humility and integrity, and shows customers the company's level of commitment to its customers.

Customers Want to be Heard

  • By responding to negative reviews, a company is telling the unsatisfied customer that 'hear you, we are listening and your feedback matters'.
  • This sense of care is exactly what a user wants to think and feel, so when a company responds to their reviews, it makes them feel fulfilled.
  • Taking time to imagine and create a review, however small, even if negative, takes time on the side of the customer. Writing a review shows they had a strong customer experience that they want to share with the rest.
  • It is there important for a company to show concern to its customer concerns and complaints and show future and potential customers it offers more just a sale or service.

Reviews are Opportunities

  • Every review, even the negative ones, should be viewed as an opportunity.
  • When a company makes follow up on a negative review, it gets a chance to alleviate the issue and turn the negative experience into a positive one.
  • Research shows that if a company resolves an issue quickly and efficiently, '95% of unhappy customers will return to your business.'
  • Responding to negative reviews therefore presents a huge opportunity for the company to sustain its customers' experience, maintain its market share and attract more customers.
  • A study conducted in 2017 found that, 78% of consumers trust online reviews just as they trust personal recommendations.
  • In general, responding to reviews enhances a company's SEO efforts-a huge marketing opportunity.
  • Every time a customer reviews a company, whether positive or negative, the company gets an opportunity to offer additional SEO value for its business.
  • Search engines like Google, Yahoo, and Bing dig the internet to get new information to offer the most recent and relevant content for their users.

Humanizes the Brand

  • When customers and potential customers leave reviews, they want to interact with brand and business beyond the name and logo.
  • A review gives the business a chance to directly engage with customers in an experience.
  • When a company responds to negative reviews, it humanizes the brand and create a genuine experience that goes beyond a sales and creates a lasting relationship.
  • Online customers are humans, they want to feel noticed and validated, and their recommendations taken into account.
  • Therefore, by responding to negative reviews, a business graduates from a mere brand, into a service or product provider.

Research Strategy

We managed to get reasons why a company should respond to negative reviews from precompiled sources. However, very few sources talked about reviews on Glassdoor in particular. We, therefore, expanded our search to include other sites that feature customer reviews. Some sources talked about positive and negative reviews. In this case, we selected those points that talks about negative reviews.


  • "When you fail to implement a reputation marketing system in your business, you leave yourself vulnerable to attack. If you neglect your online reputation, all it takes is one or two bad reviews to cripple your business. Did you know that just one bad review can cost your business as much as 22% of prospective customers? Your potential to lose customers skyrockets to 59.2% if people find three negative articles or reviews about your brand. "