(Photo: © toppercussion/123RF.com)
Read aloud:
1 May 2024
Crafts 4.0: Negative online reviews damage a business's image and drive away customers. However, many portals don't allow for simple deletion. How can you take action against bad reviews?
Online reviews are crucial for business success today: According to a survey conducted by marketing software specialist Brightlocal in February 2023, 98 percent of all customers read online reviews of local businesses . Furthermore, another study by Reviewtrackers from 2022 shows that for 94 percent of potential customers, negative reviews were already the main reason for avoiding a business.
But the power of online reviews doesn't end there: ratings on job boards and employer review portals also have a significant impact on employer attractiveness . A study by the Trendence Institute in early 2022 revealed that, on average, potential candidates refrain from applying if companies achieve less than 2,6 out of five stars.
The figures show that it pays off for tradespeople to maintain a good reputation online . Otherwise, there's a risk that customers, skilled workers, and apprentices will be deterred from their business in the long run. The right to freedom of expression is, of course, protected by the constitution when it comes to online reviews – even if the business owner sees things quite differently. In such cases, it's advisable to engage in dialogue with the customer to find a solution together.
Nevertheless, there are limits that tradespeople should respect: Fake reviews, threats, insults, or defamation not only cross the line of free speech, but can even be punishable under Section 187 of the German Criminal Code (StGB) . If a review violates laws or the platform's guidelines, tradespeople should immediately inform the platform operator – for example, in cases of discrimination , false statements of fact , or the publication of personal data such as addresses or telephone numbers. Many review portals have a button for reporting inappropriate reviews directly next to the comments.
Operations management
Operations management
Operations management
If this button is missing, the operator can be informed by email. Tradespeople should include a sound justification for the requested deletion – for example, that the content is demonstrably false , that there is no connection to the customer , or that it violates applicable laws . Verifiable facts and accompanying evidence increase the chances of deletion. Afterward, it's a matter of waiting until the operator responds with a brief statement. This often takes several days or even weeks. In the meantime, tradespeople can try contacting the negative reviewers themselves to request a change or deletion of the review.
If both the platform operator and the reviewer refuse to delete a review because, in their view, it does not violate any guidelines or applicable law, tradespeople must consider their next steps. If their goal is to have a review deleted, there are specialized service providers who will review the case with legal assistance and – if there is a prospect of success – initiate targeted steps to remove the review . Some service providers only charge fees if the deletion is successful.
Regardless, tradespeople have the option of suing the author of the negative review or the platform operator to demand a cease-and-desist order or compensation . However, this involves considerable costs and risks. Therefore, tradespeople should seek advice from experienced legal specialists beforehand and weigh the chances of success. It's also important to consider that individual negative reviews aren't necessarily a bad thing: reviews that highlight both positive and negative aspects, for example, appear much more credible than uncritical praise. Furthermore, it makes a good impression on potential customers when tradespeople respond to negative reviews, admit any mistakes, and resolve problems efficiently. This is precisely what characterizes good customer service.
Show understanding and apologize – even if the actual mistake wasn't yours. Offer a concrete solution outlining how you intend to resolve the issue to the customer's satisfaction. Possible measures include a rework or a discount voucher for the next order . After successfully resolving the problem, you can ask the customer to provide an updated review.
Put the negative review into perspective or correct it with your own factual knowledge. Phrase your response politely, avoid emotional passages, and don't blame the customer. Offering a personal conversation shows that you take criticism seriously and are committed to providing good service.
If the author's identity is unclear , you can invoke Section 16 of the E-Commerce Act (ECG) to request that the operator of the review platform provide you with the relevant information. At the same time, you should inform the platform operator of the legal violation and request the deletion of the unlawful review. The operator is then obligated to review the review and remove it if necessary. You can also file a police report . If the request to remove the online review is unsuccessful, the last resort is to consult a specialized lawyer . This lawyer can demand not only an injunction against the infringing behavior but also compensation for damages.
When engaging in online activities, always comply with all legal requirements, such as the GDPR , copyright law and the Telemedia Act.
DHB now also available digitally! Simply click here and register for the digital German Crafts Journal (DHB)!
Newsletter
Write a comment