Responding to Customer Reviews: Four Tips for Apple
Apple recently permitted its developers to respond directly to customer reviews on the App Store. This update is welcomed by App Store users as previously some negative reviews went unanswered by developers at Apple. Moreover, Apple is catching up to Google, which has permitted developers to respond to user reviews since 2013. This significant news from one of the world’s most valuable brands underscores the importance of businesses responding to user reviews. Based on our experience working with businesses to improve their brands on social, I offer these four tips for Apple and its developers:
- Respond to all feedback
Although this suggestion may seem obvious, in some circumstances feedback gets missed whether it be positive or negative. It is important to thank consumers who have provided positive feedback and also offer support or solutions to those customers who are unhappy. Do respond to positive feedback — failing to respond to happy customers might come across as ungrateful. And, of course, reply to negative feedback. Ignoring criticisms obviously look arrogant and insensitive.
- Reply in a timely manner
Your response rate time is crucial especially on social media. Facebook even designates certain pages as very responsive, which gives consumers the understanding that they are being heard. Creating a responsive dialogue with your consumer base allows insights for both parties that can elevate your brand. Even if you don’t have a complete answer to a problem right away, at least respond with a “We are looking into this issue and will follow up with you more completely.”
- Provide honest feedback
Many times, consumers provide suggestions or requests that are not feasible in your current structure. It is best to explain your position in an honest manner rather than promising too much or leaving a request unanswered. Through honest feedback you are able to build credibility.
- Keep your responses concise
Sometimes it’s difficult for employees to respond concisely because employees usually possess a lot of context and detail about an issue that might seem helpful to know. But providing too much detail can be harmful because you might alienate a customer who lacks your technical expertise. If a comment truly does require a complex explanation, first respond briefly and offer to communicate with the customer offline. If you do so, your social spaces will be perceived as very user friendly.
User reviews are significant to a brand’s perception — so ensuring that they are handled in a thoughtful manner is vital. Thus, Apple’s introduction of customer review responses is an important feature to the company and should encourage other brands to be more responsive. The above tips should help any business manage review etiquette. Contact us to discuss how we can help you.
Image source: Ryan McGuire