How to Respond to a Negative Review: Response Examples & Templates
Even if you’re at the top of your game, eventually all businesses will get a negative review. Responding will help you solve problems, create loyal clients, and show prospective customers your excellent customer service.
In this article, we’ll share some of the best responses to bad reviews. We’ll also show you how to respond to negative reviews and use templates to write your own thoughtful responses.
Find out how arborist Kurt Stenberg (Cochrane Tree Care) handles negative customer reviews:
Negative review response templates and examples
Lets take a look at some real-life negative review examples and how each home service company responded.
Here are the types of negative reviews we’ll cover:
- Poor communication
- Appointment no-shows
- Misinformation or misunderstanding
- Poor product or service quality
- Pricing issues
- Poor customer service
- Employee mistakes
- Questionable reviews
- Neutral reviews
- Turning a negative review into a positive
Watch this video with negative review response tips from a service business expert, then keep reading for free templates that you can customize for your unique situation.
Example 1: Poor communication
It’s not easy to keep track of every client interaction—unfortunately, customers can fall through the cracks. Try this negative review response template to reply to a customer complaint about communication skills:
Hi [First Name],
You’re right, [Business Name] didn’t live up to our usual standards for communication, and I apologize for that. This unfortunately happened because [Reason], but that’s still on me.
I really want to make this right. If you’re willing to give us another chance, I can offer [Discount/Other Incentive]. Please contact me directly at [Phone Number] to set up your service.
I hope to hear from you soon.Thank you,
[Your Name]
Here’s an example of a negative review about poor communication:
What they do well:
Revive Services owned up to the problem and took complete responsibility for it. David’s response shows that he’s learned from the mistake and will try hard to earn the customer’s future business.
He also offers several options for making it right, as well as his own personal phone number. That goes a long way in showing how important this customer is to him.
Example 2: Appointment no-shows
Customers get frustrated when they spend time waiting for a home service provider who never shows up. This can be hard for you to avoid, but there are ways to make the situation better.
Use this template to respond to complaints about no-shows:
Hi [First Name],
I know your time is valuable, and I’m very sorry to hear that our team didn’t make it to your home within the service window.
If you’re willing to give us another chance, please call [Phone Number] to set up another visit at a time that’s convenient for you. I would be happy to provide this service at a [Number]% discount for your trouble.
I hope to hear from you soon and get another chance to make a good impression.
Sincerely,
[Your Name]
Just look at how Lathered Cleaning Co responded to this negative review about a no-show:
What they do well:
The team at Lathered apologized for not showing up, explained why it may have happened, and invited the reviewer to try their services again in the future.
Pro Tip: It’s tough to keep track of your schedule if you’re relying on spreadsheets or pen and paper. Scheduling software can help you organize the day’s visits and send on-my-way texts when you’re headed over.
Example 3: Misinformation or misunderstanding
The customer isn’t always right. They might exaggerate a problem or forget crucial details, but anyone reading the review won’t know that. All they see is a customer’s bad experience.
Try this template to respond to misinformation or misunderstandings:
Hi [First Name],
We appreciate you taking the time to share a review. [Explain what happened and share missing information.]
We hope this helps clear things up and we look forward to providing a quality experience in the future.
Thanks,
[Your Name]
READ MORE: How to delete a Google review
Here’s an example of a review that doesn’t include all the facts, and how Adair Tree Care handled it:
What they did well:
The business owner was polite and clear about what happened. In this case, the person leaving the review wasn’t the one who ordered the work, and they had a negative interaction with the team.
This response provides a full picture to anyone who reads the review later. It also shows how the business owner responded professionally throughout a difficult situation, which may help them win future work.
Example 4: Poor product or service quality
Your customers can get frustrated if they don’t get the product or service quality they’re paying for.
Use this response template to address any customer complaints about the service you provided:
Hi [First Name],
Thanks so much for telling us about this problem. We always strive to provide amazing service and I’m sorry that didn’t happen this time. [Describe how you’re going to make it right.]
Again, I’m very sorry about the situation and I’m eager to resolve it for you. Please contact me at [Phone Number] or [Email Address] if you have any questions or need anything further.
Thank you,
[Your Name]
This client from this review ordered products to maintain her yard but didn’t receive the correct items.
What they did well:
TurFresh responded with an order update and an apology for the delay. This quick answer can make a customer feel heard and provide the necessary information at the same time.
Example 5: Pricing issues
Pricing is a touchy subject for many customers, especially when it changes over the course of a job. Here’s how to respond to a negative online review about pricing:
Hi [First Name],
Thank you for your feedback. I understand your concerns about our pricing and wanted to take this opportunity to explain. [Explain the reasoning behind your prices, or correct any misconceptions around them.]
[Business Name] may not be the cheapest option on the market, but our prices are accurate for the quality of work our customers receive. I hope to provide you with more of this same quality of work in future.
Thanks,
[Your Name]
Here’s how Park Lane Plumbing responded to their unhappy customer:
What they did well:
Their response is long, but the extra detail explains why prices changed over time. Park Lane Plumbing serves condos and apartments, so this situation is relevant to similar customers.
You might think that giving this kind of context to a negative review is the same as giving excuses, but it’s not. Sometimes it’s the only way to explain where the feedback is coming from.
Example 6: Poor customer service
You hold yourself and your employees to high standards of service, but it’s hard to meet those standards every day—and not every customer is forgiving.
Use this template to respond to negative reviews about your poor customer service:
Hi [First Name],
We appreciate you sharing your feedback. We believe in providing quality work and I’m sorry to hear that our customer service wasn’t up to our usual standards.
Please contact us at [Phone Number] or [Email Address] and we’ll set up a return visit free of charge. We look forward to the opportunity to make this right.
Thank you,
[Your Name]
Here’s a bad customer service review example, along with a polite response from Lathered Cleaning:
What they did well:
The business responded quickly, thanked the customer for their feedback, acknowledged the complaint, and apologized for the poor service. They also explained why these issues happened without making excuses.
Example 7: Employee mistakes
Your employees are the face of your company, and everything that they do reflects back on you. When your employees make a mistake, customers are watching to see what you’ll do next—and if they can still trust you after.
Use this template to respond to unhappy customer reviews after an employee mistake:
Hi [First Name],
I’m so sorry this happened. Thank you for telling us so we can learn from our errors and keep our customers satisfied.
[Describe what you’ve done to keep this from happening again.] As a result, our team knows better and this won’t happen again.
[Describe what you’ll do to make this right with the customer.] We appreciate the chance to fix our mistake and live up to the high standards of work and behavior that define [Business Name].
Thank you,
[Your Name]
Take a look at this mistake that was expertly handled by the team at Pad Pal:
What they did well:
Pad Pal visited the customer not once, but twice—and the first time was just to apologize for their mistake. From there, the team went on to fix the problem and satisfy the customer.
They also thanked the customer for the learning experience. Any future customers who see the review will see how the company learned from their mistake and improved as a result.
Example 8: Questionable reviews
Every so often, you may get a negative review that makes you scratch your head. Maybe it isn’t meant for your business, or it comes from someone you’ve never heard of.
It could even be from a dissatisfied customer who wants to remain anonymous or a competitor looking to bad-mouth your business.
Use this template to respond to questionable reviews:
Hi [First Name],
Thanks for taking the time to share a review. Unfortunately, after going through our customer database, I’m not able to find any record of an email or phone call from you.
I take all reviews very seriously. Please contact me at [Phone Number] or [Email Address] so I can resolve this issue for you. I would love to learn more about your project and ensure you get the quality service you’re looking for.
Thank you,
[Your Name]
Here’s how Best Handyman Boston addressed a 1-star review from a questionable source.
What they did well:
Ryaan couldn’t find proof that this reviewer ever contacted his company, but he still responded as though they did. He offered free service and an open line of communication, just in case the person wants it.
READ MORE: Can a company sue over a bad review?
Example 9: Neutral reviews
This one isn’t technically a negative review but a neutral one. We’ve included it to reinforce why you should respond to all reviews—not just the one-star reviews.
Here’s how to respond to a 2, 3, or 4-star review:
Hi [NAME],
Thank you for telling us about your service experience. While we’re glad about [Positive portion of review], we’re very sorry for [Negative portion of review].
We have noted this issue and will include it in our training processes so it won’t happen again.
—[Your Name]
In this case, the customer gave the company a three-star Google review because their work was good, but it may have led to possible property damage.
What they did well:
The owner provided a brief personalized reply, addressing the customer by name, apologizing, and explaining that they’ve taken action to ensure it doesn’t happen again.
Example 10: Turning a negative review into a positive
The way you respond to reviews will show your customers what type of business you are. And if you do it right, you might even be able to turn a negative review into a positive.
Use this template to encourage the customer to give you another chance to impress them. It won’t always work, but when it does, it could lead to a good review and a loyal customer.
Hi [First Name],
Thank you for sharing your experience so we can improve. We’re sorry that [Describe negative experience]. This experience doesn’t align with the high service standards we hold ourselves to. This includes making sure [Negative experience] doesn’t happen again.
We would like to make things right by you. Can we please contact you to make arrangements to have this sorted?
Thank you,
[Your Name]
Just look at how Park Lane Plumbing did the same for a frustrated customer:
What they did well:
Responding to the customer’s negative review led to a great service experience, a much better impression of the business, and a five-star review.
Pro Tip: Collect more reviews from satisfied customers to improve your business’s average rating.
To ensure you ask every satisfied customer for a review, set up automatic review collection in Jobber. Jobber automatically sends a text to the customers you want reviews from.
Best practices for responding to negative reviews
Follow these tips to respond to a negative review and improve your customer retention.
1. Don’t take it personally
A negative review can feel like a slap in the face, but it’s not a personal attack. Think of it as a chance to learn, grow, build relationships, and turn a negative situation into a positive one.
2. Respond quickly
Answer a review within 24-48 hours to show customers that you take their complaint seriously, care about their business, and are committed to making things right.
3. Personalize the message
You can use templates to help you respond to reviews, but personalize them with details from their review so customers feel seen and heard.
4. Apologize (and mean it)
Responding to a review isn’t your chance to point the blame elsewhere or dismiss concerns. It’s an opportunity to show empathy and acknowledge the customer’s poor experience. Say sorry, and be sincere.
5. Own the problem
Don’t get defensive or make excuses. Take ownership of what happened, explain what went wrong, and describe how you’re planning to prevent that mistake from happening again.
Remember, no one is looking for a perfect response or solution. They just want their concerns to be heard, understood, and addressed.
6. Take the conversation offline
Ask the customer if you can call or email them to resolve the issue. This helps you personally connect with the customer and moves the conversation to a less public format.
7. Sign your name
Make it clear that a real person read their review and is making an effort to fix the problem. This also holds you personally accountable for solving the issue.
Pro Tip: After you resolve the customer issue, you might be able to ask the customer to update their negative review. This can be just as effective as a positive review because it shows other customers that you work hard to keep them happy.
How NOT to answer negative reviews
When you’re responding to a review, try not to appear confrontational, accusatory, angry, or emotional. A public fight with a customer could make you look unprofessional, so avoid:
- Using sly or backhanded language to insult the reviewer
- Being defensive or pointing fingers to offload blame
- Trying to “prove a point” or make the reviewer look bad
- Swearing or using offensive language
How to respond to a negative customer review online
Here’s how to respond to a negative review on different review sites:
How to respond to a negative Google review
Here’s how to read and reply to reviews on Google:
- Login to your Google Business Profile account
- Navigate to the “Reviews” tab on the left hand sidebar
- Scroll through the list of reviews to find the one you want to address
- Click on the “Reply” button under the review, write your response, and click “Submit”.
READ MORE: How to delete a Google review and protect your business’s reputation
How to respond to reviews on Yelp
Here’s how to respond to reviews on Yelp:
- Login to Yelp for Business
- Click on the “Reviews” tab on the sidebar
- Find the review you want to respond to
- Decide whether you want to respond publicly or send a direct message to the reviewer
- For public replies, click “Add Public Comment”
- Type your response and click “Post”
How to respond to reviews on Facebook
Follow these instructions to respond to Facebook reviews:
- Login to your Facebook and go to your business page
- Click “Reviews” on the left sidebar
- Choose the review you want to reply to
- Click “Reply” beneath the review and type your response in the comment box
- Click the “Post” button to submit your response
READ MORE:How to remove reviews from Facebook
Why responding to negative reviews is important
Responding to negative reviews online shows that you’re committed to customer satisfaction and helps minimize any potential reputation damage by addressing and resolving concerns publicly.
Here’s how responding to negative (and positive) reviews can help your service business:
- Demonstrate your customer service. Responding to negative reviews shows potential customers that you care about their business and are committed to providing the best service possible.
- Learn from your mistakes. No business is perfect. Responding to negative customer feedback gives you the chance to learn from your mistakes, make improvements or changes to your business, and grow.
- Retain customers. By addressing the concerns of unsatisfied customers, there’s a chance to make the situation right, rebuild trust, and potentially retain the customer.
- Improve your online visibility. Responding to reviews online (both negative and positive) can improve your positioning on the search results page when prospective customers are searching for local services.
- Manage your brand’s reputation. More than 99.9% of consumers read online reviews when considering a business—so ignoring negative reviews can affect how potential customers view your business. Showing a commitment to resolving issues or mistakes shows that you run a professional business that values its customers.
Showing potential customers how you deal with the positives and negatives of doing business makes them confident that you’re the right person for the job—and gives you a second chance to turn an unhappy customer into a fan.
Originally published November 2021. Last updated October 11th, 2023.