Responding to a bad review

Who it's for: owners who've had a bad review and aren't sure what to say.
Time needed: 10 to 15 minutes per review.
You'll need: access to your Google Business Profile.
Our advice: always reply, keep it short and never argue in public, even if you're right.

Our Bad Review Guide

Step 2. Check what happened

• Real customer? Search your jobs and invoices.

• What happened? Ask any staff involved.

• Is any of it fair? Often some is.

Step 3. Write a 4-part reply

1. Thank them for their time.

2. Acknowledge how they feel, even if you disagree. Own any part that's on you.

3. Fix or explain, briefly. No arguing, no blame.

4. Take it offline with a name and a phone number or email.

   Keep it to 3 to 5 sentences.

Step 1. Wait before you reply

Leave it a few hours so you don't reply angry, but reply within a couple of days. Silence looks like you don't care.

Step 5. Report fakes and rule-breakers

You can't delete reviews yourself. If a review is fake, not from a real customer or abusive, report it from your Business Profile. Google decides if it comes down: Prohibited and restricted content. Still reply calmly meanwhile.

Step 6. Bury it with good ones

Keep asking every customer (guide R1, How to ask for a Google review without sounding pushy). One bad review matters less among plenty of recent good ones.

Step 4. Follow up offline

Call or email and sort it out. Once resolved, you can politely ask if they'd update their review, but never offer anything in return (that breaks Google's rules).

DIY Templates

1. We got it wrong

Hi [name], thanks for letting us know. I'm sorry we let you down on [the issue]. I'd like to put it right. Please call me on [phone] or email [email]. [Your name], owner

2. You see it differently

Hi [name], thanks for your feedback. I'm sorry you weren't happy. Our records show [brief neutral fact, e.g. "the quote was agreed before work started"], but I'd like to talk it through. Call me on [phone]. [Your name]

3. You can't find them as a customer

Hi [name], thanks for your review. I can't find a job under that name and I'd like to hear more. Could you call me on [phone]? [Your name]

4. A price complaint

Hi [name], thanks for the feedback. We [quote upfront / use qualified staff / guarantee our work], and I'm happy to go through the costs. Call me on [phone]. [Your name]

Want us to do it for you?

Our Maintenance Plan (Essential) includes replying to your Google reviews every month, plus Google posts and a one-page monthly report. $399 +GST a month. See the Maintenance Plan

Part of the Local Trust Score guides from Buzz Marketing.
Check your score: Local Trust Score quiz

Example: Tania's one-star review

When a customer gave Tania's electrical business one star over the call-out fee, she skipped a long defence, used template 4 and rang the next day. The review stayed, with her calm reply under it.

Tone check

• Use their name and yours, not "Dear customer" or "Management".

• Give a real phone or email, not "contact us through the website".

• Stay polite. No sarcasm, capitals or exclamation marks.

Privacy: don't post anything the customer hasn't already shared in the review. Their address, job details, health or payment details are personal information under the Privacy Act 2020.

How to check it's working

• Every review gets a reply within a couple of days.

• Check your star rating monthly.

• Fix the cause of repeat complaints, like late arrivals.

Further reading: Reducing risk of complaints (business.govt.nz)

Services

• Websites

• SEO

• Lead Generation

• Copywriting

• Graphic Design

• Google Adverts

• Email marketing

• Branding

Auckland office & Studio BUZZ:

4/5 Cunard Street, New Lynn, Auckland 0600, NZ

Serving small businesses across New Zealand

Site map