Kate Engler, Founder, Meet The Press MasterClass
“Negative or false reviews, whilst very annoying, can actually be an opportunity.
An opportunity to show grace under pressure, to show potential customers your values and to show you’re not ‘hiding’ from anything.
If the person posting the review has not ever been a customer/client (which happens), then it’s important to point that out. This significantly dents the original poster’s credibility. Saying something like, “Thanks for the feedback, Barry, however, we’ve searched our client base and couldn’t find any interactions with you. It seems that you may have mistaken our company with another that provides a similar product/service.”
If the original poster HAS been a client, then it’s also important to respond. Have you tried to settle the matter privately (if so, say so), have you attempted a remedy for the complaining client (if so, say so), and if this is the first you are hearing about it – also say that and express that you are more than happy to address their concerns and will call them/email them directly. And then follow them up privately. If you reach a successful resolution, post that under the complaining review too. It shows integrity.”
Jonathan Englert, Founder, AndironGroup
“Every form of communication is public and subject to mis-interpretation, exploitation and the usual risk of serving as a spark for a much bigger communication problem. This is especially true of negative reviews and especially if you have a particularly sensitive and passionate founder or founding team poised to jump in. First rule would be do no harm. A negative review has less power than you think. Both the reviewer and the context (how your product or service actually typically performs in the real world day after day) will temper that review. A lot of negative reviews come from hotheads and people are usually sophisticated enough to weigh that into their reading. But rather than be dismissive, better to engage neutrally and then try to take the discussion off line. Use it to learn how to make things better. Listen. Again and again, after this kind of genuine, offline engagement, we’ve seen even the most apocalyptic, barn burning reviewers ultimately feel heard and take their review down or, even better, become a zealous advocate for just how good your brand is.”
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Sarah Richardson, CEO, Australian Loyalty Association
“A factually incorrect or unfair review can sting, but how you respond matters far more than the review itself.
Our research shows that trust is the foundation of customer loyalty — and how businesses handle conflict defines that trust more than almost anything else. With 52 percent of Australian households reporting significant budget pressure right now, customers are looking to the brands they engage with for reassurance and reliability. A loyalty program, and every touchpoint within it, should act as a symbol of hope.
The ALA’s Loyalty Insights Report found that 68 percent of consumers say a slow or impersonal response to a complaint significantly diminishes their trust in a brand. Yet 74 percent say a swift, personalised resolution increases their likelihood of staying loyal. That dynamic does not disappear just because the review is factually wrong.
Responding to a negative review is a marketing touchpoint. Resist the instinct to get defensive. Respond publicly, calmly, and factually — correct the record without dismissing the person, acknowledge their experience, then move the conversation to a private channel.
These are exactly the kinds of real-world loyalty challenges we unpack at the Asia Pacific Loyalty Conference, Gold Coast, July 28–30, 2026, where globally leading loyalty professionals share what it takes to build and protect customer trust at every stage of the journey.”
Laura English, Head of Digital Marketing Delivery, Excite Media
“Negative reviews, especially when they’re wrong, unfair, or blown out of proportion, can be really frustrating. But these are an opportunity to demonstrate good customer service and care, and make an impression on potential customers reading the feedback.
Firstly, if it is genuinely factually wrong, always try reporting it to Google. If the name doesn’t correspond with an existing customer of yours or does correspond to a competitor’s name, it’s worth trying, as these can sometimes be removed. Secondly, you need to reply to the review. Your reply needs to show that you’re open to feedback. It’s worth clarifying the details and demonstrating that you’re keen to understand why they left the review and will call them/email them directly. And then follow them up privately. If you reach a successful resolution, post that under the complaining review too. It shows integrity.”
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Alex Johnson, Marketing Director, BrandCo
“Transparency is key. When a customer raises a concern, acknowledge it promptly and provide a detailed explanation of the issue. If the review contains factual errors, politely correct them with evidence. Always maintain a respectful tone, even if the review is harsh. Follow up with the customer to resolve any underlying issues, as this can turn a negative experience into a positive one. Publicly addressing the concern shows your commitment to customer satisfaction and can even strengthen your brand’s reputation.”
Emily Carter, Customer Experience Lead, TechSolutions
“Empathy is key in responding to negative reviews. Start by expressing genuine regret for the customer’s experience. Offer a specific solution to their problem, such as a refund, replacement, or personalized assistance. Avoid generic responses that don’t address the customer’s specific concern. Encourage the customer to contact you directly for further discussion, and make sure to follow up on their resolution. This not only fixes the immediate issue but also demonstrates your dedication to customer care, which can lead to improved reviews and loyalty in the future.”
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David Miller, Head of Community, EcoProducts
“Engaging with customers on review platforms is a powerful way to build trust. When responding to negative feedback, focus on understanding the customer’s perspective and showing willingness to improve. If the review is based on a misunderstanding, clarify the facts in a friendly manner. If the issue is valid, apologize and explain the steps you’re taking to resolve it. Highlight your brand’s commitment to sustainability and quality, and invite the customer to reach out for further assistance. This proactive approach can turn a negative review into an opportunity to showcase your brand’s values and dedication to customer satisfaction.”