It's 7 am. You've just made your first coffee of the day, and you check your phone. There it is - a notification from Google. You feel your stomach drop. One star.
The words sting more than you expected. Your first thought? How to respond to a bad review. You want to fire back. Explain everything they got wrong, and set the record straight.
But hold that thought.
That bad review? It's not the end of your reputation. How you respond on time might be the beginning of something better if you do things right from the start.
Potential customers don’t just look at the rating. They look at how you show up when something goes wrong.
Harvard Business Review found that replying to customer reviews can raise your rating by 0.12 stars and improve your search ranking. More importantly, 45% of consumers are more likely to visit a business that responds to negative reviews.
A good response does three things:
That’s why consistency matters. Customer feedback and positive reviews drive business growth, and every reply is public proof that you take your reputation seriously.
Bad reviews hurt because your business is personal. But the worst replies are the ones written in the heat of the moment.
If you’re annoyed, step away. Give it an hour. Give it a day if you need to.
Your future customers are reading every word, and once you hit send, that reply’s not going anywhere. You want it to sound calm, clear, and fair.
And yes, you should respond. Business News Daily reports that 53% of customers read both positive and negative reviews before making a purchase online. Silence looks careless. A thoughtful reply looks trustworthy.
Here’s a simple way to craft a reply that lowers tension and builds credibility. These are the trust moves real Kiwi businesses use every day to turn setbacks into reputation wins.
It feels counterintuitive, but it works. Thanking someone for their feedback shows you’re focused on improving, not arguing.
Instead of: "We're sorry you felt that way..."
Try: "Thanks for taking the time to share your experience, Sarah."
It immediately shifts the tone.
Even if the issue wasn’t entirely your fault, a genuine apology goes a long way.
Works: "We're sorry this happened. That's not the service we stand for."
A Bad Review Response That Doesn't work: "We apologise if you were upset by this situation..."
See the difference? One owns it. The other hedges, and customers notice.
Give context without giving excuses. Be specific and honest about what went wrong.
Here's another example from a café owner:
"You're right. Waiting 45 minutes for a flat white during our Saturday rush isn't acceptable. Meeting your expectations is paramount to us. We've since added another barista for weekend mornings, so this doesn't happen again."
Short, clear, and shows you’ve taken action.
Generic promises don’t rebuild trust. Concrete actions do.
Generic: "We'll do better next time."
Better: "I've messaged you directly to arrange a full refund and a complimentary service on us."
Solutions show commitment. Customers notice.
Some conversations are better on the phone than on Google.
Include: "Please give me a call at 027 XXX XXXX so we can sort this properly."
It shows you’re willing to help and stops the conversation from spiralling online. According to Google's review management guidelines, taking conversations offline is considered best practice.
Leave things open in a confident, low-pressure way.
Example: "We'd love the chance to earn your trust and positive feedback. Next time you're in, ask for me. I'll make sure we get it right."
This does something powerful: it tells future customers you back your service and you’re not running from mistakes.
A few common traps can turn a bad situation into a worse one:
Keep your reply centred on the issue, not on protecting your ego.
Here's a straightforward template that New Zealand trades businesses can use right now:
Here’s an example from an Auckland plumber:
"Thanks for the feedback, James. We're sorry the follow-up call didn't happen as promised - that's on us. I've saved your details and will check in personally next week to confirm everything's working properly.
If anything comes up before then, give me a ring on 021 XXX XXXX. We'll do better."
It's simple and clear. And it works because it hits all the trust signals: acknowledgment, ownership, action, and accessibility.
Not every review deserves a reply.
Respond when:
Report when:
Understanding how to handle different types of negative feedback helps you respond strategically, not emotionally.
A good response doesn’t just fix the relationship with the unhappy customer. It signals to everyone watching that you stand behind your work.
Take the case of the electrician who responded to a two-star review about a delayed job. He apologised publicly, offered to come back and double-check everything at no charge, and left his mobile number. Three weeks later, that same customer updated their review to four stars and added, "Mistakes happen. These guys made it right."
That update ended up being one of their strongest bits of social proof.
When you follow up properly and genuinely resolve the issue, you're demonstrating to everyone watching that your business backs up its promises with action.
Every business has off days. What people care about is how you show up when something goes wrong.
A bad review is a chance to demonstrate your standards in action. Handle it well, and you’re not just fixing one situation. You’re building long-term trust with everyone who reads your response.
Download our free, easy-to-use response template with real examples you can copy, customise, and send.
Looking for more ways to build trust with your customers? Check out our guide on creating an epic customer experience that guarantees reviews.