Retailers know they can offer the best products for consumers, but if they are lacking in the customer service department, their retention and loyalty efforts can take a big hit. For this reason, merchants are aware of how crucial it is to provide excellent experience for shoppers, both in stores and online. This has become especially vital as individuals are taking to the internet to voice their opinions and reviews of brands, which many patrons research and view before deciding whether to purchase from companies. While retailers can't control every review that is posted on the web, there are steps they can take to react to negative opinions and use positive ones for their benefit.

Reviews are vital for business
Marketing Land cites a study from Dimensional Research and Zendesk, which found that most consumers read online reviews before making purchasing decisions. Ninety percent of respondents stated they have been influenced by positive online reviews for brands, while 86 percent said the same for negative reviews. The report also revealed that patrons are slightly more likely to post about their bad experiences than their good ones.

Among the channels shoppers use the most for making their opinions public are social media platforms, such as Facebook, and online review sites. Customers also take to retailers' websites to share their experiences, both positive and negative ones. Additionally, there are several things that constitute a bad experience, the research found. Consumers are likely to voice negative opinions about merchants when they deal with unpleasant employees, ask questions or explain issues several times and not have their problems resolved.

Fortunately, there are steps that retailers can follow to turn patrons' unsatisfactory experiences in positive outcomes, both for themselves and customers.

Take the good and the bad
Business 2 Community suggests that brands frequently monitor the "online buzz" that pertains to their operations. This can be accomplished on social media pages, review sites and companies' platforms. Another way to boost merchants' reputations is by responding quickly to web reviews. If posts are positive, thanking customers for their patronage shows they are appreciated. If opinions are more on the negative side, asking what can be done to rectify these situations gives businesses the chance to interact with dissatisfied consumers, improving the chances of building retention and loyalty.