It is never fun to be criticized, particularly in a public format. But the fact is that bad reviews are simply part of doing business today. The most important thing is knowing how to react to it. Handle it well, and you can transform that negative review into a mighty brand-building moment. Botch a response, and you might lose customers.

So, how do you answer a negative review without coming off as defensive or worse, dismissive? Here’s a step-by-step guide on how to make your answer work for you, not against you.

1. Take a Deep Breath

First bit of etiquette: Don’t answer right away. When someone writes something negative about your business, it’s hard not to take it personally. It can sting. But a response in the moment can be reactive and improve things.

Take a step back. Breathe. Collect your thoughts. Maybe even sleep on it before clicking “reply.” Allowing yourself time to digest it can allow you time to come back with an assertive and more thoughtful response. It also ensures you do not miss any key points in the review, resulting in a more effective response.

2. Acknowledge the Issue

The worst possible response is to ignore or mitigate the complaint. Customers want to feel heard. If someone is bothering to leave a review, the least you can do is acknowledge you’re paying attention.

The first step is to confront the problem. One of my favorite stock lines is a simple statement that goes such a long way: “I’m sorry to hear about your experience,” or “Thanks for sharing your feedback.”

Be sure that what you’re sending is an answer to their specific concern and not just a generic response. If poor service was cited, try something like, “I’m sorry you felt our team did not perform as you expected.” That demonstrates that you’re thoughtful of the specifics.

3. Remain Professional, and Don’t Get Defensive

You may feel moved to explain why it shouldn’t have happened that way or why you were justified. But that can make you sound defensive. Rather than dismissing the issue, empathize with the customer.

For example, if the customer gripes that his food took too long, and you say, “We were very busy that day,” then you have not really understood the customer at all. Instead, use “I realize waiting longer than anticipated can be frustrating. We strive to offer fast service, and this time we clearly came up short.”

Stay calm and professional. It doesn’t matter if the review is unfair. It could have been absolute rubbish or over the top, but it really doesn’t matter. This is not about defending the work. It’s about making it better. Businesses that are able to accept responsibility are the ones their customers appreciate.

4. “Give Them an Inch. Now What?”

Your aim is not just to reply, but it is to resolve the matter, if you can. Customers don’t want to hear an apology; they want to know what you are going to do to make things right.

If there is something to fix, give them a way to fix it. For instance, “We’d love to make this right. You can reach us at [email] so that we can have a dialogue about how we could make things better.

If the problem isn’t something that can be fixed quickly (perhaps the complaint is a one-time fluke or is outside your control), show how you’re going to make sure it doesn’t happen again. “We have read all of your feedback and are addressing the issue so that it doesn’t happen again.”

Giving a fairytale ending also shows that you care and are willing to make things better. It transforms a so-so experience into an opportunity to build trust.

5. Offer Them a Call to Action

Sometimes, a public response just won’t do. Ask the reviewer to connect with you privately. This allows you to work out the problem together and without anyone else in the conversation.

For instance: “We’d be interested in talking to you more. We could also have them directly contact you through [phone] or [email].”

This has the added virtue of preventing the review from becoming a snowball. The customer receives the one-on-one attention they desire, and potential customers won’t see a back-and-forth that reeks of unprofessionalism on the part of your brand.

6. Thank Them for Their Feedback

Even if the review sucks, it will give you good pointers. By thanking the customer for their feedback, you demonstrate a willingness to learn and improve.

A plain “Thank you for sharing your thoughts” or “We truly appreciate your feedback” is a great way to conclude your response on a high note.

7. Know When to Move On

Not every negative review will be resolved to your liking. There are occasions when people are just reasonable or unrealistic. Once you have professionally addressed the issue, it’s all right to move on. Responding and proposing a solution is the part you’ve played.

No back-and-forths; don’t get stuck in this cycle. Once you’ve replied, shift your attention and that of your staff back to offering service to all your customers. You handle it with grace, and by doing so, you build your business.

Final Thoughts

Responding to bad reviews is an art. “It’s a balancing act of how do you recognize the issue, and yet you’re professional,” he said. The idea is to demonstrate that you’re making an effort to make things better, and they have a little say in the outcome. When you take criticism in stride, not only do you resolve the immediate issue, but you also grow trust with new users who are watching how you respond. The trick is to keep you cool, be professional, and keep finding ways to perform better. Your reactions can certainly deflect a negative circumstance into a beneficial reform for all parties involved.