{"id":26557,"date":"2017-08-24T17:15:40","date_gmt":"2017-08-24T15:15:40","guid":{"rendered":"https:\/\/respondelligent.com\/?p=26557\/"},"modified":"2020-06-24T23:18:17","modified_gmt":"2020-06-24T21:18:17","slug":"online-reviews-between-2-and-4-stars-is-it-better-feedback","status":"publish","type":"post","link":"https:\/\/respondelligent.com\/en\/online-reviews-between-2-and-4-stars-is-it-better-feedback\/","title":{"rendered":"Online reviews between 2 and 4 stars: is it better feedback?"},"content":{"rendered":"

[et_pb_section fb_built=”1″ admin_label=”section” _builder_version=”3.22″ background_color=”#ffffff” custom_padding=”0px||0px|”][et_pb_row column_padding_mobile=”on” admin_label=”row” _builder_version=”3.25″ background_size=”initial” background_position=”top_left” background_repeat=”repeat” custom_padding=”0px||0px|”][et_pb_column type=”4_4″ _builder_version=”3.25″ custom_padding=”|||” custom_padding__hover=”|||”][et_pb_divider show_divider=”off” disabled_on=”on|on|off” _builder_version=”3.23.4″ height=”20px”][\/et_pb_divider][et_pb_text _builder_version=”3.27.4″ text_font=”PT Sans|on|||” text_text_color=”#bcbcbc” text_letter_spacing=”2px” background_size=”initial” background_position=”top_left” background_repeat=”repeat” text_orientation=”center” module_alignment=”center” custom_margin=”||0px|” custom_padding=”||0px|” border_style=”solid”]FREE TIPS & TRICKS
\n[\/et_pb_text][et_pb_text _builder_version=”3.27.4″ text_font=”PT Sans||||” text_text_color=”#1d1d1d” text_font_size=”72″ text_line_height=”1.1em” header_font=”PT Sans||||” header_text_color=”#000000″ header_font_size=”72px” header_line_height=”1.1em” background_size=”initial” background_position=”top_left” background_repeat=”repeat” text_orientation=”center” max_width=”660px” module_alignment=”center” custom_margin=”18px||80px|” text_font_size_tablet=”52″ text_font_size_phone=”” text_font_size_last_edited=”on|desktop” header_font_size_tablet=”52px” header_font_size_phone=”42px” header_font_size_last_edited=”on|desktop” border_style=”solid”]<\/p>\n

Online reviews between 2 and 4 stars: is it better feedback?<\/h1>\n

[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=”1″ _builder_version=”3.22″ background_color=”#f7f7f4″ custom_padding=”0px|||” custom_padding_tablet=”0px|||” padding_mobile=”on”][et_pb_row padding_mobile=”on” column_padding_mobile=”on” admin_label=”row” _builder_version=”3.25″ background_size=”initial” background_position=”top_left” background_repeat=”repeat” max_width=”620px” custom_padding=”0px|||” use_custom_width=”on” custom_width_px=”620px”][et_pb_column type=”4_4″ _builder_version=”3.25″ custom_padding=”|||” custom_padding__hover=”|||”][et_pb_image src=”\/wp-content\/uploads\/2017\/05\/alex_blog.png” show_bottom_space=”off” align=”center” align_tablet=”center” align_last_edited=”on|desktop” _builder_version=”3.23″ custom_margin=”-48px|||” animation=”off” sticky=”on”][\/et_pb_image][et_pb_text _builder_version=”3.27.4″ text_font=”PT Sans||||” text_text_color=”#323232″ text_font_size=”18″ text_line_height=”1.4em” background_size=”initial” background_position=”top_left” background_repeat=”repeat” text_orientation=”center” module_alignment=”center” custom_margin=”14px||0px|”] Alexander Zaugg<\/strong><\/span>, Founder [\/et_pb_text][et_pb_text _builder_version=”3.27.4″ text_font=”PT Sans|on|||” text_text_color=”#363636″ background_size=”initial” background_position=”top_left” background_repeat=”repeat” text_orientation=”center” module_alignment=”center” custom_margin=”0px|||” border_style=”solid”]24 August 2017
\n[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row padding_mobile=”on” column_padding_mobile=”on” admin_label=”row” _builder_version=”3.25″ background_size=”initial” background_position=”top_left” background_repeat=”repeat” max_width=”620px” custom_padding=”0px|||” use_custom_width=”on” custom_width_px=”620px”][et_pb_column type=”4_4″ _builder_version=”3.25″ custom_padding=”|||” custom_padding__hover=”|||”][et_pb_text _builder_version=”3.27.4″ text_font=”PT Serif||||” text_text_color=”#363636″ text_font_size=”24″ text_line_height=”1.4em” background_size=”initial” background_position=”top_left” background_repeat=”repeat” max_width=”620px” custom_margin=”40px||0px|” text_font_size_tablet=”” text_font_size_phone=”” text_font_size_last_edited=”on|tablet” border_style=”solid”]I<\/span><\/strong>n our previous blog posts, we have written a lot about how you should respond to negative feedback<\/a> and how you can use positive feedback as a marketing tool<\/a>.<\/p>\n

However, there are also reviews in the middle of the pack \u2013 some people call them \u201cneutral reviews\u201d. In this article, we show you what you can learn from such customers\u2019 feedback, and how to respond to it smartly.<\/p>\n

 
\n[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”3.25″ background_size=”initial” background_position=”top_left” background_repeat=”repeat”][et_pb_column type=”4_4″ _builder_version=”3.25″ custom_padding=”|||” custom_padding__hover=”|||”][et_pb_text _builder_version=”3.27.4″ header_font=”PT Sans|on|||” header_text_color=”#000000″ border_style=”solid”]<\/p>\n

What are reviews in the middle? And do \u201cneutral reviews\u201d really exist?<\/strong><\/h3>\n

[\/et_pb_text][et_pb_text _builder_version=”3.27.4″ text_font=”PT Serif||||” text_text_color=”#363636″ text_font_size=”20″ text_line_height=”1.5em” background_size=”initial” background_position=”top_left” background_repeat=”repeat” max_width=”620px” custom_margin=”30px||0px|” text_font_size_tablet=”” text_font_size_phone=”” text_font_size_last_edited=”on|tablet” border_style=”solid”]It\u2019s a fact that many people write reviews when they are either extremely happy or extremely unhappy<\/strong> with their visit. It means that many online reviews are extreme \u2013 either 5 stars or only one.<\/p>\n

However, there are some guests who write more differentiated reviews<\/strong>: they tend to be happy with their experience, but wish for more; or they are generally not content with their experience, but see some positive sides.<\/p>\n

Since all online reviews are based on the subjective experience of guests<\/strong>, we don\u2019t think that such a thing as a \u201cneutral review\u201d exists. In this case, there should be a list of objective criteria like, for example, for professional restaurant critics.
\n[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row padding_mobile=”on” column_padding_mobile=”on” _builder_version=”3.25″ background_size=”initial” background_position=”top_left” background_repeat=”repeat” max_width=”620px” custom_padding=”50px|||” use_custom_width=”on” custom_width_px=”620px”][et_pb_column type=”4_4″ _builder_version=”3.25″ custom_padding=”|||” custom_padding__hover=”|||”][et_pb_divider color=”#aeaeac” _builder_version=”3.2″ hide_on_mobile=”off”][\/et_pb_divider][et_pb_text _builder_version=”3.27.4″ text_font=”PT Serif||||” text_text_color=”#363636″ text_font_size=”32″ text_line_height=”1.3em” background_size=”initial” background_position=”top_left” background_repeat=”repeat” max_width=”900px” custom_margin=”16px||30px|” text_font_size_tablet=”” text_font_size_phone=”” text_font_size_last_edited=”on|tablet” border_style=”solid”]<\/p>\n

“Guests’ comments are usually more objective than a star rating\u201d<\/p>\n

[\/et_pb_text][et_pb_divider color=”#aeaeac” _builder_version=”3.2″ hide_on_mobile=”off”][\/et_pb_divider][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”3.25″ background_size=”initial” background_position=”top_left” background_repeat=”repeat”][et_pb_column type=”4_4″ _builder_version=”3.25″ custom_padding=”|||” custom_padding__hover=”|||”][et_pb_text _builder_version=”3.27.4″ header_font=”PT Sans||||” header_text_color=”#000000″ border_style=”solid”]<\/p>\n

Do such reviews include more objective facts?<\/strong><\/h3>\n

[\/et_pb_text][et_pb_text _builder_version=”4.4.7″ text_font=”PT Serif||||” text_text_color=”#363636″ text_font_size=”20″ text_line_height=”1.5em” background_size=”initial” background_position=”top_left” background_repeat=”repeat” max_width=”620px” custom_margin=”30px||0px|” hover_enabled=”0″ text_font_size_tablet=”” text_font_size_phone=”” text_font_size_last_edited=”on|tablet” border_style=”solid”]<\/p>\n

Certainly, we are glad to receive a great review or on the contrary, we are sad to receive a negative one.<\/p>\n

As mentioned above, the guests who didn\u2019t find everything only good or bad, tend to give more details about their experience, justify and reason their decision<\/strong> to add or take away one or more stars. In these justification-comments, you can find the most objective sense<\/strong>, which can be expected from online reviews.<\/p>\n

Hence, check your reviews with a 2- to 4-star rating carefully and see whether there are many reviews about the same topic<\/strong>. If it happens, you should pay more attention to that.<\/p>\n

Analyzing reviews manually can take a lot of time, our software<\/a> offers a filter function for exactly this reason.<\/p>\n

[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row use_custom_gutter=”on” gutter_width=”2″ padding_mobile=”on” column_padding_mobile=”on” custom_padding_last_edited=”on|tablet” _builder_version=”3.25″ background_size=”initial” background_position=”top_left” background_repeat=”repeat” custom_padding=”50px|||” custom_padding_tablet=”17px|||” custom_padding_phone=”” custom_width_px=”830px” column_structure=”1_4,3_4″][et_pb_column type=”1_4″ _builder_version=”3.25″ custom_padding=”|||” custom_padding__hover=”|||”][et_pb_divider color=”#aeaeac” _builder_version=”3.2″ custom_css_main_element=”width:130px;” hide_on_mobile=”off”][\/et_pb_divider][et_pb_text _builder_version=”3.27.4″ text_font=”PT Serif||on||” text_text_color=”#363636″ text_font_size=”16″ text_line_height=”1em” background_size=”initial” background_position=”top_left” background_repeat=”repeat” max_width=”130px” custom_margin=”20px||0px|” border_style=”solid”]There is a lot of information in the golden mean!
\n[\/et_pb_text][\/et_pb_column][et_pb_column type=”3_4″ _builder_version=”3.25″ custom_padding=”|||” custom_padding__hover=”|||”][et_pb_image src=”https:\/\/respondelligent.com\/wp-content\/uploads\/2017\/08\/4-star-rating-mobile.png” show_bottom_space=”off” align_tablet=”center” align_last_edited=”on|desktop” _builder_version=”3.23″ animation_style=”fade” animation_duration=”500ms” animation=”fade_in” sticky=”on”][\/et_pb_image][\/et_pb_column][\/et_pb_row][et_pb_row padding_mobile=”on” column_padding_mobile=”on” admin_label=”row” _builder_version=”3.25″ background_size=”initial” background_position=”top_left” background_repeat=”repeat” max_width=”620px” custom_padding=”0px|||” use_custom_width=”on” custom_width_px=”620px”][et_pb_column type=”4_4″ _builder_version=”3.25″ custom_padding=”|||” custom_padding__hover=”|||”][et_pb_text _builder_version=”3.27.4″ text_font=”PT Serif||||” text_text_color=”#363636″ text_font_size=”20″ text_line_height=”1.5em” background_size=”initial” background_position=”top_left” background_repeat=”repeat” max_width=”620px” custom_margin=”46px||0px|” text_font_size_tablet=”” text_font_size_phone=”” text_font_size_last_edited=”on|tablet” border_style=”solid”]<\/p>\n

What is the difference between 2, 3 and 4 stars?<\/strong><\/h3>\n

[\/et_pb_text][et_pb_text _builder_version=”3.27.4″ text_font=”PT Serif||||” text_text_color=”#363636″ text_font_size=”20″ text_line_height=”1.5em” background_size=”initial” background_position=”top_left” background_repeat=”repeat” max_width=”620px” custom_margin=”46px||0px|” text_font_size_tablet=”” text_font_size_phone=”” text_font_size_last_edited=”on|tablet” border_style=”solid”]We have analyzed many reviews in the middle of the rating scale and found out some similarities. Such characteristics do not, of course, correspond to all the reviews with the same rating, but they show very well, what they are about and what you should pay attention to. Let us start with the lowest rating in the range.
\n[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”3.25″ background_size=”initial” background_position=”top_left” background_repeat=”repeat”][et_pb_column type=”4_4″ _builder_version=”3.25″ custom_padding=”|||” custom_padding__hover=”|||”][et_pb_text _builder_version=”3.27.4″ text_font=”PT Serif||||” text_text_color=”#363636″ text_font_size=”20″ text_line_height=”1.5em” background_size=”initial” background_position=”top_left” background_repeat=”repeat” max_width=”620px” custom_margin=”46px||0px|” text_font_size_tablet=”” text_font_size_phone=”” text_font_size_last_edited=”on|tablet” border_style=”solid”]Reviews with 2 stars:<\/strong><\/p>\n

\u00a0<\/strong>
\n[\/et_pb_text][et_pb_image src=”https:\/\/respondelligent.com\/wp-content\/uploads\/2017\/08\/2_Sterne_Google.png” align=”center” align_tablet=”center” align_last_edited=”on|desktop” _builder_version=”3.23″ max_width=”400px” max_width_tablet=”” max_width_phone=”” max_width_last_edited=”on|desktop” animation_style=”slide” animation_direction=”left” animation_duration=”500ms” animation_intensity_slide=”10%” border_style=”solid” sticky=”off” always_center_on_mobile=”on”][\/et_pb_image][et_pb_text _builder_version=”3.27.4″ text_font=”PT Serif||||” text_text_color=”#363636″ text_font_size=”20″ text_line_height=”1.5em” background_size=”initial” background_position=”top_left” background_repeat=”repeat” max_width=”620px” custom_margin=”46px||0px|” text_font_size_tablet=”” text_font_size_phone=”” text_font_size_last_edited=”on|tablet” border_style=”solid”]Characteristics:<\/strong><\/em><\/p>\n

This guest was actually not so unhappy, which is obvious from the first sentence. However, there was a problem with billing which is the whole reason for a lower rating. It is quite common that people get disappointed when the prices do not match their expectations. Money is generally a sensitive topic.<\/p>\n

Learnings \/ To dos:<\/strong><\/em><\/p>\n

This is a classic example of a communication issue between the guest and the waiting staff. The lack of transparency in pricing turned a positive experience into a frustrating one. As detailed as it is, this customer feedback should be passed on to the team to learn from it.
\nWhen responding to such a review, the owner should thank the guest for the positive part of the review and apologize for what obviously went wrong.<\/p>\n

Furthermore, in this particular case: it is advisable to ask the guest to contact you by email in order to sort out the situation directly.<\/p>\n

Tip<\/strong>: do not write a telephone number in your response. Your guest has chosen an online medium on purpose and does not want to change it.
\n[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”3.25″ background_size=”initial” background_position=”top_left” background_repeat=”repeat”][et_pb_column type=”4_4″ _builder_version=”3.25″ custom_padding=”|||” custom_padding__hover=”|||”][et_pb_text _builder_version=”3.27.4″ text_font=”PT Serif||||” text_text_color=”#363636″ text_font_size=”20″ text_line_height=”1.5em” background_size=”initial” background_position=”top_left” background_repeat=”repeat” max_width=”620px” custom_margin=”46px||0px|” text_font_size_tablet=”” text_font_size_phone=”” text_font_size_last_edited=”on|tablet” border_style=”solid”]Reviews with 3 stars:<\/strong><\/p>\n

\u00a0<\/strong>
\n[\/et_pb_text][et_pb_image src=”https:\/\/respondelligent.com\/wp-content\/uploads\/2017\/08\/tripadvisor_3stars_review.png” align=”center” align_tablet=”center” align_last_edited=”on|desktop” _builder_version=”3.23″ max_width=”400px” max_width_tablet=”” max_width_phone=”” max_width_last_edited=”on|desktop” animation_style=”slide” animation_direction=”left” animation_duration=”500ms” animation_intensity_slide=”10%” border_style=”solid” sticky=”off” always_center_on_mobile=”on”][\/et_pb_image][et_pb_text _builder_version=”3.27.4″ text_font=”PT Serif||||” text_text_color=”#363636″ text_font_size=”20″ text_line_height=”1.5em” background_size=”initial” background_position=”top_left” background_repeat=”repeat” max_width=”620px” custom_margin=”46px||0px|” text_font_size_tablet=”” text_font_size_phone=”” text_font_size_last_edited=”on|tablet” border_style=”solid”]Characteristics:<\/strong><\/em><\/p>\n

It is a classic review with 3 stars \u2013 very mixed with a lot of praise, but also some points which left the guest discontent.<\/p>\n

Also, here the price topic is mentioned again. In the example above, the customer knew about the price in advance, but he\/she wasn\u2019t happy with the experience, as the value for money was bad. This, in comparison to the previous example, is a very subjective assessment and is not a failure of the team.<\/p>\n

Learnings \/ To dos:<\/strong><\/em><\/p>\n

Objectively, the guest wasn\u2019t happy with the restaurant seating \u2013 the tables were too close to each other. It is another concretely described problem, which can be solved and discussed with the team, especially if you have more than one feedback about this topic.<\/p>\n

When responding to such a review, you should highlight the positive points mentioned by the guests and strengthen his\/her opinion, but it is important not to miss an opportunity to apologize for the things that went wrong.
\n[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”3.25″ background_size=”initial” background_position=”top_left” background_repeat=”repeat”][et_pb_column type=”4_4″ _builder_version=”3.25″ custom_padding=”|||” custom_padding__hover=”|||”][et_pb_text _builder_version=”3.27.4″ text_font=”PT Serif||||” text_text_color=”#363636″ text_font_size=”20″ text_line_height=”1.5em” background_size=”initial” background_position=”top_left” background_repeat=”repeat” max_width=”620px” custom_margin=”46px||0px|” text_font_size_tablet=”” text_font_size_phone=”” text_font_size_last_edited=”on|tablet” border_style=”solid”]Reviews with 4 stars:<\/strong><\/p>\n

\u00a0<\/strong>
\n[\/et_pb_text][et_pb_image src=”https:\/\/respondelligent.com\/wp-content\/uploads\/2017\/08\/tripadvisor_4stars_review.png” align=”center” align_tablet=”center” align_last_edited=”on|desktop” _builder_version=”3.23″ max_width=”400px” max_width_tablet=”” max_width_phone=”” max_width_last_edited=”on|desktop” animation_style=”slide” animation_direction=”left” animation_duration=”500ms” animation_intensity_slide=”10%” border_style=”solid” sticky=”off” always_center_on_mobile=”on”][\/et_pb_image][et_pb_text _builder_version=”3.27.4″ text_font=”PT Serif||||” text_text_color=”#363636″ text_font_size=”20″ text_line_height=”1.5em” background_size=”initial” background_position=”top_left” background_repeat=”repeat” max_width=”620px” custom_margin=”46px||0px|” text_font_size_tablet=”” text_font_size_phone=”” text_font_size_last_edited=”on|tablet” border_style=”solid”]Characteristics:<\/strong><\/em><\/p>\n

Here the guest was actually very content with the experience and, the only point of complaint was that the waiter was not very communicative or attentive.<\/p>\n

Learnings \/ To dos:<\/strong><\/em><\/p>\n

We recommend observing whether such a feedback happens often. If it does, it should be discussed with the team in order to ensure a better customer experience.
\n[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row padding_mobile=”on” column_padding_mobile=”on” admin_label=”row” _builder_version=”3.25″ background_size=”initial” background_position=”top_left” background_repeat=”repeat” max_width=”620px” custom_padding=”0px|||” use_custom_width=”on” custom_width_px=”620px”][et_pb_column type=”4_4″ _builder_version=”3.25″ custom_padding=”|||” custom_padding__hover=”|||”][et_pb_text _builder_version=”3.27.4″ text_font=”PT Serif||||” text_text_color=”#363636″ text_font_size=”20″ text_line_height=”1.5em” background_size=”initial” background_position=”top_left” background_repeat=”repeat” max_width=”620px” custom_margin=”46px||0px|” text_font_size_tablet=”” text_font_size_phone=”” text_font_size_last_edited=”on|tablet” border_style=”solid”]<\/p>\n

What is the best way to respond to reviews between 2 and 4 stars?<\/strong><\/h3>\n

[\/et_pb_text][et_pb_text _builder_version=”3.27.4″ text_font=”PT Serif||||” text_text_color=”#363636″ text_font_size=”20″ text_line_height=”1.5em” background_size=”initial” background_position=”top_left” background_repeat=”repeat” max_width=”620px” custom_margin=”46px||0px|” text_font_size_tablet=”” text_font_size_phone=”” text_font_size_last_edited=”on|tablet” border_style=”solid”]Actually, here the same rules work as for all the reviews:<\/p>\n