After paying money for a service, your customers will always expect a good service; in my experience most clients do not place a review on a review site stating they were happy with the service they received, they will only ever take the time in placing a review online if they received poor service. When you see lots of good reviews for companies, I believe these are usually either false reviews or reviews where the customer has been financially encouraged to do, for example a discount on next internet order. This is not to say that all good reviews are not genuine.
If you receive a bad review the best policy is to respond in a professional manner. You may find they are happy to remove the review; it also shows other potential customers that you’re dealing with complaints in a professional manner. Remember also that often bad reviews may be from your competitors. If you do get a bad review just reply polity and move on.
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