How to Repair a Bad Review

A new Golf R is said to go from 0-60 mph in about 4.6 seconds – just like that. And when something goes wrong with a customer’s repair, it feels like that’s how fast they can post an online review. 

If Google or Yelp review of your services isn’t good, you need to know about it at an equally impressive speed. Because the internet travels at the amazing speed of everywhere, all at once. 

Here’s how collision repair shops can combat a negative review and drive a more positive narrative.  

The Backstory 

If it hasn’t happened to you yet, eventually your shop will get a bad review. Warranted or not, a customer will be unhappy and say so online in a Google or Yelp review.  

Sometimes though, it’s just one out of a sea of positive reviews about you, so does it really matter? 

“Every review is important,” states Megan Fulkerson, digital strategist and managing partner of 3P Marketing in Evansville, Indiana, a company that works in the collision repair space. 

Adding perspective, Fulkerson says, “But if you have a multitude of good reviews, then one isn’t really detrimental. People may look at it like it’s odd a person had such a bad experience compared to all the good ones.” 

And yet, she stresses: don’t avoid dealing with bad reviews, even if there’s just one.  

“Ignoring it is not good. Address it. Keep level-headed and move the conversation to an offline platform,” Fulkerson advises. 

The Challenge 

Fulkerson acknowledges that sometimes collision repair shops can get into the weeds with an unhappy customer – both in person and online -- leading to an argument that goes round and round. So, she advises shop owners to investigate a repair before responding. 

“Familiarize yourself with the situation first,” she stresses. “The goal is to mellow things out and show you want to make things right.” 

Sometimes, though, a negative review will be flat-out inappropriate in its wording or a shop owner may have no record of the customer ever visiting the shop in the first place. But either way, you must keep emotions in check and avoid confrontation, which will only do more damage.  

Realize, as well, that occasionally a customer will be untruthful about what actually happened. Even then, Fulkerson says, a shop owner must avoid posting a hostile response or bantering with a customer online and on social media. Because if they do, it will only come back to bite them in the arena of public impression.  

The Solution 

First off, realize that most collision repair shops – no matter the caliber of their employees and their work -- will receive a bad online review at some point. Fulkerson says she gets calls for advice about bad reviews at least once every three months.  

“Sometimes, not responding sounds like the most passive way to just let a review [die off],” Fulkerson notes. “But we tell owners to respond back online and say they’d love to discuss it further. Otherwise, the shop looks guilty if they don’t respond or it looks like they don’t care.” 

The goal: get a phone number where you can call the customer who posted the review. 

Next, Fulkerson tells her clients to examine the details of the repair in their customer management system and make themselves familiar with the job. Once a shop owner is up to speed on the repair, it’s time to pick up the phone and call the customer. 

“Respond within 24-48 hours and ask to speak with the person,” states Fulkerson. “Say, ‘I’m so-and-so, I’m familiar with your repair, and I’d like to talk to you about it.’ Then, address their concerns and show them you want to make things.”  

But, what do you do if the review is totally bogus? 

“If something in the review is inappropriate or you have no record of them as a customer, you can report it to Google or Yelp and ask that the review be taken down,” Fulkerson says. “Unfortunately, there’s nobody you can call, you just have to report it through the platform.” 

One important caveat: do not report a customer’s review if it is truthful. Always remain above board. 

Also, in the event a negative comment about your shop isn’t a review at all, but is instead a post on social media, Fulkerson says the same tactics apply. “Again, respond back in 24-48 hours and ask to speak to the person,” she advises. “Don’t banter on social media or any other platform.” 

The Aftermath 

Collision repair shops today – just like all businesses – must continually adapt to a culture that’s constantly connected online. 

To adequately deal with this fact, Fulkerson says it’s important to designate an employee to monitor online reviews and mentions of the business. It’s the only way a business will be able to promptly respond. 

“Someone in the organization needs to check on all new online reviews so they’re addressed,” she says. “If things are set up correctly for the Google platform, an email comes to notify that a new review is there.” 

She adds, “We think it’s good to respond to the good reviews, too. Something like, ‘We appreciate you allowing us to repair the [car model and make].’”  

Ultimately, the goal is to protect the reputation of your business and to market yourself wisely. 

The Takeaway 

A negative review will happen at some point. Some may be spot on – where your business genuinely made a mistake – and occasionally a bogus review will appear. As a shop owner, you will find out the truth when you review the complaining customer’s repair work. 

When the fault is yours, own it. 

“Mistakes occur in the repair world,” Fulkerson states. “And it all goes back to the initial response from the shop. Admit your mistake if there is one, swallow your pride and tell the customer your shop should’ve done a better job on something. and do what you can to rectify it. Some shops provide a loaner at their expense.” 

Then, once the situation is cleared up, don’t beat a dead horse. 

As Fulkerson puts it, “After you’ve admitted responsibility and done what you can, stop giving life to that situation. And if it affected the entire organization, maybe plan a fun team-building activity.” 

Bad review or not, displaying community goodwill is always a smart idea for your business. 

“Maybe you hold a car care clinic or donate to the park or Little League,” Fulkerson adds. “Do a positive reframe of mind and focus on the future collectively.”