6 Review Response Templates for Effectively Responding to Customer Reviews

July 28, 2022
Contributor: Shubham Gupta

Actively responding to user reviews makes customers feel heard, respected, and valued, and eventually turns them into your greatest advocates.

B2B software providers adopt numerous ways to make their customers happy. One of these is by responding to online reviews in a timely and professional manner. Prompt responses are a great way to boost customer satisfaction and loyalty. 

Crafting the right response that satisfies customers, turns them into loyal promoters, and prevents them from leaving can be challenging. In this article, we explain how to respond to user reviews like a pro — and turn unhappy customers into brand advocates. 

Why is it important to respond to customer reviews?

Potential buyers use reviews to make purchase decisions and get a better understanding of software providers and their products. According to Gartner Digital Markets’ 2022 Global Software Buyer Trends Survey, 95% of businesses read online reviews to narrow down potential providers and choose software that meets their needs. (Read the survey methodology at the end of the article.)

Responding to customer reviews lays the foundation for building a brand advocate program. Brand advocates are customers who go above and beyond to promote your product or service. By responding to reviews, you can identify and reward loyal customers. 

Additionally, when you respond to customer feedback, it shows that you are committed to delivering excellent customer experience, which helps build trust and strengthen relationships with your customers.

How to respond to customer reviews (templates included)

Responding to every user review — positive, negative, or neutral — not only shows that you care about your customers but also helps improve brand reputation. In the next sections, we discuss the best ways to respond to each type of review as well as provide ready-to-use templates for you to get started.

How to respond to positive reviews

Here are some effective ways to respond to positive reviews for maximum impact:

  • Thank the reviewer for the kind words. A simple, "Thank you for your kind words! We're glad you're happy with our product/service" goes a long way in making customers feel appreciated.
  • Use personalized, friendly language. This makes customers feel valued and special, convincing them to do business with you again.
  • Highlight what you are doing right to make customers happy. This makes existing customers feel good and helps other prospects see what they can expect from your product or service.
  • Ask relevant questions to encourage further engagement. This helps you to get valuable feedback that you can use to improve your product or service.
  • Invite customers to reach out if they need help. This shows that you are there for your customers and want to ensure they get the most out of your product or service.

Provide speedy, effective replies with these positive review response templates:

Template  No. 1

Thank you for your kind words, <INSERT: Reviewer name>! We're glad you're happy with our  <INSERT: Product name> and that it's been helpful for your business. We strive to provide the best possible experience so you can be successful.

Do you have any suggestions for improving our offering so you can make the most out of it? Share them at <INSERT: Business email or phone number>. We look forward to your feedback. Thanks for being such a great advocate for our product/service. 

P.S. If you ever need help, please don't hesitate to reach out; we're always here.

Template No. 2

Hi <INSERT: Reviewer name>,

Thank you so much for your positive feedback! We're glad to have you as our customer and to see that you’re enjoying <INSERT: Product name>.

It makes us incredibly happy to know that we were able to help you achieve your goals. We'll continue working hard to provide you with an excellent experience.

Thanks for taking the time to write this review; it means a lot to us. Cheers!

Do you have any recommendations for us to improve your experience? Please share your suggestions at <INSERT: Business email or phone number>

P.S. If you ever need help, please don't hesitate to reach out; we're always here.

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How to respond to negative reviews

Negative reviews can be tough to receive, but remember that they can provide valuable insights into what needs improvement and add authenticity to your brand reputation. Having a few negative reviews can add credibility to your product profile; buyers may question the validity of a product profile that only features positive reviews. Additionally, a negative review can provide an opportunity to identify and resolve customer challenges before they escalate so you should always encourage customers to leave authentic reviews, even if they are negative. 

Here are some effective ways to respond to negative feedback: 

  • Thank the reviewer for the feedback. This shows that you are open to constructive criticism and value your customers' opinions.
  • Apologize for the negative experience. This indicates that you are taking responsibility and are willing to go the extra mile to help them have a better experience.
  • Ask for more details. This assures the customer that you are interested in understanding the situation better and want to resolve the issue.
  • Keep it positive. This shows that you are professional and committed to providing a positive experience for your customers.

Ensure polite, satisfactory replies with these negative review response templates:

Template No. 1

Hi <INSERT: Reviewer name>,

We're sorry to hear about your bad experience and appreciate you bringing this to our attention. We take customer feedback seriously and are committed to making things right.

Can you please explain, in detail, what happened so we can take the necessary steps to improve our <INSERT: Product name>? Please contact our customer support team at <INSERT: Business email or phone number>. We would appreciate any additional feedback you could provide.

Thank you for your patience and understanding! We hope to have the opportunity to turn your experience around.

Template No. 2

Hi <INSERT: Reviewer name>,

We're sorry to hear about your negative experience with <INSERT: Product name>; that's definitely not what we want for our customers. We would love to help turn this around for you. 

Could you please contact our customer support team at <INSERT: Business email or phone number>? We'll be more than happy to help you with the issue you’ve experienced.

Thank you for your feedback, and once again, we regret that you were not pleased with us. We hope to have a chance to make this right for you!

How to respond to neutral reviews

All software and SaaS providers should consider neutral reviews to be an opportunity to showcase unbiased feedback from customers on a third-party site. That’s why it’s important to establish a customer feedback program for reviews so that you can continue to inform product improvements and further customer sentiment. 

Here are some great ways to respond to neutral reviews:

  • Thank the reviewer for their feedback. Acknowledge that you’ve seen their feedback and that you appreciate them taking the time to write it.
  • Emphasize the valid point. If the customer has a valid point or concern, take the required action to improve your product or service, and assure the customer that you will make the changes soon.
  • Turn the neutral review into a positive one. Take the opportunity to turn your customer’s average experience into a great one by offering a complimentary service or giving a discount on their next purchase.
  • Use the review as an opportunity to upsell or cross-sell. If a customer is merely satisfied with your offering but you think they would be happier with a different or better product, offer them a deal on the upgrade. This is a great opportunity to suggest other products or services that customers haven’t tried yet.

Give judicious, adequate replies with these neutral review response templates:

Template No. 1

Hey <INSERT: Reviewer name>,

Thanks a ton for your feedback. We aim to provide the greatest possible experience to our customers, but we're sorry to hear that your experience was just an average one. 

Please let us know if there’s anything else we can do to improve our offerings. Share your suggestions at <INSERT: Business email or phone number>. It would be our pleasure to correct any mistakes that may have occurred.

Looking forward to hearing back from you soon. Cheers!

Template No. 2

Hi <INSERT: Reviewer name>,

We're happy that you enjoyed our <INSERT: Product name>, but we’re sorry to hear it wasn't an amazing experience. Our team is constantly striving to improve, so we'd love to know what we could do differently the next time. 

Please reach out to us directly at <INSERT: Business email or phone number>, and we'll be more than happy to help. Thank you for your time!

Win customers over with the right responses

A great response to a positive review can solidify a customer’s loyalty, while a well-crafted response to a negative review can turn an unhappy customer into a satisfied one. And when it comes to neutral reviews, responding allows you to engage with customers as well as cross-sell or upsell your other products or services. Responding to reviews may also provide you with an opportunity to turn customers into advocates.

The way you respond to reviews says a lot about your business. If you want to win customers over and turn them into advocates, take the time to craft thoughtful, engaging responses that address their concerns. Follow the tips and templates shared above, and you will be well on your way to doing just that.

Leverage Gartner Digital Markets’ no-cost Review Collection Service to get authentic user reviews and build trust with software buyers.

Shubham Gupta

Shubham Gupta is a Content Writer at Gartner Digital Markets who ideates and creates purpose-driven content to help modern technology businesses achieve their goals. Outside of work, he enjoys reading thriller novels and Urdu poetry, as well as spending time with his dog. Connect with Shubham on LinkedIn.


Survey methodology:

Gartner Digital Markets’ 2022 Global Software Buyer Trends Survey 

Results presented are based on a Gartner Digital Markets study to understand business challenges and approaches to technology and software investments. The primary research was conducted in October 2021 among a total of 2,501 respondents in the following countries: United States, Canada, Mexico, United Kingdom, India, Japan, Australia, New Zealand, Italy, Portugal, Brazil, Colombia, Belgium, Poland, Netherlands, Sweden, Denmark, Finland, Norway, Ireland, Singapore, South Africa, Spain, Germany and France. 

Respondents were screened for having recently purchased technology and decision-making authority. Respondents were required to be responsible for making decisions on purchasing technologies for their organization.

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