A customer review arrives. Your heart sinks as you spot the three-star rating. It's a natural reaction – nobody enjoys criticism. Yet that moment of discomfort might be the catalyst your business needs.
In a recent episode of Bira's High Street Matters podcast, Alicia Skubick, Chief Customer Officer at Trustpilot, shared a perspective that should change how every independent retailer views feedback: "We talk about a bad review being the start of a better business because it gives you a chance to interact with your customers and look at how you can improve the service you offer."
This isn't mere consolation – it's evidenced reality. As independent retailers, we possess a distinct advantage over larger chains when it comes to customer feedback. We can respond personally, implement changes quickly, and demonstrate that every customer voice matters. This agility is our superpower – use it. Independent retailers can truly work on customer relationships and become integral parts of their communities. That local knowledge and ability to connect distinguishes us from faceless chains.
The influence of customer reviews on purchasing decisions cannot be overstated. UK customers are up to six times more likely to click an online advertisement featuring Trustpilot ratings than the same advertisement without them. Reviews build trust and drive sales – particularly for independents where personal reputation is everything.
Getting started needn't be complicated. Claim your profile on review platforms, customise it to reflect your brand, then begin asking for reviews at natural moments in the customer journey. QR codes at the checkout, follow-up emails after purchase, or simply verbal requests all work effectively. The key is consistency.
When negative reviews arrive – and they will – respond professionally and promptly. Acknowledge the concern, apologise where appropriate, and explain what you're doing to address the issue. Future customers reading that exchange won't just see the complaint; they'll see a business owner who cares and takes responsibility. That authenticity builds trust.
Remember, though, that incentivising reviews with discounts violates platform policies and compromises authenticity. Reviews must be genuine to hold value. Focus instead on creating experiences worth reviewing positively, and trust that satisfied customers will share their experiences.
Customer feedback represents a free consultancy service – direct insight into what you're doing well and where you can improve. Every review is an opportunity to strengthen your business, refine your offering, and deepen customer relationships.
The independent retailers who thrive are those who listen, adapt, and demonstrate that customer voices genuinely shape their businesses. Don't fear the bad review – embrace it as the beginning of something better.
Andrew Goodacre Andrew Goodacre