Reply within a day, calmly and specifically. Acknowledge what went wrong without arguing, say what you are doing about it, and move the detail to a phone call or email. The reply is written for the next customer reading it, not for the reviewer. Done well, a bad review becomes evidence that you handle problems properly.
Why does the reply matter more than the review?
Prospective customers expect to see the occasional bad review; what they are watching for is how you respond. A calm, specific reply tells them that if something goes wrong on their job, you will deal with it. A defensive or sarcastic reply tells them the opposite, and it stays on your profile for years. One low review among dozens of good ones barely moves your average. The reply is where the real damage, or the real reassurance, happens.
How quickly should I respond?
Within a day. A fast reply shows you are paying attention and limits the time the review sits unanswered. It also means you respond while the facts are fresh. If you need time to investigate, say so in a short first reply and follow up when you know more.
What should the reply say?
Four things. Thank them for the feedback, even though it stings. Acknowledge the specific problem in plain words rather than a generic apology. Say what you have done or will do. Invite them to continue the conversation directly, with a name and a way to reach you. Keep it to a few sentences; a long reply reads as defensive.
What should I never do?
Never argue the facts in public, even when the reviewer is wrong. Never reveal private details about the customer or the job. Never blame the customer, your staff or a supplier. Never offer a refund or a gift in exchange for changing the review, which breaches Google's policy and UK rules on incentivised reviews. If a review is fake, defamatory or clearly about a different business, use Google's reporting tool rather than replying.
Should I try to fix the problem first?
Yes, if you can reach the customer. Many unhappy reviewers update or remove their review once the problem is genuinely fixed, without being asked. Even when they do not, your reply can then honestly say the issue was resolved, which is the best outcome for the next reader.
How do I stop bad reviews from hurting my rating?
Volume. The protection against the occasional bad review is a steady flow of recent good ones from customers who were asked. A business with two hundred reviews can absorb a two-star review almost invisibly; a business with twelve cannot. That is the strongest reason to ask every customer, not only the ones you are sure about.
