First, take a look at your reviews as a whole. Are they mostly good, bad or a mix? Is there a common theme of complaints (or complements)? You can take the information and update (or develop) your customer service policies with your staff to address issues.
Stop before you reply.
Many sites allow the business to reply to a review. This is your opportunity to shine. I know that my first reaction is usually to be defensive to negative feedback but I doubt that you will win new customers who are looking at your reviews if you are defensive in your reply. However, if you are sincere and express your disappointment in their experience and offer to fix the problem, you will win other customers over. I once read a slew of responses from a business owner slamming each reviewer who had a complaint. I quickly decided not to buy from that company.
There will always be a crazy or two that we will have to live with but if you showcase your willingness to fix an issue, other customers will notice.
Monitoring your listings on online review sites for feedback can be daunting. You can't cover them all but depending on your industry there are some key sites to pay attention to. (If you don't have a listing, get one - most are free.)
- Google Places
- Yahoo Local
- Bing Local
- Angie's List