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      Responding to negative reviews on Trustpilot process

      A guide to how to shape your responses to customers on Trustpilot

      Responding to Negative Reviews 

      1. Acknowledge

      • Thank them for their feedback.
      • personalise - use their name if given. 
      • Recognise the issue without being defensive.
      • Keep tone calm, respectful, human, and on-brand.

      2. Clarify or Educate

      • If the issue relates to product design or normal use, explain clearly in a helpful way.
      • Use this as an opportunity to highlight alternatives or upgrades (subtle upsell).
      • Keep language simple, customer-friendly, and solutions-oriented.

      3. Apologise & Resolve (When Applicable)

      • If it’s a genuine product fault or service miss, offer a brief apology.
      • Outline the next step for resolution (replacement, fix, etc.).
      • Keep it solution-focused, without mentioning refunds in public replies.

      4. When to Take Offline / Proactive Outreach

      • If the customer is ranting, hostile, or leaves a 1-star with no context → reply once, short, polite, and neutral.
      • Do not escalate in public.
      • If possible, search our database for their email/order and reach out directly to resolve.
      • If they have left no details, you can request through Trustpilot. 
      • In the public reply, acknowledge their concern and note that we’ve contacted them (if details are on file) OR provide a direct contact email (avoid back-and-forth exchanges).

      5. Close Positively

      • Always end with a forward-looking or reassuring statement.
      • Reinforce our commitment to improving and helping customers find the right solution so they continue to enjoy and reuse our products.

      6. Share Feedback & Escalate Internally

      • After responding, log the feedback in the CS team chat and tag relevant teams so issues can be reviewed and prevented in future:
        • Packing error / delivery issue → tag Warehouse.
        • Product fault / user error → tag Product Team.
        • No response from KeepCup claims/live chat/email → double-check validity (we aim to reply to all enquiries & Trustpilot within 24–48 hours). If true, investigate how/why the slip occurred and report back.
      • Know when to escalate:
        • If the same issue repeats frequently (e.g., multiple reviews about a product fault, shipping delays, or service gaps).
        • If a review flags a serious reputational, legal, or safety concern.
        • If the customer’s complaint suggests a systemic breakdown (e.g., multiple missed enquiries, consistent warehouse errors).
        • Escalate promptly to the relevant team lead or manager and track progress until resolution.