Each online merchant will have to deal with different types of customers during the collection of reviews.
Here are the main types of consumers you will meet:
Very negative, he leaves a review to provoke a reaction from the merchant. In exchange for a smart business gesture or a simple customized response to a customer review, he will definitely be willing to reconsider his/her review. Take care not to publicly communicate the nature/amount of the goodwill gesture!
The ultra-faithful customer is the de-facto reference given that he/she is pleased with the purchase experience due to the fact that the vendor has exceeded his/her expectations. Valuing his positive review by personally thanking him will only increase his willingness to recommend you.
Unlike the trigger, the disappointed is not at all willing to reconsider their review even after receiving a response to the review or even after enjoying a goodwill gesture. It is difficult to decipher between the trigger and the disappointed before your response to their review, so a goodwill gesture is still recommended. One must however be prepared to accept that this will not work for everyone...
The hasty customer
If something went wrong with his/her order, he/she couldn't wait to receive a review request from you before depositing a review! If everything has gone well, then a simple "very good' or "nothing to report" or the like will do the trick.
The constructive customer
Whether his/her review is positive or negative, the constructive customer expresses his/her resentment and makes suggestions on how to improve. His/her review is very precious, and if his/her advice is implemented, do not fail to recontact him/her once the change is operational.
The defaming customer
Every company at some point has to deal with the defamer... The defamer is someone with bad faith that translates to defamation since the review is intended to be public. In this type of case, it is best to reply as effectively as possible, while trying to follow our previous advice.