Thriftbooks & Trustpilot - Reviews Happen: A Strategy of When & How to Respond
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Transcript of Thriftbooks & Trustpilot - Reviews Happen: A Strategy of When & How to Respond
Reviews Happen:A Strategy of When &
How to Respond
Mike WardPresident
Thrift Books
Presenters
Jordan GarnerDirector of Marketing
Trustpilot
AgendaIntro to Thrift Books & Trustpilot
Why Customer Reviews Matter
Collecting Reviews
Responding to Reviews
Leveraging Reviews
The Thrift Books Success Story
Q & A
Introduction to Thrift Books & Trustpilot
Thrift Books by the Numbers
95% of consumers rated Thrift Books 4 or 5 stars
Trustpilot by the Numbers
Social Proof for Future Shoppers
Consistent and Genuine Feedback
For Consumers• Free for all – consumer review site• Discovery and recommendation platform• Social sharing and community experience
For Businesses• Automated review collection system• Customer engagement and interaction• Insights and analytics engine
The Trustpilot Community
Why Customer Reviews Matter
50% of Americans who are aware of advertising don’t trust what they see, read
or hear in advertisements.
44% think advertisements are dishonest. -YouGov.com
“
72% of people trust consumer opinions posted online
(2nd only to “Recommendations from people I know”)
Need recognitio
n
Product
specification
Evaluation
of option
s
Purchase decision
Post-
purchase
Influenced by reviews
Look for reviews
Leave reviews
Ads can introduce need
Look online; Care about a brand’s
reputation, quality, service, price
One person, influenced by
opinions
Expects support if an issue arises
May ignore specs if “like
something better”
Often shares dissatisfaction
online
How Consumers Purchase
Look for reviews
Leave reviews
Look for reviews
90% of consumers say buying decisions are influenced by online
reviews
The Impact of Reviews on the Consumer Buying Journey
72% of consumers will take action after reading
a positive review
Customers are likely to spend 31% more on a
business with “excellent” reviews
The Age of the Consumer
Companies must become customer obsessed and the only sustainable competitive advantage is knowledge and engagement with customers.
“-Forrester Research
Reviews are happening EVERYWHERE…
…you need a STRATEGY!
Collecting Reviews
Impact of Asking for Reviews Proactively
NOT asking for reviews:50/50 split positive/negative at
best(likely many more negative
reviews)
Proactively asking for reviews:83% positive reviews
More balanced representation of a business
The Need for Social Engagement: Ask & Convert
Of the 4.3M reviews
we've helped customers
collect since May of
2015, 86% have been 4
stars or higher
• Desired focus of feedback?• Collection vehicle?• Timing?• Call-to-Action?• To incent or not to incent?• Reminders?• Where to collect reviews?
Considerations for Review Collection
• Open & discoverable reviews• Verified reviews & recourse to report if suspicious• Opportunity to respond & consumers to update• Easy, non-invasive experience for the customer• Trust signals (names, date/time stamp, etc.)• Review format CONTENT!• Third-party validation• Social sharing
What to Look for in a Review Platform
Implementing a Proactive Collection Strategy
1 Design a collection flow in your existing customer journey to align with your goals
2 Measure the results, optimize the collection rate, & iterate3Identify your org’s
goals for a proactive review strategy
NEVER STOP ASKING!
Responding to Reviews
• Should we respond to reviews?• Will responding to reviews improve retention?• Can I actually save unhappy customers with a
response?• Can responding to reviews turn into revenue?
Common FAQs Around Responding
YESto all of the above
Content of Responses Always apologize
Address customer concerns directly
Give the customer a forum for follow-up
If the situation warrants, also reach out privately – not everything should be discussed in a public forum
PRO TIP: Ask the reviewer to update their review if resolved
Content of Responses Always apologize
Address customer concerns directly
Give the customer a forum for follow-up
If the situation warrants, also reach out privately – not everything should be discussed in a public forum
PRO TIP: Ask the reviewer to update their review if resolved
1 Positive
Tone of Review Responses
2 Personal3
Professional4 In line with your brandPRO TIP: For any 3rd party platform that is actively receiving
customer feedback,CURATION & RESPONSE is crucial!
• Resolving issues for unhappy customers to win them back
• Encouraging happy customers to be return customers• Promoting customer advocacy among brand champions• Showing that your company cares & takes reviews
seriously• Giving your company a chance to build a brand voice
Benefits of Responding to Reviews
= REVENUE(remember to actually ACT on the insights you uncover)
Leveraging Reviews
Need recognitio
n
Product
specification
Evaluation
of option
s
Purchase decision
Post-
purchase
How Consumers Purchase
Insert TRUST SIGNALS on every step of your acquisition funnel to give prospects the verification they
need to move forward until CONVERSION
WEBSITE
SOCIAL
SEARCH
Paid Search(via Seller Ratings Ad Extension)
Organic Search(via 3rd party sites & rich snippets)
DISPLAYBanner, Re-Targeting, Social Media Ads…
EMAILS
The
Success Story
The Strategy:Make it easy for all customers to leave reviews for Thrift Books in one central discoverable location
Respond to reviews to address & resolve any issues, encourage return business & customer advocacy
Make reviews easy to find for prospective customers throughout their acquisition funnel
The Integrations:
Home Page:
Testimonials Page:
The Integrations:SEM:
SEO:
Facebook:
The Results:GROWTH
The Results:CUSTOMER SERVICE & RETENTIONIntegrating customer reviews with existing customer profiles in CRM
→ more sophisticated customer contact strategy & enriched data
→ save & retain more customers
BUSINESS OPTIMIZATIONAsking customers to review Thrift Books in one central location on Trustpilot
→ high quantity & quality consolidated customer feedback→ better identify & analyze trends
→ improve site, offering, and business
To-Do List
1. Proactively collect reviews from all of your customers in a central location
2. Respond & resolve ALL reviews3. Leverage your reviews to grow &
improve your business- sharing reviews EVERYWHERE- encouraging customer
advocacy- mine reviews for insights
4. Measure your success!
Q&AMike Ward
@ThriftBooksUSAJordan Garner
@TrustpilotUS@jordanroseg