sales & retention convention - managing online reviews

Growing your business withgenuine feedback

Wayne Elliott

My talk today

• Why genuine reviews? Some stats to get us started

• How do you health check your business? Collecting your reviews

• Showcasing your trusted reviews – “stars are currency”

• Aid retention – reputation management (negative feedback)

• Case Study – The Gym Group

• Their voice: Their way – Consumer Generated Content (CGC)

• Taking advantage

• What to do tomorrow

Helping the world make better decisions…

Feefo is trusted by over 3,000 brands

and over 12 million consumers

Why genuinereviews?The value of collecting verified feedback

Why Brits need a way to give feedback…

of all consumers are influenced by customer reviews.

83%Why genuine reviews?

Best club ever!

Source: ChannelAdvisors Consumer Survey

of consumers expect to be able to feedback on their

experiences.

75%Why genuine reviews?

won’t book a hotel without reviews.

49%Why genuine reviews?

Source: StatisticBrain

Negatives aren’t negative

only 5% wouldn’t buy a product if

there was a negative review.

suspect censorship or fake reviews

when they don’t see bad scores.

79%trust feedback more when they

see good and bad scores.

95%of unhappy customers would

return if an issue was dealt with quickly.

Source: eTailing Group

Source: eConsultancy

Source: BrightLocal

Source: NARM

30%5%

Benefits to your business

17%boost to CTR on ads on average…

…builds trust and

reputation with consumers

and aids retention through

real member insight

…and increasing

traffic and conversions

by as much as 35% as

a result

Verified reviews contribute to

Seller Ratings (stars) in search

listings…

Source: Google Source: Google

Source: Kiss Metrics

How do you health check your business?

Smooth sailing, make it easy…

A simple request

• Collect regular feedback at

various stages – e.g. post

induction

• Customisable and personalised

invitations for customers to

leave feedback

Showcasing your trusted reviews

Online – website & social media

Via aggregated photos & videos

Add verified word of mouth to your

marketing campaigns

Marketing your reviews

Trusted ratings and

reviews, used in

marketing material

and on social

channels

Celebrate Success

• Celebrate team success

• Show off outstanding service

• Reward teams and individuals

Aid retention with real member insight

• Gain more feedback, more often

• Get insight at various stages

(joining, induction, leaving)

• Use reporting suite to spot trends on

positive and negative feedback

• Filter feedback across various aspects

of the business (service, facilities, staff)

• Manage negative feedback (trigger report)

Reputation management - Feedback• Identify it - it is out there (open

platforms)

• Take control of it to ensure

genuine reviews

• Proactively request it (invite)

• Ask the majority don’t wait for the

minority (invite vs open)

• Use it to identify and solve

operational and training issues

• Show it is being dealt with

Case Study: The Gym Group

Over 10,000 reviews in 12 months

• Display score on why join page

• Highlight overall and club score

• Have dedicated review page with

recent feedback

• Link to all feedback incl negative

• Use reporting suite to identify

issues to be dealt with

Their voice:Their wayThe voice of the customer, working for your business

The Evolution of Content

WikisQ and A sites Blogs

Video ReviewsCompetitions

Social Media

Photos

Forms of UGC

Benefits of UGC

UGC videos get

more views than brand owned content10xSource: TubularInsights

Case Study: Starbucks

Starbucks got 4000 entries in 3 weeks – what could you do as a business?

Convenienceis kingEngaging with mobile

customers on the move

Convenience is king

1/3of millennials agree that

smartphones will become their main purchasing tool

Source: PwC

The power of feedback

29%Of millennials age 18-24 cite reviews as one of their most important decision factors

How do you engage? Source: Barclays Feedback Economy Report

Taking advantageThe power of the play button

Grabbing attention

The attention span of humans

has fallen to 8 seconds since

the year 2000 (the rise of

mobile technology).

Source: Microsoft

Bring Reviews to Life!

90%of information transmitted to the brain is visual.

Source: 3M Corporation

Bring Reviews to Life!

visuals are processed 60,000x

faster in the brain than text.

Source: Business2Community.com

Benefits of Video

85%of customers are more likely to purchase after watching a video.

Source: Kissmetrics

Bring Reviews to Life!

increase in views on content that has relevant images.

94%Source: Kissmetrics

Take simple text reviews…

“amazing service…

nothing was too much trouble”

“best breakfast at a B&B

we’ve ever had.”

“stunning views of the Eiffel Tower

from our room...”

“comfortable flight –

easy, efficient check in.”

…and bring them to life!

Benefits of Video

video now appears in 70% of the top 100 search results listings

Benefits of Video

Videos are shared

1,200xmore than text and links combined

Source: Simply Measured

Red Bull space jump

Clever stunt!

• 52m live views

• $64.8m cost

• $100m + of exposure

Going viral…

Source: JukinVideo

Going viral…

Source: JukinVideo

Chewbacca Mom Candace Payne

• 136 million views in 3 days

• Sold out on Amazon, Walmart, Toys R Us and many more

• Now selling for $300 on Ebay!

Bring reviews to life!

Bring reviews to life!

Your members will get involved

Your members will get involved!

What to dotomorrow...

What to do tomorrow…

• Embrace the feedback, and use reviews to learn, growand improve your business

• Invite customers to leave uncensored, real reviews –the way they want to

Any

Wayne Elliott