H AG O PI A N C O M PA N I E S

— Case Study

How We Improved

Positive-to-Negative Review Ratio

An Example Of Controlling The Conversation

3Sixty Interactive | 111 East Court St. | Flint, MI 48502

2

It all starts with the plan.

3

Thank Youfor your interest in our work. The case study you are about to read is about a company with 2 divisions, one selling products, the other selling services. The goal was to increase the participation of online reviews amongst their customers

We take a lot of pride in generating results for our clients and this story of how we helped Hagopian is just one of our examples.

About us

3Sixty Interactive is a digital marketing agency that focuses on bringing real-world results to companies and organizations by developing a strategic plan that will focus on the results needed.

4Our Credentials

Dale Keipert

Partner

Dean Keipert

Partner

Eric Hammis

Marketing Specialist

Meet Our Team

Customer reviews are critically important to your business, regardless of whether you are a B2B or B2C company or whether you sell products or services. In fact, a recent survey by BrightLocal, found that 88% of consumers have read reviews to determine the quality of a business.

But, reviews are a really scary thing that a lot of businesses are still worried about. In fact, we recently heard a business owner say, “I’m just not going to do any of that review stuff”. Here’s a news flash, businesses don’t do review stuff, customers do.

As a business owner or marketer, you can take two courses of action relating to reviews; 1) you can take a pro-active position by creating a plan to control the conversation, 2) pretend that no one is talking about your business and let the chips fall where they may.

Just know that your customers are leaving reviews whether you are engaged in the process or not.

About HagopianDuring a recent marketing review meeting, our client Hagopian (Hagopian and Hagopian Cleaning Services) began inquiring about our thoughts on customer reviews and how we might be able to help them in developing a strategy that would put them in control, as opposed to just hoping for the best.

Part of this strategy had to account for the unique customers that each of these two divisions

5

What We Did

of the company worked with. Hagopian has a retail division which sells luxury rugs and floor covering and a cleaning services division which is a service company providing, primarily, carpet cleaning services. Though both divisions target primarily consumers, the needs of their individual customer segments are uniquely different. However, both are extremely brand conscious and focused on the customer experience.

The ChallengeTo this point, Hagopian had done nothing pro-actively to control the conversation, so the number of negative reviews, online, were a higher percentage than what was reflective of calls into Hagopian’s customer service department.

The challenge was two-fold. First, encourage higher participation, in Hagopian’s online reviews, among their customers. Second, create a process that is as automated as possible, highly personalized, and included a detailed reporting component.

The SolutionTo increase the engagement of Hagopian’s customers, it was important to reach out to them as soon as possible after their purchase of a product or service. This helped engagement because their experience was still top of mind.

The first contact with the customer was an email from Hagopian’s President, thanking them for doing business with Hagopian and asking them to take a brief survey.

The survey was very short and concise. First, the survey offered the customer their choice of 3 coupons for future Hagopian products or services.

The survey then moves on to collect the typical information such as the type of product or service that they purchased, their overall satisfaction with their experience, and a couple of questions about their experience with their sales person.

There was a “trigger” question that was very important to this plan which was, "would

6

you recommend Hagopian to a friend or relative?" If the customer responded yes to this question, a follow up email is then sent to them, asking them to write a review based on their experience.

The AskThe review request came in an email that is automatically sent to the customer immediately upon completing the survey. This email message explains that online reviews are very important to businesses and then asks the customer to leave a review for Hagopian.

Then, to make the process as easy as possible, the message includes links to 6 different review sites that the customer can choose from.

The ResultsThis program was initiated in June, 2015 and as of the end of October, 2015 - only 5 months into the campaign - the completion rate of surveys was 8.64%, substantially above industry averages.

The real metric, however, the ratio of posi-tive-to-negative reviews, showed amazing improvement. Again, in just 5 months of initiating this campaign the ratio of positive-to-negative reviews improved by over 30%!

This is clearly a compelling example of how to pro-actively control the online review process, improve your brand, and increase the relationship with your customers.

30%7

3Sixty Interactive 111 East Court St. Suite 1C Flint, MI 48502

877.437.4989

3sixtyinteractive.com