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TurningCustomer Reviews
IntoReal Revenue
Anthony OkumuraSr. Product Marketing Manager
Zendesk
Presenters
Jordan GarnerDirector of Marketing
Trustpilot
Jon ThorneSr. User Satisfaction Manager
Skyscanner
AgendaIntro to Zendesk & Trustpilot
The Customer Feedback Cycle
Establish a Trusted Brand
Accelerate Your Marketing
Improve Customer Experience
Success Stories
Q & A
Introduction to Zendesk & Trustpilot
Who is Trustpilot?Online community & business solution connecting consumers & businesses
via reviews
24 million online reviews
800,000 new reviews/month
Reviews from 120 countries
72 million visitors/year
7 million unique visits/month
Over 1 billion
impressions/month
140,000 reviewed websites
26,000 websites get new reviews/month
150,000 unique profiles viewed/month
For Businesses:For Consumers:Why does Trustpilot Exist?
Open online review community to read, write, and engage with authentic reviews
to provide trustworthy customer experience information and make
better buying decisions.
Solution to implement an automated review collection strategy, moderate and
engage with reviews, and leverage reviews to accelerate business improvement and growth.
Zendesk’s family of products help organizations understand their customers, improve communication, and offer support
when & where it’s needed most.
Zendesk + Trustpilot = A Perfect Pair
Manage all customer interactions from one place
Save time, money, and resources with the Trustpilot app for Zendesk.Engage with reviews alongside your existing customer service
channels.
Zendesk + Trustpilot = A Perfect Pair
Key Benefits:
1. Improve agent efficiency2. Measure performance and uncover actionable insights3. Increase retention and revenue
Why are we talking aboutreviews?
The Age of the Consumer
Companies must become customer obsessed and the only sustainable competitive advantage is knowledge and engagement with customers.
“-Forrester Research
90% of consumers say buying decisions are influenced by online
reviews
The Impact of Reviews on Consumer Behavior
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 Customer Feedback Cycle
The Customer Feedback Cycle
Step 1:
Monitor custome
r feedbac
k
Step 2:
Actively solicit
feedback
Step 3:
Proactively manage feedback
Step 4:
Respond to and resolve
feedback
The Customer Feedback Cycle
Step 1:
Monitor custome
r feedbac
k
Step 2:
Actively solicit
feedback
Step 3:
Proactively manage feedback
Step 4:
Respond to and resolve
feedback
Always be listening
→What’s out there on the web about your brand?
→ What are prospects finding during the conversion funnel?
→ What existing reputation sources are good? Bad?
→ Actively listen & re-evaluate (alerts, listening tools, etc.)
The Customer Feedback Cycle
Step 1:
Monitor custome
r feedbac
k
Step 2:
Actively solicit
feedback
Step 3:
Proactively manage feedback
Step 4:
Respond to and resolve
feedback
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
• 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
The Customer Feedback Cycle
Step 1:
Monitor custome
r feedbac
k
Step 2:
Actively solicit
feedback
Step 3:
Proactively manage feedback
Step 4:
Respond to and resolve
feedback
Implement an internal process for listening, moderating, & acting on feedback
→ Consolidate reviews into existing Support platform
→ Engage with customer feedback
→ Track reviews and gather valuable insights for your team
What does it mean to manage reviews?
The Customer Feedback Cycle
Step 1:
Monitor custome
r feedbac
k
Step 2:
Actively solicit
feedback
Step 3:
Proactively manage feedback
Step 4:
Respond to and resolve
feedback
Responding and resolving→ Respond in a timely manner→ Positive reviews→ Negative reviews → Goal: resolve as many issues as possible in a cost-effective
manner, while scaling the learnings to correct fundamental process/strategy flaws
PRO TIP: Don’t forget 3-star reviews – they’re usually easiest to fix!
A Example:
Turning Reviews Into Revenue
The 3 Pillars of Value Driven By Customer Reviews
Establish a trusted brand
Accelerate your marketing Improve customer experience
Value Pillar 1:Establish a Trusted Brand
Establish a Trusted Brand
Automate your review collection process seamlessly within your
customer journey to accumulate tons of authentic customer
reviews
Aggregate verified ratings & reviews via your dedicated business profile page on a
trusted third-party consumer community
Improve your online reputation and build positive web presence in organic search as well as in
other critical online channels and communities
Empower customers to represent your brand
Create a living testament to your greatness
Showcase your trusted brand where it matters
Moz Article on Consumer Buying Behavior
Value Pillar 2:Accelerate Your Marketing
Drive more traffic & cost efficiency
Accelerate Your Marketing
Boost conversion-ready traffic from paid, organic, social, and other digital channels through Google
Seller Ratings, Rich Snippets, and your Trustscore
Create genuine social proof with ratings and reviews to boost
engagement, conversion, and average order value at key
conversion points
Display highly relevant user-generated content, crawlable by
search engines, to boost your rankings in organic search for
important keywords
Increase conversions & watch revenue grow
Improve your visibility in organic search
Reviews Improve Marketing Performance
- TRAFFIC GENERATION - SearchOrganic & Paid
DisplayRetargeting, Banner, Paid Social
Reviews Improve Marketing Performance
- CONVERSION & ENGAGEMENT - Website Social Email
Value Pillar 3:Improve Customer
Experience
Understand your customer experience
Improve Customer Experience
Make smarter business decisions based on insights from feedback; create more effective messaging
using the natural language of your customers
Identify and resolve issues for unhappy or unengaged customers; uncover
underlying causes of dissatisfaction and correct for better overall customer
experience
Engage happy customers to increase retention, upsells, and
repeat business, while cultivating advocates and referral sources to
drive growth
Reduce churn & increase retention Maximize gains from your best customers
Why does customer experience matter??
Customer Experience
Customer Loyalty
Customer Advocacy
Success Stories
The
Success Story
The Company:
60m unique monthly visitors globally
40m app downloads, top-rated apps
Unbiased, comprehensive and free
Global and local – 35+ languages
The Challenge:
●Respond quickly to negative reviews on multiple Trustpilot pages
●Provide efficient responses in multiple languages
●Maintain a personal feel to interactions
●Allow reporting on reviews in line with other channels
●Maintain & build Skyscanner’s Trustpilot score
The Solution: +
Proactive customer review management solution:
● Triggers pull 1, 2 and 3 star reviews into Zendesk queue
● Dynamic content macros & to respond in multiple languages
● Unbabel app to personalise in more challenging situations
● Add tags to enable consistent reporting with other channels
● Triggers to automatically fire reviews to relevant internal teams
● Maintain & build Skyscanner’s Trustpilot score
The Results:● Responses in all languages in <3 hours● More visible engagement – reassuring for potential customers● Increase in negative turnarounds and bad review removals by customers● Ratings boost and corresponding SEO benefits to drive traffic● Ability to leverage third-party testimonials on website● Consistent reporting with other channels● Able to use categorised reviews to help identify pain points and what customer love –
feeding into Product and Growth/Marketing strategy
Next Steps:
● Increase soliciting of reviews to boost score further, using Trustpilot’s widgets and email invitations
● Experiment further with on-site testimonials
● Continue to feedback the User Voice to stakeholders
The
Success Story
The Story:
Results:●Increased their review response rate from 2.1% to 22.5%
( > 10x! )●Improved their TrustScore from 7.1 to 9.1●Boosted organic traffic 35.77% via rich snippets
●Improved internal and external transparency on performance of individual loan officers and branches using Trustpilot API
●Streamlined and optimized their customer support processes using the Trustpilot/Zendesk app, prioritizing urgent issues first
To-Do List
1. Monitor customer feedback
2. Proactively collect customer reviews
3. Manage your reviews
4. Respond to reviews
5. Leverage reviews to grow and improve- Establish a trusted brand- Maximize digital ROI- Increase retention and
revenue
6. Measure your success!
Q&A
Anthony Okumura@Zendesk
Jordan Garner@TrustpilotUS@jordanroseg
Jon Thorne@Skyscanner