How customer reviews can enhance subscriber engagement

Case study using

Customer Reviews

• Why did we start looking at rating and review companies?

• The other benefits we discovered on the way

• How it actually works

• The reviews themselves

• Next steps for us

Why did we start looking at rating and review companies?

More specifically…

• Encourage feedback on our terms

– Then engage with social media

• Fix problems, reduce ongoing and recurring complaints

• Respond to any comments publicly and allow re-rating by the customer

• Learn about our performance and the perception of our products

However,

the main benefit of consumer-generated rating and reviews is that they improve site conversion rates

By up to 6%

Plenty of testing to do

Plus, it generates Seller Rating in AdWords“Gold Stars”

• Increase click through rate on PPC ads by 17%

• With increased traffic comes more conversions and a higher quality score

How it actually works

All reviews publicly viewable on Feefo.com

1. Feefo notifiedOf sale

2. Customer sentFeedback request

3.Customer Completes feedback

4.Reviews show on your siteAnd Google AdWords to aidconversion

The reviews themselves

• All negative reviews sent straight to specified email addresses

• Includes a link to that comment so we can reply

• Responses should be informal and be the resolution

• Fault codes can be applied

• Ability to pick out comments that are positive but include words like „But‟ and „However‟

It can‟t always go right

Next steps

Don‟t lose sight of the main reason we‟re doing this

• We provide a better service – customers stay with us for longer

• Fewer customers fret over problems they’re having

But we should improve acquisition too

• Test integrations across sites

• Monitor CTR on PPC ads

Any questions?