HOW TO CHANNEL CUSTOMER FEEDBACK TO DRIVE CONVERSION. Tuesday, January 26, 2016
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HOW TO CHANNEL CUSTOMER FEEDBACK
TO DRIVE CONVERSION.
Tuesday, January 26, 2016
Jillian Falconi VP of Demand Generation,
Falcon Social
Jan McQuillan Head of Content,
Falcon Social
SPEAKERS.
Jordan GarnerDirector of Customer
Success, Trustpilot
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.
FALCON SOCIAL.
LISTEN. Monitor social media channels
and online media to collect insights.
ENGAGE. Your social inbox for all your
customer engagement needs.
MEASURE. Make informed decisions with
social media analytics.
MANAGE. Create better workflows with
social media management tools.
PUBLISH. Plan and publish with a social
media content calendar.
BUILD. Drive fan engagement with
Facebook app builder.
Unified social media Management platform.
WHY THE VOICE OF THE CUSTOMER
IS IMPORTANT.
OPPORTUNITIES.
The company that is the best at adapting to these tactics wins.
Talk one-to-one. Build relationships. Listen and respond.
Gauge sentiment - positive, negative, or neutral.
Jump on trending topics.
Lower barriers to entry.
Create insightful campaigns.
CHALLENGES.Feedback is public
Adapt marketing and PR strategyRethink budget
Become authentic.
Retrain and realign team
“63% of people wish brands treated them like a friend rather than a consumer. The remaining 37% would probably prefer that brands treat them like a human being rather than a click or conversion.”
Sara Axelrod, COO of Local Measure
WHY REVIEWS.
50% of Americans who are aware of advertising don’t trust what they see, read or hear in advertisements.
50% 44%
44% think advertisements are dishonest.
*YouGov.com
*92% of people trust recommendations from people they know.
THE AGE OF THE CONSUMER.
Companies must become customer obsessed and the only sustainable competitive advantage is knowledge and engagement with customers.
Forrester Research
THE AGE OF THE CONSUMER.
If not asking = 50/50 split (the brand advocates protecting against the bad and promoting the good)
83%
If you do ask 83% give you positive response.
Impact of asking for reviews (the right way).REVIEWS.
50/50
Of the 4.3M reviews we've helped
customers aggregate since May of
2015, 86% have been 4 stars or higher.
THE NEED FOR SOCIAL ENGAGEMENT: ASK & CONVERT.
%Breakdown of Reviews
THE NEXT STEP – LISTEN, MEASURE, ACT.
Listen Measure Act Share
PUT TRUST SIGNALS EVERYWHERE…
WEBSITE.
SOCIAL.
SEARCH.
Paid Search (Via Seller Ratings Ad Extension)
Organic Search (Via 3rd party sites & rich snippets)
DISPLAY.Banner, Re-Targeting, Social Media Ads…
EMAIL.
A MORE TRUSTED BRAND LEADS TO
MORE $$...
Driving Conversion Results: Dashlane
Driving Conversion Results: Dashlane
RESULTS: Ad with Trustpilot → .11% CTR Ad without Trustpilot → .06% CTR
CONCLUSION: 45% increase in CTR for Trustpilot Ads
RESULTS: Test 1 → 42% inc Test 2 → 67% inc Test 3 → 13% inc Test 4 → no change
CONCLUSION: On avg, 30% increase in CTR for Trustpilot Ads
TRUST SIGNALS & DIGITAL SUCCESS.
CHANNEL FEEDBACK THROUGH
SOCIAL LISTENING.
CUSTOMERS CHOOSE WHERE THE CONVERSATION BEGINS.
Review - share with those you don’t know
Social - share with friends and those who trust you
Three-quarters read peer reviews on products or services, half use social media to get help with a product or service, and 45% agree that social media allows them to show their support for their favorite brands.
Forrester, Predictions 2016: Social Gets Reinforcements, November 13, 2015
v
ACTIVATING THE VOICE OF THE CUSTOMER
HOW DO YOU BUILD BRAND ADVOCATES?
ZV
THE VALUE OF THE BRAND ADVOCATE1. A prolific creator of information 2. They influence the opinions and purchases of their friends 3. They like to use social media to help people & share opinions 4. Advocates want to be known for their valuable insights 5. Advocates have a broader reach
Advocates are loyal to brands with which they have a relationship
ENGAGE ADVOCATESCommunity Management Customer Service Social Comments Email Direct Messaging
“WRITE ME A REVIEW” “CHECK IN”
BUILD CONNECTIONSPaid Amplification Employee Amplification Social Selling Branded Experiences Content Planning & Collaboration
“SHARE YOUR PICTURES”
Industry Talk Industry Influencers Brand Chatter Product Mentions Poor/Great Product Experiences Third Party Review Sites User Generated Content
DISCOVER ADVOCATES
LISTEN TO YOUR CUSTOMERS.
LISTENING EMPOWERS YOU.
Monitor trends and respond
Customer service outreach beyond your networks
Capitalize on your competitions inability to listen
Zendesk reports that "40% of customers switch loyalty because a competitor offers better customer service.”
BE AUTHENTIC.
“YOU SPOKE. WE LISTENED.”
In 3 days: 27K
Likes
8.5K
Shares
4.2K
Comments, just on Facebook
SOCIAL VALIDATION.
Trust leads to revenue
People are ready to support your brand…You just have to ask
Listen on social to discover new feedback
Authentically engage to form new relationships and build trust
Be proactive about sharing the voice of the customer new Summary points
SUMMARY.How to channel customer feedback to drive conversion
Q&A.
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