Wayne Elliott from Feefo talking about managing your online feedback at the Sales & Retention Convention Nov 2016

1. Growing your
business with
genuine feedback
Wayne Elliott

2. 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

3. Helping the world make better decisions…
Feefo is trusted by over 3,000 brands
and over 12 million consumers

4. Why genuine
reviews?
The value of collecting
verified feedback

5. Why Brits need a way to give feedback…

6. of all consumers are influenced
by customer reviews.
83%
Why genuine reviews?
Best club
ever!
Source: ChannelAdvisors Consumer Survey

7. of consumers expect to be
able to feedback on their
experiences.
75%
Why genuine reviews?

8. won’t book a hotel without
reviews.
49%
Why genuine reviews?
Source: StatisticBrain

9. 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%

10. 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

11. How do you
health check
your business?

12. Smooth sailing, make it easy…

13. A simple request
• Collect regular feedback at
various stages – e.g. post
induction
• Customisable and personalised
invitations for customers to
leave feedback

14. Showcasing your trusted reviews
Online – website & social media
Via aggregated photos & videos
Add verified word of mouth to your
marketing campaigns

15. Marketing your reviews
Trusted ratings and
reviews, used in
marketing material
and on social
channels

16. Celebrate Success
• Celebrate team success
• Show off outstanding service
• Reward teams and individuals

17. 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)

18. 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

19. 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

20. Their voice:
Their way
The voice of the customer, working
for your business

22. The Evolution of Content

23. WikisQ and A sites Blogs
Video ReviewsCompetitions
Social
Media
Photos
Forms of UGC

24. Benefits of UGC
UGC videos get
more views than brand owned content10x
Source: TubularInsights

25. Case Study: Starbucks
Starbucks got 4000 entries in 3 weeks – what could
you do as a business?

26. Convenience
is king
Engaging with mobile
customers on the move

27. Convenience is king
1/3of millennials agree that
smartphones will become their
main purchasing tool
Source: PwC

28. 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

29. Taking
advantage
The power of the play button

30. Grabbing attention
The attention span of humans
has fallen to 8 seconds since
the year 2000 (the rise of
mobile technology).
Source: Microsoft

31. Bring Reviews to Life!
90%of information transmitted to the
brain is visual.
Source: 3M Corporation

32. Bring Reviews to Life!
visuals are processed 60,000x
faster in the brain than text.
Source: Business2Community.com

33. Benefits of Video
85%of customers are more likely to
purchase after watching a video.
Source: Kissmetrics

34. Bring Reviews to Life!
increase in views on content that
has relevant images.
94%
Source: Kissmetrics

35. 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.”

36. …and bring them to life!

37. Benefits of Video
video now appears in 70% of the top 100
search results listings

38. Benefits of Video
Videos are shared
1,200xmore than text and links combined
Source: Simply Measured

39. Red Bull space jump

40. Clever stunt!
• 52m live views
• $64.8m cost
• $100m + of exposure

41. Going viral…
Source: JukinVideo

42. Going viral…
Source: JukinVideo

43. 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!

44. Bring reviews to life!

45. Bring reviews to life!

46. Your members will get involved

47. Your members will get involved!

48. What to do
tomorrow...

49. What to do tomorrow…
• Embrace the feedback, and use reviews to learn, grow
and improve your business
• Invite customers to leave uncensored, real reviews –
the way they want to

50. Any
Wayne Elliott