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Embracing customer opinion Andy Phillipps Chairman

Embracing customer opinion Andy Phillipps Chairman. My bias:. Founder/CEO of Active Hotels 1999 Launched hotel reviews in 2000 CEO of Priceline non-US business Merged Active / Bookings BV to form Booking.com Chairman of Toptable Chairman of Reevoo. Who is Reevoo? | Reevoo in numbers.

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Embracing customer opinion Andy Phillipps Chairman

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  1. Embracing customer opinionAndy PhillippsChairman

  2. My bias: • Founder/CEO of Active Hotels 1999 • Launched hotel reviews in 2000 • CEO of Priceline non-US business • Merged Active / Bookings BV to form Booking.com • Chairman of Toptable • Chairman of Reevoo

  3. Who is Reevoo? | Reevoo in numbers 150+ 18% 18 750 million businesses use our socialcommerce services pieces of Reevoo content used by consumers each month countries where Reevooservices are deployed average sales uplift from our services

  4. Who is Reevoo? | Example Clients

  5. Agenda • The benefits of using reviews • Some dilemmas of using reviews: • Passive versus Active • In house or 3rd Party brand • Bad reviews • Beyond Reviews

  6. Beyond the basics | Reviews are integral to travel bookings 88% Fly Research, September 2011 of people read reviews before booking.

  7. Beyond the basics | Optimised hotel reviews increase conversion 3x

  8. Beyond the basics | Optimised reviews increase traffic from all sources

  9. Example of Destination Reviews

  10. Agenda • The benefits of using reviews • Some dilemmas of using reviews: • Passive versus Active • In house or 3rd Party brand • Bad reviews • Beyond Reviews

  11. Beyond the basics | Proactive engagement makes a huge difference Scores for the same selection of hotels on two different sites: One company waited for reviews and the hotel scored One company asked for reviews and the hotel scored 7.3 out of ten 8.6 out of ten

  12. Beyond the basics | Proactive engagement makes a huge difference Passive collection Proactive collection 26% 6% of reviews are negative(below 5/10) of reviews are negative(below 5/10)

  13. More content equals more conversions 5.0 4.0 3.0 2.0 1.0 0 CONVERSION RATE (%) 0 1-10 11-20 21-30 31-40 41-50 51+ REVIEWS PER PRODUCT PLUS: an ongoing informal review

  14. Is it important to use an impartial 3rd party to collect reviews? 70% 60% 50% 40% 30% 20% 10% 0% Very Quite Not Consumers prefer a 3rd party to authenticate content

  15. Bad reviews are good for business? 68% 95% suspect censorship or fake reviews when they don’t see bad scores. trust reviews more when they see both good and bad scores.

  16. Displaying bad reviews increases conversion rates 1.0 0 0.5 2.0 1.5 Conversion rate (%) Normal consumer Consumer seeking negative reviews Reevoo Insight Research, 2011

  17. Agenda • The benefits of using reviews • Some dilemmas of using reviews: • Passive versus Active • In house or 3rd Party brand • Bad reviews • Beyond Reviews

  18. Social conversations | Ask a Guest: confirmed guests help bookers

  19. Social conversations | … and across the social web

  20. Social conversations | Engagement and conversion increase on your site… 4.8x time on site 3.2x pages viewed per visit 1.5x visitor return rate within 1 month 2.5x conversion rate 1,300% increase Conversion rate increase if your question is answered

  21. Social data | Actionable insights from customer feedback data Sleep quality Cleanliness Service

  22. The future of social CRM Engaged Brand Consumers Driving Sales User Challenges Reevoo IQ Suite What are consumers saying? CMO Consumer Panels Virtual Focus Groups SVP Product Question a consumer Who is saying it? SVP Customer Services Reviewers Benchmarking SVP Buyer Advocate and detractor i.d. Why are they saying it? SVP Insight Product & Service Insight Reevoo is unique in being able to provide quantitatively significant, near real time, consumer engagements at the level of the: • Product • Individual • Verified owner/traveller/user • Benchmarked across our network Conversations

  23. Summary • Review content can dramatically increase sales • Being proactive brings benefits • Authenticity important • Manage feedback but don’t suppress it • Ongoing conversations: • Add value to future customers • And to your business • This needs to be integrated into your business

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