Reputation.com
The objective of this workshop is to study the problem of the digital customer experience continuously for brands, whether they adopt an omni-channel strategy or not.
What is Reputation.com?
In the customer journey, the digital customer experience is disjointed. Brands have a real problem implementing a continuous improvement strategy at all levels of the customer relationship.
A study conducted for BFM Business in 2018 indicates that 70% of French people declare themselves loyal to their brands, but in fact one in two consumers decides to go to competition for reasons of dissatisfaction. The opinions of the customers are important today because they allow to bring a notoriety of brand image.
In addition, the digital customer experience is a corollary of revenue growth according to a study by Harvard Business Review, because an additional star can improve the revenue of a sign of 9%.
Reputation.com's mission is to improve the digital customer experience continuously, regardless of the stage of the sales cycle. The customer journey starts on the digital, followed by a visit to the physical point of sale, a return to the web for information via reviews and reviews web (Google and social networks), before proceeding to the 'purchase. The digital stage is crucial because it significantly influences the purchase stages.
What are the brands' challenges in terms of digital customer experience?
There are three main issues concerning the customer journey, namely the visibility, the management of the opinions and that of the points of contact.
The visibility
In the acquisition phase, the challenge is to push the SEO of the brand. About 90% of the purchase projects start on the Internet, hence the importance of being visible. With each search, Google recommends three companies, the "pack 3". These companies are geolocated and linked to three important criteria for the search engine:
- The accuracy of the directories, that is, the information that can be found on Google My Business listings, including time, address and phone number.
- Notice notes left on the web.
- The volume of reviews, that is, the brand's ability to fetch feedback, because Google favors the digital customer experience of Internet users.
To improve its visibility, a brand must implement Adwords strategies, synchronize the rating of positive customer reviews and index it to Google Adwords. It is thus possible to improve online traffic by 10%. It's also a good idea to trigger Google Seller Rating and link Google Adwords satisfaction stars.
For example, Reputation.com has been working with a customer for just over 8 months to improve online and local traffic. Following the update of its directories, the growth rate on its site has increased by 277%, the clicks for phone calls by 280% and the clicks to get the route of 167% (essential in a strategy of web to store).
Customer feedback management
Today, almost 90% of Internet users consult opinions before buying, so it is important not to give consumers control over feedback. Businesses need to regain control and put positive feedback strategies in place.
By implementing an omnichannel strategy that includes all points of contact (reviews, satisfaction surveys, social networks) in the same place, it is possible to highlight improvement trends. Centralizing all feedback in the same place and responding to negative comments is very important. The impact of a negative comment left unanswered can be very bad, since it is a criterion taken into account by Google's algorithm.
The customer case presented by Reputation.com is that of a car dealer with 260 outlets, whose collaboration began in 2010. At the time, the brand was faced with 70% negative comments. Today, it has grown from 1,000 reviews to a little over 90,000 reviews per year and its reputation on the web is very good with a score of 4.4 / 5.
Reputation.com optimizes the request for notification processes to achieve significant transformation rates. For this, the agency selects the right templates, sends the requests at the right time, synchronizes them to the CRM, creates rules related to the purchasing behavior and analyzes the sales process. The aim is to arrive at a satisfaction survey strategy or a request for an opinion mapped at the different stages of the customer journey. This by avoiding "overselling" the targets.
The management of all points of contact of the customer relationship
It is important to centralize all the touchpoints of the customer journey, namely the opinions, the results of surveys, comments on social networks or social listening. This is to put in place rules to react and manage claims.
The implementation of an integrated management of the customer relationship, we must first go through a customer acquisition phase in web traffic or point of sale, through the update of directories. It is then necessary to centralize all the digital customer experience of the omnichannel by mapping the different points of contact. It also means unifying web feeds in one place, and then improving the digital customer experience continuously.
Reputation.com provides indicators and dashboards to transform the data into a continuous improvement of the digital customer experience. As an example, the agency's collaboration with Ford started in 2012 and helped map the digital customer experience on more than 3,500 of them. A color code identifies positive reviews and initiates action plans on negative comments. It is a process of constant improvement.
In conclusion, the digital customer experience is essential to be constantly visible online. When a common foundation is put in place, the consumer is put back in the center of the process, and the sign is able to speak the same language between its different services. Homogenization of the quality of the user experience is then possible.
SPEAKER: Mimoun KHALLOUFI