embracing customer opinion andy phillipps chairman
DESCRIPTION
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. - PowerPoint PPT PresentationTRANSCRIPT
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Embracing customer opinionAndy PhillippsChairman
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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
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Who is Reevoo? | Reevoo in numbers
pieces of Reevoo content used by consumers each month
750 million
countries where Reevooservices are deployed
18
businesses use our socialcommerce services
150+
average sales uplift from our services
18%
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Who is Reevoo? | Example Clients
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• The benefits of using reviews• Some dilemmas of using reviews:
– Passive versus Active– In house or 3rd Party brand– Bad reviews
• Beyond Reviews
Agenda
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of people read reviews before booking.88
% Fly Research, September 2011
Beyond the basics | Reviews are integral to travel bookings
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Beyond the basics | Optimised hotel reviews increase conversion 3x
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Beyond the basics | Optimised reviews increase traffic from all sources
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Example of Destination Reviews
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• The benefits of using reviews• Some dilemmas of using reviews:
– Passive versus Active– In house or 3rd Party brand– Bad reviews
• Beyond Reviews
Agenda
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Beyond the basics | Proactive engagement makes a huge difference
One company asked for reviews and the hotel scored
Scores for the same selection of hotelson two different sites:
One company waited for reviews and the hotel scored
7.3out of ten
8.6out of ten
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Beyond the basics | Proactive engagement makes a huge difference
Passive collection
26%of reviews are
negative (below 5/10)
Proactive collection
6%of reviews are
negative (below 5/10)
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More content equals more conversionsC
ON
VER
SIO
N R
ATE
(%)
5.0
4.0
3.0
2.0
1.0
00 1-10 11-20 21-30 31-40 41-50 51+
REVIEWS PER PRODUCTPLUS: an ongoing informal review
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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
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trust reviews more when they see both good and bad scores.68
%
Bad reviews are good for business?
95%
suspect censorship or fake reviews when they don’t see bad scores.
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Displaying bad reviews increases conversion rates
Conversion rate (%)
Reevoo Insight Research, 2011
0 0.5 1.0 1.5 2.0
Normal consumer
Consumer seeking negative reviews
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• The benefits of using reviews• Some dilemmas of using reviews:
– Passive versus Active– In house or 3rd Party brand– Bad reviews
• Beyond Reviews
Agenda
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Social conversations | Ask a Guest: confirmed guests help bookers
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Social conversations | … and across the social web
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4.8xtime on site
3.2xpages viewed per visit
1.5xvisitor return rate within 1 month
2.5xconversion rate
Social conversations | Engagement and conversion increase on your site…
1,300% increaseConversion rate increase if your question is answered
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overall_rating
value_for_money
location
service
cleanliness
sleep_quality
6.0
8.0
10.0
Average
Hotel 1
Hotel 2
Location
Value for money
Overall rating
Social data | Actionable insights from customer feedback data
32%30%
21%19%18%15%14%10% 8% 7% 7% 7% 5% 5% 5% Sleep
quality
Cleanliness
Service
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The future of social CRM
Reviewers
Conversations
Reevoo IQ SuiteEngaged Brand Consumers
Driving SalesUser Challenges
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
Consumer Panels
Virtual Focus Groups
Question a consumer
Benchmarking
Advocate and detractor i.d.
Product & Service Insight
What are consumers
saying?
Who is saying it?
Why are they saying it?
CMO
SVP Product
SVP Customer Services
SVP Insight
SVP Buyer
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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