TurningCustomer Reviews

IntoReal Revenue

Anthony OkumuraSr. Product Marketing Manager

Zendesk

Presenters

Jordan GarnerDirector of Marketing

Trustpilot

Jon ThorneSr. User Satisfaction Manager

Skyscanner

AgendaIntro to Zendesk & Trustpilot

The Customer Feedback Cycle

Establish a Trusted Brand

Accelerate Your Marketing

Improve Customer Experience

Success Stories

Q & A

Introduction to Trustpilot & Zendesk

Who is Trustpilot?Online community & business solution connecting consumers & businesses

via reviews

24 million online reviews

800,000 new reviews/month

Reviews from 120 countries

72 million visitors/year

7 million unique visits/month

Over 1 billion

impressions/month

140,000 reviewed websites

26,000 websites get new reviews/month

150,000 unique profiles viewed/month

For Businesses:For Consumers:Why does Trustpilot Exist?

Open online review community to read, write, and engage with authentic reviews

to provide trustworthy customer experience information and make

better buying decisions.

Solution to implement an automated review collection strategy, moderate and

engage with reviews, and leverage reviews to accelerate business improvement and growth.

Zendesk’s family of products help organizations understand their customers, improve communication, and offer support

when & where it’s needed most.

Zendesk + Trustpilot = A Perfect Pair

Manage all customer interactions from one place

Save time, money, and resources with the Trustpilot app for Zendesk.Engage with reviews alongside your existing customer service

channels.   

Zendesk + Trustpilot = A Perfect Pair

Key Benefits:

1. Improve agent efficiency2. Measure performance and uncover actionable insights3. Increase retention and revenue

   

Why are we talking aboutreviews?

The Age of the Consumer

Companies must become customer obsessed and the only sustainable competitive advantage is knowledge and engagement with customers.

“-Forrester Research

90% of consumers say buying decisions are influenced by online

reviews

The Impact of Reviews on Consumer Behavior

72% of consumers will take action after reading

a positive review

Customers are likely to spend 31% more on a

business with “excellent” reviews

The Customer Feedback Cycle

The Customer Feedback Cycle

Step 1:

Monitor custome

r feedbac

k

Step 2:

Actively solicit

feedback

Step 3:

Proactively manage feedback

Step 4:

Respond to and resolve

feedback

The Customer Feedback Cycle

Step 1:

Monitor custome

r feedbac

k

Step 2:

Actively solicit

feedback

Step 3:

Proactively manage feedback

Step 4:

Respond to and resolve

feedback

Always be listening

→What’s out there on the web about your brand?

→ What are prospects finding during the conversion funnel?

→ What existing reputation sources are good? Bad?

→ Actively listen & re-evaluate (alerts, listening tools, etc.)

The Customer Feedback Cycle

Step 1:

Monitor custome

r feedbac

k

Step 2:

Actively solicit

feedback

Step 3:

Proactively manage feedback

Step 4:

Respond to and resolve

feedback

Impact of Asking for Reviews Proactively

NOT asking for reviews:50/50 split positive/negative at

best(likely many more negative

reviews)

Proactively asking for reviews:83% positive reviews

More balanced representation of a business

• Desired focus of feedback?• Collection vehicle?• Timing?• Call-to-Action?• To incent or not to incent?• Reminders?• Where to collect reviews?

Considerations for Review Collection

The Customer Feedback Cycle

Step 1:

Monitor custome

r feedbac

k

Step 2:

Actively solicit

feedback

Step 3:

Proactively manage feedback

Step 4:

Respond to and resolve

feedback

Implement an internal process for listening, moderating, & acting on feedback

→ Consolidate reviews into existing Support platform

→ Engage with customer feedback

→ Track reviews and gather valuable insights for your team

What does it mean to manage reviews?

The Customer Feedback Cycle

Step 1:

Monitor custome

r feedbac

k

Step 2:

Actively solicit

feedback

Step 3:

Proactively manage feedback

Step 4:

Respond to and resolve

feedback

Responding and resolving→ Respond in a timely manner→ Positive reviews→ Negative reviews → Goal: resolve as many issues as possible in a cost-effective

manner, while scaling the learnings to correct fundamental process/strategy flaws

PRO TIP: Don’t forget 3-star reviews – they’re usually easiest to fix!

A Example:

Turning Reviews Into Revenue

The 3 Pillars of Value Driven By Customer Reviews

Establish a trusted brand

Accelerate your marketing Improve customer experience

Value Pillar 1:Establish a Trusted Brand

Establish a Trusted Brand

Automate your review collection process seamlessly within your

customer journey to accumulate tons of authentic customer

reviews

Aggregate verified ratings & reviews via your dedicated business profile page on a

trusted third-party consumer community

Improve your online reputation and build positive web presence in organic search as well as in

other critical online channels and communities

Empower customers to represent your brand

Create a living testament to your greatness

Showcase your trusted brand where it matters

Moz Article on Consumer Buying Behavior

Value Pillar 2:Accelerate Your Marketing

Drive more traffic & cost efficiency

Accelerate Your Marketing

Boost conversion-ready traffic from paid, organic, social, and other digital channels through Google

Seller Ratings, Rich Snippets, and your Trustscore

Create genuine social proof with ratings and reviews to boost

engagement, conversion, and average order value at key

conversion points

Display highly relevant user-generated content, crawlable by

search engines, to boost your rankings in organic search for

important keywords

Increase conversions & watch revenue grow

Improve your visibility in organic search

Reviews Improve Marketing Performance

- TRAFFIC GENERATION - SearchOrganic & Paid

DisplayRetargeting, Banner, Paid Social

Reviews Improve Marketing Performance

- CONVERSION & ENGAGEMENT - Website Social Email

 Value Pillar 3:Improve Customer

Experience

Understand your customer experience

Improve Customer Experience

Make smarter business decisions based on insights from feedback; create more effective messaging

using the natural language of your customers

Identify and resolve issues for unhappy or unengaged customers; uncover

underlying causes of dissatisfaction and correct for better overall customer

experience

Engage happy customers to increase retention, upsells, and

repeat business, while cultivating advocates and referral sources to

drive growth

Reduce churn & increase retention Maximize gains from your best customers

Why does customer experience matter??

Customer Experience

Customer Loyalty

Customer Advocacy

Success Stories

The

Success Story

The Company:

60m unique monthly visitors globally

40m app downloads, top-rated apps

Unbiased, comprehensive and free

Global and local – 35+ languages

The Challenge:

●Respond quickly to negative reviews on multiple Trustpilot pages

●Provide efficient responses in multiple languages

●Maintain a personal feel to interactions

●Allow reporting on reviews in line with other channels

●Maintain & build Skyscanner’s Trustpilot score

The Solution: +

Proactive customer review management solution:

● Triggers pull 1, 2 and 3 star reviews into Zendesk queue

● Dynamic content macros & to respond in multiple languages

● Unbabel app to personalise in more challenging situations

● Add tags to enable consistent reporting with other channels

● Triggers to automatically fire reviews to relevant internal teams

● Maintain & build Skyscanner’s Trustpilot score

The Results:● Responses in all languages in <3 hours● More visible engagement – reassuring for potential customers● Increase in negative turnarounds and bad review removals by customers● Ratings boost and corresponding SEO benefits to drive traffic● Ability to leverage third-party testimonials on website● Consistent reporting with other channels● Able to use categorised reviews to help identify pain points and what customer love –

feeding into Product and Growth/Marketing strategy

Next Steps:

● Increase soliciting of reviews to boost score further, using Trustpilot’s widgets and email invitations

● Experiment further with on-site testimonials

● Continue to feedback the User Voice to stakeholders

The

Success Story

The Story:

Results:●Increased their review response rate from 2.1% to 22.5%

( > 10x! )●Improved their TrustScore from 7.1 to 9.1●Boosted organic traffic 35.77% via rich snippets

●Improved internal and external transparency on performance of individual loan officers and branches using Trustpilot API

●Streamlined and optimized their customer support processes using the Trustpilot/Zendesk app, prioritizing urgent issues first

To-Do List

1. Monitor customer feedback

2. Proactively collect customer reviews

3. Manage your reviews

4. Respond to reviews

5. Leverage reviews to grow and improve- Establish a trusted brand- Maximize digital ROI- Increase retention and

revenue

6. Measure your success!

Q&AAnthony Okumura

@ZendeskJordan Garner

@TrustpilotUS@jordanroseg

Jon Thorne@Skyscanner

events@trustpilot.com