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Social Reviews: Critical Component of Voice of the Customer

Medallia: Social Reviews

As more and more people have adopted social media, online reviews have quickly become today’s word of mouth.

When someone’s favorite athleisure brand offers to fix year-old running shorts at no cost, they often thank them on Twitter — they rock! But you can also be sure that they’re also sharing on TripAdvisor when they get back from Hawaii to see they’ve been overcharged for their stay, and had to call over 5 times just to get a refund request form.

And these reviews matter — according to the BrightLocal Local Consumer Review Survey 2018, 91% of 18 to 34-year-old consumers trust online reviews as much as personal recommendations.

When it comes to social media, you need to monitor and manage both the good and the bad.

Harnessing the Positive Social Reviews

Many companies use Medallia to reach out to their customers for feedback at key moments. Sometimes, they don’t want to reach out a second time (and risk annoying them!) to encourage them to post an online review, too. This is why we built Medallia Promote – a lightweight and easy way for customers to share the feedback they were already providing directly on Google and TripAdvisor.

Imagine the following: you just walked out of a store and a survey pops up on your phone. You have a couple of minutes so you open it and tell them all about Jenn, the awesome associate who helped you pick out the perfect gift for your sister. Right before you submit, you’re asked if you want to share this feedback on Google — your comment is pre-populated and all you have to do is click yes — so you do (I mean, why not — Jenn was great!)

With Medallia Promote, companies can segment which customers to solicit online reviews from (with the exception of limiting to promoters, because it’s much better to have an unbiased customer perspective), and companies have seen tremendous positive results. H&R Block talked to their astounding results from Medallia Promote in a recent webinar, increasing their review volume for their retail tax advisor business from 3 thousand to 73 thousand, in just one tax season! More reviews and higher scores help these brands with their online visibility, traffic, and perception.

Recovering the Negative Social Reviews

While generating reviews is important, it is just as critical to respond to customers who have had a poor experience. Not only can this help to recover individual customers, it can leave an impact on other consumers; According to the 2018 ReviewTrackers Online Reviews Survey: Statistics and Trends, 30% of customers highly value businesses’ responses to reviews.

Medallia Social makes it simple to manage online reviews:

  • Aggregated reviews across sites are brought into Medallia
  • Personalized social analytics for each location manager, with access to only the reviews relevant to them
  • Built-in alert workflows for new/low-score reviews ensure they don’t fall through the cracks
  • For key review sites, managers can post their response from within Medallia

Companies like Best Western have seen staggering results from frontline engagement: properties that actively engage online outperform properties that don’t. In fact, compared to properties that haven’t embraced social media, socially engaged properties score 30% higher on TripAdvisor and generate 64% more reviews.

Beyond empowering the frontline to systematically closing the loop with customers, having social feedback in Medallia provides Insights teams with the most comprehensive voice of the customer, showing survey feedback and social feedback side-by-side. By looking at both in a single environment, companies can identify whether issues are one-off or systemic, and prioritize action based on impact to customer satisfaction.

In today’s world, the online voice of the customer is impossible to ignore and critical to reaching new audiences.