Word of mouse is king

By Samantha Litfin | Marketing Manager

Web-image_word-of-mouseJust like large brands, your venue can be the subject of news stories, blog posts, social media comments, or consumer reviews.

Monitoring what’s being said about your business helps you keep track of your online reputation, respond to comments in a timely manner, and improve your products, services and customer experience based on the feedback you receive.

Recent research indicates that for every customer who complains, there are approximately 26 customers who don’t say anything. Often, they’ll simply get fed up and leave. That’s why customers who complain are giving you an extraordinarily valuable gift: insight into what’s probably making many more customers unhappy than just the person who chose to tell you about it.

80% of companies say they deliver exceptional customer service, but only 8% of their customers agree. Now considered an essential part of any company’s marketing scheme, customer service is more important than ever.

Unfortunately for businesses, 95% of unhappy customers never complain in a way the business knows about. Without a call, email or social posting about the complaint, the product/service in question can never be resolved by the company; therefore, it’s the responsibility of the person monitoring social media to respond to the 5% who do take the time to complain openly. These people need to be treated like your most important customers. This means that every complaint on every channel should be answered every time, which can prove time-consuming when monitoring multiple threads on various channels.

By not replying to a complaint, you are in fact replying. When a company’s page responds to a concerned customer, advocacy is increased greatly.

The importance of digital customer service can no longer be neglected. Offering poor digital customer service can have dramatic consequences for customer loyalty and customer satisfaction.

Key ‘Takeaways’ From Online Review Survey Research (November 2016):

  • 84% of people trust online reviews as much as a personal recommendation 
  • 7 out of 10 consumers will leave a review for a business if they’re asked to 
  • 90% of consumers read less than 10 reviews before forming an opinion about a business 
  • 54% of people will visit the website after reading positive reviews 
  • 73% of consumers think that reviews older than 3 months are no longer relevant 
  • 74% of consumers say that positive reviews make them trust a local business more 
  • 58% of consumers say that the star rating of a business is most important

So how do you stack up?  There are a number of notable online review sites:

  • TripAdvisor (Aus #1)
  • Facebook (on page reviews close 2nd)
  • Urban Spoon/Zomato
  • Gourmettraveller.com.au

And these are just the tip of the iceberg!

We’ve put together a snapshot of Queensland Clubs (with 300 gaming machines) and their corresponding TripAdvisor rating. We’ll build this data over time to incorporate all Queensland Clubs and additional online review sites.

Word of Mouse is King - table3To-date, the top rating venues with an average score of 4 out of 5 include Cazalys Cairns, Hervey Bay RSL and Maroochy RSL, which sit in the top 34%, 20% and 28% of their regions respectively.

Of the venues detailed in the table, City Golf Club Toowoomba has received the largest number of TripAdvisor reviews.

Do you need help keeping track of your digital brand? Contact Sam at samantha@dws.net.au or on (07) 3878 9355 for a confidential review today.

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