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A fantastic start for Castles – joining in August,
they already have 19 great reviews on their website (and counting), across all four
disciplines. Really convincing testimonials especially from their prospective client’s
point-of-view.
Words like ‘professional’, ‘helpful’, ‘courteous’, ‘reassuring’
and ‘effective’; phrases like ‘took a genuine interest’, ‘honest opinions’,
‘kept us well informed’ and most frequent of all ‘would have no hesitation in
recommending’.
To see this review in full just click on the red ‘Castles’ link in the first paragraph (above). This will take you to Castles’ website where you will see their Dialogue module with all their client reviews across all their services (buyers, sellers, landlords and tenants).
The secret of their success? Nothing unusual, but total commitment to
the concept of building reviews into the customer service process. Castles’
clients are expecting the email inviting them to post a review, so they do just
that.
the concept of building reviews into the customer service process. Castles’
clients are expecting the email inviting them to post a review, so they do just
that.
How is Dialogue being used by estate agents?
This has been a learning curve for us at HelpHound since we launched
Dialogue to estate agents at Property Drum in the spring. Our hotel clients use
Dialogue to (a) drive direct bookings through their websites and (b) manage
complaints before they are posted on sites like TripAdvisor for all to see.
Dialogue to estate agents at Property Drum in the spring. Our hotel clients use
Dialogue to (a) drive direct bookings through their websites and (b) manage
complaints before they are posted on sites like TripAdvisor for all to see.
Estate agents like both these aspects – encouraging enquiries and
neutralizing complaints – but are also specifically using Dialogue to drive up
their ‘valuation to instruction’ success rates. By showing prospective clients
relevant reviews to address specific issues and questions (an iPad helps here).
neutralizing complaints – but are also specifically using Dialogue to drive up
their ‘valuation to instruction’ success rates. By showing prospective clients
relevant reviews to address specific issues and questions (an iPad helps here).
Karen Hutchings, our Head of Client Administration (who will be familiar to many readers of this blog!) spoke to Duncan Pate, MD of Castles, and asked him what he considered the core benefits of Dialogue. His answer:
“Independence and credibility; it’s not something we could have done ourselves.” She went on to ask him if he thought Dialogue aided conversion. His response was candid: “We wouldn’t be paying for it if it didn’t.”
We think that says it all!
The key to getting reviews
Agents are unanimous: the invitation must be sent by the member of
staff the client has dealt with, and it should be followed up with a call explaining why
the review is so important. Then the reviews will flow.
staff the client has dealt with, and it should be followed up with a call explaining why
the review is so important. Then the reviews will flow.
Best Western
in the US have embarked on a ‘brave’ venture. They have embedded TripAdvisor
reviews on their hotels’ websites:
 |
| The first review for the first Best Western we searched for – click to read |
This is from
their press release:
their press release:
“Now our
guests can read TripAdvisor traveler reviews without leaving our site, which
not only saves time but also helps each guest choose the right Best Western
hotel for their needs.”
guests can read TripAdvisor traveler reviews without leaving our site, which
not only saves time but also helps each guest choose the right Best Western
hotel for their needs.”
We speak to hundreds of hoteliers every year, in private and
in depth. We also analyse all our clients’ rankings on sites like TripAdvisor
and Booking.com. So what have we learned?
in depth. We also analyse all our clients’ rankings on sites like TripAdvisor
and Booking.com. So what have we learned?
1.
That hotels are vulnerable to negative
reviews
That hotels are vulnerable to negative
reviews
For two reasons: first because that
single negative will impact their ranking – it may not be read (we hear a lot
of comments like “They can read between the lines”) – but that ‘poor’ or
‘terrible’ rating will drive that hotel down the rankings
against their competitors.
single negative will impact their ranking – it may not be read (we hear a lot
of comments like “They can read between the lines”) – but that ‘poor’ or
‘terrible’ rating will drive that hotel down the rankings
against their competitors.
Second: a single ‘poor’ or terrible
shown on page 1 will directly impact bookings. We have
anecdotal evidence from hotels that this can be by as much as 15-20% while the
review in question remains on page 1.
shown on page 1 will directly impact bookings. We have
anecdotal evidence from hotels that this can be by as much as 15-20% while the
review in question remains on page 1.
2.
That rankings on TripAdvisor and
scores on Booking.com matter
That rankings on TripAdvisor and
scores on Booking.com matter
If we had a penny for the number of
times we have heard travellers say “I will only book a hotel in the top 10.”
(top 5, top 20 etc.). On Booking.com: “I will only book a hotel with a score of
8.5 or better.”
times we have heard travellers say “I will only book a hotel in the top 10.”
(top 5, top 20 etc.). On Booking.com: “I will only book a hotel with a score of
8.5 or better.”
So: is it a good idea to show reviews (or even link to
reviews) from an external site?
reviews) from an external site?
The key to the answer is ‘control’. You cannot control which
reviews will be shown. On the face of it this sounds like a case of ‘honesty
being the best policy’. In reality the hotel runs the risk of actively
discouraging bookings.
reviews will be shown. On the face of it this sounds like a case of ‘honesty
being the best policy’. In reality the hotel runs the risk of actively
discouraging bookings.
There is another way!
You were expecting this:
Dialogue gives you all the positive benefits of the
TripAdvisor embedded review system – and credibility (and bear
in mind that our reviews are verified) – without the risk of
exposing unmoderated negatives.
TripAdvisor embedded review system – and credibility (and bear
in mind that our reviews are verified) – without the risk of
exposing unmoderated negatives.
Control your
reputation – get Dialogue!
reputation – get Dialogue!
