Sunday, 4 November 2012

Resolution™ - why it works




Resolution works so effectively that some clients 'know it works, but don't exactly know why it works'. This is understandable, so in this post we address the 'Why?'

First - some statistics:
  • about 3% of all reviews we moderate are put into Resolution for a response from our client - and they can range from an outright complaint to an issue we feel our client should have the opportunity to address privately
  • Of those, just over 98% result in a satisfactory outcome - a improved final review or...
  • In over 95% of cases - no final review at all
Let's examine these further...

Why are only 3% of initial reviews negative?

All of our clients are paragons! Seriously though, only good businesses join HelpHound. Dialogue simply doesn't work for a badly run business. But no business is perfect, and that's why Dialogue exists - not to give consumers a way of hurting businesses, but a way for them to get mistakes rectified. 

For some, let's call them the 'mildly dissatisfied', the simple act of inviting the review through HelpHound will be enough to make them think again about posting anything, anywhere - they simply say to themselves 'never mind' and nothing happens.

How does Dialogue achieve such a high rate of 'satisfactory outcomes'?

The answer to this is partly because our clients take reviews in Resolution seriously - they respond immediately and the reassure their customer that their point has been taken on board and acted upon. 

And its partly because our moderators are very good at overseeing the process - they won't let a reviewer 'rant' and they won't let our clients 'rant back'.

Why do so few customers go on to post a 'final review'?


We know the answer to this because we see both sides of the conversation: it's because they didn't really want to write a review in the first place. They simply wanted an acknowledgment from the business that it had a point to answer.

Examples of this include:
  • Mistakes - Customers who say "Something went wrong - if you can reassure me that it won't happen again I'll continue to use your business."
  • Financial issues - Customers who wanted clarification: "I didn't understand your charges."
  • Misunderstandings - customers who thought the service included something when it did not: "We were expecting a spa at your hotel."
  • Personality - the customer who 'got out of the wrong side of bed' - often resolved by explanation or simple apology "We're sorry." 

The bottom line is that Resolution works - it's one of the core features of Dialogue - helping our business members ensure that their customers have a way of communicating with them without having to post publicly on the web.

We hope this helps, if you would like further clarification please contact Karen Hutchings (karen.hutchings@helphound.com) or your business membership advisor.

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