Tuesday, 28 August 2018

Yopa raises £20 million - so what?

This article appeared in yesterday's Times...



...and we expect estate agents to have all sorts of opinions as to the impact that funding will have in the marketplace, but here at HelpHound we were drawn to a single comment made by a Times reader...


We won't make any subjective judgements, but we will comment on the numbers quoted - which appear to be pretty accurate. 

Yopa on Trustpilot...




Yopa on Google...



...and Yopa on Reviews.io (which currently comes first in an organic search for 'Yopa reviews'...




...so we make the exact figures (a day later, admittedly) as follows...
  • Trustpilot: scoring 9.2/10 to give a 'dissatisfaction rate' of 8%
  • Google: scoring 4.2/5 to give a 'dissatisfaction rate' of 16%
  • Reviews.io: 'recommended' by only 29% of reviewers
Now - why do we mention all this? Because, yet again, it is an example of a high-value service business using a reviews site designed for products. We are fully aware of the mechanisms that some estate agents use to 'manipulate' such reviews systems in their favour, but Yopa, far from indulging in such tactics, would appear to be actively using a system that discriminates against them.

How?

Estate agency is a complex business. It involves many more stakeholders than just the buyer, seller and estate agent (solicitors, banks, other lenders, surveyors, mortgage brokers and so on, usually multiplied by two!) and the potential for misunderstanding - and a resulting misleading review - is vast. You only have to read lines like...

"I am considering involving solicitor in this as I feel tricked!"

"After we accepted an offer...we were then passed to post sales support who are just a bunch of people who have no idea of what they are doing."

"They completely ripped off my elderly mum."

...to realise that there needs to be some way for the business and the customer to communicate before the review is published. Not to prevent the business from receiving negative reviews - but to ensure that future customers are presented with, as far as possible, accurate and informed opinions of the business.


How it works at HelpHound

First - and most important of all - all reviews are moderated. This means that any review that has the potential to mislead, contains factual inaccuracies or is otherwise contentious is first put into what we call Resolution™ - where both parties are invited to 'resolve' whatever issues our moderators have identified, pre-publication. 

In order to maintain compliance with CMA regulations, we ensure that the reviewer always has the option of publicly posting their review during this process, from beginning to end.

The results: are overwhelmingly positive - for the consumer: they end up posting an accurate review, and are thankful for that; for the business: the reality of their service is presented. Every stakeholder in the process is happy.



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