Challenge
A travel company specializing in travel arrangements and bookings was struggling to effectively collect and manage reviews and feedback from customers after a trip. The lack of an integrated system to manage reviews led to delays in responding to reviews, poor quality feedback data, and insufficient use of the information to improve services.
To improve the management of reviews and feedback, the company decided to implement the iPresso marketing automation system to automate the processes involved in collecting, analyzing and responding to customer feedback.
Action
- Integration with the iPresso system
The company integrated its reservation and customer management systems with iPresso. The integration allowed automatic tracking of completed trips and synchronization of customer data, which facilitated management of the review collection process.
- Automatically send review requests
iPresso made it possible to automatically send emails and notifications to customers after a trip. The system was configured to:- Send personalized messages: Automatic emails requesting reviews that were tailored to the specific trip and customer experience. Emails included links to review forms and the ability to provide a direct rating.
- Push notifications: automated push notifications to customers' mobile devices to remind them to give a review.
- Feedback collection and analysis
After collecting reviews and feedback, iPresso enabled:- Automatically collect reviews: Reviews were collected and centralized in the iPresso system, where they were sorted and analyzed.
- Sentiment analysis: The system analyzed the sentiment of reviews (positive, neutral, negative) and generated reports that helped understand overall customer satisfaction and identify areas for improvement.
- Response to feedback and customer relationship management
iPresso allowed:- Automatic responses: Configure automatic responses to reviews, including thanks for positive reviews and responses to negative reviews, with suggestions for solutions to problems.
- Loyalty campaigns: Automatically launch loyalty campaigns for customers who have left positive reviews, such as discounts on future trips or exclusive offers.
- Optimize activities based on feedback
iPresso made it possible to monitor the effectiveness of activities based on the data collected:- Reports and analysis: Generate detailed reports on reviews, including trend analysis, identification of common problems, and evaluation of the effectiveness of corrective actions.
- Service optimization: Based on feedback, the company was able to make changes to its services, improving areas that were frequently criticized by customers.
Results
- Increased number of reviews: Automatic review requests and reminders contributed to an 18% increase in the number of reviews received. Customers were more willing to share their reviews due to the simplified process.
- Better understanding of customer needs: Sentiment and feedback analysis enabled a better understanding of customers' needs and expectations, which translated into more effective customization of offerings and improved service quality.
- Faster response to problems: Automated responses to negative reviews and loyalty campaigns for satisfied customers have contributed to faster resolution of problems and increased customer satisfaction. Customer engagement levels increased by 23%.
- Improving service quality: Using feedback to optimize services led to a 25% reduction in complaints and an improvement in the company's overall service rating.
- Effective customer relationship management: Automating the process of collecting and managing reviews has allowed better management of customer relationships and more efficient use of marketing resources.
