Budget air.fr strategy and action plan for customer reviews

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Information about Budget air.fr strategy and action plan for customer reviews
Marketing

Published on February 24, 2014

Author: Delecluse

Source: slideshare.net

Description

BudgetAir.fr strategy to develop customer reviews and ereputation.

Customer reviews Strategy and results BudgetAir.fr From 2012, October to 2013, September Christine Delecluse Brand Manager France

Why customers reviews are important? • Clients testimonials is one of the most powerful and less expensive online marketing tools . • Improve SEO, expanding its website, customer loyalty ... When someone is looking to buy for a product or service, it often looks the opinion of an existing consumer. Strengths, weaknesses, ease of use, warranty or lifetime characteristics are scrutinized. • 74% of consumers trust the opinion of today's consumers. • Real levers of the deed of purchase, consumer reviews increase by 42% the average basket, improve customer satisfaction and strengthen your credibility.

Why customers reviews are important? • Nearly 9 of 10 French shoppers consult the opinions of other customers before validating an order, according to a study Reevoo / GMI Research. • Influential opinions are more than heard news articles: only 22% trust them before buying online. • Half of shoppers have already posted opinions. : France is very active in this area in Europe, with a notice for 40 users, against a ratio of one for 60 in Britain and 110 in Germany. If interest is obvious to the consumer, it is also understood side of e-shopping. According to Tom Brami, director AvisCertifies.com "reviews improve between 15% and 20% conversion rate of visitors into buyers”

Reviews are everywhere in the travel industry

Action Plan to develop Customer reviews on BudgetAir.fr. • Collect customer reviews via • Trustpilot.fr, Kelkoo.fr, Ciao.f, Poulpeo.fr • Create a trustpilot account and a dedicated page for BudgetAir.fr • Launch : an emailing campaign sent to 4000 customers (2012, October) • Each month, email sent to BudgetAir.fr flight bookers • Integrated trustpilot box in Facebook BudgetAir.fr and on Budgetair.fr home page. • Personnalized response to reviews when necessary. • Opportunity to win back customers who had no answers to provide them an answer and a solution.

Examples : Facebook BudgetAir.fr page ,Twitter, email Trustpilot box

Page d’accueil du site BudgetAir.fr Box Trustpilot on BudgetAir.fr website

Email example sent to BudgetAir.fr bookers via Trustpilot platform (Kickstart email)

Reviews examples end of 2012

Reviews examples in 2013

Target and commercial objectives • Commercial: • Close collaboration with Excellence Center in charge of responding to the reviews on trustpilot.fr and dealing with the customers in order to get a customer service. • A conference call is organised every month and email every week with the supervisor. • A contest was organised in 2012, december with excellence center for all the team. • Email template prepared in order to suggest to customers to write a review on truspilot.fr. • Good reviews are a good opportunity to develop revenue and reassure customers who do not know the brand. • Target: reach level 7/10 on Trustpilot : Achieved

Sitelink for SEA ad copies. • Good reviews are helping to get the 4**** rating. • We’ve reached reviews and gobal rating is 4**** • Dedicated sitelink on our branding ads in Adwords 90 reviews January 2013 150 reviews September 2013

Competitors Benchmark . Beginning of 2014. From worst to the best quality review

Competitors Benchmark . Beginning of 2014. From worst to the best quality review

Competitors Benchmark.Beginning of 2014. From worst to the best quality review Results and Podium

Summary • Around 150 reviews collected in 12 months. Grade obtained on trustpilot : 7.5/10. • In one year, BudgetAir.fr is in the Top 2 of the major Online Travel agencies in France. • BudgetAir.fr agrees to accept negative reviews and answer to them. • Bad reviews were an opportunity to improve booking process, website content, services and also to develop exchanges with customers and get back loyalty. • Reviews : an opportunity to understand what our customers think about BudgetAir.fr • Reviews are one of the main contribution to establish BudgetAir.fr Ereputation, trust and awareness.

THANK YOU !

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