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A review friendly approach

Traditional marketing − including advertising, public relations, branding and corporate communications − has undergone a major change in the past few years.
A review-friendly approach
Traditional marketing − including advertising, public relations, branding and corporate communications − has undergone a major change in the past few years. Many people in traditional marketing roles and organizations may not realize that they're operating within a world that has changed more quickly than they could ever have imagined.
Our guests are no longer paying much attention to everything the messages organizations are sending. Traditional marketing communications just aren't relevant anymore to the guest’s decision-making process. Guests who are planning to buy an experience are checking out the reviews on the Internet. Sources outside the firm, such as word-of-mouth and customer reviews, will soon be the only relevant information.
Last week I read an article about illegal companies in Germany that offer “text services,” which means they write your reviews. Some 30% of the reviews that you find online on German review sites are fake. In time, consumers will create their own platform where they can share their own information. Because the whole issue at hand is the integrity of the review. So what can you do as a company to manage your reviews? Make sure you have ambassadors, know your guests and pamper them with only relevant information at the right moment.
We work with the X-Plan Online spa software, which enables us to focus 100% on the guest experience. Since we use X-plan Online, we know our guests and know their behavior. Knowing your guests gives you the opportunity to make them loyal and create ambassadors. Nobody expected  the role of ambassador to take on to this degree of importance.
A review-friendly approach does not mean “hire a company that will write fake reviews”; rather, it entails a complete transition on the part of your organization. Since we initiated our membership with ISWKC, we have been connected with the right partners to accomplish this transition. We are ready for the future − not with a traditional marketing approach, but with the right CRM data information.



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