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Identifying areas of development with consumer insights

Wednesday, May 13, 2020
Consumer insights and review tagging with trustpilot

Did you know that collecting and tagging your Trustpilot reviews could give you valuable insights into your current customer experience and how to better your business in the long run?

By using tags to filter review content by relevant topics related to your product or service, you can easily get an overview of your reviews and identify specific issues that you would like to investigate further. Review tagging can be an extremely valuable tool when it comes to getting a better understanding of your company's strengths and weaknesses, based on customer feedback. These inishgts have the power to improve your customer experience, increase loyalty, and help you retain new visitors.

What is review tagging and how does it work?

Tagging simply means labeling your customer reviews with different topics, and using it as a tool to filter your reviews for further analysis.

Trustpilot offers two different ways of tagging. The first one is automatic pre-tagging based on information you already know about your customers prior to their reviews, such as bought product, type of customer, sales rep, and more.

The other type of tagging is manual tagging based on review content, for example customer service, delivery time or other subjects that your customers would usually write about in a review.

You can learn more about how to tag in practice in the article Tagging and pre-tagging service reviews, where we focus on the manual tagging based on the actual review content.

Getting started: How to collect valuable insights to boost customer loyalty

We have listed a few important steps below for you to follow in order to get most out of review tagging.

1. Find a purpose and set realistic targets

To decide which tagging categories you should have, it is important to figure out the exact purpose of organising review data by tags, and which goals or targets you need to reach to fulfill that purpose.

For example, an overall purpose could be creating value by increasing customer loyalty. Based on that long-term goal, you would set a 15% increase in customer satisfaction target, which would be measured by an increase in the TrustScore on your Trustpilot profile.

The purpose should serve as an overall guideline for how you set up your tagging categories. For instance, you could use the tags to investigate the top 3 reasons for customer satisfaction and dissatisfaction (e.g. for all 1-2 starred and 4-5 starred Trustpilot reviews), to better understand what needs to change in order to increase customer satisfaction.

It's important to be realistic when setting targets. Trustpilot reviews are a great source of information and will help you get a better understanding of how your customer experience and customer service work, and how your products are performing.

2. Choose tagging categories

So you've found a purpose/goal and have set realistic targets. You know what insights you'd like to gain, and how these would help you better your business. It’s now time to define your tagging categories.

The first step towards success is to ensure that your categories aren't too broad or too narrow. It's important to get the right balance in order to get the correct amount of information when tagging reviews, and enough data related to each tag.

A good way to work around this is to go through the latest 50-100 customer reviews and find the 5-10 most important topics (that are aligned with your purpose as well). This way, your tags will be based on real reviews topics, rather than your assumptions of what the reviews are about.

Your review tagging can be managed in the Trustpilot Business Portal as explained in this Support article.

Example: optimising online support

Over the last few months, you've experienced customer complaints about your response time and the quality of your online support service, but you don’t know how big the problem is, and whether or not it is worth spending resources on optimising it.

By creating specific online support tags such as ‘Response time’ and ‘Support quality’, and tagging all customer reviews with these, you can measure exactly how many customers raise these issues, and further investigate and analyse them. This allows you to work on fixing these issues with the help of valuable consumer insights.

3. Analyse review data and take action

Your tags and review data can be exported from the Business Portal as a .csv file. When doing so, you can choose the date range of the reviews you want to export.

Once your data is exported, you can start looking into the reviews related to your tagging categories, and investigate which parts of your business need to improve. For example, you can drill down all reviews with 1 or 2 stars and filter the top 3 most used tags for these reviews, or look deeper into the content of reviews with a specific tag. You can also see where you are doing well and showcase positive reviews internally.

The insights you've collected from review tagging can then be used by your support and customer service teams to focus on improving these areas of development.

4. Share your insights across the organisation

Sharing your review insights with other departments or with specific colleagues is an important part of creating a better understanding of your customers’ needs and experience with the rest of the organisation.

Getting a better understanding of how the customer experience works can be valuable for many teams in your business, from front end customer service and sales functions to backend website developers. It's an important step towards becoming a truly customer-centric organisation.

So, in order to get all relevant stakeholders on board, we recommend taking time to advise how they can use your customer feedback insights, and discuss how the takeaways should be presented to them in order to improve the way teams work together across the business.

If your teams work well together, chances are you will be delivering better customer experiences and better customer service too.

"At Youi we listen to our customers and receive regular feedback through our review platform. Using the tagging functionality and automation available makes it easier to communicate and assign outreach & resolution tasks to our customer service teams and respond to customers quickly. We pride ourselves on delivering awesome service to customers. The reviews we collect through Trustpilot help us to monitor customer satisfaction, and identify areas we can to improve customer satisfaction. The Customer Success team has helped our team to better understanding the opportunities and where we can leverage our reviews."
Dave Annesley
Head of Marketing, Media and Sponsorships at Youi

We hope these tips helped you. If you'd like to learn more about the importance of consumer insights in today's environment, read our short guide by clicking the link below.

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