This document summarizes a presentation about turning customer reviews into real revenue. It discusses the customer feedback cycle of monitoring feedback, actively soliciting reviews, managing reviews proactively, and responding to resolve issues. It outlines three pillars of value from customer reviews: establishing a trusted brand, accelerating marketing, and improving customer experience. Two success stories are shared: one from Skyscanner about efficiently responding to reviews in multiple languages, and one from a lending company about improving processes using reviews.

1. Turning
Customer Reviews
Into
Real Revenue

2. Anthony Okumura
Sr. Product Marketing Manager
Zendesk
Presenters
Jordan Garner
Director of Marketing
Trustpilot
Jon Thorne
Sr. User Satisfaction Manager
Skyscanner

3. Agenda
Intro to Zendesk & Trustpilot
The Customer Feedback Cycle
Establish a Trusted Brand
Accelerate Your Marketing
Improve Customer Experience
Success Stories
Q & A

4. Introduction to
Trustpilot & Zendesk

5. Who is Trustpilot?
Online community & business solution connecting consumers & businesses via reviews
24 million online reviews
800,000 new reviews/month
Reviews from 120 countries
72 million visitors/year
7 million unique visits/month
Over 1 billion impressions/month
140,000 reviewed websites
26,000 websites get new reviews/month
150,000 unique profiles viewed/month

6. For Businesses:For Consumers:
Why does Trustpilot Exist?
Open online review community to read, write,
and engage with authentic reviews to provide
trustworthy customer experience information
and make better buying decisions.
Solution to implement an automated review
collection strategy, moderate and engage with
reviews, and leverage reviews to accelerate
business improvement and growth.

7. Zendesk’s family of products help organizations
understand their customers, improve communication,
and offer support when & where it’s needed most.

8. Zendesk + Trustpilot = A Perfect Pair
Manage all customer interactions from one place
Save time, money, and resources with the Trustpilot app for Zendesk.
Engage with reviews alongside your existing customer service channels.

9. Zendesk + Trustpilot = A Perfect Pair
Key Benefits:
1. Improve agent efficiency
2. Measure performance and uncover actionable insights
3. Increase retention and revenue

10. Why are we talking about
reviews?

11. The Age of the Consumer
Companies must become customer obsessed and the only
sustainable competitive advantage is knowledge and engagement
with customers.
“
-Forrester Research

12. 90% of consumers say
buying decisions are
influenced by online reviews
The Impact of Reviews on Consumer Behavior
72% of consumers will take
action after reading a
positive review
Customers are likely to spend
31% more on a business with
“excellent” reviews

13. The Customer Feedback Cycle

14. The Customer Feedback Cycle
Step 1:
Monitor
customer
feedback
Step 2:
Actively
solicit
feedback
Step 3:
Proactively
manage
feedback
Step 4:
Respond to
and resolve
feedback

15. The Customer Feedback Cycle
Step 1:
Monitor
customer
feedback
Step 2:
Actively
solicit
feedback
Step 3:
Proactively
manage
feedback
Step 4:
Respond to
and resolve
feedback

16. Always be listening
→ What’s out there on the web about your brand?
→ What are prospects finding during the conversion funnel?
→ What existing reputation sources are good? Bad?
→ Actively listen & re-evaluate (alerts, listening tools, etc.)

17. The Customer Feedback Cycle
Step 1:
Monitor
customer
feedback
Step 2:
Actively
solicit
feedback
Step 3:
Proactively
manage
feedback
Step 4:
Respond to
and resolve
feedback

18. Impact of Asking for Reviews Proactively
NOT asking for reviews:
50/50 split positive/negative at best
(likely many more negative reviews)
Proactively asking for reviews:
83% positive reviews
More balanced representation of a
business

19. • Desired focus of feedback?
• Collection vehicle?
• Timing?
• Call-to-Action?
• To incent or not to incent?
• Reminders?
• Where to collect reviews?
Considerations for Review Collection

20. The Customer Feedback Cycle
Step 1:
Monitor
customer
feedback
Step 2:
Actively
solicit
feedback
Step 3:
Proactively
manage
feedback
Step 4:
Respond to
and resolve
feedback

21. Implement an internal process for listening,
moderating, & acting on feedback
→ Consolidate reviews into existing Support platform
→ Engage with customer feedback
→ Track reviews and gather valuable insights for your team
What does it mean to manage reviews?

22. The Customer Feedback Cycle
Step 1:
Monitor
customer
feedback
Step 2:
Actively
solicit
feedback
Step 3:
Proactively
manage
feedback
Step 4:
Respond to
and resolve
feedback

23. Responding and resolving
→ Respond in a timely manner
→ Positive reviews
→ Negative reviews
→ Goal: resolve as many issues as possible in a cost-effective
manner, while scaling the learnings to correct fundamental
process/strategy flaws
PRO TIP: Don’t forget 3-star reviews – they’re usually easiest to fix!

24. A
Example:

25. Turning Reviews Into Revenue

26. The 3 Pillars of Value Driven By Customer Reviews
Establish a trusted brand Accelerate your marketing Improve customer experience

27. Value Pillar 1:
Establish a Trusted Brand

28. Establish a Trusted Brand
Automate your review collection
process seamlessly within your
customer journey to accumulate tons
of authentic customer reviews
Aggregate verified ratings & reviews
via your dedicated business profile
page on a trusted third-party
consumer community
Improve your online reputation and
build positive web presence in organic
search as well as in other critical
online channels and communities
Empower customers to represent your brand Create a living testament to your greatness Showcase your trusted brand where it matters

29. Moz Article on Consumer Buying Behavior

30. Value Pillar 2:
Accelerate Your Marketing

31. Drive more traffic & cost efficiency
Accelerate Your Marketing
Boost conversion-ready traffic from paid,
organic, social, and other digital
channels through Google Seller Ratings,
Rich Snippets, and your Trustscore
Create genuine social proof with
ratings and reviews to boost
engagement, conversion, and average
order value at key conversion points
Display highly relevant user-generated
content, crawlable by search engines,
to boost your rankings in organic
search for important keywords
Increase conversions & watch revenue grow Improve your visibility in organic search

32. Reviews Improve Marketing Performance
- TRAFFIC GENERATION -
Search
Organic & Paid
Display
Retargeting, Banner, Paid Social

33. Reviews Improve Marketing Performance
- CONVERSION & ENGAGEMENT -
Website Social Email

34. Value Pillar 3:
Improve Customer Experience

35. Understand your customer experience
Improve Customer Experience
Make smarter business decisions based
on insights from feedback; create more
effective messaging using the natural
language of your customers
Identify and resolve issues for unhappy or
unengaged customers; uncover underlying
causes of dissatisfaction and correct for
better overall customer experience
Engage happy customers to increase
retention, upsells, and repeat
business, while cultivating advocates
and referral sources to drive growth
Reduce churn & increase retention Maximize gains from your best customers

36. Why does customer experience matter??
Customer
Experience
Customer
Loyalty
Customer
Advocacy

37. Success Stories

38. The
Success Story

39. The Company:
60m unique monthly visitors globally
40m app downloads, top-rated apps
Unbiased, comprehensive and free
Global and local – 35+ languages

40. The Challenge:
● Respond quickly to negative reviews on multiple Trustpilot pages
● Provide efficient responses in multiple languages
● Maintain a personal feel to interactions
● Allow reporting on reviews in line with other channels
● Maintain & build Skyscanner’s Trustpilot score

41. The Solution: +
Proactive customer review management solution:
● Triggers pull 1, 2 and 3 star reviews into Zendesk queue
● Dynamic content macros & to respond in multiple languages
● Unbabel app to personalise in more challenging situations
● Add tags to enable consistent reporting with other channels
● Triggers to automatically fire reviews to relevant internal teams
● Maintain & build Skyscanner’s Trustpilot score

43. The Results:
● Responses in all languages in <3 hours
● More visible engagement – reassuring for potential customers
● Increase in negative turnarounds and bad review removals by customers
● Ratings boost and corresponding SEO benefits to drive traffic
● Ability to leverage third-party testimonials on website
● Consistent reporting with other channels
● Able to use categorised reviews to help identify pain points and what customer love –
feeding into Product and Growth/Marketing strategy

44. Next Steps:
● Increase soliciting of reviews to boost score further, using
Trustpilot’s widgets and email invitations
● Experiment further with on-site testimonials
● Continue to feedback the User Voice to stakeholders

45. The
Success Story

46. The Story:

47. Results:
● Increased their review response rate from 2.1% to 22.5% ( > 10x! )
● Improved their TrustScore from 7.1 to 9.1
● Boosted organic traffic 35.77% via rich snippets
● Improved internal and external transparency on performance of
individual loan officers and branches using Trustpilot API
● Streamlined and optimized their customer support processes
using the Trustpilot/Zendesk app, prioritizing urgent issues first

48. To-Do List
1. Monitor customer feedback
2. Proactively collect customer reviews
3. Manage your reviews
4. Respond to reviews
5. Leverage reviews to grow and improve
- Establish a trusted brand
- Maximize digital ROI
- Increase retention and revenue
6. Measure your success!

49. Q&A
Anthony Okumura
@Zendesk
Jordan Garner
@TrustpilotUS
@jordanroseg
Jon Thorne
@Skyscanner
events@trustpilot.com