Wednesday, November 9, 2011
Wednesday, September 7, 2011
Extreme Last Moment Hotel Booking - Outlook for Hoteliers
Keeping our circle of professional colleagues ahead of the curve is one of Oneglobe's activities. Only sites/trends that we predict will have an impact for our clients are shared...no spammy, trendy noise.
This is one of those - extremely last moment booking app - for 'distressed inventory'
Hotel Tonight is getting is positioned as Hot Deals up to 70% off + getting solid reviewsWith a really cool video, Hotels.com's http://www.thesmarterapp.com/ challenges http://www.hoteltonight.com/
As well, they are using financial incentives for downloads + sharing (below) - only US hotels, at the moment.
Another cool feature is that you’ll automatically get a $25 credit towards booking once youdownloaded the app. For every friend that you invite to use the service will also get you another $25 once they’ve booked their first hotel room.
The Smarter App, Hotels.com's platform, has a huge inventory in over 200 countries + GPS 'near me' capabilities.
Our Outlook:
- Similar to Last Minute when it was launched, Extreme Last Moment booking will become a lifestyle segment
- It will appeal to highly mobile connected, smartphone-dexterous travelers, whose booking hot buttons are location+big bargain
- App distribution channels will need management just as OTAs + GDS do - but the pricing mentality (as with Price and Hotwire reverse auctions) will not conform to Revenue Management systems recommendations.
All comments + feedback welcome.
Best, (be sure to look at the video in Smarter App - too much fun)
Tuesday, June 7, 2011
A Tweet a day keep you in the Game
Using social media sites like Twitter is still a mystery to some businesses. The overall objective today is to keep the content flowing because search engines respond to french and unique content. For many companies, the goal is sipmly to keep their businesses' s name in front of consumers. To accomplish this, you should ideally promote your company's content on Twitter, Facebook, Linkedln, and your blog simultaneously, in order to stay in the game.
Friday, May 27, 2011
1 Client out of 5 is looking for a hotel on mobile
According to Google, 19% of hotel searches are done using a mobile device. According to a Trip Advisor survey, 38% of customers surveyed by the site have used their mobile phones to plan their trip.These figures underline the growing importance of mobile services in the tourism industry which has become a new means of communication and distribution.
In France 3 millions people have already purchased with their mobiles, all products, all potential targets for hoteliers.United States according to eMarketer estimates, customers buying their travel on mobile from 19,7 million in 2010 to 29,7 millions in 2011.
This is especially when traveling as passengers are looking for tourist information. These are the sites or social networking applications that are also the most frequented by users of mobile hoteliers have a vested interest in not only be present but active in this sphere of social networks.
The applications are very expensive to develop, because need to be deployed on all platforms (iPhone, Android, Blackberry, Windows Phone, HP ). On a simple level of common sense, develop only on iphone to cut back more than half of mobile users. Applications attempt to lock the customer in a hotel brand that by definition then the client is unfaithful, without exception, as it seeks above all satisfy his need for accommodation spot, better to leave applications to large chains, which target a much larger audience.
In France 3 millions people have already purchased with their mobiles, all products, all potential targets for hoteliers.United States according to eMarketer estimates, customers buying their travel on mobile from 19,7 million in 2010 to 29,7 millions in 2011.
This is especially when traveling as passengers are looking for tourist information. These are the sites or social networking applications that are also the most frequented by users of mobile hoteliers have a vested interest in not only be present but active in this sphere of social networks.
The applications are very expensive to develop, because need to be deployed on all platforms (iPhone, Android, Blackberry, Windows Phone, HP ). On a simple level of common sense, develop only on iphone to cut back more than half of mobile users. Applications attempt to lock the customer in a hotel brand that by definition then the client is unfaithful, without exception, as it seeks above all satisfy his need for accommodation spot, better to leave applications to large chains, which target a much larger audience.
Tuesday, May 17, 2011
Create the WOW factor with your guests
Using Twitter to post updates about your property and promote deals is just a small portion of what you can do on the micro blogging tool. More importantly, you should really engage on Twitter and pay attention to what people say around your hotel, your area, your competition, your industry and so on.
One thing you can do when you have a relative good number of followers (100 would be a good start) is to start identifying these followers that could be your hotel brand ambassadors. Try to engage with them on conversations you feel you can be part of. For example, suggest some ideas of restaurants in the area the Twitter follower is based of experience or because your hotel is in the same area.
Another thing you can do is to create the WOW factor when you know some of your guests have been identified on Twitter by saying "just arrived at the Hotel California". Can you imagine the "feel good factor" of the guest if has received a reply for you and also a freebie when he's at the hotel. For instance, offer him/her a drink at the bar with a +1 or free PayPerView for one day or a bottle of wine in his room.
Read the entire article on hotel blogs
One thing you can do when you have a relative good number of followers (100 would be a good start) is to start identifying these followers that could be your hotel brand ambassadors. Try to engage with them on conversations you feel you can be part of. For example, suggest some ideas of restaurants in the area the Twitter follower is based of experience or because your hotel is in the same area.
Another thing you can do is to create the WOW factor when you know some of your guests have been identified on Twitter by saying "just arrived at the Hotel California". Can you imagine the "feel good factor" of the guest if has received a reply for you and also a freebie when he's at the hotel. For instance, offer him/her a drink at the bar with a +1 or free PayPerView for one day or a bottle of wine in his room.
Read the entire article on hotel blogs
Monday, May 16, 2011
Digital Marketing: Latest Trends in Digital Marketing
With technology developing at a dizzying rate, some managers fear that they are lagging behind in the latest developments in digital marketing. We bring together two prominent figures from the world of digital marketing to discuss this fast-changing sector.
Our digital marketing panel:
• Tom Dibble: CEO, Screen Pilot
• Rob McCutcheon: managing director,Astracasting
Hotel-industry.co.uk: So the industry is changing fast! What emerging trends can you identify in digital marketing?
• McCutcheon: I think that the massive expenditure on apps by all the leading brands in virtually every market is a key issue. This has led to hotel suppliers of ambient media struggling to justify how they offer ROI to a hotel marketing manager – who, in turn must justify the spend to the financial director. Therefore, I think we’ll see more screen media operators winding up their operations. The trend looks set to continue unless the various media operators look at partnering with value-added services that can increase ROI with physical downloads of offers and vouchers.
• Dibble: Cheaper smart-phones will translate into higher device saturation in the consumer market. Better phones, faster data speeds means more people surfing on their phones with enhanced browsing experiences. However, just because these consumers are using their mobiles to do more stuff, m-commerce (mobile commerce) in the travel industry will be finely segmented to locations and brands that support the profile of the m-commerce traveller. I think the rise of social media is particularly interesting. For example, our Facebook marketing strategies differ greatly to that of paid search tactics. Knowing how to engage and interact using each channel to market is key. Search is a tactic for when you want to gain engagement from someone who already knows they want to travel. Social media on the other hand is a tactic that can align a hotel with an intent that doesn’t currently exist or by peer recommendation of a guest’s experience at a property or brand.
Hotel-industry.co.uk: Why is it important for hoteliers to partner with third party companies like yours to improve their digital marketing?
McCutcheon: Third party technology companies will only survive by adapting to change and keeping ahead of the changes in market forces. Hoteliers are busy people who need to concentrate on running their businesses. The hotelier should let the third party take the strain as a trusted partner and work with them on developing new ideas and pilot schemes to prove ROI for new mediums as-and-when they arrive.
Dibble: We live and breathe in the digital world. It’s the essence of who we are. For Screen Pilot, our mission statement for the hospitality industry is to drive awareness and direct distribution revenues. We shift hundreds of thousands in revenues away from in-direct channels, online travel agents and other intermediaries by delivering qualified traffic directly to the property website. Just because you don’t have multi-million pound marketing budgets does not mean you can’t compete online. Our clients are proof you can.
Read the entire article
Our digital marketing panel:
• Tom Dibble: CEO, Screen Pilot
• Rob McCutcheon: managing director,Astracasting
Hotel-industry.co.uk: So the industry is changing fast! What emerging trends can you identify in digital marketing?
• McCutcheon: I think that the massive expenditure on apps by all the leading brands in virtually every market is a key issue. This has led to hotel suppliers of ambient media struggling to justify how they offer ROI to a hotel marketing manager – who, in turn must justify the spend to the financial director. Therefore, I think we’ll see more screen media operators winding up their operations. The trend looks set to continue unless the various media operators look at partnering with value-added services that can increase ROI with physical downloads of offers and vouchers.
• Dibble: Cheaper smart-phones will translate into higher device saturation in the consumer market. Better phones, faster data speeds means more people surfing on their phones with enhanced browsing experiences. However, just because these consumers are using their mobiles to do more stuff, m-commerce (mobile commerce) in the travel industry will be finely segmented to locations and brands that support the profile of the m-commerce traveller. I think the rise of social media is particularly interesting. For example, our Facebook marketing strategies differ greatly to that of paid search tactics. Knowing how to engage and interact using each channel to market is key. Search is a tactic for when you want to gain engagement from someone who already knows they want to travel. Social media on the other hand is a tactic that can align a hotel with an intent that doesn’t currently exist or by peer recommendation of a guest’s experience at a property or brand.
Hotel-industry.co.uk: Why is it important for hoteliers to partner with third party companies like yours to improve their digital marketing?
McCutcheon: Third party technology companies will only survive by adapting to change and keeping ahead of the changes in market forces. Hoteliers are busy people who need to concentrate on running their businesses. The hotelier should let the third party take the strain as a trusted partner and work with them on developing new ideas and pilot schemes to prove ROI for new mediums as-and-when they arrive.
Dibble: We live and breathe in the digital world. It’s the essence of who we are. For Screen Pilot, our mission statement for the hospitality industry is to drive awareness and direct distribution revenues. We shift hundreds of thousands in revenues away from in-direct channels, online travel agents and other intermediaries by delivering qualified traffic directly to the property website. Just because you don’t have multi-million pound marketing budgets does not mean you can’t compete online. Our clients are proof you can.
Read the entire article
Tuesday, May 10, 2011
5 Steps to a Successful Hospitality Mobile App
There are over 20,000 travel apps across the app markets today — and that number is climbing daily. But as the app market grows, so do consumer expectations. As many other companies have learned, one small misstep in the development process can mean the difference between a mobile app that generates significant revenue and one that gets ignored.
On Thursday, May 19 at 2 p.m. CDT, you can join a free webinar where I’ll be talking about what to do and what not to do when it comes to creating and maintaining hospitality apps. In the meantime, here’s a sneak peek at a few of the lessons I’ll be covering:
1. Make your app free if you’re selling something other than the technology. Rather than charging up front, most hospitality organizations will get much more value out providing guests with a free app they can use to explore the property, upgrade rooms, order room service, book spa appointments and more. Just as you wouldn’t charge for guests to visit your web site, you shouldn’t charge your customers for an app that helps you sell your core products and services.
2. Take advantage of a smart phone or tablet’s capabilities. Don’t just duplicate your web site and make your app a mobile brochure. Mobile devices have interactive features that most personal computers don’t have — like GPS, an accelerometer, cameras, QR Code readers and more. Users want an app that is fun to use, helps them during their visit, and takes advantage of their device’s capabilities. You want to create experiences that are customized to a guest on the go.
3. Keep content fresh, interesting and easy to find. To keep people coming back to an app, it’s critical to make sure you don’t let the content stagnate. Outdated or difficult-to-find info is one of the guaranteed ways to anger guests and generate negative feedback. We constantly encourage our customers to use our CMS to regularly update the content in their apps and to look at what is resonating with users and what is falling flat. People frequently discover that what works wonders in the online world doesn’t necessarily work in the mobile world.
4. Promote your app and align your mobile strategy with your marketing goals. We find that properties that cross-promote their app across several marketing channels, including on-site signage, social media, advertising, public relations, direct mail and customer service get the most downloads and interest.
5. Continue to innovate. Mobile is still a young technology, and the rules are still being written. Don’t be afraid to take risks and try new things — you never know where it can lead.
Written by: Aron Ezra
Read the entire article
On Thursday, May 19 at 2 p.m. CDT, you can join a free webinar where I’ll be talking about what to do and what not to do when it comes to creating and maintaining hospitality apps. In the meantime, here’s a sneak peek at a few of the lessons I’ll be covering:
1. Make your app free if you’re selling something other than the technology. Rather than charging up front, most hospitality organizations will get much more value out providing guests with a free app they can use to explore the property, upgrade rooms, order room service, book spa appointments and more. Just as you wouldn’t charge for guests to visit your web site, you shouldn’t charge your customers for an app that helps you sell your core products and services.
2. Take advantage of a smart phone or tablet’s capabilities. Don’t just duplicate your web site and make your app a mobile brochure. Mobile devices have interactive features that most personal computers don’t have — like GPS, an accelerometer, cameras, QR Code readers and more. Users want an app that is fun to use, helps them during their visit, and takes advantage of their device’s capabilities. You want to create experiences that are customized to a guest on the go.
3. Keep content fresh, interesting and easy to find. To keep people coming back to an app, it’s critical to make sure you don’t let the content stagnate. Outdated or difficult-to-find info is one of the guaranteed ways to anger guests and generate negative feedback. We constantly encourage our customers to use our CMS to regularly update the content in their apps and to look at what is resonating with users and what is falling flat. People frequently discover that what works wonders in the online world doesn’t necessarily work in the mobile world.
4. Promote your app and align your mobile strategy with your marketing goals. We find that properties that cross-promote their app across several marketing channels, including on-site signage, social media, advertising, public relations, direct mail and customer service get the most downloads and interest.
5. Continue to innovate. Mobile is still a young technology, and the rules are still being written. Don’t be afraid to take risks and try new things — you never know where it can lead.
Written by: Aron Ezra
Read the entire article
Wednesday, May 4, 2011
Top tracking tools for your social media stats
Social Media for your business is not a hobby. It’s not something you do online once in a while when you have a spare 5 minutes. Social Media is a serious online marketing tool, in which time and money should be invested, and through which at the end of the day, you receive a Return On your Investment.Marketing is changing, and will never be the same again. Especially online marketing. Just because it’s “free” to use and update Social Media Networks, does not mean that you do not treat it like any other marketing avenue, where your results and efforts should be tracked and monitored. Then you know where you are, how you are doing, and can plan where you want to go.
To lend a hand, here is a list of various software, tools and websites popping up to help marketing professionals track and monitor their social media progress.
Get the full story here.
Saturday, April 23, 2011
Windows 8 reconnaitra les visages
L’API de login de la dernière mouture de Windows 8 semble aujourd’hui venir confirmer la plausibilité de cette rumeur.
C’est Windows8Italia qui a fait cette découverte, et chez Microsoft News on pense qu’elle pourra être utilisée un peu à la Kinect:
Leur dernière découverte est que l’OS possède une API de capteur pour détecter la présence d’humains lui faisant face, suggérant au moins que l’appareil acceptera les données de la caméra, et la possibilité de disposer de reconnaissance faciale comme Kinect actuellement.
Il semble que la connexion a votre ordinateur soit en train de grandement se simplifier. Bonjour, Dave! [Win8Italia via Microsoft News via SlashGear]
Read the article
Wednesday, April 20, 2011
Think Tank Conference / Mobile Service Idea CMH MBA Student Winner
Congratulations to Caroline Boda & Nodira Mavlyanova, winners of the Mobile Service Idea with their Virtual Visit App 360° for hotels.
Tuesday, April 19, 2011
How to Create Lovable Mobile Apps
"If you think mobile user experience design is about choosing the best development tools and designing for a smaller screen size, guess again," writes Mike Gualtieri in a new report by Forrester.
What you really need to do in order to deliver an app users will love, he says, is create an experience that's useful, usable and desirable that also takes into account the five dimensions of the mobile context: location, locomotion, immediacy, intimacy and device.
For a mobile app to be lovable, it must be useful, usable and desirable. Apps must be useful in the sense that they provide functionality that allows a user to accomplish a goal. Usable means the app should be easy to operate and desirable means users should enjoy the experience, and have positive emotional connections with the product.
To make apps that fulfill those needs, mobile app designers should be aware of the context in which customers might use their mobile applications, and design the most useful features that would be valuable in that environment.
More important than picking the right platform (e.g., native vs. Web) or focusing on designing for screen size, developers need to think first and foremost about getting customers to say "this app is awesome!" Remember, says Gualtieri, the opposite of love is indifference.
Thursday, April 14, 2011
SENSE on Avvio: Increasing conversions by making your website more effective.
Avvio sense™ investigates the behaviour of your online visitors before before before they come to
your website, ensuring each and every customer sees the most relevant content to match their needs, every time they visit.
This new and revolutionary technology, increases customer engagement by instantly personalizing personalizing your hotel web pages your hotel web pages for each unique visitor.
Presenting the most relevant content every time, sense increases online conversions, making your
website more effective by:
- Improving click to book ratios
- Shortening the online sales cycle and visitor path
- Increasing customer satisfaction and sales
- Reducing website bounce rates as consumers are immediately engaged
- Increasing your ROI from online marketing budgets
- Recognizing and re-engaging with returning visitors to further increase relevance
- Providing an intuitive online experience for your customer
Read more information about Sense
Wednesday, April 13, 2011
Two Virtual ARt Exhibitions Powered by Layar Opening in April
While there doesn’t appear to be an “Augmented Reality Awareness Month” yet, April is looking like a strong candidate. Besides the lovely weather here in Amsterdam and in many parts of the world (ideal for mobile AR experiences), there are already two Augmented Reality art exhibitions (in 3 locations) using the Layar platform so far this month.
The first runs from April 7-May 1 in Philadelphia, PA as part of thePhiladelphia International Festival of the Arts (PIFA). This exhibition is a collaboration between Breadboard, a hybrid program at the University City Science Center dedicated to exploring the intersection of art, science and technology, and Layar Partner VPAP (Virtual Public Art Project).
VPAP@PIFA features 25 works of art placed strategically around around the city (like on the steps of the Philadelphia Museum of Art, for instance). These 3D AR models include, but are not limited to, a giant alien snake (see image, right), a deformed foot that changes color, and a giant squid.
Meanwhile, another ARt exhibition called (Un)seen Sculptures kicks off on April 9 in Sydney, Australia as part of the Surry Hills Festival then reopens in Melbourne on April 30. The exhibition was organized by Australian new media artist Warren Armstrong and features 3D models created by 13 artists from across the globe, including a robot army (see image, left) a memorial for Japan, and a colony of hallucinogenic toads that copulate and then die.
You won’t be able to see the models yourself unless you’re physically present at the exhibition locations, but if you do go to one of these events, send us your screenshots! (content@layar.com)
Congratulations to all the artists, veteran Layar developers and new, for their phenomenal work. These are some of the best 3D models we’ve seen on Layar yet!
Read this article on Layar blog
Tuesday, April 12, 2011
Online Reputation and Social Media Management for Hotels: Recommended Reading of the Week
Every week on Friday, Review Pro shares 5 of the most interesting articles on Social Media and Online Reputation Management published during the week.
Here are this week’s recommended readings:
A CMO’s guide to the social media for customer service, brand exposure, traffic & SEO
The Social Media Landscape
by Pam Dyer
Marketing messages can be designed to be as fun and interesting as they are informative
Use Twitter, Facebook to connect with guests
by Janet Lim
Ideas about where you may want to spend time exploring video options for your business
26 Ways to Engage With Customers Using Video
by Debbie Hemley
The company’s revenue increased 13 percent in 2010
TripAdvisor to become public company
from Eye for Travel
Social Networks will come and go
Where Should Your Hotel Start with Social Media?
from Are Morch
Read this entire article on Review Pro blog
Here are this week’s recommended readings:
A CMO’s guide to the social media for customer service, brand exposure, traffic & SEO
The Social Media Landscape
by Pam Dyer
Marketing messages can be designed to be as fun and interesting as they are informative
Use Twitter, Facebook to connect with guests
by Janet Lim
Ideas about where you may want to spend time exploring video options for your business
26 Ways to Engage With Customers Using Video
by Debbie Hemley
The company’s revenue increased 13 percent in 2010
TripAdvisor to become public company
from Eye for Travel
Social Networks will come and go
Where Should Your Hotel Start with Social Media?
from Are Morch
Read this entire article on Review Pro blog
Monday, April 11, 2011
Jetsetter’s New iPad App Is Even Dreamier
Jetsetter has phenomenal design, gorgeous photos and detailed write-ups. But what makes me so loyal to the site is I trust it. Several of my favorite properties around the world– places that aren’t particularly well known– have been offered on Jetsetter, and every property I’ve tried from the site has not only lived up the write-up, it’s been a unique experience.
Jetsetter has just launched a new iPad app today and the device is the perfect showcase for what Jetsetter is great at– melding the line between transaction engine and glossy travel magazine. Jetsetter CEO Drew Patterson describes his target market as the affluent traveler– a huge market made up of 7 million travelers with more than $100 million in liquid assets that’s barely online, because it’s been justifiably turned off by the Wal-Mart approach of the big online travel agents. But I think he limits the company with that description. After all, while I’ve gawked at $40,000 cruises to the North Pole that I could never afford in my wildest dreams, there are plenty of affordable properties on Jetsetter that are comparable in price to a big, boring chain hotel. It’s not about affluence– what Jetsetter has nailed is aspiration.
Don't miss Think Tank 2011 - April 15 & 16
- Digital Developments in Hospitality -
Radically Rethinking Service in a Mobile-App-Social world
Paris - April 15, 16 2011
Produced by Oneglobe Network, in conjunction with CMH Executive MBA Program
You are a professional or a MBA student in the hospitality industry?
You live a passion for digital marketing?
You want to meet and share ideas with talented Theme Leaders?
You want to end the week in an exciting way in a exciting place ?
… Then come to Paris and take part in the Think Tank 2011 organized by Oneglobe DDIH.
Planned Topics + Invited Theme Leaders
- iPad for Guest service – O’Rourke Hospitality – Tom O’Rourke CEO
- Mobile + Apps + Augmented Reality – Impact on Luxury Experience
- Sense Personalized WebAds - http://www.avvio.com/ Frank Reeves, CTO
- Hotel Reviews – Digital Reputation Management Apps (ReviewPro)
- RJ Friedlander , CEO
- App for Service Innovation – contest winner - CMH MBA students
- Virtual Walk Though Experience - Tim Woolford, Managing Director, Trek Wireless Ltd
- Young Hotelier Vienna + Austria - recognition
Institute EAC - 33 rue La Boétie - 75008 Paris
From 10am to 6pm
Registration Fee
450€ - 1 Day Session, online registration – industry professionals
350€ - CMH Alumni
Complimentary passes for invited guests – Young Hotelier Award Winners
CMH MBA
Friday, April 8, 2011
Review Pro - What Causes Guests to Write Negative Hotel Reviews?
Have you ever wondered what causes a guest to leave a negative review? Are these people just chronically cantankerous, or is there something else motivating them?
Brett Borders identified eight emotions that trigger negative online reviews:
Sadism – they just enjoy hurting others
Revenge – “two wrongs make a right”
Sabotage – attacking you to make their product look better
Extortion – trying to collect compensation
Compassion – preventing other customers from going through the same experience
Chiming in – want to write about their own experience
Confusion – they misunderstood what you offer
Desperation – they could not get resolution elsewhere
Understanding these motivations is the first step in preventing negative online feedback. Once you know the emotions that trigger unfavorable reviews, it is possible to proactively address each scenario. (Brett provides some practical suggestions in the article.)
The last motivation on the list – frustration because of desperation – is perhaps one of the most common. In an MIT Sloan Management Review article titled “When Unhappy Customers Strike Back on the Internet,” Thomas Tripp and Yany Gregoire assert that consumers posting negative online reviews typically seek resolution offline first.
“Most online complainers have been victims not only of a product or service failure, but also of a series of failed resolution attempts….Our research shows that online public complaining is almost always preceded by [these] double deviations. Specifically, after analyzing 431 online complaints posted to ripoffreport.com and consumeraffairs.com, we found that approximately 96% of the online complaints followed a double deviation. Only 4% of the online complaints posted publicly followed a simple service failure.”
This finding highlights the importance of providing attentive, responsive service online and offline. Quickly resolving an issue will avoid this “double deviation” that leads to so many negative online reviews.
Read this article and many others on Review Pro website.
Meet Review Pro next week, in Paris, during the Think Tank 2011!
It's still time to register...
Brett Borders identified eight emotions that trigger negative online reviews:
Sadism – they just enjoy hurting others
Revenge – “two wrongs make a right”
Sabotage – attacking you to make their product look better
Extortion – trying to collect compensation
Compassion – preventing other customers from going through the same experience
Chiming in – want to write about their own experience
Confusion – they misunderstood what you offer
Desperation – they could not get resolution elsewhere
Understanding these motivations is the first step in preventing negative online feedback. Once you know the emotions that trigger unfavorable reviews, it is possible to proactively address each scenario. (Brett provides some practical suggestions in the article.)
The last motivation on the list – frustration because of desperation – is perhaps one of the most common. In an MIT Sloan Management Review article titled “When Unhappy Customers Strike Back on the Internet,” Thomas Tripp and Yany Gregoire assert that consumers posting negative online reviews typically seek resolution offline first.
“Most online complainers have been victims not only of a product or service failure, but also of a series of failed resolution attempts….Our research shows that online public complaining is almost always preceded by [these] double deviations. Specifically, after analyzing 431 online complaints posted to ripoffreport.com and consumeraffairs.com, we found that approximately 96% of the online complaints followed a double deviation. Only 4% of the online complaints posted publicly followed a simple service failure.”
This finding highlights the importance of providing attentive, responsive service online and offline. Quickly resolving an issue will avoid this “double deviation” that leads to so many negative online reviews.
Read this article and many others on Review Pro website.
Meet Review Pro next week, in Paris, during the Think Tank 2011!
It's still time to register...
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