know how to use this tool to collect valuable data for your company – WAU
Have you ever stopped to think about how the internet has radically changed the habits of consumers, and, consequently, the functioning of companies? If before the decision was made at the time of purchase, today, people search the web before opting for a product or service. There are some studies that confirm this statement, according to research by […]
Have you ever stopped to think about how the internet has radically changed the habits of consumers, and, consequently, the functioning of companies? If before the decision was made at the time of purchase, today, people search the web before opting for a product or service.
There are some studies that confirm this claim, according to the Retailing Today survey, 81% of consumers check the opinions of other users before closing a deal.
The Accenture survey shows that, over the past three years, there has been a 73% increase the number of people who use the internet as a research tool before making a purchase.
In London, one of the main channels used for this task is Reclame Aqui. Every day, more than 600 thousand people access the site to investigate the reputation of companies, including B2B organizations.
If those numbers are impressive, get ready for the next one. No less than 92% of users use Reclame Aqui before pressing the purchase button.
These consumers consider, speculate, ask and assess the prestige of companies. And, of course, they expose their own opinion about the experience, from the moment of the first contact to consumption and, later, support.
If you want to know how to use the platform to deal with criticism, improve your brand image and retain customers, you’ve come to the right place. In this article, you will know how to use Reclame Aqui as a research and analysis tool! Continue reading and check it out!
How does Reclame Aqui !?
For the user, the goal of the network is very simple: to demonstrate dissatisfaction with a product or service provided.
Defective items, inadequate service, misleading advertising, problems in finalizing the order, failure to meet deadlines, quality below expectations, omission of information … Anyway, any type of complaint that alerts you to something that left you dissatisfied.
Besides that, is also used to assess a business’s reputation. That is, before making any financial investment, the visitor assesses what other people have said about the company.
Through statistical data, a score is calculated based on several factors and, thus, a colored icon of satisfaction level is assigned. They are represented as follows:
- purple: not recommended;
- red: bad;
- yellow: regular;
- blue: good;
- green: great;
- Grey: without index;
- orange: under analysis.
In addition, companies that have an exemplary level of reputation receive the Stamp Claim Here 1000, which represents excellent service.
Regarding the criteria used to define notes, they are as follows:
- response index: percentage of complaints answered;
- average ratings: arithmetic average awarded by the user after the complaint is completed, which ranges from 0 to 10;
- solutions index: evaluation of users to define whether the problem was solved or not. For this, the green emoji icon is used, which represents that a solution has been found;
- new business index: percentage of users who would return to do business with the company.
In other words, the network serves mainly for consumer protection and consultation.
Investing in this resource is essential, since, once published, the complaint is permanently registered, unless the user withdraws it from the website. Despite this, after three years, it is no longer counted in the reputation calculation.
The user can also choose to view the reputation of the brand in different periods: in the last 6 months, a year, last year, the year before or in the entire period since registration.
And for companies?
For businesses, it is a means of managing the perception of value in relation to the brand. In other words, branding, which is associated with the way people see the business.
Although the data are not fully disclosed or commercialized, it is possible to extract valuable information through the material disclosed.
The company’s registration is performed by the consumers themselves when they feel injured. This means that the presence of the brand in Reclame Aqui is not optional. Users will talk about your brand regardless of whether you choose to manage it or not.
The legal entity registration process is very simple, similar to that of users, but registration data will be required to prove responsibility for the brand.
Once done, you can reply to users and you will be notified by email whenever a new complaint appears on the platform.
What to do when you receive negative comments on Claim Here?
With a contact platform so easy to access, most consumers tend to resort to Reclame Aqui before even accessing the company’s Customer Service (SAC).
Added to this is the fact that opinions are registered online and available to everyone (unlike internal requests, which are private) and it is easy to see the importance of using this platform to serve the user.
Next, learn how to deal with negative comments on the social network:
Respond quickly and politely
The first step to take when receiving a negative comment should be to respond to it. Try to put yourself in the user’s position and solve your problems as objectively as possible.
Replica agility is also essential, since the dissatisfied consumer has an emergency in solving the problems and will be asked to confirm the resolution.
The tip on the response time is simple: a first contact should be made as soon as possible, even if the resolution actually requires more time.
Therefore, the best way to interact is to respond quickly and set a deadline to solve the problem once and for all.
Do not underestimate the customer’s complaint
The following often occurs: a complaint is made, but the company is not to blame. This often occurs with e-commerces, when a product has a delay in delivery. In such cases, it is not always the responsibility of the store, but of the carrier.
Still, criticism can be directed at the selling organization. In such cases, the recommendation is to use education and explain the case to the complainant. A common mistake is the disqualification of the negative comment. Ignoring a complaint can have drastic consequences for the company.
If a customer takes a complaint to the public, it means they are dissatisfied. Therefore, it is necessary to use politeness and try to understand the reasons why he did it, even if the problem is not directly yours.
In addition, generic responses should be avoided, betting on the customization and resolution of each case individually.
Avoid harsh replicas, threats and do not dismiss the matter until the consumer considers it so. If necessary, indicate a communication channel with the responsible company. Be useful to the consumer and he will thank you with a positive evaluation.
Adapt to your audience
Let’s face it, the customer is not obliged to know how your company’s processes work. Thanks to this, communication must be suitable for the audience.
If you use very technical, advanced terms, fancy language or very specific terms in an area, you will probably bring more questions than answers.
Of course, there are cases of more educated personas, that is, who have in-depth knowledge on the subject. Luckily, it is possible to identify this through the message and data from the platform itself.
So adapt. Use universal communication, so that anyone can understand and absorb the information reported.
How to use this social network to collect valuable data?
Claim Here is a powerful business tool. With it, it is possible to have access to a vast amount of data, almost as a free market research tool.
Next, find out how to use the platform metrics to analyze and improve results in companies.
When accessing a business page in Reclame Aqui, there will be several data available. The percentage of complaints answered, for example, is one of the most important ranking factors of the platform. And all the numbers are visible.
Other information such as percentage of people who would do business again, solution index and overall score can also be valuable. As well as the average response time and user evaluation.
As data is available, the composition of monthly reports may reveal an improvement in gradual perception. With that, it becomes possible to check if the actions on the platform have the desired effect, when compared to performance in a previous period.
The platform itself segments complaints by categories. At the dashboard, just below the statistical elements, there are some relevant tags arranged in graphic format.
This is a great way to find out what the client’s main complaints are about your company and, therefore, direct investments to solve problems in this category.
In addition, as all complaints are accessible, it is possible to evaluate and tag various comments. This is a good way to observe closely the sectors that need changes, adjustments in processes, product development and repair, among other actions.
The Claim Here can also bring great benefits to assess competition. By knowing what are the main complaints from consumers of opposing companies, you can stay one step ahead avoiding the same problems.
With the data provided, it is possible to predict possible failures and avoid them even before they happen, taking advantage of rivals’ adversities to take advantage of a competitive advantage.
So, did you like to know everything about Reclame Aqui and how this tool can be useful for your company’s image? So be sure to also check out our complete Branding material!