Increasing loyalty by using customer feedback insights from Trustpilot’s tagging tool

Wednesday, June 13, 2018

Did you know that tagging Trustpilot reviews can give valuable insights in the customer experience and help improve your business?

By using tags to filter review content by relevant topics related to your product or service you can easily get an overview of reviews about specific issues that you want to investigate further. Thus, review tagging can be a very valuable tool when it comes to getting a better understanding of strengths and weaknesses in your service based on customer feedback, which can be used to improve the customer experience and increase customer loyalty.

What is 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 etc.

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 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.

How to start

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

1. Decide on your purpose of tagging and set (realistic) targets

To decide which tagging categories you should have, it is important to figure out the exact purpose of organizing review data by tags and which goal 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 you can set a target of 15% increase in customer satisfaction which could 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) so you know what to improve to increase customer satisfaction and where you are doing well.

It is important to be realistic about how much information you can get from your customer reviews and not set too high targets for how complex and detailed insights you can get from them. Trustpilot reviews are a great source of information on how your customers experience your service and products but you can’t expect to get reviews about every detail of the customer experience from them - there are other tools for that.

2. Choose tagging categories

So, you have decided on the purpose of using tagging and set realistic targets for what insights you want to gain. Now it’s time to define the tagging categories.

To ensure that the tagging categories are based on a realistic level of review details, so you will get enough data related to each tag, the categories shouldn’t be too narrow.

A good way to work around this is to go through the latest 50-100 customer reviews and find the 5-10 most important subjects in the reviews (that are aligned with your purpose as well). In this way your tags will be based on actual subjects in the reviews instead of your assumptions on what the reviews are about.

Example: optimizing online support

Over the last few months you have experienced customers complaining about the wait time and quality of your online support service but you don’t know how big the problem is and if it is worth spending resources on optimizing it.

By making specific online support tags such as ‘Support wait time’ and ‘Support quality’ and tag all customer reviews about this you can measure exactly how many customers who raise these issues in reviews and investigate what they are saying - which will help you validate the cost-benefit analysis of improving your online support service.

3. Start tagging

The tagging is managed at the Trustpilot Business Portal as shown in our Support article. Since this way of tagging is manually done it is important to set up a time effective process. In Trustpilot it is the same people who reply to our reviews and doing the tagging as they are already reading the content before replying. This process makes the tagging task quick and easy and it only takes one click and typing in the tag after reading a review comment.

4. Analyze review data and take action!

Your review data and tags can be exported from the Business Portal as a .csv file, where you can choose the date range of reviews.

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

Taking the above mentioned example of tagging online support related reviews, the insights can be used by the Customer Service Managers to follow up on improvement areas in Support and Customer Service in general and showcase the good examples of excellent customer service as inspiration for the team.

5. Share the customer feedback insights across the organization

Sharing the review insights with other departments or specific colleagues is an important part of creating a better understanding of your customers’ needs and experience with your services across the organization. Getting closer to understanding the customer experience can be valuable for many people from front end customer service and sales functions to backend website developers and can be an important step towards becoming a truly customer focused organization.

In order to get all relevant stakeholders on board we recommend taking time to advise how they can use the customer Feedback Insights and discuss how the insights and analyses should be presented to them to be easy to work with.

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