Ever wondered how you get your scores on sites like Amazon or Yelp or Trip Advisor or any other for that matter? We haven’t either. Like, who cares, anyway?!
Besides everybody, we mean.
Well, broadly, a basic scoring algorithm could interpret your text review according to a previously set and quite complex sentiment analysis. There’s a string for positive qualifications, such as: love, like, appreciate, etc.; and one for negatives, like: don’t like, hate, lack, etc. Then, there could be another string for adjectives: strongly, nice, very, good, terribly, poorly, inefficient, etc. Even more, a conjunctions array that would recognize words like: also, but, although, etc. So, when you write a comment, the program recognizes all the words and rates them according to an assigned meaning. Then, it looks at the length of your review, or at how many positive adjectives and negative ones are there, or how many coordinating or opposed conjunctions, and so on. Based on all these variables and a complicated (read “complex”, please) mathematical formula it comes out with a result that seems to be your rating for that product/service/brand. The more complex the algorithm, the more accurate your comment’s meaning. Oppositely, the same sort of programming is used for fakery detection algorithms. The software seeks out textual markers which indicate the possibility of fabricated reviews.
Taking into consideration that both interpreting and detection algorithms are important in user generated content, the rising question is which ones – true or fake reviews – have a greater impact on our customers? Studies of revision patterns have pointed out that negative reviews have a more profound influence on purchasing decisions and actions. In other words, unfavorable manipulation determines clients to turn to your competitors more than constructive feedback influences them to choose you.
When tactically approaching reviews manipulation, competition is the main driver. Depending on their market position, companies will promote differently. Take, for example, small accommodation owners. They will be tempted to gain market share by negatively commenting upon their contestants’ activity rather than promoting themselves, for it seems easier to shine as an alternative. On the other hand, uninterested in “taking the little ones down” large hotel chains will seek for positive enforcement for each of their units. In addition, their risk of faking adverse opinions is quite high because once discovered, the entire chain will suffer. The impact on small entities seems to be less harmful. Highlight “seems”.
BiT analyses satisfaction by actively asking customers to rate your company based on 5 to 8 questions. It does this through an iOS/Android app, which is a more personal approach with higher response rates than the well-known “spam surveys”. Another great feature of Best in Test is that it offers you the chance to interact with your clientele and engage them in discussing your brand.
Before publishing them, BiT offers you a 14 days’ time to discuss negative assessments with your clients and understand their point of view. Afterwards, the ratings are automatically transformed into customer references to stabilize online reputation and improve Google search placement. Through the same system, but customized for companies with several locations, Best in Test supports you to find out why different locations perform better than others and how you can improve the more fragile ones. At the end, you’re the one choosing if and when to publish the outcomes on your home page or to share on your social media.
Instead of faking reactions to your products, services or brand, BiT proposes building a strong, stable and positive development for your business by engaging your tribe in a continuous, natural and transformative communication process. By doing this you can also ensure customer loyalty and engagement, thus a true experiential journey.
In conclusion, our algorithms transform reviews into references and competitors “trash talk” into “self-sweet talk”. Together with you, we implement feasible reputation management strategies and improve your brand experience… thus, your bottom line.