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Apple Ratings – A Disrupter for the “Review Economy”

Online Reviews

The Review Economy is something that people have been writing and speaking about for years now and for good reason. Keeping track of a brand’s online reviews is necessary if you are to survive in 2020 and beyond. They simply hold too much weight. Research shows that just a 1 star jump in a Yelp review can lead to a 9% boost in revenue. Businesses need them now more than ever and they are very willing to incentivize customers to leave product reviews by offering contest participation, where you can “win” a free product or a monetary prize. In many ways, it has replaced the customer feedback give-a-ways of the past. Take this survey and you could win $500.00! Instead, we now see “Review your recent purchase and you could win $500.00”.

Enter Apple Ratings

Apple ratings is coming with the new iOS 14 upgrade, due out this fall. Up to this point, Apple Maps relied on Yelp and Trip Advisor as their main resource for reviews. 9to5Mac.com, a site that is devoted to Mac updates, shared the news with their followers. The sixth beta for iOS 14 show that Apple is not only moving away from third-party map data, but its also moving away from third-party image and review data. Apple is saying that photos submitted by users will be reviewed by a human.

We were able to capture a couple of comments made so far below, as a small test of i

What This Means for the Review Economy

It may mean that Apple Reviews will be disruptive to Yelp and Trip Advisor in the long run. Apple intends on being very proactive when it comes to review fraud. No easy task. They may also only allow users to rate a place after physically visited it. They may also use a thumbs up and thumbs down rating system rather than stars.

In the end, if it is done properly, it may be a review economy disrupter in a good way! Apple may be able to tighten the parameters around online reviews, making fake reviews a thing of the past.

It will be one more area for businesses of all kinds to monitor. Having a solid social listening or monitoring system in place is so important. Customer churn is real and monitoring online feedback is just as important as conducting market research, mystery shopping or conducting customer satisfaction surveys.

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Customer Trust – Glass Half Empty or Glass Half Full?

Customer Trust

How does a business gain customer trust? How does a business gain trust in uncertain times? Very important questions. It requires some real thought. The quietness we are all in is the perfect time to step back and evaluate. Soon businesses will reopen and begin new business’ models for the times we are in. Customer trust is critical for survival. In my opinion, it has never been more important.

Winners and Losers

I have seen CEO’s posting in Linkedin about what they are currently doing to retain customers. They are, in part, establishing brand trust. A large restaurant chain offered a catering style dinner delivered, with the exact specifications of the customer. I mark that one a “glass half full” rating because they are pivoting to the new norm. Not to mention the convenience they are offering those families who are home schooling kids while working full time jobs. Great job TGIFridays! They took it a step further by offering to go Meal Kits. I love this and I bet their customers do too. When you check out their website you see true transparency. Another win!

Ice Cream Chain Confuses Customer

An ice cream chain of restaurants are an example of “glass half empty” rating. I recently stumbled on this Facebook post by an unhappy customer.

Customer waits for almost 30 minutes in a drive through lane, trying to bring home ice cream treats for the family perhaps, only to get to the window to read a sign about COVID-19 PPE requirements for the first time. Better yet, I checked out their website, and there is nothing there about COVID-19. No messaging whatsoever. It is like COVID-19 is not even happening in their world. Zero transparency. Notice that this post was commented on by 186 people, but who knows how many people viewed it without leaving a comment. As I scrolled through the comments, a few people discussed how the customer service at this location has been deteriorating for some time. Sadly, this business will never see this post because they are not listening well online.

Social Media Impact & Reach

Social media usage is up right now, which makes social media listening for customer service even better. Leaning in on social data now will help build customer trust.

People in general, your customers, are stressed. They have certain expectations for the businesses they love. What do you think will happen when this is all over and the ice cream store is open for dine in? Would you remember this experience and try out a new ice cream store instead? Let me take it one step further. Let’s say this customer does try out a competitor and they find that their product is not as stellar but their customer experience is fantastic! Speed, delivery and a smile. Recovery from this kind of poor customer service is long lasting. Who can afford that right now?

Leaning in on Customer Insights

The word cloud is a great visual of what we are feeling right now. Another “glass is half full” award goes to ChatDesk and their recent blog post on “How Are Your Customers Feeling About Coronavirus / COVID-19?” Excellent Social Media Listening! It pretty much recommends that we all put ourselves in our customer’s shoes right now.

Listen Like This

*Blog by: Kathy Doering, President of Ann Michaels & Associates. The above example is only one way in which we listen on behalf of our customers. If this is something you would like to see up close and personal, please schedule a demo with use here.

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There’s an Emoji Revolution Taking Place

Emoji Revolution

The Emoji revolution is taking over as a very creative form of expression. Did you ever think we would reach a point in society where a smiley face would change the way we communicate with one another? There are thousands of emojis being used every day and new ones being created. You can uncover a wealth of information by taking a closer look at the emotion behind an emoji used, whether online from a customer or through a text message. From the most popular ones used to the least noticed. Emotional data behind an emoji can be more enlightening and descriptive than listening to words themselves.  

The Emoji Shift During COVID-19

Just last week Horizon Media came out with a study on the emotional shift that took place in the United States during COVID-19, just by analyzing emojis. They took over 28 million Tweets and divided their findings based on gender and geography to reveal patterns. Their goal was to evaluate the difference between emoji use during the crisis and prior to the pandemic.   

In conclusion, the study revealed a more carefree emotion prior to the pandemic taking place. The emotions portrayed during the spread of the coronavirus was a mix of grim and reflective emotions. The top 100 emojis used drastically changed to “Medical Masks,” “Microbe” and “Angry Faces with Symbols.” They ultimately discovered people were expressing thoughtful emotions.  

What Can Emoji Data Do For Your Business?

Analyzing the data provided in a study such as Horizon Media, allows you to change the tone of your upcoming campaigns, the direction of your marketing, selling or online content. Shifting alongside the tone of your customers permits you to stay relevant with your audience.  This may mean incorporating emojis. It would be ideal to use your customers’ favorite emojis, especially as it is used in your brand messaging, and begin using them in your marketing.

Listening to your customers online is an essential part to any business, but what about understanding what your customers are saying through a symbol? Easily interpret the online tone and emotion of your customers through our brand listening program. Emoji symbols are compiled into one easy to access report. Understand the sentiment behind an emoji. Learn more about your social footprint by tracking online and social conversation about your brand, product, campaign or management team.

Other services we offer:

Crisis Management

Competitive Intelligence

Influencer Network

Content Analysis

Social Channel Analytics

Hashtag Tracking

Campaign Monitoring

Are you ready to roll with the emoji revolution? Contact Kathy Doering at kdoering@ishopforyou.com for more information on how to implement this program.

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