THINK TANK ASSIGNEMENT Reputation Management – Klout by ReviewPro
What’sE-Reputation Management? It consists in managing the reputation of a brand or a company on Internet. It is a very large processwhich has to benormallyassociated to a qualityprocess and to the quality of the customerrelationship. Some of these types of reputation management couldbeused: building, maintenance and recovery. 90% of customerspay attention to friendsadvice and comments on the Web. 85% of customers are looking for commentsbeforepurchasing.
What’sKlout and ReviewPro? Kloutis a toolthatmeasures social influence across the Web. The higher the Klout score, the higher the social influence. « ReviewProoffers a web-based, analyticaltoolthatallowshotels to efficientlyaggregate, organizedand manage their online reputation and presence in leading social media sites. »
Whatwillbe the impact on customer service expectations of the capabilitiespresented? It will help us to betterunderstand the customer and hisneeds and provide to him a better service It willalso permit to a hotel to identifyproblems and provide a rapid solution thanks to ReviewPro for instance At the end, wewillbe able to respond and to anticipate a customer expectation.
What type of hospitalitywillbenefit and how? Here, wecould talk about the quality, the customer service. Actually, hospitalityis all about that. Not especiallyluxuryhospitality as hotelslike Ibis or Campanile are more sollicited by comments. At the George V for instance, guestwilleasily comment directlyinstead on the Web. E-reputationisbased on comments, feedbacks, and mentions etc. Each comment whichisbad or good contributes to the e-reputation. The problemnowisthat the Web isso large thanitis impossible to beeverywherewithoutusing a dashboard. E-reputationwill impact hotel sales.
What types of services or benefitscurrentlyoutside of a propertycanbeintegratedintopresentedcapabilities? In a hotel, we have a concierge whois able to givesomeadviceregardingoutside services. Hereitispretty the same, wecouldintegratesomereviewsregardingmuseums, restaurant, exhibitions… Customerswill have the possibility to post comments and givetheir impression on ourselection.
How can a hotel use the capabilities to create digital differentiation and thus a competitiveadvantage? To personalize the internet user navigation. For example, if a customerconnectshimwith Facebook, or wecould use his navigation affinities. If the customeris a girl and sheused to navigate on e-shops, wecoulddirectlygivehersomeadvice on shops close to the hotel. The competitionadvantagewillbe on the personalization.
Whatimpressed me the most about the particulartopicthat I selected… As far as I amconcerned, I wouldsaythatitis the volume data whichisabsolutelyincredible ! Evenwith a dashboard, itissodifficult to manage itse-reputation. The thingisthateven if we are not looking for anycomments, and wejust put the name of the hotel on Google, weimmediatelyaccess to reviews, on Tripadvisor for example.