This document discusses cross-channel digital strategies that every IT executive should know. It covers optimizing customer interaction strategies by leveraging customer feedback mechanisms to drive positive reviews and resolve issues. It also suggests making online reviews part of rewards and email marketing. For local presence strategies, it recommends focusing communications on low-performing locations, name, address, phone number listings, and obtaining inbound links. Case studies provide examples of integrating customer data across platforms and targeting customers to write reviews after engagements.
23. WHERE ARE PEOPLE REVIEWING
YOUR SITE ONLINE
Google Reviews
Yelp
TripAdvisor
Other niche review sites
Blogs
Forums
24.
25.
26. SURVEY FLOW
How was your stay at the
Hotel Monte Carlo?
Customer service rep
27. OPTIMIZED SETUP
Automated redirect
to target review
platform
Survey
Customer service
notified
CRM
Results go to
customer
service, market
research etc.
31. OPTIMIZED SETUP
Customer signs
up for rewards
program
Review site
user?
• Ask during
signup
• Use tools like
Yelp’s
“Find Friends”
feature
Traditional email marketing
while exploring review
opportunities
Email
segmentation
Review
prompt lists
35. QUESTIONNAIRE: WHICH REVIEW
PLATFORMS DO YOU USE?
WHICH OF THE FOLLOWING REVIEW
PLATFORMS HAVE YOU USED IN THE PAST?
TripAdvisor
Google Reviews
Yelp
51. OPTIMIZED SETUP
Communications PR Database Outreach Story
Reference analytics to target low-
performing locations
Name, Address,
Phone Number
With a hyperlink to
local page
54. TYPICAL SETUP
Local team
identifies attractions
occasionally creates
partnerships
Webmaster
builds out activities/
local area pages
Webmaster
adds outbound links to
attraction websites
56. OPTIMIZED SETUP
Local team
identifies attractions
occasionally creates
partnerships
Webmaster
builds out activities/
local area pages
Webmaster
adds outbound links
to attraction websites
leverages
link/partnership
for inbound link
scrape search
results for mentions
Outreach to
obtain links
63. CUSTOMER INTERACTION
STRATEGIES
• Leverage customer
feedback mechanisms to
drive positive reviews and
resolve negatives
• Make your online reviews
part of the reward and
email marketing processes
LOCAL PRESENCE
STRATEGIES
• Make low-performing
locations, NAP, and
inbound links a
Communications focus
• Optimize local team
mechanisms to source
links from local listings and
partnerships