How to Make Customer Satisfaction Your Key Differentiator
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During this session, you will hear from Ben Chapman, Director of Client Experience at HomeBridge, and Charlie Recalde, Customer Success Manager who will discuss how HomeBridge achieved customer experience excellence.
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How to Make Customer Satisfaction Your Key Differentiator
- 1. How to Make Customer Satisfaction your Key Differentiator 1
- 2. Speakers Charlie Recalde Customer Success Manager Trustpilot Ben Chapman Director for Client Experience HomeBridge 2
- 3. Agenda 1 About HomeBridge 2 The Mission 3 The Challenge 4 How HomeBridge Found Success 5 How You Can Succeed Like HomeBridge 6 How to Establish a Trusted Brand Through Social Proof 7 Driving Traffic Through SEO and Reputation 8 Powering Business Insights With Reviews 9 Who is Trustpilot? 10 Questions 3
- 5. We simplify the mortgage lending process & secure home mortgage financial solutions 5
- 7. Be the most highly recommended mortgage company in the country 7
- 9. Establishing credibility with potential clients 9
- 10. Establishing credibility with potential clients Streamlining our customer service and support processes 10
- 11. Establishing credibility with potential clients Driving more traffic to our site from organic search, and improving online reputation Streamlining our customer service and support processes 11
- 12. How HomeBridge Found Success 12
- 13. 1 Testimonials helped but didn’t provide the authenticity HomeBridge was looking for. 2 NPS was a viable option but didn’t offer any additional resources for streamlining processes. 3 HomeBridge knew that amassing reviews continuously would vastly improve its reputation Establishing credibility with potential clients Streamlining our customer service and support processes Driving more traffic to our site from organic search, and improving online reputation 13
- 14. HomeBridge realized that a review collection platform was the best way to overcome its challenges. 14
- 16. How You Can Succeed Like HomeBridge 16
- 17. Establish a Trusted Brand by proactively asking customers to leave reviews Boost sales and marketing performance by leveraging reviews Improve customer experience by learning from your customers Integrating Customer Reviews 17
- 18. Establishing a Trusted Brand through Proactive Review Collection 18
- 19. How to Establish a Trusted Brand through Social Proof 1 Start proactively collecting reviews from customers instead of waiting for them to happen 2 Aggregate reviews on a trusted third-party site like Trustpilot 19
- 21. 9.3 TrustScore Results 22.5 % review response rate 87%+ reviews are 5 star 700+ reviews collected 21
- 22. Host Reviews on Trusted Third-Party Sites 22
- 23. Results 446 visits to Homebridge Trustpilot page in the 28 days 23
- 24. Leveraging Reviews to Boost Sales and Marketing Performance 24
- 25. How to Leverage Reviews to Boost Sales & Marketing Performance 1 Leverage a third-party platform and rich snippet stars to improve online rep and grow traffic from branded search terms. 2 Display reviews across your site to increase conversion rates. 3 Use reviews to power Google Seller Ratings driving more traffic from paid search. 25
- 26. Homebridge’s Review Page Homebridge’s Results Page Increasing Traffic for Branded Search Terms 26
- 27. Results Organic traffic increased by 35.77% Homebridge’s review page ranks#1 for ‘Homebridge Reviews’ and shows stars Homebridge’s Trustpilot page ranks #3 for ‘Homebridge Reviews’ Receives about 16 views daily 27
- 28. Home Page Display Reviews on Key Conversion Points Quote Submit Page 28
- 29. Branded Search Get Google Seller Ratings in Paid Search Non-Branded Search 29
- 30. Learning from your customers to improve the Customer Experience 30
- 31. How to Improve Customer Experience from Feedback 1 Tag reviews to individuals on your team, branches, or regions. 2 Monitor review trends based on these tags, reward top employees and improve weak areas. 3 Syndicate Trustpilot reviews to Zendesk, creating tickets for negative reviews so you can rescue unhappy customers. 31
- 32. Powering Business Insights With Reviews Homebridge uses Trustpilot to match reviews to Loan Officers and branches, improving the customer experience, rewarding loan officers, and boosting morale. 32
- 33. Reviews on Loan Originator Pages Increase Personal Credibility 33
- 34. Setting up A Customer Support Process We monitor & resolve reviews with Zendesk Reviews are easily managed by the Customer Experience team The team manages poor reviews first by responding to the customer and solving the issue The 4 and 5-star reviews receive an automatic Thank You response 34
- 35. Sync Trustpilot Reviews Into Zendesk 35
- 37. We help people buy with confidence Sharing experiences builds trust and transparency Why Trustpilot Exists We help companies harness the power of reviews 37
- 38. We Can Help Your Business Grow Online Grow Your Online Visibility Build Customer Trust Increase CTR Boost SEO Improve Conversion Rate Lower Bounce Rate Improve Your Reputation Loyal Customers / Brand Advocates Create a Community 38
- 39. Our integrations are designed to help you scale and better your business 39
Editor's Notes
- Using Customers to Drive Business Insights: How HomeBridge Leverages Customer Feedback How to Make Customer Satisfaction Your Key Differentiator
- Chapman, Director of Client Experience at HomeBridge, and Charlie Recalde, Customer Success Manager
- To improve their online reputation and help consumers when researching their brand, HomeBridge created a webpage just for their reviews. Now, when shoppers search for keywords like “homebridge reviews,” they find multiple pages exclusively devoted to third party verified reviews of HomeBridge. To drive even more traffic to their reviews page in organic search, they used Trustpilot’s latest TrustBox to automatically get rich snippet stars showing in search. These stars have driven 35.77% more traffic from organic search to their reviews page. “Using Trustpilot’s rich snippets in our schema markup was the perfect way to stand out and add stars to our organic search results. The TrustBox was incredibly simple to integrate on our reviews page and it took less than a day for search engines to start showing our stars. Our personal efforts with schema ratings have not been picked up by search engines that quickly, or at all in some instances.” — Ben Chapman
- Ben HomeBridge had a mission to be the most highly recommended mortgage company in the country. So they set out to achieve it by working hard to satisfy every customer’s needs, going beyond merely “closing a loan.” But when Ben Chapman started at HomeBridge as Director of Client Experience, he saw an opportunity to better establish customer satisfaction as their key differentiator and use it as a marketing tool to grow the business. As HomeBridge wasn’t a brand many people were familiar with, he knew they needed authentic customer reviews available where people were researching their brand, in order for prospective customers to feel comfortable doing business with them. HomeBridge had plenty of great customer testimonials, collected by their associates, but Ben knew sharing these onsite wouldn’t be credible enough to have a positive impact on search engine results; and in turn, site visitation and engagement. To prospective clients, copying and pasting reviews on their site left room for customers to presume bias, selectivity and/or modification of its testimonials. So he decided to do some research of his own: finding a way to collect and leverage reviews that people could trust.
- Ben HomeBridge had a mission to be the most highly recommended mortgage company in the country. So they set out to achieve it by working hard to satisfy every customer’s needs, going beyond merely “closing a loan.” But when Ben Chapman started at HomeBridge as Director of Client Experience, he saw an opportunity to better establish customer satisfaction as their key differentiator and use it as a marketing tool to grow the business. As HomeBridge wasn’t a brand many people were familiar with, he knew they needed authentic customer reviews available where people were researching their brand, in order for prospective customers to feel comfortable doing business with them. HomeBridge had plenty of great customer testimonials, collected by their associates, but Ben knew sharing these onsite wouldn’t be credible enough to have a positive impact on search engine results; and in turn, site visitation and engagement. To prospective clients, copying and pasting reviews on their site left room for customers to presume bias, selectivity and/or modification of its testimonials. So he decided to do some research of his own: finding a way to collect and leverage reviews that people could trust.
- Ben
- Ben
- Ben
- Ben Challenges Establish credibility with potential clients Drive more traffic to their site from organic search and improve online reputation Streamline their customer service and support processes
- Ben Challenges Establish credibility with potential clients Drive more traffic to their site from organic search and improve online reputation Streamline their customer service and support processes
- Ben Challenges Establish credibility with potential clients Drive more traffic to their site from organic search and improve online reputation Streamline their customer service and support processes
- Ben
- NPS didn’t solve everything Copying pasting reviews seemed biased
- Ben
- Ben When researching the different review solutions on the market, Ben came across Trustpilot. Struck by the simplicity and solidity of the Trustpilot open review platform, and its extensive safeguards against fraudulent reviews, Ben felt confident that using Trustpilot would provide the review credibility HomeBridge needed.
- Charlie
- Charlie Using Trustpilot to proactively ask customers to leave reviews, HomeBridge empowers their current clients to represent their brand to prospective customers. Integrating Trustpilot’s API solution with their email platform, Mailchimp, they’ve created an optimally performing email invitation, improving the industry average response rate of 2.1% by 10x with a 22.5% response rate. Asking for reviews from all customers has also allowed HomeBridge to get a more accurate depiction of their business, improving their TrustScore rating from a 7.1 to 9.1. With their reviews, customers are able to sell HomeBridge services for them via multiple Trustpilot TrustBox widgets that display reviews throughout their website.
- Charlie
- Charlie To improve their online reputation and help consumers when researching their brand, HomeBridge created a webpage just for their reviews. Now, when shoppers search for keywords like “homebridge reviews,” they find multiple pages exclusively devoted to third party verified reviews of HomeBridge. To drive even more traffic to their reviews page in organic search, they used Trustpilot’s latest TrustBox to automatically get rich snippet stars showing in search. These stars have driven 35.77% more traffic from organic search to their reviews page. “Using Trustpilot’s rich snippets in our schema markup was the perfect way to stand out and add stars to our organic search results. The TrustBox was incredibly simple to integrate on our reviews page and it took less than a day for search engines to start showing our stars. Our personal efforts with schema ratings have not been picked up by search engines that quickly, or at all in some instances.” — Ben Chapman
- Ben
- Charlie Using Trustpilot to proactively ask customers to leave reviews, HomeBridge empowers their current clients to represent their brand to prospective customers. Integrating Trustpilot’s API solution with their email platform, Mailchimp, they’ve created an optimally performing email invitation, improving the industry average response rate of 2.1% by 10x with a 22.5% response rate. Asking for reviews from all customers has also allowed HomeBridge to get a more accurate depiction of their business, improving their TrustScore rating from a 7.1 to 9.1. With their reviews, customers are able to sell HomeBridge services for them via multiple Trustpilot TrustBox widgets that display reviews throughout their website.
- Charlie
- Charlie Using Trustpilot to proactively ask customers to leave reviews, HomeBridge empowers their current clients to represent their brand to prospective customers. Integrating Trustpilot’s API solution with their email platform, Mailchimp, they’ve created an optimally performing email invitation, improving the industry average response rate of 2.1% by 10x with a 22.5% response rate. Asking for reviews from all customers has also allowed HomeBridge to get a more accurate depiction of their business, improving their TrustScore rating from a 7.1 to 9.1. With their reviews, customers are able to sell HomeBridge services for them via multiple Trustpilot TrustBox widgets that display reviews throughout their website.
- Charlie
- Charlie To improve their online reputation and help consumers when researching their brand, HomeBridge created a webpage just for their reviews. Now, when shoppers search for keywords like “homebridge reviews,” they find multiple pages exclusively devoted to third party verified reviews of HomeBridge. To drive even more traffic to their reviews page in organic search, they used Trustpilot’s latest TrustBox to automatically get rich snippet stars showing in search. These stars have driven 35.77% more traffic from organic search to their reviews page. “Using Trustpilot’s rich snippets in our schema markup was the perfect way to stand out and add stars to our organic search results. The TrustBox was incredibly simple to integrate on our reviews page and it took less than a day for search engines to start showing our stars. Our personal efforts with schema ratings have not been picked up by search engines that quickly, or at all in some instances.” — Ben Chapman
- Ben Using Trustpilot to proactively ask customers to leave reviews, HomeBridge empowers their current clients to represent their brand to prospective customers. Integrating Trustpilot’s API solution with their email platform, Mailchimp, they’ve created an optimally performing email invitation, improving the industry average response rate of 2.1% by 10x with a 22.5% response rate. Asking for reviews from all customers has also allowed HomeBridge to get a more accurate depiction of their business, improving their TrustScore rating from a 7.1 to 9.1. With their reviews, customers are able to sell HomeBridge services for them via multiple Trustpilot TrustBox widgets that display reviews throughout their website.
- Ben Using Trustpilot to proactively ask customers to leave reviews, HomeBridge empowers their current clients to represent their brand to prospective customers. Integrating Trustpilot’s API solution with their email platform, Mailchimp, they’ve created an optimally performing email invitation, improving the industry average response rate of 2.1% by 10x with a 22.5% response rate. Asking for reviews from all customers has also allowed HomeBridge to get a more accurate depiction of their business, improving their TrustScore rating from a 7.1 to 9.1. With their reviews, customers are able to sell HomeBridge services for them via multiple Trustpilot TrustBox widgets that display reviews throughout their website.
- Ben Using Trustpilot to proactively ask customers to leave reviews, HomeBridge empowers their current clients to represent their brand to prospective customers. Integrating Trustpilot’s API solution with their email platform, Mailchimp, they’ve created an optimally performing email invitation, improving the industry average response rate of 2.1% by 10x with a 22.5% response rate. Asking for reviews from all customers has also allowed HomeBridge to get a more accurate depiction of their business, improving their TrustScore rating from a 7.1 to 9.1. With their reviews, customers are able to sell HomeBridge services for them via multiple Trustpilot TrustBox widgets that display reviews throughout their website.
- Ben Using Trustpilot to proactively ask customers to leave reviews, HomeBridge empowers their current clients to represent their brand to prospective customers. Integrating Trustpilot’s API solution with their email platform, Mailchimp, they’ve created an optimally performing email invitation, improving the industry average response rate of 2.1% by 10x with a 22.5% response rate. Asking for reviews from all customers has also allowed HomeBridge to get a more accurate depiction of their business, improving their TrustScore rating from a 7.1 to 9.1. With their reviews, customers are able to sell HomeBridge services for them via multiple Trustpilot TrustBox widgets that display reviews throughout their website.
- Charlie
- Charlie To improve their online reputation and help consumers when researching their brand, HomeBridge created a webpage just for their reviews. Now, when shoppers search for keywords like “homebridge reviews,” they find multiple pages exclusively devoted to third party verified reviews of HomeBridge. To drive even more traffic to their reviews page in organic search, they used Trustpilot’s latest TrustBox to automatically get rich snippet stars showing in search. These stars have driven 35.77% more traffic from organic search to their reviews page. “Using Trustpilot’s rich snippets in our schema markup was the perfect way to stand out and add stars to our organic search results. The TrustBox was incredibly simple to integrate on our reviews page and it took less than a day for search engines to start showing our stars. Our personal efforts with schema ratings have not been picked up by search engines that quickly, or at all in some instances.” — Ben Chapman
- Ben
- Ben HomeBridge aggregates each Loan Officer’s reviews and displays them on their individual webpages to help establish personal credibility and trust with new or prospective clients.
- Ben Using Trustpilot’s Zendesk channel integration App, HomeBridge monitors and resolves all reviews, both positive and negative, from within their Zendesk platform. The App automatically creates tickets in Zendesk for every review. 1,2, and 3-star Trustpilot reviews are quickly and easily managed outside of the Trustpilot platform by the Customer Experience Team. The Team handles the poor reviews by first responding to the customer, internally researching the issue’s validity, and then resolving the customer issue offline: providing customers with a positive user experience from start to finish. Additionally, the 4 and 5 star reviews automatically receive a “thank you” response via Zendesk settings.
- Ben Using Trustpilot’s Zendesk channel integration App, HomeBridge monitors and resolves all reviews, both positive and negative, from within their Zendesk platform. The App automatically creates tickets in Zendesk for every review. 1,2, and 3-star Trustpilot reviews are quickly and easily managed outside of the Trustpilot platform by the Customer Experience Team. The Team handles the poor reviews by first responding to the customer, internally researching the issue’s validity, and then resolving the customer issue offline: providing customers with a positive user experience from start to finish. Additionally, the 4 and 5 star reviews automatically receive a “thank you” response via Zendesk settings.
- Charlie
- Charlie Using Trustpilot to proactively ask customers to leave reviews, HomeBridge empowers their current clients to represent their brand to prospective customers. Integrating Trustpilot’s API solution with their email platform, Mailchimp, they’ve created an optimally performing email invitation, improving the industry average response rate of 2.1% by 10x with a 22.5% response rate. Asking for reviews from all customers has also allowed HomeBridge to get a more accurate depiction of their business, improving their TrustScore rating from a 7.1 to 9.1. With their reviews, customers are able to sell HomeBridge services for them via multiple Trustpilot TrustBox widgets that display reviews throughout their website.
- Charlie Using Trustpilot to proactively ask customers to leave reviews, HomeBridge empowers their current clients to represent their brand to prospective customers. Integrating Trustpilot’s API solution with their email platform, Mailchimp, they’ve created an optimally performing email invitation, improving the industry average response rate of 2.1% by 10x with a 22.5% response rate. Asking for reviews from all customers has also allowed HomeBridge to get a more accurate depiction of their business, improving their TrustScore rating from a 7.1 to 9.1. With their reviews, customers are able to sell HomeBridge services for them via multiple Trustpilot TrustBox widgets that display reviews throughout their website.
- Charlie Using Trustpilot to proactively ask customers to leave reviews, HomeBridge empowers their current clients to represent their brand to prospective customers. Integrating Trustpilot’s API solution with their email platform, Mailchimp, they’ve created an optimally performing email invitation, improving the industry average response rate of 2.1% by 10x with a 22.5% response rate. Asking for reviews from all customers has also allowed HomeBridge to get a more accurate depiction of their business, improving their TrustScore rating from a 7.1 to 9.1. With their reviews, customers are able to sell HomeBridge services for them via multiple Trustpilot TrustBox widgets that display reviews throughout their website.
- Charlie