Case Study: Property Management Uses Reputation Management to Learn About Customer Satisfaction
February 5, 2024
This Marketing 360® property management client targets audiences for review requests, providing valuable insight into how different groups view their services.
There are many ways to interact with segmented audiences. Most of them are built around targeted advertising messages; you try to offer the right deal to the right people at the right moment.
Less often used – or even considered – is segmenting audiences to get reviews and feedback.
However, there can be great value in discovering what your customers think of your work based on segmented groups. You might discover that one group thinks the world of you while another is unexpectedly dissatisfied.
This feedback can help you refine your services overall, and may even help your targeting by identifying customer groups that are more likely to generate positive reviews and word of mouth.
The Marketing 360® reputation management team used this tactic for property management service and discovered that the perception of the business was different depending on which group reviewed them.
In this case, the groups were an architectural committee, vendors, and HSA board members.
The tactic was the same for each group. We sent out an email asking about their experience.
If they clicked on “Good”, then it linked to a review platform. If they click on “Not Good” it opened a response form.
Here are the results of campaigns:
Open Rate = % total of sends that were opened
Click Rate = % of opens that clicked a link (either thumbs up or thumbs down)
Links Clicked = total # of buttons clicked within the campaign
Good / Bad Link = Total number of “Good” or “Not Good” buttons clicked. This doesn’t mean that a review or feedback form was submitted but does mean clients gave a positive or negative click.
The average % / total clicks field tracks the average of each open/click rate plus the total numbers of clicks (summing up each click column)
From this data, they discovered that the vendor group was the one that gave them the most positive reviews.
The board members were most likely to respond but also had the most negative feedback.
This particular business didn’t have a history of high review ratings, so the feedback across the board was valuable. The campaign did help, with their Google average rating going from 1.7 to 2.2 and their BBB rating rising to 4.8.
But just as important, they can now analyze this data and take it into consideration as they evaluate their services to each group. With detailed feedback (both positive and negative) they can improve their services and the perception each group has of their work.
There are certain businesses where segmented feedback is invaluable. Sometimes, the services offered are considerably different between customer groups, so knowing how you’re doing with each helps you structure improvements.
Most of the time, we talk about reviews in the context of content marketing. Tactically, the idea is to get positive reviews to influence new prospects.
But they are also the very best way to get feedback from customers. Segment groups like we’ve shown here and use review comments to refine your offer and messaging.
Your customers will tell what they like – and what they don’t like. They’ll tell you what they want – and what they don’t want.
That’s invaluable information that can help you improve your business from initial lead-generation to long-term customer service.
*Results are based on past client performance. Individual account performance may vary. Results are not guaranteed.