To ensure continued business value, the Trustpilot team has introduced a powerful new analytical service: Trusted Insights.
What is Trusted Insights?
Trusted Insights allows you to gain additional perspectives on your customer reviews. One of the tools of this is ‘tagging’.
Reviews are categorised, or “tagged”, according to your terms so they can be easily segmented, analysed and repurposed. Internally, this allows businesses to monitor the main themes of customer reviews. In terms of driving sales, tagged reviews can be re-displayed through targeted TrustBoxes.
Why should I use it?
Tagged reviews allow your business to segment customer feedback for analysis or for targeted review display. Examples of categories for tagging are:
- Product lines
- Branches and locations
- Employees or teams
Using these insights, you can understand successes and failures from your customer’s viewpoint and make changes to boost customer satisfaction in the future.
Tagging also allows you to customise your on-site TrustBox widgets, making them more relevant to customers. Rather than showing all your reviews, you can select the most relevant reviews for the customer’s journey on each web page.
So how do I get started? Here are five key steps
1. Add tags to new reviews manually
When you access reviews on your Trustpilot dashboard, you will see a blue ‘add tag’ button under each item of feedback. Simply click the button and type in a tag - let’s say ‘delivery’.
Tags are completely flexible, so you can create and apply any reference you choose - product, location, or even employee name. You tag according to your own needs to generate insights for analysis or display.
Say your company sells both mobile phones and tablet computers. If your team is only responsible for customer service to customers buying mobile phones, a potential tag for the customer reviews could be ‘mobile phone’. Once added to the relevant reviews, all feedback referencing ‘mobile phone’ will be displayed.
2. Use auto-tagged review invitation emails
The system also allows you to create review invitation emails that already contain the tags you’ve defined.
You can then review the data to see the common threads and gain new insights. You can also direct tagged reviews to be displayed in the Trustpilot TrustBoxes and give your customers relevant reviews through their purchasing journey.
You can send out separate review invitations tagged ‘sales’ and ‘customer service’. You could then feed those relevant reviews in a TrustBox widget on your website’s ‘meet the team’ pages so customers can review the latest feedback towards your team.
You can also tag review invitations for a particular time of the year, such as Christmas. Any reviews tagged ‘Christmas’ could then be displayed on the Christmas sale page of your website in a similar way.
Another method could be to send separate review invitations to people tagged with different branches. Returned feedback will then relate to your different offices and can be compared to look at differing levels of using different US and UK branches.
3. Deploy customized TrustBox widgets
The new Trustpilot tools allow you to create and deploy customised TrustBox widgets based on the tags you define. You now have a selection of widgets that can be used across a variety of pages to provide relevant reviews to customers.
Say you sell home products and garden products. On web pages displaying garden products, the TrustBox can be customised to display only reviews mentioning garden products.
4. Monitor your partners
Customers comment on every aspect of their experience, from using your website to the speed of delivery. Tags allow you to collect information on your entire service offering. Using Trusted Insights, you can quickly filter customer reviews to see where one of your service vendors is failing or exceeding at your expected levels of service.
Where there are recurring problems, your business has the evidence it needs to either renegotiate contracts or to justify seeking an alternative provider.
Say you use a delivery partner called ‘XYZ Shipping’. Tag reviews which mention ‘XYZ Shipping’ or ‘delivery’. Then you can read tagged reviews for a better feel of what people think and compare the average TrustScore for these reviews to other reviews.
‘Issues with delivery’ is the number one reason people complain on Trustpilot. Do not let an unreliable third-party partner affect your customer relationships.
5. Assess your internal performance
Sales figures can help you to understand the financials of how one of your stores is performing, but you must also consider customer satisfaction and experience. The Trustpilot system already helps you gather sentiment data, but Trusted Insights allows you to analyse it.
You can tag reviews accordingly to store locations or even staff members. You can then easily analyse information to identify which stores or individuals are best at satisfying customers and look for techniques that can be applied elsewhere to deliver a consistent customer-facing brand.
Some businesses’ customer services employees’ key performance indicators (KPIs) are based on the feedback in reviews (e.g. a team only receives a bonus if they can maintain a high TrustScore).
- Manually tag incoming reviews
- Create auto-tagged invitation emails to automate the process
- Deploy customised TrustBox widgets to drive customer engagement
- Use tagged reviews to monitor third party suppliers, such as shippers
- Use tagged reviews to identify high-performing individuals or stores and learn from their successes
Trustpilot ‘Trusted Insights’ is available to Enterprise clients as a paid add-on service - you’ll reap the benefits from a quarterly insights report and a follow up call with your Trustpilot Account Manager.