Tour operators

Broadway Travel signs up to Feefo review platform

Posted by Ben Ireland on
Broadway Travel signs up to Feefo review platform

Customer review service Feefo has signed up to work with Broadway Travel Service in a bid to boost the firm’s customer satisfaction ratings and repeat bookings.

Feefo, which uses company’s data to request guaranteed genuine reviews from customers, will begin contacting holidaymakers who book through Broadway in the next three weeks.

It is part of Broadway’s drive to improve customer service and loyalty – the theme of the company’s annual conference taking place this week in Albufeira, Portugal.

“People are ten times more likely to share a video made by a consumer than anything you produce, so why not let them do your marketing for you?”

Feefo’s chief commercial officer Matt Eames addressed delegates at the event.

He said: “Please, please encourage every customer to leave a review and embrace the reviews that come in. We won’t mess with what they say, it will be real and uncensored.”

Feedback, Eames said, builds trust by being honest and can be used in marketing campaigns. Customers will be contacted four days after a booking to review their experience and again after their holiday.

“People are ten times more likely to share a video made by a consumer than anything you produce, so why not let them do your marketing for you?”

Eames also said user-generated video in particular helps reach a wider audience and is shared 1,200 times more than text and links on social media. He added that 85% of customers are more likely to make a purchase if they’ve seen a video.

Only four in 100 disappointed customers complain while nine out of ten will quietly go elsewhere

He also said it was important to embrace negative reviews as only 5% of people say they wouldn’t book if they read a negative review and encouraged Broadway call centre agents to use negative reviews as a springboard rather than lost revenue.

“It costs much more to get a new customer than turn around an existing customer,” he said.

Earlier, Travelzoo’s Raphael Giacardi spoke about how prioritising service over sales makes more profits in the long-term.

He added that only four in 100 disappointed customers complain while nine out of ten will quietly go elsewhere so targeted marketing using customer data was a sensible way to find out what is wrong and come up with a solution.

Travelzoo, he added, introduced regional emails based on deals from specific airports after complaints from customers in the north of the country saying the best deals had London flights.

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