From the case study you will learn:
1. How to collect customer reviews and raise the rating of companies on maps in 1 month.
2. The results of chatbot work in different niches
3. How to get an average increase in the number of: reviews by 3 times, ratings by 2 times and rating by 0.4 points.
Our developer's name is Artem, he was engaged in targeting and SMM for more than 5 years, burned out and went to learn how to make Telegram-bots, and at the same time to blog about Marketing and Bots for business. There he writes about the creation and promotion of chatbots, shares cases and conducts experiments on the subject of the channel.
Why work on rankings in cards:
Leaderboards in a location get a larger share of traffic:
only 2 out of three people reach the second place in the top;
the third place is seen by 2 times less people;
changing the ranking by 0.3 points gives a 2-fold increase in traffic.
And according to Calltouch research, clinics already receive 32% of traffic from maps.
Aside from the obvious effect of ranking in search engine results, working with testimonials directly affects sales
According to statistics, more than 70% of customers study reviews of a product or service before buying, 22% do not contact a company with negative reviews, and 84% trust reviews on the Internet as much as acquaintances.
Inspired by the research results, made a Telegram bot that solves the following tasks:
Positive reviews the bot offers to place on the site where you want to increase their number.
Negative cases the bot offers to solve within the company - a bad review is sent to the manager.
Starts word of mouth. Customers who reacted positively, the service asks to recommend the company to friends.
Makes repeat sales. Builds the funnel so that the customer continues to buy from the company.
Brings back "old" customers. The offer to leave a review can be sent not only to current customers, but also to former ones. In case of a positive response, the bot will make an offer aimed at bringing them back.
It is worth keeping in mind that a bot cannot write to a person on its own. If bots initiated a dialog, we would delete Telegram in an attempt to hide from constant notifications. That's why the bot-to-human dialog always starts on the company's side - we need to offer the client to launch a bot to leave a review. And further the whole funnel is realized in such a way that a person may be needed only at the stage of negative feedback processing.
What makes it possible to raise the rating quickly
The bot's task is to bring the client to writing a positive review and intercept the placement of negative feedback.
Thanks to the simultaneous control of positive and negative feedback, the rating grows faster. The company card rises higher in the search, you stand out among competitors and get more hits and customers.
Results of the chatbot's work
Artem cooperates with a network of language schools and at the moment the bot has worked in five language centers. In each case it managed to significantly influence the number of reviews and the rating of the school on Yandex Maps for 1-2 months of the service's work:
School 1:
Was: 20 reviews, 46 ratings, 4.6 rating;
Became: 50 reviews, 76 evaluations, 5.0 rating.
School 2:
Was: 15 reviews, 42 evaluations, 4.5 rating;
Became: 30 reviews, 58 evaluations, 4.8 rating.
School 3:
Was: 6 reviews, 12 ratings, 4.2 rating;
Became: 35 reviews, 43 evaluations, 4.8 rating.
School 4:
Was: 13 reviews, 55 evaluations, 4.4 rating;
Became: 29 reviews, 72 evaluations, 4.7 rating.
School 5:
Was: 12 reviews, 17 evaluations, 4.4 rating;
Became: 21 reviews, 29 ratings, 4.8 rating.
Two companies had reviews collected from scratch, before that they were not posted on the cards at all. As a result 1-2 months received:
Door Store:
On 2GIS: 11 ratings, 11 reviews and a rating of 5.0
On Yandex Maps: 16 ratings, 15 reviews and a rating of 4.8
Motorcycle Rental:
On 2GIS: 22 ratings, 22 reviews and a rating of 5.0
On Yandex Maps: 13 ratings, 11 reviews and rating 4.7
At the moment the chatbot is in the process of working and/or connecting in several more organizations. They already have a large number of reviews and ratings, and the feedback will be collected via QR codes in the premises. Taking into account these factors, there is an assumption that it will not be possible to significantly influence the rating within 1-2 months. Here the bot is set slightly different tasks:
Automation of feedback collection. QR codes placed in the premises will allow launching the bot without loading the employees with the organization of mailings.
Quality of work. Managers want to promptly receive information about the quality of customer service.
Control of negativity. It is much more difficult to remove or process negativity than to prevent it. A bot solves this problem - a negative customer experience will remain in the company and will not get into the network
If this article was useful, join the channel @targetbots There Artem shares cases and conducts experiments with bots and traffic.
