Mobile and its impact on the reputation of companies and brands
USA is the country with the highest penetration of smartphones, with 66% of mobile users, according to the latest comScore report recently highlighted. This smart device accompanies us in our day to day, we use it to find information, compare prices, find leisure and entertainment content and, of course, access Social Media. 62% of users use their mobile almost daily to access their social networks.
This implies that users are permanently connected, and share with their contacts where they are, or what they do, along with comments about their experiences. Therefore, it will not be the first time that a criticism in the form of tuit triggers a serious crisis of reputation, because of a bad experience of a user in an establishment, such as a restaurant. The mobile is a new weapon of mass communication that can seriously damage the brands, so they must strive to provide impeccable service.
Another sector particularly sensitive to customer feedback is that of hotels. To demonstrate the influence that mobile devices can have in this area, Vivential Value has developed its Online Reputation Index in the Hospitality in USA, where it tries to measure the “mobile effect”. To this end, it has analyzed no less than 35,000 online comments, extracted from those registered by 1,150 hotels, located in important USA destinations, both coast and city. Among its conclusions can be extracted that:
12% of reviews are already recorded via mobile devices
The ratings issued with the mobile are noticeably worse than those published with the desktop. This may be due to the user turning to his handheld device at the time they have had the experience, so their sensations are in full bloom. Instead, when he sits down in front of the computer, a reasonable amount of time has passed, enough to calm the spirits. The study indicates that 13% of the ratings issued through the mobile are dissatisfied customers, compared to 9% of those arriving via the desktop. In the case of the highly satisfied, mobile customers also surpassed, although very slightly to those of computer (34% vs. 33%).
The areas that most affect customers are the location of the hotel, value for money, cleanliness, quality of rooms and service. The latter is the one that registers a greater difference between the valuations registered through mobile or PC, with the mobile ones being listed on the downside (8.07 vs 7.79).
One thing is certain, and is that users share their experiences online, so it is advisable to strive to improve customer service, as well as encouraging customers to comment on their positive experiences. Thus, with the help of loyalty programs, simple improvements in services, which provide a differential value, or simply taking care of details, it is possible to improve the customer’s satisfaction, and give him reasons to convey the benefits of the establishment in his environment.