2/27/2023 0 Comments Google signpost reviewsReview sites are more helpful in providing customer feedback. “We want to take that offline and have a conversation and help solve their problem,” he says. On top of all that, Janisch says when users take to social media to talk about a brand, it’s often because they’ve just had a bad experience, and they’re looking to vent by bad-mouthing the brand. Bank that combines two very generic terms. It can also be hard to know for sure if users are talking about a specific company, especially one like U.S. Or they could be an opinion about a policy coming out of corporate headquarters, rather than service at the location around the corner. As he sees it, posts about brands on these spaces can be very short, making it hard for algorithms to classify them as positive or negative. He calls them the most valuable form of social data, in contrast to social networks like Facebook and Twitter. Janisch spends a lot of time thinking about reviews. Bank’s competitors, as well as Apple Store data for the two apps put out by the company. Added to that pile are anonymous employee reviews posted on Glassdoor, which are benchmarked against ratings given to U.S. Beyond Facebook, Google and Yelp, its products and services are evaluated on a variety on finance industry niche sites. Bank has more than 3,100 branches, compared to Hwy 55’s 131 restaurants. It’s a scaled-up version of Moore’s efforts. Bank, is overseeing a large initiative to promote brand health via active ownership of local listings and engagement with consumer reviews. The approach Moore is taking in Mount Olive has a counterpart in Minneapolis, where Troy Janisch, the vice president of social intelligence for U.S. It’s tough to say if better reviews are leading toward more business, or the things that create better reviews lead to more business, but there is a link between our highest-preforming stores and having an average rating of over four stars,” Moore says. The focus on product reviews has extended to hiring an employee whose job duties include reaching out to customers that report bad experiences and, “turning it into a positive.” So far, the system has resulted in the average rating for Hwy 55 locations jumping from 3.8 to 4.1 stars. We welcome the negative feedback,” he says. The people who were doing them were real loyalists that tended to not tell us where we could actually do better. “I think our surveys tended to skew a little too positive. Now, Moore says the information he gets from online reviews is in some respects more valuable than customer surveys, the previous gold standard for gauging sentiment. One bad experience can wreck customer loyalty for a long time.”Įventually, Hwy 55 hired a third-party review management company to organize product reviews from a single dashboard. “We primarily go into smaller communities and try to become the go-to burger joint, and we really rely a lot on repeat visits. “Reviews are becoming increasingly important, to the point now where it’s one of the major things we look at when we’re trying to find really good customer feedback,” he says. But the need to continue the research remained. When Moore started working in Hwy 55 corporate offices, he monitored customer reviews with just a checklist and a spreadsheet. I came back here to work about three years ago, and it’s been really fun.” I was in the stores in my diapers early on. “My dad started the company about 25 years ago when I was 18 months old. Growing up with a burger restaurant named after you has its pluses and minuses, for sure,” says Andy Moore, son of Kenney Moore and director of communications for Hwy 55. “I wasn’t too upset when the name was changed, to be honest. It was rebranded in 2012 when it became successful enough to expand beyond North Carolina, only to find the name Andy’s already trademarked in several states.īy all appearances an entirely new operation-at least as far as the Department of Commerce is concerned-Hwy 55 still keeps a large part of its heritage employed in its Mount Olive, North Carolina, headquarters. Founded by Kenney Moore, an out-of-work restaurant manager using money borrowed from his father-in-law, the chain originally opened as Andy’s Cheesesteaks and Cheeseburgers. The chain takes its name from the 200-mile state freeway that begins at the Atlantic Ocean and winds inward through North Carolina, running past Goldsboro, home of its first location, before terminating at Durham. The style is 1950s diner, complete with checkered tile, hot pink countertops matched with neon tube signing and kids’ baskets served in cardboard convertibles. Hwy 55 Burgers, Shakes and Fries is an expanding chain of fast-casual restaurants located largely in the southeastern United States. But with so many efforts to manipulate ratings, will consumers still trust reviews enough to care? Companies are looking for help to take control of their reputations in the anything-goes world of online reviews.
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