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Harnessing the power of Trustpilot through marketing automation

9 October 2017
by Nick Washbourne

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A recent article on PRDaily.com revealed that a staggering 80% of people trust online reviews as much as personal recommendations. This means that a brand endorsement – or criticism – could have been made by a complete stranger, but consumers are still heavily inclined to take the feedback on board to inform their own purchasing decisions.

This isn’t just typical of the B2C market. Of course this is a world where reviews are dominant, thanks to sites such as TripAdvisor, Amazon and Yelp. But if we think about the B2B market, third party write ups play a huge role too, with Glassdoor influencing employment decisions, LinkedIn recommendations shaping our opinions of connections and Google Reviews helping us learn about a brand’s performance to date.

One of the largest review communities on the globe, however, is Trustpilot. The quick and easy-to-use interface attracts more than 750,000 new reviews per month – and counting – meaning it is something no B2C or B2B marketer should ignore.

Knowing how important the site is to savvy brands – and because we’re all about making marketers’ lives easier – we therefore started thinking about how we could harness the power of Trustpilot through our marketing automation platform.

And following a little bit of dev work at our West Yorkshire HQ, the result is a really slick integration which enables clients to audit the satisfaction levels of their customers, amplify the feedback from the happy ones and address the concerns of the disgruntled individuals who need a little TLC.

How does the Force24 + Trustpilot integration work?

  • Because the two platforms can now work seamlessly together, you can create a journey which triggers a simple, own-branded customer satisfaction survey following the point of purchase (the purchase can be online or offline, providing an email address is captured). This could be for a really straightforward question such as – ‘On a scale of 0-10 how likely are you to recommend us to a friend?’
  • For users that score a brand 0-5, you could consider triggering another simple email which says that your Customer Services team will be in touch. This contact can then be escalated internally so that the dissatisfaction can hopefully be resolved.
  • Users that vote 6-7 may automatically receive a link to a survey asking for further feedback on how they could improve (did you know we can integrate with Survey Monkey too?)
  • And satisfied customers reporting scores of 8-10 may receive a piece of comms asking them to share their view with the Trustpilot community with the click of a button – thanks to the integration we’ve set up.

And the best bit? The platform does all of this automatically, once the initial journeys have been created and customised to suit the specific requirements of the organisation concerned. All marketers have to do is think what more they can do with the results!

Want to learn more?  Give us a shout using whichever contact method suits you, or why not book a demo?

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Nick Washbourne
Commercial Director

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