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Brand embraces customer reviews

By Juliet Helmke
08 April 2022 | 1 minute read
Jackie Jones

Acknowledging reviews as oftentimes awkward, time-consuming and confusing, one network is looking outward in its efforts for constant improvement, partnering with a platform to encourage more customer feedback.

Laing+Simmons is the first Australian brand to make use of the US-based Reputation platform, which they hope to use as a tool to “pinpoint strengths and areas for improvement”, according to the network.

Jackie Jones, head of operations and strategic partnerships at Laing+Simmons, said she chose to work with Reputation after a long research process to identify how customer reviews could be used to best serve the brand’s agents – including by increasing the amount of feedback received.

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“The best agents who pride themselves on customer service are not afraid of reviews, they want them,” Ms Jones opined.

But she noted that soliciting evaluations from customers can be awkward, reading through them all can be time-consuming, and understanding what action to take based on a review can be confusing.

“We wanted to address these pain points in a way that adds value to agents, businesses and the network,” she said.

Reputation fits the brand’s needs in its easy ability to make contact with customers while also collecting and sorting the insights to inform actionable strategies.

“This platform enables Laing+Simmons team members to understand what they do best and where they may need to improve, so they enhance and fine-tune their customer service, elevate their offer and grow their profile. In doing so, the value of the Laing+Simmons brand is enhanced to flow back through the network,” Ms Jones said.

“It enables a circular growth pattern that contributes to a cycle of continual improvement.”

Scott Barmmer, chief revenue officer at Reputation, said he was looking forward to putting the company’s product to work at Laing + Simmons.

“The team’s desire to deliver better customer interactions and actionable insights to improve already unrivalled experiences is undoubtedly going to contribute to their continued success,” Mr Barmmer said.

Brand embraces customer reviews
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ABOUT THE AUTHOR


Juliet Helmke

Based in Sydney, Juliet Helmke has a broad range of reporting and editorial experience across the areas of business, technology, entertainment and the arts. She was formerly Senior Editor at The New York Observer.

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