SM Review SOP
Scope -
To understand the process of responding to customer reviews on all review platforms.
Problem Statement -
Broken integration of Freshdesk and the Review sites.
No past record to inline a defined process of responding to the reviews.
Enhancement of the CX Team for the Brand Voice to be incorporated.
No process to track the productivity of the team handling the reviews.
Language/tone improvement to create a brand effect.
Terms and Definitions -
Reviews - Online reviews help consumers make purchasing decisions. They are the mirror of how a brand is working for itself and the kind of service they are providing to its audience.
As a brand, there are 2 ways of collecting reviews. Ones that are organic in nature and the others are when we share review invites.
Organic reviews are experiences that passenger share after taking our services.
Review Invitation is a method of requesting reviews from passengers who took services from us.
When we receive any reviews through the various methods discussed below, it is our Brand management team that responds to each and every review taking into consideration the ratings they provide and the experience they share with us.
Below are the Organic Review Platforms with the credentials we use, to respond to Customers.
Below are the Platforms from where we request reviews and then respond to them.
The types of Organic Reviews we respond -
Positive reviews on all platforms are shared above.
Negative reviews were received on all the platforms.
The types of Invites we share for review collection -
For every 5-star rated trip by the operations team, the CX team requests its passengers to rate us on trust piolet as we do not have any inbuilt mechanism to request for reviews in OurBus.
For every trip taken by the passengers at the events side of the business, we request passengers' feedback through Lodestar and the positive feedback is then published on the Rally website.
Responses to these reviews are exactly like the ones received organically.
Agents Involved in the process -
All the Brand Leads are expected to respond to each and every review published on all review sites.
The leads are also expected to send the invitations for 5-star stips on both Lines and Events side of the business.
Every agent on all leaves individually shares a review link after every interaction for the passenger to share their satisfaction after taking our service and interaction with us.
Types of reviews received -
Delay (heavy traffic/ poor weather/ road closure/ accident)
Rider Missed Bus
Missing amenities
Driver-related issues
Internal Schedule Issues
Redirect the user to an email communication channel
Process -
How to respond to Organic Reviews - (Negative)
We start by logging into the platform (Credentials shared above) and proofreading the review.
Let's understand the same through an example -
Below is a negative review we received regarding the driver and the delay due to traffic)
We will then check with the user credentials if there is an incident on slack or on a fresh desk reported by the same passenger.
Loggin to slack and check on the search bar with the below details -
Email
Trip id of the Passenger
Pass reference code
On clack search, PFA the details-
If there are any details available, we create an RCA document for that, and if there are no details we check the same on Freshdesk.
RCA Document - https://docs.google.com/spreadsheets/d/1YMY_f6vngnufhcoXemwSB_oYP9P-pbdn2sfcVg5Nuvk/edit?usp=sharing
On Freshdesk you search the above-mentioned details in the search box. Screenshot shared -
FreshDesk - https://support.rally.co/a/tickets/filters/all_ticketsOnce the RCA is complete we respond to the passenger on the review platform.
We have created a common response sheet (Canned Responses). PFA the link for your reference -https://docs.google.com/document/d/1GjdqQCvoOgvv2PN8xaMDUSf29YBVKxULKPvq4gFISpU/edit
How to respond to Organic Reviews - (Positive)
We start by logging into the platform (Credentials shared above) and proofreading the review.
Understand the reason for the review and respond to it by personalizing it.
Below are a few examples for your reference -
How to ask for reviews (Inorganic way of collecting reviews) Trust Pilot
We ask for reviews from our passengers when we deliver a 5 Star trip. Since we do not have an inbuilt review collecting process on the admin panel, we have initiated a smart integration of the trust pilot and Admin panel through which we invite passengers to share their experience on the trust pilot.
We receive data of all 5 Star Trips on the doc - https://docs.google.com/spreadsheets/d/1LDH_0dPtAhvXGZBp0xzrblo4nlq8jEIQYyUEde_ilIU/edit#gid=453972113
From the above-shared data we pick only the 5 stars rated trips of T-2 date and note them down separately.
Post collecting the data of the trips we follow the below shared steps to send the reviews -
Step 1 - Login to Admin Panel
Step 2 - Click on Full Schedule
Step 3 - We select the date for which the reviews are to be shared. Usually, as per the process, the date is to be Today-2. This is to ensure that all the trips are complete.
Step 4 - Click on Send Trust Pilot Invites
Step 5 - We select all the 5-star trips from the schedule by searching the page.
Step 5 - The send trust pilot reviews icon changes to send an email and once all the trips are selected together, we click on the send email icon to complete the review invitation process.
How to ask for reviews (Inorganic way of collecting reviews) Google
Our agents on various queues collect reviews for themselves and for the brand by pitching in a review invitation link and verbiage post every successful and pleasant interaction.
The selection of which interaction is worthy of the pitch is per the agent's discretion depending upon their interaction with the passenger and the passenger's response.
All the interaction platforms have a different way of asking for a review.
For Chat/Email -
Post every successful conversation the agent shares the below verbiage -
Rally - Would you please spare a few minutes from your valuable time to share your feedback regarding your Rally experience? Your honest feedback really helps us to continue working towards our goal & constantly improve.
You can write us a review here: https://g.page/r/CdoYiLOiYDVJEB0/review
OurBus - Would you please spare a few minutes from your valuable time to share your feedback regarding your
OurBus experience? Your honest feedback really helps us to continue working towards our goal & constantly improve.
You can write us a review here: https://g.page/rideourbus/review
Process Flow Chart -
RACI -
L2- Strategist, L1- Specialist, L3 - Brand Lead, L4 - Brand Manager, TMT - Top Management
FAQ -
How do you draft the responses?
How do you know how many reviews have you received?
What is the content approval process for the responses?