Guest lecture at

Dublin City University Business School

on online review management

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Guest lecture on online review management

Christian Driehaus

Co-Founder, Managing Director

Study “Marketplaces 2020”

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Guest lecture on online review management

Part 1 on Tuesday, 01 March 2022, at 11am GMT:

ü Relevance of ratings, reviews and Q&A

ü Opportunities for companies

ü Importance of review analytics for market research

ü Importance of review response for customer engagement

Part 2 on Thursday, 03 March 2022, at 2pm GMT:

ü use cases / company cases

ü Tour of the gominga Review Manager software to show analytics & response functionalities in action

gominga – The Review Company

Importance of review management

Relevance of reviews along the sales & marketing-cycle

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Customer have questions regarding the

product or service

Products or services arejudged, feedback is given

in form of reviews

Star ratings guide the user to a specific product or service

Reviews are read before the (purchase) decision is made

Reviews influence search results(Google & Amazon!)

Reviews influence the conversion rate

The phases along the customer journey

Search Explore BuyEvaluate Use Tell

Consumer generated content dominates the customer journey

Growing relevance of online reviews and opportunities for brands with professional review management

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Source: Brightlocal „Local Consumer Review Survey 2018“

Nearly 95% of shoppers read online reviews before making a purchase

Importance of product reviews

Importance of location reviews86% of consumers read reviews for local businesses (including 95% of people aged 18-34)

57% of consumers will only use a business if it has 4 or more stars

89% of consumers read businesses‘ responses to reviews

Source: Territory Influence (Bertelsmann), 2020

Since the outbreak of the Covid-19 pandemic, consumer behavior has significantly shifted to online :

44% PAY MORE ATTENTION TO THE BRAND’S REPUTATION

53% HAVE INCREASED THEIR ONLINE PURCHASES

94% EXPECT A BRAND TO ANSWER THEIR QUESTIONS AND RESPOND TO THEIR NEGATIVE POST

Source: Northwestern University, Review Tracker (2018)

CEOs see the importance of reviews!

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Source: Simon Kucher & Partners 2019

81% of companies agree that ratings are especially important for brand

building

74% agree that ratings are important to lead generation

73% agree that ratings are important to conversion

68% think that well-rated products warrant higher prices and badly-rated

products make price reductions necessary

The Rating Economy – Global Company Survey

Opportunities for companies-

What‘s the business problem?

The problem – customer feedback (big data) is not being utilized & customer engagement is difficult, dispersed, and lacking

Product reviews

Location reviews

App reviews

Shop reviews

Employee reviews

Travel reviews

Restaurant reviews

Etc.

Online ratings, reviews and Q&A Online reviews and Q&A –the missed opportunityReviews influence purchases -

both online and offline.

Companies have not yet been

able to use them efficiently and

profitably for themselves.

Ø Companies cannot analyse feedback from reviews, cannot use the data treasure internally (marketing, product development, etc.)

Ø Companies cannot communicate with customers on eBusiness channels

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gominga-

Your one-stop-shop for review management

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gominga, your one-stop-shop for review management

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Ratings, reviews and Q&A across platforms: gominga makes your review management easy!

Product reviews Shop reviews

Location reviews Mobile app reviews

All relevant retailers and

marketplacesas well as brand webshops (e.g.

using Bazaarvoice)

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Our technical integrations (API, data feeds) enable the use of large scale BI tools such as Power BI

Ø Besides our own SaaS tool, we offer a dedicated

Microsoft Power BI integration for our

entreprise clients

Ø Receive all rating, review and question data

points into your BI system / data warehouse

Ø Use of gominga API or daily data feeds possible

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Our Zendesk partnership allows professional customer service at scale

Ø Besides our own SaaS tool, we offer a dedicated

Zendesk integration for our entreprise clients

Ø Receive all reviews and questions into your

Zendesk ticket management system and reply to

your customers directly in Zendesk! Every

gominga client can require access to a Zendesk

API key

Review analytics for market research

Detect valuable consumer insights by analyzing reviews!

Source: The Marketing Leader‘s Guide to Analytics and AI, Northwestern University 2020

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“How companies can mine online reviews for product-development gold. User-generated content contains valuable consumer insights. You just need the right technique to uncover them.”

“At least for some categories, we are able to fully

eliminate the need to conduct interviews and

focus groups. And that is the most time-

consuming part of market research for customer

needs.”

Artem Timoshenko, Assistant Professor of Marketing at Kellogg School of Management, Northwestern University

How to systematically turn customer feedback into new products and services

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Reviews and Q&A data(=user feedback!)

is availablein structured form

(Big Data!)

Reviews and Q&A

User feedback for your own products & services, yourcompetitor and adjacent

segments / markets

Existing products & services New / improved products

AI and creativity lead to better and new products,

resulting in:more sales, more margin, more customer centricity

and more brand value!

THE CONSUMER IS R&D, PURCHASER AND TESTER ALL IN ONE!

Analyzing reviews and questions offers multiple opportunities within the organization

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INSIGHTS

REVIEWS Q&A REVIEWS Q&A

YOUR OWN PRODUCTS & SERVICES(OLD AND NEW)

COMPETITORS, ADJACENT SEGMENTS! Direct-2-Consumer Brands !

for

Product improvement

Product development

New/improvedpositioning

Marketing / Keywords

Support / Customer care

Troubleshooting, design optimization,

user manual

New categories, products, spare

parts, accessories, bundles

New target groups Better ROI Efficiency, brand value

gominga – your partner for market researchUser Generated Content: Data Quality & Quantity „for free“ / Customer Insights from Reviews and Questions

500 „customer opinions“

On average, the survey of 500 test subjects / customer opinions at e.g. online mafo institutes costs around 200 € / subject / survey

200 € x 500 „customer opinions“ = 100.000 € Budget

Survey 500 customers opinions

Customer wants 500 customer opinions about his product. In order to consider a comparable data quality, we use 2,500 customer reviews & questions as an example(i.e. 5x more customer opinions than in our example survey). In order to obtain the same quantitative and qualitative database, an investment of € 500-3000 is necessary.

100.000 € Panel/Survey vs. Investment 500-3000 €: UGC from customer insights of reviews & questions

Savings potential compared to traditional market research (panels / focus groups / online surveys etc.)

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Review response for customer engagement

Customer Care in action

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@

Customers actively a get in touch with the company’s call center

Omnichannel via all channels!?

Via social (Facebook..)

Via old school (Letter, Fax..)

Via email…

Via internet (chats..)

Via phone (Hotline..)

gominga complements „omnichannel“ …!

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We believe the most important channels arestill missing!

Customer Care in action!

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Customer passively get in touch with the company via reviews and

questions.

Etc..

Etc.

gominga complements „omnichannel“ …!

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gominga integrates digital channelsinto the call center world!

Market research and customer care at the digital POS: review management with gominga – higher performance & less costs

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Analysis & response:Ratings, reviews and Q&A offer great visibility and relatively low costs compared to Google Adwords

One tool for all platforms:With our gominga Review Manager you can interact directly with consumers! Reply to all product, location, app and shop reviews and Q&A across international platforms - easy, efficient and scalable!

Market research 2.0Quantitative and qualitative (sentiment analysis) analysis allows immediate and constant feedback on products and services. Review analytics is faster and much cheaper than traditional market research(interviews, panels, etc.)!

Brand visibility

Customer engagement

Customer insights

1

2

3

Questions? Thank you!

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Importance of review management

& gominga testimonials

gominga – what our customers say

gominga is the ideal service provider for manufacturers and sellerswho are looking for a better interaction with their customers.Thanks to the proactive support, the well-rehearsed processesand the trusting cooperation, our resources are relieved. With gominga we have a professional analysis and are always up to date.

Frank SanderHead of Marketing Information System Products, LG ELECTRONICS Deutschland GmbH

Transparency and market overview.gominga is leading with its SaaS solution - a clear analysis, transparency and reporting make it our suitable partner.

Frauke NoethHead of Retails DACH, Kapersky Lab

Further testimonials and case studies: www.gominga.com/cases/

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gominga – what our customers say

gominga is used as an important feedback and communication interface in the area of online sales platforms selling MTD products, with a focus on Germany.The greatest benefit for us is the transparency in the actual end user satisfaction and the direct market feedback regarding product / service quality.

Ralf LangenbahnDirector Post Sales Support / MTD Products AG

With the gominga solution, we are present wherever our customers communicate with oneanother. We can react to all reviews and questions from one application with just one log-inand communicate directly with the end customer - obviously for all other customers. The ticket system, templates and the creation of text blocks enable relaxed and efficient processing.

Markus KräutleHead of Customer Service / After Sales Germany / GARDENA Manufacturing GmbH

Further testimonials and case studies: www.gominga.com/cases/

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gominga Review Manager

The gominga Review Manager: example review analysisVarious analytics functions enable evaluation of star rating and review texts

gominga - Connectin…

https://www.gominga.comSecurity

Various filter options for quick access to relevant data (country/platform, product category, time period, etc.)

Details of all reviews at product level: star rating, number of reviews per 1-5 star value, historical development etc.

Export all data for analysis with in-house marketing and sales data

The gominga Review Manager: example sentiment analysisAspect-based sentiment analysis enables identification of strengths and weaknesses

gominga - Connectin…

https://www.gominga.comSecurityAI-based aspect sentiment analysis: system automatically identifies relevant keywords that can be grouped into topics

Texts with respective keywords are shown and allow in-depth analysis to identify strengths and weaknesses

The gominga Review Manager: example response functionIntegrated ticket management system with template support and tagging function

gominga - Connectin…

https://www.gominga.comSecurity

Smart ticket system (e.g. a case can be passed on internally and commented on, etc.)

gominga web interface for all platforms: supports direct and efficient interaction with the end customer- templates with automated response suggestion system

Negative review or question is automatically transferred as ticket into ticket management system (configurable) and an alert is generated so that the customer care agent can respond quickly

gominga – your partner for online review management!

Our customers include:

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www.gominga.com

gominga eServices GmbH - Atelierstr. 1 - 81671 Munich – Germany - Ph: +49 89 12234-777 - info@gominga.com