Thursday, February 18th, 2016 | 4 min read
Do you remember life before online reviews? Trying a new restaurant, coffee shop, or shoe repair store was a pretty risky endeavor.
Times have changed. Nowadays, when you want to try a new spot, you can hop on a review site to see what other people recommend. That review site is most likely Yelp—the de facto source for consumer feedback on local businesses.
With this in mind, I’m excited to announce that Sprinklr and Yelp are official partners, bringing full-text reviews, business insights, and sentiment analysis to more than 1,000 global brands. Sprinklr will be the only social sentiment platform that complies with Yelp’s terms and conditions, and the first to aggregate and analyze Yelp review data in an actionable way.
Yelp is a treasure trove of customer data for all businesses. The 90+ million reviews on Yelp to date reveal how customers feel – specifically about a service or product, and generally from a company or industry. These reviews are honest, entirely unsolicited, and provide a window into what customers actually care about. Most importantly, these insights reveal information that can affect your business in ways you weren’t even aware of.
This makes Yelp a powerful resource to influence business decisions, large and small, that can improve the overall experience of your customers.
With this new partnership, brands will be able to pair rich data from Yelp with information from other social channels. This means the ability to analyze sentiment around location, price, and other variables to extract detailed customer information and identify trends – expected or otherwise – that can impact the business.
Operationally, brands can use these insights to understand which consumers they need to respond to, and when to escalate issues or direct them to a specific location.
Simply put, this partnership will give brands a better understanding of what is and isn’t working, paired with – for the first time – a platform to act on that information and engage customers across multiple channels. New features made possible via the Sprinklr platform include word clouds to pull out key topics, the ability to view an aggregate rating across social platforms, audience segmentation, and micro-targeting for social advertising campaigns.
Imagine you’re a customer who has a negative experience at a restaurant – the food was cold and the service was slow as molasses. You leave disappointed and turn to Yelp to inform the restaurant of your displeasure, warning others to steer clear. Soon after, the restaurant owner engages with you on Yelp to apologize and offers you a discount on your next visit.
Now, imagine if you’re a brand. Consider the value of being able to identify poor customer experiences and turn detractors into advocates. Data shows that people aren’t unreasonable – honesty and humility go a long way. When brands make an effort to mend relationships, 85% of customers report being happier about it. One third of them are so “delighted” that they revise their negative reviews or remove them altogether.
In a world where 89% of companies now compete mostly on customer experience, access to the content, data, and sentiment analysis from the world’s most popular ratings and reviews site is critical. We’re thrilled to be able to provide global brands with these much-needed insights as Yelp’s inaugural social analytics partner.
About the Author: Kristin Muhlner is the Executive VP of Revenue Operations at Sprinklr.