Situation
Incentivize Franchisees to Own Their Online Reputation
Snip-Its was searching for ways to engage with its franchisees and motivate them to participate in marketing activities that would influence the brand's local search rankings, ultimately boosting each store's bottom line. Like most franchise organizations, Snip-Its struggled with incentivizing franchisees to respond to reviews and manage their review score – two factors that impact how they appear in proximity searches.
Approach
Develop a Year-Long Contest
Snip-Its approach was to:
1. Develop a year-long contest to reward and recognize franchisees that provided the best customer experience
2. Measure its performance in Uberall compared to the company average
3. Reward top 10% of franchisees
Solution
Centralized Solution to Manage and Measure Reputation
Using Uberall to grant permission access to the franchisees, Snip-Its measured response rate, average rating and volume of reviews at the corporate level. Franchisees were notified via email in real-time allowing them to click in-app to respond directly in Uberall — one of the franchisees' favorite parts! Plus, the response library was pre-loaded by corporate with review response templates based on the key themes and topics that would surface in reviews.
The results were impressive. Not only did Snip-Its increase customer engagement online, its local search ranking for competitive unbranded keywords like "kids haircuts" increased significantly.
243%
Increase in response rates
