Connect with us

Op/Ed

Ratings companies have evolved into two camps that couldn’t be more opposite

(EDITORIAL) The ratings and reviews game has evolved considerably in recent years, and now, two clear camps have emerged… which do you think is better for consumers?

Published

on

five star wars ratings

Nearly every industry today is either participating in or being assessed by ratings and reviews. It’s what consumers want – it has become a consumer-centric fundamental.

Because time is scarce, consumers are increasingly seeking what they hope are reliable, trusted sources that collect and post both product and service experiences of real customers. The idea is that having access to the actual experience of others will lead to making better, more informed decisions and choices in selecting their next product or service provider.

In meeting this consumer interest, a pursuit of five star ratings has created a Star Wars battle line with two distinct camps:

  • Marketing Spin Camp – best foot forward, filtered results, selected feedback, and heavy bias of positive news
  • Transparent and Accurate Camp – reliable, measured, complete, unscrubbed and unmanipulated information from real past customers

So one camp chooses to Photoshop the picture while the other offers untouched results; one camp chooses pleasant fiction and the other chooses the reality of non-fiction; one camp elects to edit and cleanse, the other offers accountability and transparency with some blemishes; one camp seeks an immediate, short-term, gamed advantage to win customers while the other trusts that truth is the foundation of long term relationships; one camp doubts its ability to deliver great results and chooses marketing spin while the other camp believes consumers can be discerning and their service providers can deliver.

Facts sure can ruin a good story

In response to Brad Inman’s comment in an April 19th, 2016 interview, “…what I’d love to see here… (is) a higher-quality agent… better ones”, the former president of an organization promoting the Marketing Spin Camp stated, “Ratings are not the way to a higher-quality agent because ratings are a marketing tool… I don’t care what anybody says about that.”

The power of Marketing Spin is in telling a tale. Since the facts can ruin a good story, those in the Marketing Spin Camp often find it more convenient to avoid, ignore, omit, or not even bother to learn the facts. These facts have been researched and available for some time now, including in a 2008 report, before most in the Marketing Spin Camp entered the North American real estate market.

Transparency, accountability, and feedback both change and positively alter behavior in sports, business and politics. The evidence is clear, empirical, and unambiguous.

Ratings and reviews when properly designed, delivered, and data aggregated (scientific methodology with research expertise) do create the kind of accountability, transparency, and feedback that influence and alter professional behavior creating both measurably higher quality and a more satisfying customer service experience.

Spin a story, discredit the real estate industry.

The facts – Here are the measurable results that are specific to the real estate industry and related to how service quality assessment of every closed transaction can influence agent behavior, the quality of service they provide and make them better (data based upon more than 2,000,000 customer satisfaction assessment surveys):

• 54% more Very Satisfied customers with the overall service experience than the national average
• 86% fewer Dissatisfied and Very Dissatisfied customers with the overall service experience than the national average
• 400% greater likelihood of agent making a post-closing service follow up call than the National Average
• 65% greater Satisfaction with quantity and quality of communication
• 72% greater Satisfaction with attention to transaction details
• 78% greater Satisfaction with negotiating assistance
• 54% increase in sales of returning past customers
• 56% increase in referral sales from satisfied past customers

Star Wars – the battle for five star ratings is bigger than the quest to win today’s customer. Honest and accurate ratings and reviews are about TRUST and long-term customer relationships.

Adopting practices of misleading information, selected feedback, and manipulated data are a “win the battle lose the war” strategy that also sacrifices the opportunity for ongoing improvement, real service excellence and true five star results.

Presenting manipulated, selective, or cleansed customer feedback as accurate and honest is also likely a violation of the Code of Ethics.Click To Tweet

You have the power to do the right thing.

The 2015 independently commissioned D.A.N.G.E.R. Report identified agent service inconsistency and the invisible interactions between agents and consumers as the highest threat to the survival of the industry and the value of Realtor® services.

Believing that ratings are only about creating positive messages or merely a marketing tool that cannot influence professional behavior is factually incorrect and a sad surrender in the face of what can and is actually being done.

“Like them or not, reviews are now central to the consumer decision-making process. Go all in or stay out of the game. People will sniff BS a mile away if you try to peddle filtered or otherwise less-than-open reviews.” -Brian Boero, Founding Partner, 1000Watt Consulting

While we may frequently feel that events in business and life are beyond our control, each of us has the power to do the right thing, to do it well and to do it now!

This editorial was first published here in February of 2017.

Get The American Genius
in your inbox

subscribe and get news and exclusive content to your email inbox

Kevin is a Co-Founder, President & COO of Quality Service Certification, Inc. (QSC) and earned an MBA from The University of California – Irvine. With over 20 years of Real Estate experience, his primary focus is on consumer research, developing better service management systems, and sharing the importance of consumer-centric service standards, transparency and accountability to create measurable and meaningful differentiation and long term advantage for those professionals that put customer needs first.

Op/Ed

A hugely dangerous challenge of the Internet of Things

(EDITORIAL) The Internet of Things is here, with all manner of soft AI voices and shiny Bluetooth bits. But how long can we count on it staying?

Published

on

LG Alexa internet of things

So, robot apocalypse. The Internet of Things machines have their cold metal fingers all up in our data, our houses, our sand dunes and/or porn.

And for what? What do they offer in exchange for this unprecedented invasion of our day to day lives?

Seamless, user-friendly automation to help with a thousand daily tasks, demonstrably improving our quality of life.

That’s… that’s actually a pretty good offer! Nice work, robots.

It comes with catches, and we’ve covered those, but Day One bumps and blunders are part of owning tech. They generally get engineered out.

What I want to talk about is Day 100, or 1000. Because the important word in “Internet of Things” isn’t “Internet.” We have the Internet. We can confidently expect the Internet to continue being a big deal.

But “things” is an important word. Things are distinct from tech. With tech, buying the thing and futzing with the thing are part of the fun, especially for practicing nerds like your narrator. Tech is new, and the excitement of a new game or a new phone can take the edge off, say, a server crash or a quick trip to tech support and back.

What about things? No early adopter aura in history will get a customer to ignore a fridge full of rotten food. Fridges need to work, period. So does your thermostat and your car. All those things are charter candidates for the full IoT overhaul, and they’re all capital T Things, not tech. They aren’t shiny toys people can live without for a week or four. They’re expected parts of daily life, things that need to work on Day 1, 100, and 1000.

Are companies preparing for that? Are the startups rising out of the blue-light-white-plastic Stuff Renaissance prepared to rebrand as global service providers, doing the hard, unglamorous, absolutely necessary work of digital maintenance?

Bigger question: are they prepared to guarantee security while they do so? Because anything with digitized bits needs patches and updates to function, and if it can download patches and updates, it can download things that are not patches and updates. No one wants to chase a botnet out of their microwave. Are the companies invested in always-on Things standing up and saying they’ll take responsibility for indefinitely securing and maintaining the infrastructure they intend to profit from?

Short answer, no. They’re not. Operations departments tend to be vanishingly small, painfully understaffed, spectacularly underpaid. Let’s be real,: we don’t prioritize stuff like that. We’re talking the digital equivalent of the guy who chases the raccoons out of your HVAC, and that sounds entirely too much like work.

Maintenance is not sexy.

But it’s absolutely necessary. It’s generally just the beginning of a thing. It gets the wheel rolling, and that’s not to be undersold.

But the IoT wheel is most definitely rolling. The issue is keeping it in motion, making it a wifi-level universal usage standard, not a 3DTV fad.

That won’t get done in a meeting. That gets done through long term adoption, and long term adoption will be about attracting, training, and retaining people willing to do the hard work of maintenance and customer support.

The Internet of Things wants to be a major step forward in the infrastructure of daily life. I am incredibly in favor of that. But daily life works because it’s the full time job of a whole lot of people to make sure it does so. So to Internet of Things companies, I say – pay them, treat them well, make your organization the best place in the industry for them, or be left behind by the people who do.

Get The American Genius
in your inbox

subscribe and get news and exclusive content to your email inbox

Continue Reading

Op/Ed

The texting sin to never commit with your clients, period

(EDITORIAL) Clear communication with clients is important (and that’s an understatement). This study found one error that separated the sincere text from the insincere.

Published

on

texting smartphone tech device rfid

I have enough issues making myself understood when I speak with someone face-to-face. Now I need to pay attention to how I text so as not to be misconstrued.

According to the latest findings from Celia Klin, associate professor of psychology and associate dean at Binghamton University’s Harpur College, the mere use of a period (.) can make a person seem less sincere compared to say, using an exclamation point (!), which, by the way, ranks higher on the sincerity meter.

The study, led by Celia Klin of Binghamton University, and published in Computers in Human Behavior, suggests ending your text messages with a period makes them seem less sincere to the receiver.

Participants in the study read short exchanges with responses that either did or did not contain messages that ended with a period.

When the messages were in text message form, as opposed to handwritten notes, the messages that ended with a period were generally rated as being less sincere than messages that didn’t end in a period.

Klin points out that “Texting is lacking many of the social cues used in actual face-to-face conversations. When speaking, people easily convey social and emotional information with eye gaze, facial expressions, tone of voice, pauses, and so on.”

Instead, adds Professor Klin, people who text rely on what they have available to them: “…emoticons, deliberate misspellings that mimic speech sounds and punctuation.”

I’m not sure what the alternative to texting is. Lifehacker.com recently published its findings of what it feels are the five best alternative texting apps. But at the end of the day (or end of the sentence in this case) you are still texting and thus still setting yourself up for the dreaded improper use of a period (.)

That said, Lifehacker’s survey revealed that WhatsApp leads the pack. WhatsApp is a cross-platform messaging system that supports Android, iOS, Windows Phone, and Blackberry devices. WhatsApp is popular because the service is backed by hundreds of millions of active users, and allows you to send text, photo, and voice/video messages to individuals and groups for free using mobile data or Wi-Fi. And there’s not a Period (.) in sight. You can see the rest of the top five contenders by clicking here.

In terms of expressing myself, the use of emoticons works perfectly for me. Trouble is, within a professional context the cartoon-like emoticon looks out of place. That’s OK. It’s the next best thing to speaking in person (which I’d rather do anyway) and it sure beats worrying about period (.) misuse.

Get The American Genius
in your inbox

subscribe and get news and exclusive content to your email inbox

Continue Reading

Op/Ed

Why you should lose the sweat pants if you work from home

(EDITORIAL) While it’s tempting to cozy up and work in your most comfortable sweatpants or yoga pants, there are a number of reasons that dressing up to go to work can help increase work from home productivity.

Published

on

work from home

There are many often discussed benefits to working from home. If you’re not spending time on a daily commute, that means you have more time to work on personal projects and share with your family and friends. Plus it saves you gas and/or fare money.

While it’s tempting to cozy up and work in your most comfortable sweatpants or yoga pants, there are a number of reasons that dressing up to go to work can help increase work from home productivity — even if you’re just commuting to your couch!

You should wear pants (yes, everyday).

When you look your best, you feel your best, and arguably work your best.

It’s pretty hard to resist the temptation of vegging out a bit if you’ve rolled out of bed and headed to your desk while still wearing pajamas. If you have no plan to get dressed for the day, the temptation to hit the snooze button until the moment you need to be present and accounted for will really work against you.

Your computer will say work, but your favorite oversized t-shirt says go back to bed.

When you’re working from home, planning to get up early and prepare for your day allows you to create a transitional space that will help distinguish your home life from your work life. Dressing for success, even if you don’t see anyone during your office hours, will drive your sense of purpose and help you carve out a more productive space. It will also signify to any family members or roommates that you’ve entered the workspace and shouldn’t be bothered.

If you work from a restaurant, coffee shop, or workspaces, it can make you more approachable.

If you’re not dressed for the part, those around you may assume that you’re spending your time recreationally. Even if you are constantly answering your phone, drafting emails, or working on a project. It’s deceptively easy to look like you’re simply browsing the internet or socializing in casual attire.

There are plenty of opportunities to network and meet new people, even when you work from home. You never know who you may end up connecting with, and dressing appropriately to your profession can send the message that you’re an expert and take what you do seriously.

Get The American Genius
in your inbox

subscribe and get news and exclusive content to your email inbox

Continue Reading
Advertisement

Our Parnters

Get The Daily Intel
in your inbox

Subscribe and get news and EXCLUSIVE content to your email inbox!

Emerging Stories

Get The American Genius
in your inbox

subscribe and get news and exclusive content to your email inbox