What Do Online Reviews Have to Do With Fondue? In a Word... Everything.
MindShare's OpenTell, a product that collects and publishes "certified" customer reviews to the Web, has announced that since its Nov. 2013 launch over 1.8 million reviews from 5,000 separate brand locations in North America have been collected through its solution.
One of OpenTell's clients is fondue restaurant franchise The Melting Pot, which has more than 135 locations in North America. The restaurant franchise and its network began using OpenTell in early 2014 and has received nearly 100,000 individual reviews to date, a significant increase from the quantity posted on traditional open review sites (e.g. Yelp, FourSquare) about The Melting Pot. The company not only understands the marketing value these customer rating provide, but is also using it to improve the quality of their establishments.
With the higher volume, The Melting Pot is delivering more timely feedback to both front-line employees and management in order to help them make informed, real-time adjustments so they drive better service and business results.
What really makes OpenTell unique is the approach they take to ensuring reviews are authentic. OpenTell only invites actual paying customers who have visited the location to share their experience. Since customers have to use a validation code from their receipt to leave feedback, negative reviews from competitors don't pollute the digital waters (at least not as much as they might on Yelp).
“Guests who visit our restaurants expect their experiences to be a cut above the rest, and we take that responsibility seriously,” said Mike Lester, president of The Melting Pot, a Front Burner Brands concept. “In order to deliver on that expectation, we seek input from our customers wherever and however we can get it. OpenTell's closed platform allows us to gather more input in one place and feel confident those reviews are accurate and transparent. This kind of quality feedback informs the actions we take to deepen relationships with our customers and is essential in our ability to transform casual diners into loyalists.”
OpenTell currently counts a long list of noteworthy names as clients including Corner Bakery, Hertz, Dave & Busters, JiffyLube and others.