Customer feedback increase clarity on Sony’s speakers

The problem

Sony recognized its need for online customer feedback to increase consumer trust, brand awareness, and e-commerce growth. The company had no online customer service to address questions regarding their SRS-XB20/SRS-XB30/SRS-XB40 Portable Bluetooth speaker. Having ratings and reviews was therefore the only to way provide consumers with clarity on the product while optimizing the product’s position in the search engine results.

“We tried several review marketing solutions and I collaborated with online retailers to run cashback campaigns,” said Joost van de Beld, Brand Activation & MarCom Specialist at Benelux. “I realized quickly that quality reviews don’t come from people that are expecting an incentive.”

Objective and strategy - how to get customer feedback?

We came to the conclusion that the main objective of the campaign was to increase clarity on Sony’s portable and wireless bluetooth speaker. Since the product was complex and had many features, it made sense that they needed customer feedback through online reviews to address aspects of the product that the company may not have been able to share.

Sony first took the time to share their ideal reviewer profile with us before we invited the selected candidates to write reviews on the bluetooth speaker. For this campaign, we quickly delivered 38 written reviews with a 187-word count average in less than four weeks.

The results

Van de Beld was extremely satisfied with not only the quick turnaround time of our services but also the quality of the customer feedback we were able to collect from the reviewers who tested the bluetooth speaker.

“People seem to take their considered time to write their feedback and back up their story, name specific product features and talk more about the USPs of the product,” he remarked.

As a result of our contributions, two of Sony’s speakers were awarded “Best Reviewed” by Keskeurig for providing in-depth and thorough insight on the products that the retailer sites would not have provided otherwise.

“These types of accolades not only contribute to greater exposure for the product but also greater consumer trust,” Van de Beld says.

38

Authentic customer feedback in the form of online reviews

4

Recommendation

"We have had the pleasure of testing the Bosch MUMS2TW00 for a few weeks via Reviewclub. We have made both soft and hard cakes, as well as regular bull dough. It has done all the tasks well, however, the whisk was not so effective at whipping cream. But for thicker doughs, we think it has good power, it does not seem strained or so in the engine. There are many accessories which are good. It has a slim and modern design and looks good on the kitchen counter! All parts are easily washed in the dishwasher."

Joost van de BeldBrand Activation & MarCom Specialist at Sony Benelux

“First of all, I think the design is quite nice. You can choose between different skins to customise it. The delivery includes a storage case and several of these black rubber attachments. You can practise inserting the skins in front of the mirror, but it’s also very intuitive. So far, I have always had the problem that all earplugs become loose or slip out at some point. During a concert, I was constantly busy adjusting the earplugs. That’s definitely over now because the wings make them sit perfectly. I no longer have to worry about accidentally losing them. Now for the important part – the sound. You can still have a conversation without any problems. The sound is not dull, it is still clear, but simply quieter and therefore more pleasant. You can easily clean them with water. All in all, I am really thrilled and have finally found my favourites!”

Martijn BraamBenelux Director | iRobot

"Like this sharply. Feels solidly built and stands extra extra firmly with the help of the suction cups at the bottom. The engine does a good job. Both for simpler tasks such as whipping cream, but also when putting dough and other heavier jobs. The sound volume is perfectly okay. What I like most is all the accessories you can complement it with. This means that it can completely replace a number of household appliances. It is also good in size, feels compact but still strong. Looks so good that you can have it in the kitchen."

E. EngqvistLindt

When I unpacked [the coffee machine] for the first time, I was surprised at how big and powerful the coffee machine looked. Although I knew the dimensions when ordering, it still looked even larger in real life. If you only have limited space in the kitchen, this will probably be a bit difficult. Otherwise, the coffee machine makes a valuable impression with its titanium look… The taste of the coffee is full-bodied and very tasty. Whether it’s an espresso in the morning or a latte macchiato at noon, I’ve never had a coffee that I didn’t like. I was completely won over by the fully automatic coffee machine despite the high acquisition costs. You quickly have a really tasty coffee that is cheaper in the long run and better for environmental reasons than our previous capsule coffee machine.

E. EngqvistLindt