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REVIEW THE SITUATION
Some may question Holidays Please’s decision to make its customer reviews more prominent, but not its director
After years of burying customer reviews within its website, Holidays Please last week decided to move live feedback on to its homepage. The reluctance some companies
may have in following suit doesn’t need to be explained: comments, good and bad, are automatically uploaded when a customer returns from their holiday and completes an online questionnaire. But director Charles Duncombe is quietly confident about making unedited feedback so visible. “At a recent homeworkers day
we were looking at our reviews and all the positive feedback we were getting and thought ‘why not give them more exposure?’” he says.
ADDED CREDIBILITY While some might cringe at the thought of negative reviews being readily available to potential clients, Duncombe believes they give positive comments more credibility. “So far it seems to be going well. Since we’ve moved the reviews to the homepage our online conversion
rates have increased slightly. It’s hard to attribute that increase to one thing, but we’ve certainly not had any adverse reactions.” Reviews include a holiday rating, comments on the service received from homeworkers and whether clients would use Holidays Please again. However, Duncombe insists that he doesn’t monitor reviews any more closely now they are positioned more prominently. “Our feedback has always been
pretty consistent. Unless a comment is abusive, defamatory or untrue, I wouldn’t take it down. And even then I may keep it up and just edit it a bit. “People do a lot more online
research these days. They’ll put ‘Holidays Please reviews’ into Google and see what comments have been made. They will definitely come across this page now, but if anything I think it will have a positive impact and encourage them to book with us. “We also use reviews to reward
the five homeworkers with the best customers service scores.” ■
holidaysplease.co.uk
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