"A drink for a good review?" "All the high scores are brushed out?"
In recent years, consumers have questioned the authenticity of "online ratings". For merchants, there are also some questions, such as what kind of practice is considered to be illegal "inducing praise"? The platform found through visits that catering businesses suffering from "rating anxiety", even if they are familiar with the official rules, are still prone to "deformation" in the actual promotion of evaluation.
To this end, in March this year, Dianping launched the "Tourism City Evaluation and Governance Project" to jointly build a guide to promote evaluation with merchants and explore the compliance channel of "accumulating evaluations and improving reputation". As of a few days ago, the online popularity of merchants participating in the "co-construction" has not decreased, the evaluation violation rate and the number of illegal stores have shown a significant downward trend month-on-month, and the negative feedback related to users has also decreased significantly.
1
"Evaluation volume" linked to store assessment?
Merchant platforms work together to "find out" the "culprit" of violations
At the beginning of this year, a hot pot brand under Sanya Dongrong Group received a penalty of "profit inducing praise", but the store manager felt aggrieved about it. "I have repeatedly publicized the rules of the platform to the staff, will the small desserts given by the 'check-in collection' be mistaken for 'in exchange for praise'?" explained the store manager.
It is understood that the "collection and check-in gifts" mentioned by the store manager is the official activity of the platform, which can help merchants increase online store traffic and improve the user's online experience of "planting grass to find a store". However, after further review by the platform, this customer did not collect the check-in record. "Moreover, the platform can basically avoid misjudgment through the big data model, and this case is not 'a misunderstanding'. The relevant person in charge of Dianping said.
In order to "find out" the "culprit" of the violation with the merchants, from April 8 to 12, the Dianping Credibility team came to Sanya and carried out a "compliance promotion evaluation" with the brand's management team and grassroots store staff.
"Through manual verification of store monitoring, we were able to locate the employee in question. The person in charge of the above-mentioned platform introduced, "In the monitoring screen, the clerk repeatedly communicated with the customer while serving the food, and then the customer took out his mobile phone to write a review, and after a few minutes, the clerk brought out a dessert." It is clear that it is the interest that induces. "
▲Dianping's manual verification and violation monitoring (Photo: Li Xin)
"It has been explicitly forbidden to 'induce good reviews by profits', why should the clerks still 'take risks'?" Through further inquiry, the Dianping Credibility team found that the problem was "the merchant's performance appraisal of employees".
"The store will evaluate the number of evaluations and praise rates every day. A clerk revealed, "In order to complete the target, you can only use a simple and crude way." After clarifying the "culprit" of the violation, the credibility department of Dianping immediately worked with the merchant to optimize the management system, and no longer used the evaluation volume as a "single indicator" for assessment.
▲The clerk and store manager held a "round table" with the Dianping Credibility team (Photo: Li Xin)
2
Relieve the "scoring anxiety" of merchants?
The "Compliance Promotion Guide" may become a good medicine
In fact, the strong correlation between "evaluation volume" and "performance" is the epitome of "rush to the doctor" of catering businesses suffering from "rating anxiety". Through co-construction, it is found that if there are only broad platform rules and no specific set of "compliance promotion guidelines" to tell merchants what to do and what not to do, it is indeed easy to step on the pit in practice. The person in charge of the above-mentioned platform said.
In the above case, the store clerk in the surveillance used a mobile phone to take a picture of the screen after a customer review is another example. A clerk explained that the store took photos of customer evaluations and retained them for "high-quality evaluation" review. "The retention rate of the three photos is higher", "The review mentions that the taste is easier to be displayed by the platform", and in order to get more online traffic, there are many "wild version review promotion strategies" circulating in the store.
However, the person in charge of the platform said that the "high-quality evaluation" standard independently summarized by the merchant has no reference value, but the behavior of the store staff to take pictures of the customer's mobile phone will affect the consumer's dining experience.
"These 'action deformations' have increased the necessity for merchant platforms to jointly build a 'review promotion guide'. The person in charge of the above-mentioned platform said. In response to the above problems, through a week-long "brand co-construction", Dongrong Group and Dianping jointly released Dianping's "Evaluation Promotion Process Guide" at the compliance promotion evaluation kick-off meeting.
"You can't promote reviews before the meal, but promote reviews after the meal, so as to avoid users being asked to write reviews without experience" "Don't directly ask for praise, you can ask for 'real experience'" "Don't touch the customer's mobile phone, use your own mobile phone to display" ........ "This is much clearer, and the clerk's practical operation and store management are 'there are guidelines to follow'. The person in charge of Dongrong Group sighed.
▲Merchants and Dianping launched a kick-off meeting for "brand co-construction" (Photo: Li Xin)
"The platform works with merchants to help them locate problems and provide specific and enforceable guidelines, and second, to make merchants aware that 'illegal reviews' often affect user experience, damage brand image, and outweigh losses. The person in charge said.
▲After having the compliance promotion guide, the store has received more "sincere praise". (Photo courtesy of the merchant)
"'Tourism' is a high-frequency use scenario of Dianping, but according to platform data, irregularities such as inducing evaluations are more obvious in some tourist cities, which makes the governance experience of Sanya and other places of benchmarking significance. The relevant person in charge of Dianping said, "The star rating system is the cornerstone of Dianping, and in the future, the 'Tourism City Evaluation and Governance Project' will bring Sanya's experience to more cities and continue to provide users with real and helpful evaluations." ”