Louis Massaro25 Years of Moving Industry Mastery | Founder of MoverOS™

The Impact of Creating Raving Fan Customers

19 Jun 2023 · 1 min

Watch on YouTube

0:57

Louis Massaro describes how the arrival of online reviews (e.g., Yelp) revealed direct effects on business conversion and booking rates—good reviews increased conversions while bad reviews reduced bookings. By combining review signals with marketing ROI tracking, they could measure how marketing investments converted to revenue. He observed that increasing repeat and referral customers lowered marketing spend relative to revenue (moves), which raised profit. This led to a strategic operational goal: each customer interaction (every move) should aim to create "raving fan" customers to drive referrals, repeats, and improved profitability.

Chapters

When online reviews started coming out, when Yelp started to become a thing we saw the impact of what good reviews had on our business and our ability to convert potential customers into customers and also what bad reviews had on the business and how negatively that impacted our booking percentage. So once you have those reviews and then we saw the impact of our marketing ROI report meaning we were able to track how much money we were making with the marketing, the investment in our marketing and how much we were getting. Back when those two things came together here's what it looked like. We started to see immediately that the more repeat and referral customers that we had the less we were spending in marketing in relation to how much we were generating in moves which increased profit. So this immediately made an impact to the business and you know, went from hey we should do a good job for our customers to the mission being the goal of every single move needs to be creating raving fans.