What's the point of 'online feedback'

We pulled up data from a random company in Australia 'Tourism sector". This data is 'readily' available in the public domain.

We were interested in what sort of feedback customers are leaving for an Australian business and what we can learn from it.
We thought we would look at the 'Reviews' or customer feedback on the WEB site of this 'Tourism' company.

The company we looked at operates out of 4 states on the east coast or Australia. One sites data has been removed from our study as they were only setting up and were not yet in operation as of (28/10/2017).

We looked at 4 key metrics from the 'Reviews' section of the company 4 offices Web site.

• VOC (voice of the customer) Positive feedback/comments.
• How they rated against the 5 star metric.
• How many time the sites 'Manager' or representative responds to a customer comment.
• How many data points (customer) provided feedback.

• Looking at the number of Customers that left feedback/ a rating. (Our assumptions here was the Brisbane operation has traded as long as the Hobart operation.)

Hobart operation amazed 88 customers taking the time to provide a review or feedback.
The Brisbane operation collected 48 reviews.
The Sydney operation clocked a poor 6.
* Clearly the Sydney operation may be in need of some attention.

• Looking at the VOC feedback/ a rating.

The Hobart operation gathered 94% positive feedback.
The Brisbane operation also did well with 84% positive feedback.
The Sydney operation was only able to satisfy half their customers.

• Looking at the rating out of 5.

The Hobart and Brisbane operations look good. Sydney low 2.8 avg rating is a reflection on only half their customers were happy.

• Looking at the branch manager (or representatives) responses.

Disappointment across the board.
What would seem the Hobart operation as the company leader. The manager only took the time to respond to 9 customers.
Brisbane and Sydney's performance to responding was none existing.

I guess I am suggesting here that there in no point in asking for feedback and a rating on your website if you intact are not interested.

Imaging if you will,  'Bob' utilises this service and has a positive experience. He rates the company well. The manager is so pleased he responds to 'Bob', there is a good likelihood 'Bob' will be a returning customer.

'Gary' utilises the service too. Has a poor experience. Dent rate so well (middle results). But after a few days he checks and there is no feedback or repose from the manager.

Ask yourself is 'Gary' likely to return as a customer. He had a poor experience and the branch manager couldn't take the time to reassure 'Gary' is feedback in important and will be followed up.

If you have and want feedback from your customers then you must respond to each and every one as part of that process.

Reinforce your appreciation from the 'Bobs' in the world. Reinforce your appreciation, Learn and improve your process' from then 'Garys'.