This post is the first of a three-part series published on the Marketing Success blog. You can read the second and third posts here and here

I’m Aviva Beecher Kelk, co-founder of Clickability. We’re a website which connects disability consumers with service providers, and, like Trip Advisor, features consumer ratings and reviews. My co-founder and I are both social workers with experience in disability and mental health, and our whole team has professional and personal experience in the sector.

I’m writing a short series of three blogs for Australian Business Consulting & Solutions, because although we’ve only launched in Victoria, we’re busily working behind the scenes to be able to launch across NSW, and in the meantime, I want to share some of what we’ve learned already in the last 16 months that we’ve been collecting reviews.

Welcome to the first part of our series where we look at what disability consumers want from service providers! A few weeks back, we conducted a content analysis of all the comments and reviews we’ve collected, and I want to share the results with you.

The bulk of our reviewers endorsed organisations and their practices, aiming to inform others about the great work organisations are doing. These were most often related to the outcomes individuals had achieved with the help of their service provider, or the way the service and their workers had interacted with them. The small amount of critical feedback centred mostly around customer service issues, consistency and reliability and flexibility of the organisation – with people seeking more of these qualities from their services.

Customers want to endorse disability service providers

The internet has a reputation for being a hub of complaints and criticism. Clickability is neutral and publishes both positive and negative feedback. Our analysis shows 87% of reviews submitted are endorsements of a service provider. Consumers appear keen to recommend their favourite providers to others in a public way. This is consistent with the experience of Trip Advisor.

The lesson is that, when you ask for feedback, it will more often than not be positive towards the service provider.

Customers care about outcomes

Among the most common topics raised by consumers are the positive outcomes they achieved with the help of a service provider. In 26% of all reviews, a provider was credited with helping achieve positive change. For providers, this points to the importance of understanding consumers’ individual goals and how support services can play a part in the pursuit of those goals.

Other common topics raised include customer service, characteristics of workers (direct staff), and social experiences, which accounted for 24%, 20% and 17% of reviews respectively. Of the 13% of reviews which were critical, the most frequently cited problems were customer service, consistency, reliability, and flexibility.

In conclusion

All this speaks to the importance of taking individual needs into account, and having systems in place to support your business’s processes so that your customers feel supported. So what can you do to make sure that you’re offering excellent customer service, reliable support, and clear outcomes to consumers of disability services?

Aviva Beecher Kelk

Aviva Beecher Kelk is co-founder and co-director of Clickability. She’s really interested in the interaction between economic and social issues. She’s been told on more than one occasion that she thinks too much.

Clickability is working towards a better disability service sector by helping users share their ratings and reviews. We invite you to sign up and add your service to Clickability.


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