At Kindred Healthcare in 2012, we had noticed a trend of negative online reviews showing up. When we started to look at our 450 locations, we realized we had a much larger problem. After partnering with Repuation.com to quantify the issue, it was clear that people with predominantly negative experiences were the ones writing reviews. Here’s a map of what that looked like:
Kindred Healthcare Online Reputation for 450 locations as of September 2012. Average 2.2/5 stars.
Understanding the impact.
While we could see the star rating quickly, we also worked with Reputation.com to help them build their sentiment analysis tool. Once that launched, we were easily able to understand the unstructured data in the review text. The data pointed to a large issue with communication. We launched at study at one location and quantified that the presence of negative reviews was costing us millions in new business. Over the next three years, we tracked reviews for 800 locations. We had the online reputation score added to the balanced scorecard for building leaders; making their online reviews a part of their overall evaluation. In a matter of six months leaders were addressing communications issues and reviews started to turn positive. By 2016, the aggregate online review score was 4.2/5.
Kindred Healthcare Online Reputation for 800 locations as of October 2015.
One of the hundreds of locations managed by the program.