WRAP Spotlight on Carlos Marchi

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By Georgi Bohrod, RRP    

WRAP Partner & Principal at GBG & Associates  

What is WRAP?

Last summer, CustomerCount launched WRAP (Worldwide Research Analytics Program), a detailed qualitative analysis program combining touch-point sentiment and accuracy with industry expertise and insights.

CustomerCount’s WRAP is tailored to address client’s strategic and tactical priorities, particularly those derived from feedback and surveys.

The new subscription-based service takes customer feedback to a new level, offering the expertise necessary to formulate conclusions and offer operationally based recommendations oriented to improve service efficiencies and drive profitability.

By offering optional reporting enhancements that reveal deep insights into customer attitudes and sentiments, while identifying areas for process and service improvement, WRAP is intended to look beyond the numbers generated by CustomerCount’s customer experience surveys.

The latest iteration of the WRAP program is the addition of a strong coalition of Mobius Vendor Partner (MVP) Associates, each of whom brings valuable professional expertise to create comprehensive resources to support each other and their clients. 

Although not formally aligned, the allied professionals are colleagues who joined together to promote CustomerCount online surveys and provide solutions to issues which may surface in the information gathered 24/7/365 by the powerful feedback enterprise system.

I’m proud to be a part of this group along with Howard Bendell RRP (Qualitative Analysis)

Emily Collins, EVC Marketing (Digital Marketing), John Locher RRP, Locher & Associates (Membership/Ownership Engagement/Business Development) and Carlos Marchi SMEI, CME, CECP, EVP Mexico and Latin America, CustomerCount (Contact Center Compliance).


Who is Carlos Marchi?

As CustomerCount is a proud sponsor of AMDETUR (held in Mazatlán, Sinaloa, Mexico  May  21-23 2019), I thought it might be good to share some background on CustomerCount’s EVP of Mexico and Latin America—Carlos Marchi.

A resident of Puerto Rico, Carlos Marchi was once a client of CustomerCount.  He has decades of experience with call centers, customer engagement and marketing. Moreover, he has an in-depth knowledge and appreciation of the value of the CustomerCount online survey system’s multi-language feedback system.

Since Carlos came on board in 2017, he’s been spreading the word to the hospitality industry in the Caribbean, Mexico and South America of the CustomerCount feedback system.  Because of its flexibility, Carlos has also been able to introduce the important customer engagement tool to other industries outside of hospitality.

If you are in business south of the border, Carlos Marchi can help you zero in on the voice of your customers.

AMDETUR is using CustomerCount’s survey platform to poll its members and attendees during the conference for the Mexican Association of Tourism Developers.  The results will call attention to what worked, what was popular, what was learned and on the other side, items that need to be improved upon.   

For further information about CustomerCount and to arrange a demonstration in Spanish, visit the website. Alternatively, contact Carlos Marchi directly on: +1 787-602-0998.

A Spanish version of this article can be viewed and downloaded here:

10 things I learned at the C.A.R.E. Conference

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By Bob Kobek, RRP
President, CustomerCount

I had the pleasure of attending the Cooperative Association of Resort Exchangers (C.A.R.E.) conference this week in my hometown of Indianapolis. In addition to enjoying informative and entertaining keynote speeches and social events, I was delighted to moderate an important panel discussion,” Compliance in the Year of Class Action Litigators.”

This was the organization’s 67th conference and I came away with 10 distinct impressions:

  1. The members that attended are serious about their businesses
  2. The members are successful at what they do
  3. The members are very hard-working professionals
  4. The members will conduct business “on the spot”
  5. Some members drink a lot of spirits
  6. The members are very welcoming – not at all “cliquish”
  7. It was a very informative event – speakers and panels were excellent
  8. Some members spend time in bars
  9. The association stays true to its charter – effectively, sharing inventory
  10. Most of all – I felt very welcomed

I will go to the next one!

One of the highlights of the conference is awards night and the presentation of the C.A.R.E. Pinnacle award. This award is unique in that its recipient is nominated by the C.A.R.E. membership. The winner must demonstrate their commitment to the community through philanthropic activities and possess characteristics of leadership, integrity, quality standards and ethics.

I was proud to be nominated this year, but our congratulations go to the deserving recipient, Kris Gunn, of Gunn Marketing. You can view her very gracious acceptance speech on the C.A.R.E. Facebook page.

My thanks go to C.A.R.E. president, Linda Mayhugh, for her leadership.

Bob Kobek moderating the panel on “Compliance in the Year of Class Action Litigators”

About C.A.R.E.

C.A.R.E. (Cooperative Association of Resort Exchangers) is a trade association established in 1985. It was formed by representatives of timeshare resorts who found that by exchanging vacation inventory among themselves, they were better able to satisfy their owners with increased vacation opportunities. Today, member companies are also able to utilize inventory and generate revenue through wholesale rentals, while continuing to offer expanded exchange and fulfillment options.

Why You Need to Understand the Voice of the Customer

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By Bob Kobek, RRP
President, CustomerCount

Every morning (almost – mostly) I have a board meeting while shaving. One of the mandates of that board meeting between me and me is to invent an idea that we can use to enhance our software and its appeal to customers.

Of those ideas, some actually make it to the garage as I am leaving for work. Some of those survive as far as the parking lot and, every now and again, one might make it into the office to get researched. Then, now and again, that rare idea hits the discussion stage.

Going from the board meeting in the mirror to the design stage is a process that really does, sort of, work. It is that one idea (and the ideas of others) in a quarter that does move from idea to innovation.

That enhancement, between other enhancements, demonstrates to our customers that we are always thinking.

Interval windshield wipers were invented because the public asked for them.

In our case, the best idea is the one that comes from our clients who ask the question: “Can you make your software do …”?

It is the bad idea that causes me to be reminded that we should not talk to ourselves – we should be better listeners. We should be listening to the voice of the customer.

If you would like assistance in listening to the voice of your customer, then contact us now for a demo of our survey solutions and feedback management or call us +1 317-816-6000.

Does your company cut it when it comes to listening to the voice of the customer?

About CustomerCount

CustomerCount was developed, and is managed today, by Bob Kobek, president of Mobius Vendor Partners. The company is celebrating its 20th anniversary in 2019 as a firm focused on business process design and management.

CustomerCount is a feature-rich, cloud based survey solution providing intuitive real-time reporting, fast turnaround on updates, and detailed and dynamic data gathering for process improvement and customer loyalty to improve your bottom line.

We design company or product branded survey communications that present questions that maximize response rates and get you the information you need. Our robust reporting component supports 24/7 online access to real time customer feedback via reports customized to meet your business needs.

CustomerCount is a web-based product, minimizing installation time and expense. Due to the innovative technological architecture of CustomerCount, ongoing updates to survey content, report formats and other features are easily and quickly accommodated.

More recently, CustomerCount has developed the Worldwide Research Analytics Program (WRAP), a group of independent minds and businesses brought together by Bob Kobek.

The aim of the WRAP group is simple: to provide CustomerCount clients with additional reporting services that reveal deeper insights into their customer’s attitudes.

By looking beyond the wealth of data generated by CustomerCount’s customer surveys, WRAP members provide industry-specific observations and advice. This information can be used to identify key areas such as process and service improvement.

Text Analytics and CustomerCount reporting improves customer experience

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PR, text analytics and sentiment analysis are typically used for crisis management and to manage negative feedback. However, for businesses in the hospitality industry, sentiment analysis can be used to gain a competitive advantage by finding new opportunities to improve the customer journey.

This has been the experience of leading hospitality and vacation ownership company, Breckenridge Grand Vacations (BGV), and text analytics software provider, Keatext.

By leveraging the text analytic functionalities of Keatext and the survey and reporting capabilities of CustomerCount, BGV gained valuable visibility across unstructured channels, simplified internal communication and boosted customer happiness.

What is Keatext?

Keatext is a plug-and-play AI-powered platform that synthesizes in seconds large volumes of feedback from multiple channels. This includes open-survey questions, online reviews and social media posts. The software then produces actionable insights delivered on one comprehensive dashboard.

Designed to minimize response time, Keatext is the industry’s most agile cloud based opinion-analysis engine. As such, it relies on deep learning and a rich, ever-growing knowledge base.

In addition, with its CustomerCount integration, the BGV team used text analytics to tap into a “goldmine” of invaluable insights of their customers’ wants and needs. As a result, they could proactively respond and alter policies before complaints were made.

What is text analytics?

Text analytics is an alternative approach to customer feedback. Comprising algorithms, AI technologies and text mining software, text analytics draws meaning or sentiment out of written communication. Inherent in sentiment analysis is a focus on proactive learning, active conversations with customers, and a balance of both granular and global considerations.

Moreover, as consumers share more data and feedback online, they increasingly expect a higher level of responsiveness and agility. No matter the size of the company. In other words, those who harness the power of text analytics are likely to be rewarded with growth, engagement and loyalty.

Breckenridge Grand Vacations used CustomerCount and Keatext text analytics to understand sentiment and improve the customer experience.

What were the results?

Rick Tramontana, BGV’s Director of Owner Relations, saw big potential for exciting new ideas and opportunities. He explained:

“Ultimately, our model is to give our owners the absolute best experience possible. That way, the next time they’re up at a sales table, they’re more likely to buy more from us. So we really saw this as an opportunity to make what was already good that much better, and to take it to the next level.”

As a result, the BGV team were able to:

  • Track sentiment for extensive periods of time;
  • Follow the impact of key campaigns, milestones and decisions;
  • Enjoy instant feedback;
  • Compare and contrast sentiment across surveys, channels and segments;
  • Understand what’s happening across multiple channels;
  • Remove information silos; and
  • Identify all trends and implement changes speedily.

“Keatext helped us identify smaller trends, sure, but also larger trends that could be improved either at the location level, across one of our departments, or even at an entire company scale,” said Rick.

After such success, Keatext text analytics is fully integrated with BGV’s quality assurance process – and the team loves it.

About Breckenridge Grand Vacations

Breckenridge Grand Vacations is a family built timeshare and resort development company founded in Colorado in 1984. Today, the business comprised four resort properties, 25,000 owners and a staff of over 600.

Find out more

Want to know more? If you would like to harness the amazing opportunities of text analytics with Keatext and CustomerCount, call us now on +1 317-218-0322.

Alternatively, contact Bob Kobek on bobkobek@customercount.com or schedule a demo.

Download the case study

Breckenridge Grand Vacation and Keatext Case Study May 2019

Reputation Management versus Reputation Marketing

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Guest Blog By Emily Collins, EVC Marketing Communications

Is there a difference between reputation marketing and reputation management? Absolutely.

What is reputation marketing?  

Simply explained, reputation marketing is the ability to prevent negative or digital crisis situations arising through a sustained strategy of positive: content, images, video, comments, reviews, likes, share, mentions and testimonials.

Focusing on the positive at all times is, by far, the most efficient way to spend your time and marketing efforts – and prevents the need for reputation management.

How is reputation management different?

Reputation management is digital or online crisis management.

Bad reviews, negative comments, dislikes, and critical posts can have a major impact on your brand perception, future client contact or lead generation opportunities.

And reputation management matters regardless of your business size, industry sector, location, product or service.

Would you book accommodations with 1-star negative reviews or the 5-star glowing testimonial?

Would you buy online where other purchasers have placed negative feedback?

Reputation management is no longer a nice-to-have-option. It is a pre-requisite of every business. Your brand matters. Your brand reputation matters more.

When you have a crisis or frequent negative feedback, reputation management, as a process, can work to improve your status, increase your positive visibility and counter any negativity.

For example, positive input can push negative posts, comments and content down to page two. Not removed, but less visible and less front and centre on initial searches.

We live in a digital world, which, sadly, includes trolls and cyber-bullying. It is all too easy to be negative behind an invisible persona. Such reviews, posts and comments can often mean the difference between success and failure for many businesses – regardless of size.

There are numerous processes and options to implement a crisis campaign – reputation management is all about accentuating the positive. And the need to act quickly, with a positive brand content response, is paramount.

Negative will not simply go away or disappear. You have to replace with positive.

And that is where a reputation management strategy comes to the fore.


Where do you start?

Consider an audit. Where are you now?

Do you need immediate crisis management and, if so, have you enough positive content and planning to respond?

Do you have a reputation marketing plan?

Here’s how to start:

Establish where you are now

  • Find and review all business and/or brand comments, negative, neutral or positive;
  • Set a timescale such as the last six/12 months and review seasonal trends;
  • Use Google; and
  • Look at your brand and key product or service search terms and review the first two pages of Google results.


  • Are there common themes, comments, sites or persons and so on.

Your brand visibility

  • Do you promote a consistent and accurate online presence?

Brand/key terms ranking

  • If you are not ranking – ask a specialist to find out why;
  • Include existing content, social media platforms and PR within the assessment;
  • Review your website and content SEO;
  • Is your brand a search authority;
  • Are you visible where you want to be on Google; and
  • Is your website and/or content up to the task.

Don’t forget the competition

  • If your competitors are winning the authority and visibility race – find out why; and
  • Develop a strategy to compete.

Social monitoring

  • You may love your company, products and services but what is the customer saying;
  • Do you gain positive sentiment; and
  • Do you consistently listen to your target audience.

Remember, reputation marketing companies are not PR agencies.

PR is often about relationships, emotion and brand awareness. Reputation marketing involves more complex tools, strategies and technical solutions. Often working in the background, these techniques quietly promote and share positive content and enhance brand authority and trust without drawing attention to any negativity that PR is often produced to counter.

A good reputation marketing plan should include and embrace PR in addition to positive actions and digital marketing activity.

Your reputation management objectives

Develop trust and authority

People buy from people they know, like and trust. Trust in the digital world is hard won and easily lost. Developing Google authority will increase your trust status.

Open, honest and transparent

Your customers want to see the real you.

Listen to the conversation

You cannot react to negativity if you do not know where, when and why it is being posted. You cannot develop a reputation marketing strategy without knowing your target market and the sentiment values they require.

Don’t ignore – react but in the right way

Don’t argue, respect the feedback and, in a polite and professional way, offer a response.

All statistics show that no response enhances negative sentiment.

A quick response – even one that suggests we do not agree with you – highlights the business/brand perception.

If someone is critical, take on board their point of view and consider a response that leads to a positive position.


If you have made a mistake – take it on board, learn, act and advise your audience. Provide frequently asked questions to answer key customer service issues.

How to find our your online reputation

One way of finding out what your market is saying about you is through social listening.

RCI’s TravelVUE for the vacation ownership industry monitors brand sentiment, gathers real-time brand conversations and provides insight for marketing teams.

Working in conjunction with CustomerCount’s customer feedback platform, marketers have a solution that can be used to glean important insights that can help dramatically reshape customer strategy.

What next?

If your research has identified an online reputation issue or if you want assistance in developing a reputation marketing plan, then contact EVC Marketing or call us on +1 239 444 8176 or +44 (0) 208 123 9273.

With over 25 years’ timeshare marketing experience and our connection with CustomerCount, we have a range of tools, techniques and strategies that will repair and increase your brand authority and trust – and maintain and grow your brand’s positive online reputation.