The Proof of Feedback “PoF” in detail
EasyFeedback’s mission is to promote feedback between consumers and companies to help solve two issues that have existed, exist and will exist:
- The communication problem between people.
- The aspiration of humans to improve things.
Feedback aspires to transform things because it helps companies to achieve care excellence towards its customers and encourages creativity to improve company products, services and processes and therefore improve the world.
EasyFeedback acts as a private and trusted third party between customers, employees and company management. It makes it easier for useful feedback to be expressed, managed, rewards and generate satisfaction.
1. Current problems regarding Feedback
Companies encourage feedback, because it is a strategic tool to achieve excellence and improve sales and reputation. To collect feedback, companies use more and more resources and channels: in person, by phone, forums, chat/chatbot, messaging apps, web forms, email, social networks…
All the channels used to collect feedback should serve to:
- Listen: to pay attention to the queries, suggestions, opinions and complaints of customers.
- To respond quickly: a fast response is fundamental for the success of customer service because customers do not want to endure long waits.
- Offer solutions: all the above is not much use if, in the end, companies do not have the capacity to respond. Therefore, the whole organisation needs to be involved in the protocols of customer care.
- Make the company more human: the people in charge of managing customer care channels should be well-trained and capable of managing the tools they use. They are the visible face of the company for the customer and should have skills such as diligence, common sense and communication skills to make the company more human to its customers.
1.1. Problems with feedback for companies
Within companies, requesting, collecting and dealing with customer feedback can be problematic for many reasons:
• Usually the problem is lack of resources. They do not deal with feedback received, nor encourage collecting it because there are not the human and financial resources available in the company to do so.
• Often companies watch helplessly as their customer care channels become a vehicle for the publication of unfair complaints from customers that damage their reputation and ruin the human and economic effort of the company.
• Other times, a large amount of money is invested but there is a lack of internal control to centralise and analyse the information received through customer feedback in order to turn it into opportunities for improvement and increase sales for the company.
1.2. Problems with feedback for consumers
For consumers, feedback to companies may appear unnecessary because they think that their opinion will be irrelevant, they have neither the time nor the motivation to do it, they feel uneasy complaining, or they do not know how to do it.
So, typically, if the customer takes the initiative and gives feedback, it is to complain. Most of these complaints are not resolved because of:
• The lack of accessibility to the customer care channels on the part of the company: the customer care channel cannot be found, and when it is found, it does not work correctly; the telephone is not answered within a reasonable time or it turns into a nightmare of call forwarding and filters on the switchboard; mails go unanswered; and the chat is not operative.
• The lack of solutions in the customer care channels on the part of the company: when the customer manages to get through to someone and, unfortunately, does not receive empathy or solutions from the company’s customer care channel, they feel frustrated and helpless.
These problems explain why a customer decides to complain in public, make an official complaint or loses trust in the company.
1.3. The controversy about public feedback
Online opinions about the quality of a company or a service are an important resource for consumers to keep informed and make the right purchase.
Experience shows that most consumers make purchasing decisions based on the opinions they have access to. However, despite the importance of these ratings, there are a number of problems that affect the credibility of comments published on the Internet.
Companies that are aware of the importance of their online reputation prepare marketing strategies to improve it. There are many solutions on the Internet that post user comments and opinions and generate revenue for directing traffic for a fee (pay per click) to the companies reviewed: TrustPilot, TripAdvisor, Yelp…
There are also solutions on the Internet that charge companies a fee for helping them to obtain those comments and post them on the Internet: Trusted Shop, Ekomi, etc.
In this way, companies improve their positioning and attract organic traffic or paid traffic to their company, product or service for their own benefit. Moreover, they build their own online reputation with their customers’ ratings, although they provide “unreliable” information for consumers.
In some cases, companies also pay to delete negative reviews about their products or services. And, finally, companies are often defenceless when faced with the publication of fake news that spreads uncontrolled through forums and social networks.
All these problems mean that the opinions we find on the Internet about companies, products and services are, in many cases, suspicious for consumers. And this happens precisely because, as they are public, they are the result of a huge business in which companies invest a large amount of money.
The problem of credibility of online feedback occurs because there is a conflict between companies, for it to be positive, and consumers who let off steam with their negative opinions. It is urgent that we establish a system of feedback collection and analysis that brings credibility and good sense to the market.
2. What advantages does our solution provide?
We think that the most important thing is communication. EasyFeedback seeks to make communication between consumers and companies easier. That’s why it proposes a centralised feedback collection solution that distributes consumer communication towards each company’s customer care channel. It is a solution that respects the premises that EasyFeedback establishes for all feedback:
- Privacy: feedback is not published, it remains private.
- It is not anonymous: consumers identify themselves in order to be attended cared for by companies.
EasyFeedback is an intermediary in the process, like a trusted third party, confirming that the consumer’s message is sent and received by the company, giving credibility and trust to the system. We could summarise the advantages of the EasyFeedback platform by saying that:
2.1. It solves problems of Accessibility and Knowledge:
• For customers: we offer a centralised platform to send feedback to any company without having to search for the customer care channels of each company. The customer saves time and effort because EasyFeedback is in charge of redirecting that complaint to the official customer care channel of the company and monitors and files all feedback.
• For companies: we help companies make their customer care channel more accessible because when customers look for it on the Internet, they often find us first and although we are not the official channel, feedback ends up reaching the correct channel of the company. This generates direct knowledge of their clients to improve their products, services or processes. And as a private channel, it helps them to reduce the number of public complaints on Internet.
2.2. It solves problems of Transparency and Trust:
• For customers: we offer a platform that certifies that feedback reaches the company. Therefore, if there should be a problem, we can prove the existence, content and date that feedback was sent. This is important for the protection of customer rights.
• For companies: we pass feedback on to them from specific, not anonymous, people, therefore they can contact their customers and handle incidents. As EasyFeedback is a trusted third party, we could, if it were necessary, mediate in conflicts.
2.3. It solves problems of Reputation and Participation:
• For customers: we make sending feedback easy, which encourages participation. Moreover, with the reward system that we are going to incorporate through EasyFeedback tokens, we place a high value on customer feedback because we will reward it according to its interest.
• For companies: we audit their responses to platform users by satisfaction surveys (Net Promoter Score, NPS) therefore obtaining objective information about their customer care which can help them improve processes. In addition, through the Seal of Excellence, we communicate their commitment to customer service to the public, which improves their reputation. And, finally, with the EASYF, we offer a system for gaining loyalty in the marketplace (EasyFeedback online store with exclusive EasyFeedback products and our customers’ products) which will help them to promote and give importance to customer feedback.
3. Tokenized EasyFeedback model: added value it brings
EasyFeedback token is created to reward people who from www.EasyFeedback.com communicate useful and private feedback to improve products, services and processes of companies and institutions. EasyFeedback token can be exchanged for products, services, cryptocurrencies or money at a market price.
With the launch of the EasyFeedback token, a Marketplace (online store) is being incorporated into the business model. In this online store we will offer:
- Our own exclusive products and services
- Our customers’ products and services
- Third party products and services.
- Products made in our social project YIOOW (Your Idea Our Original Work).
- Exchanging the EASYF for a gift voucher.
Users will also have the possibility to exchange their EasyFeedback tokens for Amazon gift vouchers in all countries where it operates.
They will be able to contract our EasyFeedback token debit card to consume the EasyFeedback tokens in their usual stores. EasyFeedback tokens can be used directly in PolisPay along with cryptocurrencies that are already available.
EasyFeedback token will enable us to value and reward people who give meaningful feedback to companies and institutions through the “Proof of Feedback” (“PoF”).
It is feedback that transmits knowledge. Therefore, we will reward with EasyFeedback tokens regardless of the response the company gives us:
- The ideas that consumers can offer to companies and institutions by way of suggestions to improve their products, services and processes.
- The dissatisfaction that we communicate to a company by way of a complaint or constructive claim about its products, services and processes.
- The appreciation of a job well done by people in a company or institution, who have succeeded in giving excellent service.
The use of blockchain is ideal for the purposes of our project. It gives credibility to the feedback because the transparency and immutability of the blockchain will help to verify that user feedback and company responses are honest and genuine.
The blockchain allows us to implement a utility token we call EasyFeedback token which is perfect for encouraging and rewarding those who send feedback privately to companies. EasyFeedback users are already sending feedback like this but with nothing in return.
4. Main actors
The EasyFeedback blockchain platform is an ecosystem that will integrate:
- Feedback writers: Users who generate feedback and wish to be rewarded for it. These users can send suggestions, queries, congratulations, complaints or claims centrally and simply to any company in the world. EasyFeedback guarantees to send it and that it cannot be manipulated. Their work will be rewarded with EasyFeedback token by Validators/ Oracles.
All members of the platform will be identified (Accreditation System) so that they can receive rewards with our token in their own EasyFeedback wallet.
- Companies: companies committed to maintaining fluid communication with their customers and therefore giving it authentic strategic value so as to achieve excellence will also be part of the ecosystem. Companies already paying their EasyFeedback Plan PRO subscription will make up the platform.Companies that are already EasyFeedback customers will have a company validation node on the platform which will allow them to verify, grade and reward customer feedback. These rewards can be used to purchase products and services that these companies have incorporated into the EasyFeedback Marketplace (Loyalty System).
- Validators/Oracles: Blockchain technology will enable us to make objective evaluations about the quality and reliability of feedback. To achieve this, we will use manual validation Oracles: Internal Oracle, Company Oracle and Lawyer Oracle. Validator Oracles will communicate with the regulator node, which is the one that inserts us into the blockchain.
Once accredited, the member’s feedback will be graded and verified by one of the three Validator Oracles (internal, company or lawyer) and incorporated into the blockchain with the score obtained. Validator Oracles have the role of rewarding users who send feedback. For each type of feedback, only one of the 3 types of Validator Oracles will take part: internal, company and lawyer. Feedback sent in the form of queries will not be rewarded.
5. Graph of the operation of sending Feedback and obtaining EasyFeedback token
6. “Proof of Feedback”: Generation and award of EASYF according to the value of the feedback
The tokenized model focuses on the “Proof of Feedback” between users and companies and institutions. Every time a user sends useful feedback, they receive EasyFeedback token for his/her communication.
6.1. Internal Validator Oracle. Proof of feedback between users and non client companies
Whenever users send useful feedback, they receive EasyFeedback token for their communication.
The Internal Validator Oracle will evaluate the feedback sent by EasyFeedback users according to these 3 criteria: usefulness, originality and execution.
In this way, feedback sent to companies will be rewarded that:
- attractive, useful and interesting to the company (USEFULNESS).
- gives the company original and creative ideas or concepts (ORIGINALITY).
- And whose implementation is also practical, viable and helps the company to improve (EXECUTION).
The Internal Validator Oracle will be composed of a Court of Jurors in each country consisting of 7 people. Members of the Court of Jurors have been selected among specialists in business development, consultancy, experts in innovation and technology and managers with wide professional experience in the business world.
With this system we get that only useful feedback is rewarded, and never reward that which is automated or that is generated only to obtain a reward.
The minimum requirements to be a member of the Court of Jurors are:
- To have set up a company and/or to have been self-employed.
- To have work experience in at least three sectors of activity. We shall also have the possibility of having Jurors specialised in a single sector of activity and who only have the option of evaluating feedback in this sector.
- To have more than 15 years of work experience.
To ensure compliance with these requirements, the documentation will be sent to a notary, who will verify the validity of the candidacy.
At the beginning, the Court of Jurors in each country will be composed of seven members elected by EasyFeedback. Later, the platform will have an enrollment form as a candidate to be part of the Court of Jurors. EasyFeedback will approve the candidates that meet the required requirements, so that the number of Jurors will grow over time. Among all of them, the system will choose, at random, the 3 necessary Jurors to assess the feedback of the users.
3 of the 7 members of the Court of Jurors will be assigned to each feedback message received, by an automatic and random draw and will be responsible for evaluating them.
Each Juror will perform the evaluation independently without knowing the identity of the user who sent the feedback, or the evaluation of the other Juror and, therefore, not knowing the final evaluation either.
The final result of the evaluation will be the average of the 3 Jurors’ scores and will only be known by the user who sends the feedback.
For each of the three categories of the feedback that are evaluated: USEFULNESS, ORIGINALITY and EXECUTION, the Court of Jurors will use the following grading scale:
In this way, the maximum score that could be obtained from each Juror would be 12 points: USEFULNESS: 4 + ORIGINALITY: 4 + EXECUTION: 4.
And, therefore, the maximum total of 3 Jurors would be 36 points giving a final result of an average of 12 points.
All scores will be transformed into tokens by the equivalence of: 12 points means the dollar equivalent of the US price of 1.4 Big Macs ($8 / $5.71 is worth one Big Mac = 1.4 Big Macs) according to the current price published by The Economist magazine. This allows us to update the value of the “Proof of Feedback” every six months (January and July) based on an internationally recognised index such as “The Big Mac Index”. If this index were not available, a similar one would be used.
The amount of $8 comes from the average price estimated by a mystery shopper for a questionnaire.
This value of 8 dollars with the equivalence 1 EASYF = 0.05 Dollars, corresponds initially to 160 EASYF.
The 160 tokens will vary based on the value at which they are currently trading on the market and the value of the Big Mac index.
To evaluate user feedback, the Jurors will be asked to analyse and give a score to each of these 3 questions:
- Is the feedback sent USEFUL to improve or create new processes, products, services in the company receiving it?
- Is the feedback sent ORIGINAL?
- Could the feedback sent be implemented or EXECUTED in the company receiving it?
For guidance in its task of feedback assessment, the Court of Jurors will take into consideration questions and aspects such as:
- Is the text sent easy to understand?
- Does it contain spelling/grammatical mistakes?
- Is it the right length, or is it repetitive or too short?
- Does it contain evidence, testimonials, documentation supporting the feedback?
- Is the feedback sent incomplete because it leaves unknowns which make its execution and/or resolution difficult?
- Is the feedback interesting or irrelevant?
- Is the feedback appropriate or is it outdated for any reason?
- Can the feedback help to improve or create processes/products/services in the company?
- Is the feedback sent original?
- Can the feedback received be reasonably implemented in the company?
With these criterias each Juror will give a score to the feedback sent. The average of the total of the 3 Jurors’ scores will be the final result obtained by the user sending the feedback. This result will be converted into EasyFeedback tokens in the user’s wallet.
Each jury also receives EasyFeedback token for their work. The amount of EasyFeedback token obtained for the work carried out will vary over time depending on a system that will assess the quality of the evaluations issued by the jury.
We are working on the possibility that certain suggestions, whose proven value as an idea is so exclusive, can be rewarded with more EasyFeedback token than those provided in the system we have explained.
6.2. Company Validator Oracle: Proof of Feedback between users and client companies
The Company Validator Oracle is the only one in charge of managing the rewards of any type of feedback sent by users, when the company to whom the feedback is sent is subscribed to the EasyFeedback PRO service for companies.
The Company Validator Oracle will be composed of people selected among the company’s personnel to perform the task of evaluating feedback. The rules for feedback evaluation and anti-fraud control systems will be similar to those of the internal validation oracle. Unlike the Jurors of the Internal Validator Oracle, the staff of the company that performs this work does not receive tokens for it.
If the feedback is sent to a company that is not subscribed to the EasyFeedback PRO service for companies, one of the other two Validator Oracles will perform the task:
• The Internal Validator Oracle will be the only one in charge of managing the rewards to users, when said feedback is a suggestion, congratulations and any type of complaint/claim.
• The Lawyer Validator Oracle will be the only one in charge of managing the rewards to users, when this feedback is a judicial or extrajudicial complaint / claim.
6.3. Lawyer Validator Oracle: Proof of Feedback between users and non client companies
The Lawyer Validator Oracle will evaluate the feedback by EasyFeedback users, sent in the form of complaints, according to these 3 categories:
1. The feedback sent is a complaint/claim that has no possibility of being dealt with as a judicial or extrajudicial claim.
2. The feedback sent is a complaint/claim liable to be dealt with successfully through an extrajudicial claim.
3. The feedback sent is a complaint/claim that can be dealt with successfully through a judicial claim.
The lawyer will always respond to the user within seven days indicating one of these options.
The Lawyer Validator Oracle will be composed, in each country, by a reputable law firm specialising in Consumer Protection. In Spain, the law firm for this purpose is IurisConsum.
This Lawyer Validator Oracle will give tokens to users who send feedback with the following criteria:
1. If the feedback sent has no possibility of being dealt with as a judicial or extrajudicial claim, the Lawyer Validator Oracle will give no tokens.
2. If the feedback sent by a user can be dealt with successfully through an extrajudicial claimor a judicial claim, the Lawyer Validator Oracle will reward the user with EASYF tokens, when he/her hire the law firm to handle the claim, the claim has been handled and the judge has ruled. The Lawyer Validator Oracle will grant in EASYF the equivalent of 10% of the compensation obtained once the judge has passed sentence.
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