As the name suggests, the FixBoard is basically a dashboard of FixYa data. It shows, over time, the number of FixYa owners who reported a problem with a company product, the products that have the most reported problems, the most common problems, and how those numbers stack up against the competition.
Rather than just looking at individual questions or individual products, this dashboard provides brands with a much broader view of “what customers are saying,” said CEO Yaniv Bensadon. The data is specifically about activity on FixYa — it doesn’t tell companies about complaints on their own sites or own social media, for example. But Bensadon said FixYa itself has become a big community, with more than 30 million unique visitors per month and 9 million product questions answered total.
He added that even though FixYa has been profitable since 2009, the company is looking for ways beyond its existing ad model for brands to find (and pay for) value on the site. The FixBoard is currently free and available to everyone, but it only covers the top 1,000 brands on FixYa (out of 60,000 total). Eventually, Bensadon said he plans to release a “full-blown” version that companies will have to pay for, covering more brands and offering more detailed data.
I also asked whether any of those potential advertisers/future customers are going to be upset to see the number of customer complaints highlighted in one place and visible to the public.
“We don’t think so — in the same way that no one prevents anyone from going to Twitter and reading the tweets,” Bensadon said. “Now, after several years … brands understand the fact that some users are saying something bad about your brand. It cannot be prevented, and there are two things you can do about it as a brand. You can ignore it, or treat it as an opportunity to engage with your users.”