Competitive
Intelligence

An average rating is an isolated indicator that does not reflect the reality of the market. Customer perception is relative: you do not win simply by being “good”, but by being seen as better than the local alternative. A 4.2/5 rating loses its value if your direct competitors are at 4.8/5. Without context, it is impossible to know whether your performance comes from your internal actions or a wider trend in your sector.

Review Management focuses on managing your own e-reputation, including review centralisation, responses and collection. Competitive Intelligence goes further by analysing the competitive ecosystem. The Competitive Intelligence tool uses AI to decipher your competitors’ reviews and turn this “noise” into strategic indicators, such as benchmarks, semantic analysis and share of voice, allowing you to move from passive listening to proactive market management.

A Review Management+ subscription is required to access Competitive Intelligence. Competitive analysis is designed as a strategic extension that builds on the tagging and semantic analysis capabilities applied to your own customer reviews. This synergy allows you to compare your internal performance directly with market standards.

Ignoring what customers say about your competitors means operating in the dark. Competitive analysis reveals growth opportunities that your own reviews cannot show. By understanding the friction points among your competitors, such as excessively long waiting times or poorly perceived pricing, you can adjust your marketing promise and operational excellence to attract their disappointed customers.

The choice of your 10 strategic national competitors is yours. Once this selection has been made, Competitive Intelligence automates the field-level analysis: it identifies, among these national brands, the franchise outlets or branches located in the immediate vicinity of each of your outlets.

In summary:

• At national level: you select the 10 competing brands you want to monitor.
• At local level: the tool detects the closest competitors for each business, provided they belong to the selected national networks.

Thanks to semantic analysis, our AI goes beyond simply reading ratings to decipher customer quotes and turn them into precise theme-based scores. By isolating specific sub-themes, it can detect operational underperformance or shifts in customer expectations across your market. Competitive Intelligence therefore helps you identify the topics where your competitors are gaining ground and realign your strategy before the perception gap becomes structural.

To carry out the semantic analysis of your reviews and those of your competitors, you need to define a thematic tag framework. You are free to configure these tags manually based on your business priorities, or rely on personalised suggestions from our AI.

Note: This advanced semantic analysis feature is part of the Review Management+ offer, which is a required prerequisite for activating and using Competitive Intelligence.

Competitive Intelligence adapts to the structure of your network and gives you several levels of insight to manage your strategy:

• At organisation or group level: get a consolidated view of your performance to steer your strategy at scale and identify the major trends shaping your market.
• At business level: drill down into the listing of a specific outlet to analyse its individual results and compare them with nearby direct competitors.

To ensure a consistent comparison, competitor review analyses are carried out with the same level of granularity as your own review analyses. This approach helps you act effectively on operational excellence, regardless of the complexity of your territorial footprint.”

Yes. Theme scoring allows you to compare your performance across specific business pillars, such as Price, Staff and Quality. With Competitive Intelligence, you can measure the experience gap between your promise and the reality of the customer experience, and see exactly where you outperform the competition or, conversely, where your strategy needs to be realigned.

Competitive Intelligence delivers value at two levels. At head office, it helps steer national brand strategy. For local teams, it provides precise data on nearby competitors. Outlet managers can therefore identify their local strengths and weaknesses, build targeted action plans and win the battle for customer preference within their catchment area.

Yes. Competitive Intelligence allows you to export quantitative data, such as figures, ratings and volumes, as a file for your internal analyses. For the qualitative side (semantic analysis and customer quotes), the tool lets you extract image-format snapshots, ideal for illustrating your strategic reports or presentations.

This is a critical point: Generative Engines such as ChatGPT and Gemini base their recommendations on online customer narratives. AI does not look only at your brand; it compares testimonials across the entire market to guide search results. By improving your customers perception relative to your competitors, you increase your chances of being identified and prioritised by algorithms as the best local option.