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<h2>The challenge</h2><p>British frozen food retail giant, Iceland wanted an efficient way to tap into the business insight contained within the thousands of customer reviews they had at their disposal.</p><p>They recognised that identifying any issues would allow them to improve their service, but also saw the potential to use the feedback to inform their messaging, increase customer engagement and ultimately drive more sales.</p><p></p>

Customer Response Co-Ordinator

<h2>The solution</h2><p>Feefo set Iceland up with Customer sentiment insight; powerful AI technology that would automatically analyse the content of Iceland’s customer reviews to give them a clear and accurate view of what was happening within the business in real time.</p><p>Customers were asked to provide feedback on every aspect of the company including customer service, home delivery service, online delivery service and product preferences.</p><p>With an accurate understanding of the issues that mattered most to their shoppers, Iceland could set about using what they’d learned to create highly-targeted marketing campaigns.</p><p>As a first step, Iceland used sentiment analysis to uncover what customers cared about most when it came to their products and service, and subsequently group these customer preferences. Once these profiles had been defined, it made it easy for Iceland to start targeting ad campaigns to suit the customer. Using an appropriate tone of voice, and messaging that best reflected the opinions of each demographic, Iceland were able to look at creating a set of campaigns that were incredibly specific and unique.</p><p></p>

<h2>The results</h2><p>Over a 12-month period Iceland achieved an outstanding Feefo rating of 4.5 out of 5 from over 31,000 real reviews.</p><p>Iceland has used the insight gathered from all the Feefo feedback and insight to successfully guide the direction of marketing activity and new trial services.</p><ul><li>For example, during a bagless delivery trial, Iceland used Customer sentiment insight to analyse customers’ thoughts about the trial service and were able to determine that a portion of shoppers had strong environmental beliefs.</li><li>What’s more, 99% of Iceland’s customers believed that the home delivery service was excellent. With this information, Iceland were able to promote this unique selling point to customers who weren’t aware of what the home delivery service entailed.</li><li>Feefo’s Customer sentiment insight also highlighted areas that required improvement such as the door-to-door customer service experience, where training documents have been revisited and revised for delivery drivers.</li></ul>

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<p>Reviews are just the beginning. At Feefo, we build lasting relationships with brands around the world who choose us to help translate customer feedback into actionable insight.&nbsp;</p>

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<p><span>We combine the prowess of human moderation and advanced AI technology to review customer feedback at scale. Our mission is to shield everyone from offensive content and uphold your brand's integrity against fabricated or irrelevant comments. Our automated review technology flags any content that breaches guidelines for our human moderators, who can apply context and subtext to take decisive, informed action.</span></p>

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<p><span>We make sure you only get authentic reviews for your brand with an innovative invite-only review process. With Feefo, you can rest assured that every review you get for your business is from a real customer, so your team can focus on resolving real problems or celebrating real wins.</span></p>

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<p><span>We firmly believe in authentic reviews as the cornerstone of confident consumer choices. Our thorough moderation guarantees that only pertinent content reaches your audience, aiding them in making informed purchasing decisions. Consumers who trust your reviews are more likely to engage, purchase, and become loyal advocates. With Feefo, authenticity isn't just a buzzword: it's the cornerstone of success in today's consumer-driven world.</span></p>

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Because their opinion matters

What is Feedback Request Manager?

<p style="text-align: center;"><span style='color:rgb(14, 16, 26);'>From the test drive to the check-in moment, no matter where they’re at in their journey with you, find out what your customer feels. Then use their opinion to tailor future experiences.&nbsp;&nbsp;&nbsp;</span></p><p style="text-align: center;"><span style='color:rgb(14, 16, 26);'>Because whose voice matters more than your customers?&nbsp; &nbsp;</span><span style="text-align: center;"><span></span></span></p><p style="text-align: center;"></p><p style="text-align: center;"></p><p></p>

What does it do?

<ul style="text-align: center;"><li style="text-align: center;">Contact your customers at every step of their journey and ask them to share their opinions&nbsp;&nbsp;&nbsp;</li><li style="text-align: center;">Gain a deep understanding of what’s working and where improvements are needed&nbsp;&nbsp;</li><li style="text-align: center;">Tailor your feedback campaign through SMS, survey links, and in-store QR codes&nbsp;&nbsp;</li><li style="text-align: center;">Adapt your message request for each customer at every moment&nbsp;&nbsp;&nbsp;</li></ul><p></p>

<p><span style='color:rgb(14, 16, 26);'>Listen and learn from your customers, safe in the knowledge that the feedback you receive is for your eyes only.</span></p>

Create public or private feedback campaigns

<p><span style='color:rgb(14, 16, 26);'>You’re fully in control of what you say, to who and when. Adapt the question type, format, and message for each moment that matters.&nbsp;&nbsp;&nbsp;</span></p>

Tailor your message

<p><span style='color:rgb(14, 16, 26);'>When it comes to your business, who’s more important than your customers? Feedback Request Manager lets you tailor your entire customer feedback strategy, making their opinions matter every step of the way.&nbsp; &nbsp;</span></p><p><span style='color:rgb(14, 16, 26);'>&nbsp;&nbsp;</span></p>

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Shake up your engagement strategy 

<p style="text-align: center;"><span style="text-align: center;">From the moment they buy to the first time they use it, your customers will have thoughts on your product, service and brand. Get a clear view of their experiences with Feedback Request Manager, both in-branch and online. Build stronger relationships and show them you care about consumer confidence. You choose the timings, format, and messaging.&nbsp;&nbsp;&nbsp;&nbsp;</span></p>

Head of Marketing, The Training Room

Why we know reviews matter

Collecting high-quality feedback has never been easier. Improve the user experience of your customers and reap the rewards of boosted sales, stronger trust and improved metrics. Trust in Feefo to deliver quality insights that drive sales and foster genuine trust. 

Iceland perfects its advertising with the help of customer feedback and AI

Iceland perfects its advertising with the help of customer feedback and AI

Iceland perfects its advertising with the help of customer feedback and AI

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