The Results

Over a 12-month period Iceland achieved an outstanding Feefo rating of 4.5 out of 5 from over 31,000 real reviews.

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.

• For example, during a bagless delivery trial, Iceland used Performance Profiling to analyse customers’ thoughts about the trial service and were able to determine that a portion of shoppers had strong environmental beliefs.
• 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.
• Feefo’s Performance Profiling product 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.

“The feedback has been invaluable. Using Feefo’s latest AI capabilities we can continue to improve our customer service and delivery experience. This insight is fed back in real time to the relevant decision makers who are able to take swift action to address any issues and most importantly, improve the overall experience for our valued customers.”

Rachel Lewis, Customer Response Co-Ordinator