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<h2>What are Feefo’s Trusted Services Awards?</h2>Our annual awards shine a light on businesses that demonstrate outstanding service to their customers. Winners are decided based on the ratings they receive from their customers.

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<h2>How do I win trusted service awards?</h2>Our annual awards shine a light on businesses that demonstrate outstanding service to their customers. Winners are decided based on the ratings they receive from their customers.Only brands that met our criteria of excellence achieved Trusted Service recognition for 2023. Just those brands whose customers highly rated their experience made the grade. Feefo’s Trusted Service Awards are recognised symbols of quality, which help customers click with confidence. So, every 2024 winner can now demonstrate its dedication to outstanding service by displaying its award on its website, across social media, and on marketing campaigns.

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<h2>What are the categories of the 2024 awards?</h2>We will continue to recognise brands that go above and beyond with a Trusted, Gold, or Platinum award in 2024. It doesn’t stop there, though. In addition to our Trusted Service Awards, we will reward a select few outstanding businesses that have striven to achieve exceptional customer service with four Exceptional Service badges in the following categories: Exceptional Service – Small Business (up to 50 employees) Exceptional Service – SME (51 - 250 employees) Exceptional Service – Enterprise (over 250 employees) Exceptional Service.

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Sustained Progress Across these four categories, we will be awarding one winner for each sector below: travel, retail (brick and mortar), retail (e-commerce), hospitality and leisure, business and professional services, finance and insurance, automotive, property. In total, there will be eight winners for each new Exceptional Service category.

Check your winner’s email. There’ll be a link in there. If you can’t find it or are unsure if you’ve won or not, just get in touch with your Feefo contact.  

How do I access my 2023 winner’s pack? 

For our Trusted Service 2024 award, a business must have collected at least 50 reviews between January 1 2023, and December 31 2023, and achieved a Feefo service rating of between 4.0 and 4.4.  

To achieve our coveted Gold Trusted Service 2024 award, a business must have collected at least 50 reviews between January 1st 2023, and December 31st 2023, and achieved a Feefo service rating of at least 4.5. 

To earn a Platinum Trusted Service 2024 award, businesses must have won a Gold Trusted Service for the past three consecutive years.  

Further details around award criteria will be published later in 2023.

How do I win a Trusted Service Award? 

We will continue to recognise brands that go above and beyond with a Trusted, Gold, or Platinum award in 2024. It doesn’t stop there, though.  

In addition to our Trusted Service Awards, we will reward a select few outstanding businesses that have striven to achieve exceptional customer service with four Exceptional Service badges in the following categories: 
Exceptional Service – Small Business (up to 50 employees) 
Exceptional Service – SME (51 - 250 employees) 
Exceptional Service – Enterprise (over 250 employees) 
Exceptional Service - Sustained Progress 

Across these four categories, we will be awarding one winner for each sector below: 
travel, 
retail (brick and mortar), 
retail (e-commerce), 
hospitality and leisure, 
business and professional services, 
finance and insurance, 
automotive, 
property. 
 
In total, there will be eight winners for each new Exceptional Service category. 

 

What are the categories for the 2024 awards? 

We will award one winner per industry for each additional category (small business, SME, or enterprise). To be in the running, you’ll need to meet the following criteria:  
you’ve met the criteria to win a Trusted Service Award in 2024,  
you’ve achieved the highest average review score in your industry and category,  
you’ve achieved the highest review reply rate* in your industry and category, 
you’ve achieved the highest review response rate* in your industry and category. 
 
*Definitions below:​ 
review reply rate – reviews you have responded to via the Feefo platform​. 
Review response rate – the percentage of review requests sent to review received. 

How can my business qualify to win an additional award for exceptional service? 

While we applaud your valuable efforts to communicate directly with your customers, unfortunately, we can’t take this activity into consideration when measuring activity for Trusted Service Award winners. To help ensure complete fairness and transparency for all winners, we’ll only be measuring customer engagement via the Feefo platform as a part of our award criteria. 

Our business often responds directly to customer reviews outside the Feefo platform. Will this activity be taken into account for my Trusted Service Award? 

The Exceptional Service - Sustained Progress category rewards those exceptional businesses that have made consistent improvements to their customer service over the last three years. To qualify, you must have: 
achieved a Trusted, Gold, or Platinum in the current awards cycle,  
demonstrated at least a 0.1-point improvement per year to your average review score over the last three years,  
started on a score of at least 4.0. 

We’ll be awarding one winner per industry for our Sustained Progress category. To be named a winner, you will have needed to: 
achieve the largest review score increase in your industry over the three-year period, 
achieve the highest review reply rate* in your industry and category,  
achieve the highest review response rate* in your industry and category. 

*Definitions below:​  
review reply rate – reviews you have responded to via the Feefo platform​. 
Review response rate – the percentage of review requests sent to review received. 

 

How can my business qualify to win an additional award for Exceptional Service - Sustained Progress? 

Our annual awards shine a light on businesses that demonstrate outstanding service to their customers. Winners are decided based on the ratings they receive from their customers. 

What are Feefo’s Trusted Service Awards? 

We will announce the Trusted Service Award winners on 16th January 2024.

When are the winners announced? 

Everywhere and anywhere. You can access your winners pack via the link in your winners notification email. 

To change the name on the certificate, simply type your business name into the PDF file.  

Display the badge prominently on your website, email signature, social media and across your marketing campaigns.  

We strongly encourage businesses to proudly display their award badge and certificate wherever customers are likely to see it, to demonstrate your outstanding customer service. 

Where can I use the Trusted Service Award badge and certificate? 

Your winner’s email gives you access to your Trusted Service assets, which you can use across social media channels with the hashtag #FeefoTrusted. We recommend thanking your customers for leaving their valuable reviews. For example, We’ve won the @Feefo_Official Trusted Service award 2023! Thanks to all our customers for sharing their ratings and reviews! #FeefoTrusted. 

How do I promote it on social media? 

FAQs

If you're interested in how to use your Trusted Service Award or how to make the most of it, take a look at our guides and advice articles below.

In this guide, we’ll show you how to make the most of your Trusted Service Award. After all, your award is more than a testament to your outstanding customer service, it’s also a signal to new customers that you can be trusted to deliver a great experience.<h2>What can your award do for you?</h2>After you’ve celebrated winning your Feefo Trusted Service Award, it’s time to reap the benefits that come with your award. Show off your award to:<ul><li>Help your customers feel more confident about making a purchase</li><li>Prove your business is reliable and capable of delivering the product or service your customers expect</li><li>Increase your conversions</li><li>Lower cart abandonment</li><li>Boost your customers’ average spend</li><li>Differentiate your business from the competition.</li></ul><h2>How do you get started?</h2>We’ve got everything you need to start telling your clients and customers about your win. To access your assets, follow the link in your winner’s email sent on 17 January 2023:<ul><li>Your official winner’s certificate</li><li>A range of digital award badges</li><li>Social media assets</li><li>Press release templates</li><li>Email content copy.</li></ul><h2>Here are a few ideas to help you share the good news.</h2><h3>Display your award on your website</h3>Displaying your Trusted Service Award on your website is a great way of letting your customers know that they can count on you. If added to the right pages on your site, it could mean the difference between a sale and an abandoned basket.Download the digital version of your award by head to your Trusted Service Award winners page via the URL contained in your winner’s email.&nbsp;You can download your badge in a range of colours and styles, so choose a version which best suits your brand and website design.<h3>Place the badge next to call-to-action buttons</h3>This can help to remind customers of your reputation at key points in the purchase journey. It could be the difference between them clicking the ‘Buy’ button and walking away.

<h3>Add it to the footer of your homepage</h3>Place it alongside your other awards and certifications in your website footer, so it’s visible on every page.

<h3>Create a dedicated landing page</h3>You could also include your reviews, ratings and Trusted Service Award wins on your dedicated web page. <h3>Include it in your review display options</h3>Your new badge should appear automatically in all our on-page review display options, but if it doesn’t or you wish to remove it, please get in touch with our support team. This feature is available for the Trusted Service Award, Gold Trusted Service Award and Platinum Trusted Service Award badges.

<h3>Use it alongside forms</h3>This can encourage visitors to your website to fill them in and get in touch with you.

<h3>Display your award in-store</h3>Let passers-by see that you’re a reputable company by displaying your Trusted Service Award in your shop window. You could also add your Trusted Service badge to your in-store point of sale or place your certificate alongside other awards in your office.Remember, you can download all the assets you need and print off your official certificate via your winner’s page (find the URL in your winner’s email, which we sent on 17 January 2023). <h3>Print and frame your award</h3>By displaying your Feefo Trusted Service Award in your offices, you’ll impress your clients and inspire your staff. <h3>Show it off in-store</h3>Incorporate your award into your in-store point of sale collateral, for example on banners or displays near the checkout. <h3>Use your award in your advertising</h3>Share the news of your outstanding customer service by adding your Trusted Service Award to your advertising. However big or small your campaign, use the opportunity to let people know you’ve been recognised for your excellent customer service.<h3>Include your award in print and digital ads</h3>Use your Trusted Service badge in your PPC, newspaper, magazine, train station and billboard adverts.<h3>Use it in brochures</h3>Place your award badge next to the products in your catalogues. It can act as a reminder that customers can trust the quality of your products and service.<h3>Display it on stands and merchandise</h3>Industry events are a great place to show that you’re trusted by your customers. Add your award badge to exhibition stands, use it in giveaways and stamp it on your merchandise.<h3>Share the news on your social channels</h3>One of the quickest and easiest ways to share your win with your audience is through your<a href="https://www.feefo.com/uk/business/features/social-media" target="_self"> social media channels.</a> We’ve made it even easier for you by creating social sharing buttons, social media templates and suggested working, all of which are available when you log into your winner’s page via your winner’s email.However you choose to share the good news, make sure you tag us and use the hashtag #FeefoTrusted <h3>Create your own social images</h3>If you prefer to create your own posts, you’ll find several versions of your award badge in your winner’s pack. It’s a good idea to thank your customers for their reviews – you couldn’t have done it without them.

<h3>Include your award badge in social banners</h3>Even the best social media posts have limited lifespan. Update your social banners to include your award badge so that every visitor to your social media profile can see that you’re a trusted business.

<h3>Write an article on LinkedIn</h3>If you want to connect with your business contacts, write and share an article announcing your win on LinkedIn. Your contacts will receive a notification as soon as you post it. <h3>What’s next?</h3>You should now have everything you need to start sharing the news about your Trusted Service Award win. The more you talk about your achievements, the more your customers will begin to acknowledge them.<h3>Here’s a quick summary of your next steps:</h3><ul><li>Share your win on social media with the hashtag #FeefoTrusted</li><li>Download your certificate to display in your offices or in-store</li><li>Choose a version of your digital award badge to include in your marketing materials and display on your website</li><li>Continue to strive for excellence in customer service and earn those five-star reviews.</li></ul><h3 style="text-align: center;">Remember to check for your winner’s email in your inbox – we sent them out on January 17 2023.</h3>

Want to find out more about Feefo? 

How to make the most of your Trusted Service Award

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<h2>Introducing the Feefo Exceptional Service badges</h2>In January 2023 we introduced the Exceptional Service badge. Only 32 of our over 6,000 clients win this most exclusive badge. Will&nbsp;you be one of them in 2024?Feefo’s Exceptional Service badges are amongst the most exclusive customer service accolades. They recognise businesses that have shown particular excellence in key customer review areas.<h2>So exclusive, there will only be 32 winners</h2>Hundreds of businesses can win a Trusted Service Award. But there'll only be 32 Exceptional Service badges, making them really valuable and incredibly exclusive. The badges will be given to recognise consistent service performance, customer interaction, and engagement.There are two ways to win an Exceptional Service badge. One is based on your provision of exceptional service - with badges allocated according to business size and industry sector. The other is in recognition of sustained progress in your service provision.These are the Exceptional Service badge categories:<ul><li>Exceptional Service - Small business (up to 50 employees)</li><li>Exceptional Service - SME (51 - 250 employees)</li><li>Exceptional Service - Enterprise (over 250 employees)</li><li>Exceptional Service - Sustained progress</li></ul><h2>And there’ll be one winner for each of the following industry sectors:</h2><ul><li>Travel</li><li>Retail (brick and mortar)</li><li>Retail (e-commerce)</li><li>Hospitality and leisure</li><li>Business &amp; professional services</li><li>Finance and insurance</li><li>Automotive</li><li>Property</li></ul><h2>Have you got what it takes to win?</h2>Here’s how the winners will be chosen. To be in with a chance of winning one of our new Exceptional Service badges your company must already have achieved a Trusted Service Award from Feefo, with additional criteria for each badge category.<h2>Exceptional Service - Small Business&nbsp;</h2>If you’re a small business that has continued to deliver exceptional service performance when it comes to customer reviews and best practice, you could be in with a chance of winning. Your business must:<ul><li>Qualify for any Trusted Service Award</li><li>Have a minimum service score of 4.9</li><li>Have no more than 50 employees</li></ul><h2>Exceptional Service - SME&nbsp;</h2>This exclusive badge aims to recognise SME businesses for their exceptional customer reviews service and for demonstrating best practice when using Feefo reviews. To be eligible, your business must:<ul><li>Qualify for any Trusted Service Award</li><li>Have a minimum service score of 4.9</li><li>Have between 51 and 250 employees</li></ul><h2>Exceptional Service - Enterprise&nbsp;</h2>For our larger customers, the Exceptional Service category for enterprise businesses recognises companies with over 250 employees, which can demonstrate exceptional service performance for their customer reviews and best practice. Enterprise businesses eligible for this badge must:<ul><li>Qualify for any Trusted Service Award</li><li>Have a minimum of 4.9 service score</li><li>Have 251 or more employees.</li></ul>There’ll be an additional Exceptional Service badge category for businesses of any size that have demonstrated sustained progress in their provision of exceptional service. It’s called:<h2>Exceptional Service - Sustained Progress</h2>This category is for businesses of any size, across the eight previously named sectors that have made consistent improvements to their customer experience over the last three years. To be eligible, you must:<ul><li>Qualify for any Trusted Service Award</li><li>Have improved your customer service rating by at least 0.1 point per year over three years, from a base score of at least 4.0.</li></ul>Whichever category you’re in,&nbsp;to be crowned a winner of the Exceptional Service badge, you also must have:<ul><li>Met the criteria to win a Trusted Service Award in 2024</li><li>Achieved the highest average review score in your industry and category, or achieved the largest review score increase over the last 3-year period</li><li>Achieved the highest review reply rate via the Feefo platform in your industry and category</li><li>Achieved the highest review response rate in your industry and category</li></ul><h2>What do you need to do?</h2>For now, apart from making sure you’re signed up to get emails from us, nothing.We’ll let you know if you’ve won an Exceptional Service badge. If you do, make sure you do everything you can to tell your customers and the whole world how exceptional you are. To inspire you, read our guide on&nbsp;<a href="https://www.feefo.com/uk/business/resources/customer-experience/how-to-make-the-most-of-your-trusted-service-award" target="_self">How to make the most of your Trusted Service Award</a>. You’ll get a Winner’s Pack, which includes different assets you can use across your marketing, including social media posts, images, and badges too.&nbsp;

Is your service exceptional enough to win one of our most exclusive accolades?

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Grabbing your customers' attention can be tough. With more competition than ever before, especially online, businesses need something to set them apart. Genuine reviews and acclaimed awards, such as our Trusted Service Award can make a huge difference.We spoke to two Feefo Trusted Service Award winners about how they use their awards to attract more customers.“Awards differentiate us from the rest,” says Stuart Rolf, Customer Service Improvement Manager at <a href="https://invopak.co.uk/" target="_blank">Invopak.</a> “We’ve won multiple awards for our customer service - local, regional and national. It’s easy to gain online reviews, but to actually win awards and maintain this consistency year after year really gives you the satisfaction that you’re at the top of your game.”&nbsp;<iframe src="https://www.youtube.com/embed/_3nTWuozkSM?feature=oembed" style="text-align: center;"></iframe>&nbsp;“It’s easy to take your foot off the pedal, to accept that you offer ‘good’ customer service. But for us, we want to offer more than good. We want to offer what we call a ‘world-class customer experience’, so having that end goal of obtaining a Trusted Service Award gives us that gold achievement and gives our customers the confidence that we care about them and their business.”Beth Roach, Ecommerce Manager at <a href="https://www.museumselection.co.uk/" target="_blank">The Museum Selection, </a>also values the power of their Trusted Service Award when it comes to standing out. “I believe the Trusted Service Award allows small businesses an opportunity to shine. If you listen to your customers and take their feedback on board, your score will only improve.”<h2>Reassuring customers when they need it the most</h2>In today’s challenging financial climate, customers are cautious about where and how they spend their money. A Feefo Trusted Service Award can offer them the reassurance they need to trust your business.“As a small business, the Trusted Service Award allows us to provide confidence to shoppers,” says Beth. “Typically, our customers are not the most confident when shopping online, so to have the award gives them reassurance on their journey to conversion.”&nbsp;<iframe src="https://www.youtube.com/embed/LYbAbUG8YVc?feature=oembed" width="100" height="300" style="text-align: center;"></iframe>&nbsp;“The Trusted Service Award and the reviews that are available for everyone to see gives any new customer the confidence that they’re dealing with a reputable business that does what they say they will,” explains Stuart from Invopak. “It’s based on genuine customer reviews - it’s the voice of the customers, good or bad, and we learn from it and constantly improve what we do thanks to them and their feedback.”<h2>Encouraging good businesses to get even better</h2>Our annual awards give our clients something to aim for. They serve as a marker of improvement, and prove that clients are consistently providing excellent service.Beth from The Museum Selection explains: “It gives our team something tangible to work towards whilst presenting to our customers that we do value their feedback and take it on board. It’s a huge achievement and something that the whole company works towards.The tiers of the award allow you to grow, so you can win Trusted, but what’s stopping you from working with your team to be Gold Trusted? Then what’s stopping you from maintaining Platinum?”<h2>Keeping staff motivated</h2>Of course, many of our clients proudly promote their awards externally, but those businesses who share their winning news with their team see a positive impact on staff morale too.“The first thing that you want to do is scream and shout about it externally. That’s a given with an award. But use it internally,” suggests Stuart. “It’s a massive engagement tool. It’s a real way of giving your colleagues the confidence that they are doing the right thing.“Think about your customer cycle; all the people involved in offering customer service. Off the back of achieving our award, we saw a massive change in our operational teams’ behaviour. They quickly realised that what they did day-to-day really impacted what customers thought of us.”<h2>Giving businesses endless marketing opportunities</h2>We want to see you use your awards in every way imaginable, which is why we provide our winners with a pack full of assets to use across your marketing. Our clients have seen great results by displaying their awards throughout their customer journey.“Your award is something to shout about, so presenting it at key touchpoints along the user journey will only build confidence,” says Beth. “We do use it across a lot of marketing channels. We make sure to show it in a variety of places. It’s part of every footer, it’s part of every touchpoint that the customer sees. It’s even on pay-per-click messaging.”Similarly, Invopak makes sure they get the most from their award win.“We promote it on our website, it’s on email signatures and it’s on our social media,” says Stuart. “It’s a great tool for linking into any communications we send internally and externally.”2024 will mark the tenth anniversary of our Trusted Service Awards. To celebrate the occasion, a select few clients will win our brand new 10 Years of Excellence Award, which recognises businesses that have helped transform the standard of customer service over the past decade. To read more the Trusted Service Awards and how you can qualify, visit our website.We will announce the winners on 16 January 2024. In the meantime, keep an eye out for updates across our social media channels.

How winning a Trusted Service Award gives our clients the edge

<div class="riddle_target" data-rid-id="410464" data-fg="#fddc47" data-bg="rgba(0, 0, 0, 0.1)" style="margin-top: 0px;margin-right: auto;margin-bottom: 0px;margin-left: auto;width: 100%;" data-auto-scroll="true" data-auto-scroll-offset="5"><h2>What are the Trusted Service Awards?&nbsp;</h2>The Trusted Service Awards are a unique reflection of the commitment our customers make to delivering exceptional customer experiences and are awarded solely on the genuine opinions of your customers.&nbsp;Previous winners know that Feefo’s Trusted Service Awards enable your brand to stand out for your quality of customer experience, giving your consumers greater confidence, as well as inspiring your staff and improving your overall business performance.&nbsp;<h2>What are the Exceptional Service categories?&nbsp;</h2>Our Exceptional Service categories are a new part of the Trusted Service Awards which launched in 2023. The Exceptional Service badge gives your business the opportunity to go even further when it comes to delivering exceptional customer service.&nbsp;&nbsp;We've based the Exceptional Service categories on consistent service performance, customer interaction and engagement, with one award for each size of business (small, medium and large) across eight different industry sectors. That means these new awards are exclusive - we'll only select one winner per industry, per category.&nbsp;We have more information about our new categories, including eligibility criteria, <a href="https://www.feefo.com/en/business/resources/blog/how-win-trusted-service-award" target="_self">in our blog</a>.&nbsp; <h2>Frequently asked questions</h2>We’ve also answered some of the most common questions we’re being asked about the Trusted Service Awards. If you need more help or have a question we haven’t answered here, please get in touch with your Feefo Account Manager or our&nbsp;<a href="https://www.feefo.com/en/business/contact" target="_self">Support team</a> who will be happy to help.<h3>How do I qualify for the new Exceptional Service badge in 2024?&nbsp;</h3>There are two ways to win one of the exclusive new Exceptional Service badges for 2024. We will award one badge across eight different sectors for:<ul><li>Most exceptional small business (up to 50 employees)</li><li>Most exceptional SME business (51 - 250 employees)</li><li>Most exceptional Enterprise business (over 250 employees)</li><li>Demonstration of exceptional customer service improvements </li></ul>To be in with a chance of winning an award for Exceptional Service in 2024, your company must already qualify for a Trusted Service Award from Feefo, with additional criteria for each category outlined in <a href="https://www.feefo.com/en/business/resources/blog/how-win-trusted-service-award" target="_self">this blog</a>. <h3>Do I have to do anything to claim my award?&nbsp;</h3>No – if you meet all the requirements above by 31 December 2023, we’ll notify you by email when the awards are announced in early 2024. Make sure you’re&nbsp;<a href="https://www.feefo.com/en/business/manage-subscrptions" target="_self">signed up to receive emails from Feefo</a><h3></h3><h3>If I win an award, what’s the best way to promote our win?&nbsp;</h3>All award winners get access to a Winner’s Pack, which includes different assets you can use across your marketing, including social media GIFs, images and award badges. We recommend reading our guide on<a href="https://issuu.com/feefo/docs/guides_how_to_make_the_most_of_your_trusted_servic" target="_blank"> how to make the most of your Trusted Service Award</a> for inspiration.</div>

Will I qualify for a 2024 Trusted Service Award

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<h2>How to improve your customer experience&nbsp;</h2>Improving your CX isn’t a quick fix — it’s an ongoing process which should evolve with your business. Here’s what we suggest you do to get the ball rolling.&nbsp;<h2>1. Map out your customer journey&nbsp;</h2>Before attempting to get any customer feedback, you need to get your head around the customer journey and identify all the relevant touchpoints. <a href="https://www.feefo.com/business/solutions/customer-acquisition/customer-journey-mapping-guide" target="_self">Check out our full guide on mapping out a customer journey</a>.&nbsp;<h2>2. Listen to your customer feedback&nbsp;</h2>Listening to the voice of your customers is key to improving your CX. Whether you generate feedback from customer reviews, surveys or even from your social channels, use what your customers are saying to identify key themes and figure out what your customers love, and where you could make improvements.&nbsp;&nbsp;<a href="https://youtu.be/eCNT6JY6YVw" target="_blank">Watch here</a><div></div>&nbsp;3. Create a strategy&nbsp;Once you know which touchpoints need some work, you can set some objectives and start thinking about what you need to do to hit those goals.&nbsp;&nbsp;At this stage, make sure you’ve included all departments, not just those who are dealing with customers on the frontline. Using feedback and insight from across the company means the whole business will be aligned, and the customer journey will feel nice and cohesive.&nbsp;<h2>4. Make small, measurable changes&nbsp;</h2>Improving your CX should be a constant focus, and the process will naturally evolve with your business. As well as making small, meaningful improvements over time, you should be regularly measuring and reporting on the results to help guide your strategy moving forward.&nbsp;<h2>5. Be consistent&nbsp;</h2>Customers love it when a company goes above and beyond to deliver an outstanding service, so it may be tempting to focus on creating ‘wow’ moments for your customers, but in reality, you can’t deliver these every time.&nbsp;&nbsp;&nbsp;What customers really want is consistency. By meeting the customers’ expectations every time they come into contact with you, you’ll build confidence with your customers, making them more likely to remain loyal to your business as well as recommend you to others.&nbsp;<h2>How to create a customer journey map&nbsp;</h2><h2>What are customer touchpoints?&nbsp;</h2>Customer touchpoints are the points of interaction that every consumer has with your business. This may be visual contact through advertising, digital contact via a web page or simply talking about a brand with peers. These points of interaction make up the complete customer journey and play a crucial role in customer experience.&nbsp;&nbsp;Let’s break it down so you know exactly what kind of customer reviews can go at which stage:&nbsp;&nbsp;<h2>a) Before purchase&nbsp;</h2>If a customer connects with your customer service team with any question, ensure that they are provided with what they are looking for. Then ask them for feedback on the assistance they received. Use glowing customer reviews from existing customers as part of your marketing and advertising scheme to entice new clients with social proof.&nbsp;&nbsp;<h2>b) During purchase&nbsp;</h2>Incorporate product reviews within your product detail page if you are running a shopping website. You can also place client testimonials throughout your website to catch the user’s eye while they browse.&nbsp;&nbsp;<h2>c) After purchase&nbsp;</h2>Just because a transaction was successful doesn’t mean your customer’s journey is over. This is your chance to follow up by asking them to share their experience. Email the customer after their purchase with a Net Promoter Score (NPS) survey to get more insights on customer loyalty and advocacy.&nbsp;

<h2>How to improve customer touchpoints?&nbsp;</h2>Before you can work to improve your customer touchpoints, you first need to identify which touchpoints your business has. When you set out to improve the customer experience for your retail business, you will identify several touchpoints that are critical to success. Here we outline some of the key customer touchpoints and how to use them to improve your CX:&nbsp;&nbsp;<ul><li>Website: To improve CX, your first stop should be your website as your company’s site will act as a hub for many different types of customer touchpoints. Your website is the central focus of your brand and identity, and it needs to project this to your audience accurately. Consider the functional and visual capability of your eCommerce site and review it consistently to ensure you are keeping up with the latest customer demands. For example, 79% of smartphone users made a purchase on their mobile in the last six months, so optimising for mobile is vital.</li><li>Email: Email has one of the highest ROIs when it comes to marketing channels, so while it might be a classic, email marketing is still a significant customer touchpoint. Email marketing is a proven strategy for converting browsers into buyers, and when looking to improve CX, you should always consider your current email marketing tactics. Remember, customers receive a huge number of emails every day, so it is essential that your marketing messages stand out from the competition. To improve CX, focus on email marketing campaigns that add value to your customers’ lives.</li></ul><ul><li>Chatbot: The number of chatbots you now see has increased dramatically in recent years, with more and more retail businesses adopting this technology. Most chatbots use artificial intelligence, or AI, to improve customer experience and streamline the customer journey. They are a critical touchpoint that can help convert customers from browsing your site to making a purchase. If you do not already have a chatbot in place, investing in one is an easy and effective way to improve CX.</li><li>Customer support: Customer support is obviously one of the most popular customer touchpoints in eCommerce and any commerce. Customer support is the bedrock of CX in retail, finance, health and any sector you can think of, so it is vital to ensure you are giving customers everything they need. Whether it is a real-time chat assistant online or a call centre, improving your customer support will dramatically improve customer experience.</li><li>Voice assistant: This is a rapidly developing customer touchpoint, with customers increasingly turning to Alexa, Google Assistant and Siri when making their purchases. Optimising your website for voice search and getting your business prepared for a rise in this channel will help to improve customer experience.</li><li>Text message (SMS): With an open rate of 98%, text messages are a powerful customer touchpoint. While many retail businesses are yet to use SMS as a marketing channel, incorporating this into your strategy can be a very effective option.</li><li>Social media: Social media is another channel that offers many different customer touchpoints. With social channels introducing new features all the time, it is a constantly evolving part of the customer journey. To improve CX for your retail business, make sure you are using social media effectively and efficiently</li></ul><ul><li>Influencers: Online influencers can work as customer touchpoints and improve customer experience by establishing trust for your brand. Influencers have the ability to reach a very large, very targeted audience, and utilising them in your marketing can be very beneficial.</li></ul>You can learn more with our <a href="https://www.feefo.com/business/solutions/customer-acquisition/customer-journey-mapping-guide" target="_self">customer journey mapping guide</a>.&nbsp;Hear from thought leaders from across CX to understand how Covid-19 has accelerated the customer experience revolution and how you can make the most of new customers and changing behaviours. Check out our exclusive webinar: <a href="https://www.feefo.com/en/business/about/events/whats-next-for-cx?hsCtaTracking=fb5dc933-3482-4716-831e-b849328f14d6%7C7f661ede-5b40-4591-b0a4-f756547dfd46" target="_self">What’s Next for CX?</a><div></div>&nbsp;&nbsp;

<h2>How to incorporate customer reviews into your CX strategy&nbsp;</h2>Customer reviews are more than just an important element of your trust signals: they can be used to drastically improve your CX now so future reviews are even more positive.&nbsp;&nbsp;Here’s how you can use your reviews to your full advantage.&nbsp;<h2>1. Launch a user-generated content (UGC) marketing campaign&nbsp;</h2>Brands like Daniel Wellington and Pura Vida Bracelets have been able to build a community following and social reputation by curating and sharing user-generated content (UGC) across their platforms, especially Instagram. Users are happy to share their positive feedback about the product for a chance to be featured on the brand’s page. It’s a win-win situation for you both, particularly when they're organic.&nbsp;&nbsp;Customer reviews in the form of user-generated content can be anything from videos and images to podcast shout-outs and how-to tutorials. Start by creating an easy-to-use and memorable hashtag that can be used during a variety of occasions like travel, eating out, family events and more. This will allow the content generated to be relevant across different situations and remain timeless.&nbsp;&nbsp;<h2>2. Create brand ambassadors&nbsp;</h2>You can take UGC one step further by actively seeking out like-minded individuals to collaborate with you. Brand ambassadors are customers that believe in your company’s vision, and who can effectively communicate this to others. When used efficiently, brand ambassadors can be the ones posting customer reviews that truly influence new clients to get on board.&nbsp;&nbsp;Use brand ambassadors to tap into a new audience base by partnering with someone who has more than one target audience. For example, a fitness influencer may also have a pet dog, for whom they can create animal-related content. As long as their reviews are real customer reviews, they will tie in both your brand stories.&nbsp;&nbsp;Another way to get started with brand ambassadors is to start a loyalty programme with rewards. For every successful purchase, ask that customer to leave a review for a chance to get a discount on their next purchase or a free gift. With a bit of nurturing these customer reviews will bring you repeat business, a growing fan base and organic referrals from their network.&nbsp;<h2>3. Incorporate customer reviews across multiple platforms&nbsp;</h2><a href="http://learn.podium.com/rs/841-BRM-380/images/2017-SOOR-Infographic.jpg" target="_self"> </a>It’s crucial that new users can find reviews of your business wherever they’re researching you.&nbsp;&nbsp;Pay attention to top customer review sites for your industry. Most companies now have Google My Business pages where customers can see ratings, contact information, location and photos of a business all in one place.&nbsp;&nbsp;With so many options, it can be overwhelming to keep track and respond to every review in a timely fashion. This is where Feefo’s tools come in. You can easily add customisable page displays that group together themes from customer reviews and help enhance the customer journey.&nbsp;<h2>Level up your CX strategy today&nbsp;</h2>Fully understanding your customers, the journeys they’re taking, and what they want from your business sits at the heart of every great customer experience strategy.&nbsp;&nbsp;&nbsp;Here at Feefo, we have the tools you need to discover more about your customers, so you can start delivering an exceptional experience. To find out more about how we can help with your CX strategy, get in touch with a member of our team today.&nbsp;&nbsp;&nbsp;

Everything you need to know about customer experience (CX) — and how to get it right

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In an era when three in four people say they avoid advertising altogether, what information do consumers trust? Customer feedback.Feedback provides so much more than social proof, though. If you’re not currently collecting ratings and reviews, or you are but feel like you could get more from them, you’re in the right place.Here’s everything you need to know about customer feedback, the benefits it can offer your business, and the right software to moderate it.<h2>Why is customer feedback important?</h2>Here are four key reasons why you should be collecting, showcasing and analysing ratings and reviews:<h3>1. To support your customers</h3>According to Feefo’s 2019 Consumer Trends Report, 96% of UK consumers use reviews in some way and 64% read them before making a purchase. But shoppers don’t always trust what they see online – 72% of them worry about fake feedback. Invite-only reviews, which are guaranteed to come from your genuine customers, are a great way to support prospects as they decide whether to buy from you.<h3>2. To boost conversion rates</h3>Adding customer reviews to your website can massively increase conversions, especially when they are displayed on product pages. In fact, people are 270% more likely to buy a product with five reviews than one without any reviews. <a href="https://www.feefo.com/uk/business/customer-stories/salon-services" target="_self">Our work with the hair and beauty company Salon Services</a> also shows that customer spending rises by 294% when reviews are showcased online.<h3>3. To monitor internal performance</h3>By analysing the customer feedback you receive, you can keep tabs on how well each branch, store, and member of staff is doing. Tools like Feefo’s Insight Labels make this easy, as you can track reviews by categories like staff names, branch locations and product types.Using reviews in this way allows you to spot products and services that should be improved or stores that require further investment. You can also use positive reviews to motivate staff by rewarding those who receive excellent feedback.<h3>4. To understand your customers’ experiences</h3>Collecting and analysing feedback across the entire customer journey can help you dig deeper into the experiences of shoppers, their loyalty to your brand, and so much more.Feefo’s Customer Sentiment Insight tool uses AI to automatically identify themes in your reviews. If topics like ‘delivery’ are constantly mentioned in a negative context, this will be highlighted to you, so you can find out what’s going wrong and how to make it right.

<h2>Using feedback to connect with your customers</h2>There are several ways you can use reviews to build better relationships with buyers and improve their loyalty to your brand:<h3>1. Create a personalised experience</h3>Whether you’re trying to convince your customers to take advantage of an offer or you’re asking them for their honest feedback, you need to speak to them as individuals. Our Feedback Request Manager allows you to build and design feedback campaigns, so you can ask the right questions to the right people at the right time.<h3>2. Respond to all feedback</h3>Write a review takes time and effort – so when people leave feedback be sure to thank them (whether good or bad!). While we recommend responding to as many reviews as possible, you’ll want to prioritise negative feedback, as this gives you the opportunity to repair broken relationships. You may even be able to turn those one- and two-star ratings into five stars.When responding to negative feedback, get in touch with the customer privately so you can fully understand their situation and fix any issues. Once you’ve done as much as you can, respond to the review publicly, so other potential customers can see you provide an excellent service, even when things go wrong.For more tips on how to reply to customer comments, check out our<a href="https://www.feefo.com/uk/business/resources/customer-experience/responding-to-reviews-guide" target="_self"> complete guide on dealing with positive and negative feedback.</a><h3>3. Tell people when their feedback made a difference</h3>Customer reviews should help inform any changes you make to your business. And when you improve something thanks to that feedback, it’s important to let people know.Whether you’ve increased the responsiveness of your customer service team or fixed a problem with your website, use your marketing channels to show customers you listen to all feedback – good and bad.

<h2>How to choose a customer feedback platform</h2>

If you want to make the most of your customer feedback, you need the right platform. Every platform offers something different, so it’s important to pick one that’s right for your business. Here are some key considerations to think about:
<h2>Choose whether you want to collect open vs. invite-only reviews</h2>
One of the biggest decisions to make is whether to opt for an invite-only platform like Feefo, where you only get feedback from verified buyers, or an open platform, where anyone to leave feedback about your business whether or not they’ve purchased from you. Here are the benefits and drawbacks of each:

<h2>Invite only platform:</h2>
<table class="styled-table">
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 Benefits
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 Drawbacks
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 Beat the fakes - No one can post fake reviews on your website, as only genuine buyers are invited to leave feedback.
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 If someone visits your website but doesn’t engage or make a purchase, you can’t collect feedback from them (unless you run surveys).
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 Trust your data - With real feedback from real customers, you can be sure that fake reviews aren’t skewing your data – so your business decisions are always backed by valid insights.
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 As only real buyers can leave feedback, you may collect fewer reviews than you would with an open platform.
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 Win more customers over - People are 15% more likely to buy when reading a verified review over an anonymous review. They want to hear from customers who have genuinely interacted with your brand.
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 You must proactively reach out to customers for feedback – Feefo makes this easy with an automated email or text message that we send to each of your buyers.
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 Streamline the feedback process - Customers don’t need to sign up or log in to leave a review, because their feedback is tied to a specific sale or interaction, so you already know who they are. This means they can share their thoughts with you quickly and easily.
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 <td></td>
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</table>
<h2>Open platform:</h2>


<table class="styled-table">
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 <th>Benefits</th>
 <th>Drawbacks</th>
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 Get lots of feedback - With an open platform, anyone can search for your company and leave a review – so you may be able to collect more feedback faster.
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 <td>Anyone can leave feedback, even if they haven’t interacted with your brand or purchased from you. This opens the door to fake reviews from competitors and spam accounts, which can put your reputation at risk and skew your data.</td>
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 Hear from non-buyers - If someone visits your website or branch but doesn’t make a purchase, they can still leave feedback about your brand.
 </td>
 <td>Flagging and removing fake feedback is challenging, as it’s difficult to spot a fake review from a real one unless the writer gives proof of purchase.</td>
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 <td></td>
 <td>Open review platforms tend to operate like comparison sites, which means you risk losing potential customers to competitors.</td>
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 <td>Customers often have to create or sign into a profile to leave a review, which is time-consuming and may put them off giving feedback.</td>
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</table>

<h2>Decide where and how you want to display your reviews</h2>The best way to show off your positive feedback is by using widgets that work for your company and industry.Review platforms offer different widgets and products, so establish what you’d like to achieve with your feedback before seeing what’s out there. That way, it will be much easier to narrow down which platform is right for you.<h2>Check the moderation rules</h2>Even if you’re using an invite-only platform, you may still get a review that is inappropriate from time to time – for example, one that contains bad language or is talking about the wrong product. In cases like this, you need to be able to flag feedback. A good, trustworthy platform will have clear moderation guidelines to determine whether a review should be removed or not.Businesses should not be able to remove any review they want. If that worries you, it shouldn't – 52% of consumers become suspicious if there is no negative feedback on a product or service they want to buy.Make sure you read a platform’s moderation guidelines before signing the dotted line. You can read Feefo’s moderation guidelines <a href="https://cdn2.hubspot.net/hubfs/5707407/Websites%20Pdfs/Review_Moderation_Guidelines.pdf" target="_blank">here.</a><h2>Getting more customers to give feedback</h2>Follow these key tips to encourage buyers to leave a review:<h3>1. Make your invitation enticing</h3>We all receive dozens of emails every day. Ensure yours stand out with a clear subject line and a message that incentivises to your customers to leave feedback.<h3>2. Thank people for their time</h3>Everyone likes to feel appreciated. Thanking someone, even before they have gone through with providing feedback, puts them in a position to do as you ask.<h3>3. Dare them to be honest</h3>People love sharing their opinions with others – it can feel extremely freeing. Use that to your advantage by daring your customers to leave an honest review about you. Encourage them in a cheeky way, or you can keep to a formal tone.<h3>4. Draw attention to what you want them to talk about</h3>This is especially useful if you require feedback regarding a particular product or service, or if you have recently launched something new. In your email, use the key words you want your review to focus on in a bid to guide your customer in the right direction.<h3>5. Tap into their sense of social responsibility</h3>We all want to feel like we are making a difference. Reviews give people the power to have an influence, so they provide a great opportunity for you to tap into the need for social responsibility.<h3>6. Use humour</h3>Humour is always a great tactic, especially if something has gone wrong. Maintain your professionalism, but also show your personality (if that's part of your brand image and tone). Customers are more likely to engage with a brand they can relate to.<h3>7. Encourage sympathy</h3>Tell your customer how hard you’ve worked and what efforts have gone into getting them the right product. You could even name a member of staff that made their experience possible. Tell them that your business depends on their happiness and that it starts with them giving you feedback.<h2>Start collecting customer feedback, your way</h2>At Feefo, we’re proud to be a trusted, invite-only review platform. Get in touch with our team today to find out what we can do for you.

Celebrating 10 years of Trusted Service Awards

Celebrating 10 years of Trusted Service Awards

Celebrating 10 years of Trusted Service Awards

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