<p>Understanding the sentiment behind customer feedback, social media chatter, or product reviews can be a game-changer for businesses of all sizes and across various industries. It provides invaluable information that can influence decision-making, product development, marketing strategies, and customer relations.</p><p>In this comprehensive guide, we will delve deep into the world of sentiment analysis. We will explore what sentiment analysis is, why it's essential for businesses, how it works, and its real-world applications. Whether you're a seasoned data analyst looking to sharpen your skills or a business owner seeking ways to enhance customer satisfaction, this guide will equip you with the knowledge and tools to harness the power of sentiment analysis effectively.</p><h2>What is sentiment analysis?</h2><p>Sentiment analysis, also known as opinion mining or sentiment classification, is a natural language processing (NLP) technique that aims to decipher the emotional tone, attitude, or sentiment expressed within a piece of text. It involves using algorithms and machine learning models to automatically determine whether a given text conveys a positive, negative, or neutral sentiment. This process allows businesses to gain deeper insights into how people feel and think about their products, services, or brands.</p><h3>Understanding sentiment polarity</h3><p>Sentiment analysis categorizes text into three primary sentiment polarities:</p><ol><li><strong>Positive sentiment:</strong> This indicates that the text expresses favourable or optimistic feelings. It might reflect satisfaction, delight, or enthusiasm. For instance, "I love this product; it exceeded my expectations" conveys a positive sentiment.</li><li><strong>Negative sentiment:</strong> Negative sentiment, on the other hand, denotes unfavourable or pessimistic emotions. It often reflects dissatisfaction, disappointment, or frustration. An example could be, "The customer service was terrible; I will never buy from them again."</li><li><strong>Neutral sentiment:</strong> Text with a neutral sentiment doesn't strongly lean towards either positivity or negativity. It typically represents factual information, statements, or opinions that lack a strong emotional tone. For instance, "The product arrived on time" expresses a neutral sentiment.</li></ol><h3>Importance of analysing text data for sentiment</h3><ul><li><strong>Customer insights:</strong> Sentiment analysis helps businesses gain a deeper understanding of customer opinions and preferences. By analysing reviews, social media comments, or feedback surveys, companies can uncover what their customers genuinely think, identify pain points, and find opportunities for improvement.</li><li><strong>Competitive analysis: </strong>Businesses can use sentiment analysis to compare their brand's sentiment with that of competitors. This provides valuable insights into market perception and can inform competitive strategies.</li><li><strong>Product development: </strong>Sentiment analysis can guide product development by highlighting areas where enhancements are needed or identifying features that customers love. This data-driven approach can lead to more customer-centric product design.</li><li><strong>Marketing strategy:</strong> Marketers can use sentiment analysis to gauge the effectiveness of their campaigns. By monitoring social media sentiment, they can adjust their strategy in real time to maintain a positive brand image.</li><li><strong>Risk management:</strong> Sentiment analysis can serve as an early warning system, alerting businesses to potential issues or crises. By identifying negative sentiment trends, companies can proactively address issues before they escalate.</li></ul><h2>Why is sentiment analysis important?</h2><p>Sentiment analysis holds immense significance in today's business landscape, driven by the growing importance of understanding and responding to customer sentiment. Here are key reasons why sentiment analysis is essential:</p><ol><li><strong>Understanding customer sentiment:</strong> The opinions and emotions expressed by customers in reviews, comments, and feedback provide invaluable insights into their preferences, expectations, and pain points. Businesses that decode this sentiment gain a competitive advantage by aligning their products and services more effectively with customer needs.</li><li><strong>Impact on decision-making:</strong> Sentiment analysis directly influences decision-making processes within organisations. By providing data-driven insights, it empowers executives and managers to make informed choices regarding product development, marketing strategies, customer service improvements, and more.</li><li><strong>Real-time feedback: </strong>Sentiment analysis allows businesses to receive real-time feedback from their customer base. This is particularly crucial in today's fast-paced digital environment, where opinions can go viral in an instant. Timely responses and adjustments can mitigate potential damage or capitalise on positive sentiment.</li></ol><h3>Real-world examples of businesses benefiting from sentiment analysis</h3><p>Let's explore a few real-world examples to illustrate how different industries can harness sentiment analysis to their advantage:</p><ol><li><strong>Streaming services:</strong> Streaming platforms use sentiment analysis to analyse user reviews and ratings for their vast content libraries. By understanding which shows and movies resonate positively with viewers, streaming services can tailor content recommendations and produce original content that aligns with audience preferences.</li><li><strong>Airline industry:</strong> Airlines leverage sentiment analysis on social media platforms like Twitter to monitor passenger feedback and complaints in real time. This enables them to address issues promptly, enhance customer satisfaction, and protect their brand reputation.</li><li><strong>Retailers:</strong> E-commerce companies use sentiment analysis to evaluate product reviews. By identifying commonly mentioned product features, quality concerns, or delivery issues, these retailers can make data-driven decisions on inventory management and customer service improvements.</li><li><strong>Hospitality:</strong> Hotels and resorts utilise sentiment analysis to assess guest reviews and ratings. They can identify areas for improvement, prioritise guest satisfaction initiatives, and <a href="https://www.feefo.com/uk/business/features/respond-to-reviews" target="_self">respond to negative reviews</a> with personalised solutions.</li><li><strong>Political campaigns:</strong> Sentiment analysis is not limited to businesses; it is also applied to political campaigns. Campaign teams monitor social media sentiment to gauge public opinion, track voter sentiment, and adjust campaign strategies accordingly.</li></ol><h2>How does sentiment analysis work?</h2><p>Sentiment analysis is a complex process that involves several steps to analyse and determine the sentiment expressed in text data. Here's a detailed explanation of how sentiment analysis works:</p><ol><li><strong>Data Collection:</strong> Sentiment analysis begins with collecting textual data from various sources such as social media platforms, customer reviews, surveys, or chat logs. This data serves as the raw material for sentiment analysis.</li><li><strong>Data Preprocessing:</strong> The collected text data goes through a series of preprocessing steps to make it suitable for analysis. These steps include cleaning the text by removing irrelevant characters, special symbols, and numbers. The text is then broken down into individual words or phrases, a process known as tokenisation. Commonly used stop words, such as "and," "the," and "is," are removed from the text. Additionally, stemming or lemmatisation may reduce words to their base forms.</li><li><strong>Feature Extraction:</strong> To enable machine learning algorithms to process the text data, it needs to be converted into numerical format. Feature extraction methods like the Bag of Words (BoW) and Term Frequency-Inverse Document Frequency (TF-IDF) are commonly used. BoW represents each document as a vector, where each dimension corresponds to a unique word in the entire corpus, with values indicating word frequency. TF-IDF measures the importance of a word in a document relative to the whole dataset.</li><li><strong>Sentiment Classification:</strong> Once the text data is preprocessed and represented numerically, it is ready for sentiment classification. Machine learning algorithms or deep learning models are used to classify the sentiment of the text, determining whether it is positive, negative, or neutral. Standard algorithms include Naive Bayes, Support Vector Machines (SVM), and deep learning models like Recurrent Neural Networks (RNNs) and Transformers.</li><li><strong>Model Training:</strong> Sentiment analysis models are trained on labelled datasets where each piece of text is associated with a sentiment label. During training, the model recognises patterns and associations between words and sentiments. The goal is to make accurate predictions when faced with new, unlabeled text data.</li><li><strong>Sentiment Prediction:</strong> After training, the model can predict the sentiment of new, unlabeled text data. It assigns a sentiment label (e.g., positive, negative, or neutral) to each piece of text based on the patterns it has learned.</li><li><strong>Evaluation: </strong>To assess the model's performance, various metrics such as accuracy, precision, recall, and F1-score are used. These metrics help fine-tune the model and adjust parameters to improve accuracy and reliability.</li><li><strong>Deployment: </strong>Once the sentiment analysis model is trained and evaluated, it can be deployed in real-time applications or integrated into business processes. This allows for the automation of sentiment analysis tasks on ongoing data streams.</li></ol><h3>Role of Natural Language Processing (NLP)</h3><p>NLP plays a critical role in sentiment analysis by enabling machines to understand and process human language effectively. NLP techniques, including tokenisation, part-of-speech tagging, named entity recognition, and syntactic parsing, help in analysing syntax, semantics, and context, which are essential for accurate sentiment analysis.</p><h2>What are the benefits of sentiment analysis tools?</h2><p>Sentiment analysis tools offer a range of advantages that can be instrumental in shaping a business's strategy and decision-making processes.</p><ol><li><strong>Enhanced Customer Understanding: </strong>Sentiment analysis tools enable businesses to gain deeper insights into customer sentiments, opinions, and emotions. By analysing customer feedback, reviews, and social media conversations, organisations can better understand what their customers think and feel.</li><li><strong>Data-Driven Decision Making:</strong> Sentiment analysis tools provide data-driven insights that can inform decision-making processes. Instead of relying solely on intuition or anecdotal evidence, businesses can use sentiment analysis to make informed choices about product development, marketing strategies, and customer service improvements.</li><li><strong>Competitive Advantage: </strong>Staying ahead in the competitive landscape is crucial. Sentiment analysis helps businesses monitor their brand's reputation and track sentiment trends in real-time. By identifying positive or negative shifts, organisations can adjust their strategies to maintain a positive image and stay competitive.</li><li><strong>Time and Resource Efficiency:</strong> Manually analysing large volumes of textual data is time-consuming and resource-intensive. Sentiment analysis tools automate this process, saving businesses significant time and resources. This efficiency allows employees to focus on more strategic tasks.</li><li><strong>Scalability: </strong>Sentiment analysis tools can handle vast amounts of data, making them scalable for businesses of all sizes. Whether processing a few hundred customer reviews or monitoring thousands of social media mentions daily, these tools can adapt to the organisation's needs.</li><li><strong>Real-Time Analysis:</strong> In today's fast-paced digital world, real-time analysis is crucial. Sentiment analysis tools provide the ability to monitor sentiment as it unfolds. This real-time insight is invaluable for addressing customer concerns promptly, managing crises, or capitalising on positive trends.</li><li><strong>Customer Engagement:</strong> Effective customer engagement requires understanding and responding to customer sentiments. Sentiment analysis tools enable organisations to engage with customers more meaningfully. By addressing concerns and acknowledging positive feedback, businesses can build stronger customer relationships.</li><li><strong>Trend Identification:</strong> Sentiment analysis tools can identify emerging trends and topics within customer conversations. This helps businesses respond proactively to changing customer preferences and market dynamics.</li><li><strong>Product and Service Improvement:</strong> By analysing customer feedback, businesses can pinpoint areas for product or service enhancement. This leads to outcomes that better align with customer expectations and improved customer satisfaction.</li><li><strong>Risk Mitigation: </strong>Sentiment analysis can serve as an early warning system, alerting businesses to potential issues or crises. Negative sentiment trends can be identified and addressed before they escalate, helping to protect the brand's reputation.</li></ol><h2>What are the limitations of sentiment analysis?</h2><p>While sentiment analysis tools offer valuable insights, it's important to acknowledge their limitations and the challenges they face.</p><ol><li><strong>Sarcasm and Irony:</strong> Sentiment analysis tools may struggle to detect sarcasm, irony, or humour in text. These tools often rely on patterns of positive or negative language, which can be misinterpreted when used ironically or sarcastically. For example, "Oh, great, another Monday!" might be classified as positive due to the word "great," but the intended sentiment is negative.</li><li><strong>Contextual Ambiguity:</strong> Sentiment analysis tools may need help understanding context, leading to inaccurate results. A single word or phrase can have different sentiments depending on the surrounding context. For instance, "The movie was not bad" can be challenging for sentiment analysis tools, as it depends on interpreting "not bad" as positive or negative.</li><li><strong>Cultural Nuances: </strong>Sentiment analysis tools might not account for cultural nuances and language variations. What is considered positive or negative sentiment can vary widely across cultures and regions. A phrase with a positive sentiment in one culture may have a different connotation in another.</li><li><strong>Context Shifts Over Time:</strong> The sentiment associated with specific terms or phrases can change. For example, a word once associated with a positive sentiment might acquire a negative connotation due to evolving language trends or cultural shifts. Sentiment analysis tools may struggle to adapt to these changes.</li><li><strong>Domain-Specific Language: </strong>Sentiment analysis tools trained on general datasets may need to improve in domain-specific contexts. For industries with specialised terminology or jargon, sentiment analysis tools may misinterpret sentiments because they lack domain-specific knowledge.</li><li><strong>Neutral Sentiments:</strong> Sentiment analysis tools often focus on positive and negative sentiments but may struggle to accurately identify neutral sentiments. As a result, they might categorise neutral statements as positive or negative, leading to imprecise results.</li><li><strong>Imbalanced Datasets: </strong>The quality and accuracy of sentiment analysis models heavily depend on the training data. Imbalanced datasets with a disproportionate number of positive or negative examples can bias the model's predictions.</li><li><strong>Error Propagation:</strong> Sentiment analysis tools are not infallible, and errors can propagate through the analysis process. A single misclassified sentiment in a text can affect the overall sentiment analysis result, leading to incorrect conclusions.</li><li><strong>Human Subjectivity: </strong>Sentiment analysis is inherently subjective, as different individuals may interpret sentiment differently. Sentiments can also be influenced by personal biases or experiences, which are difficult for sentiment analysis tools to account for.</li></ol><p>Given these limitations, human supervision and error correction are crucial in sentiment analysis. Human reviewers can add context, cultural understanding, and emotional intelligence to the analysis process, helping to mitigate the shortcomings of automated tools.</p><h2>Putting sentiment analysis to the test</h2><p>By taking these steps and embracing sentiment analysis as a valuable tool for your business, you can gain a competitive edge, better understand your customers, and make data-driven decisions that lead to improved products, services, and customer satisfaction.</p><p><a href="https://www.feefo.com/uk/business/contact" target="_self">Contact </a>our Feefo team today to learn more about the applications of <a href="https://www.feefo.com/uk/business/features/customer-sentiment-analysis" target="_self">sentiment analysis, </a>and see how it can help your business grow.</p><p></p>

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Sentiment Analysis: What is it And How Can it Benefit Your Business?

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<p>Along with increasing your business’s revenue, happy customers can also help to spread the word about your services and boost your reputation. But did you know that there’s a difference between satisfying and delighting your clients?</p><p>In our guide, we’ve outlined the principles of customer delight and how it differs from satisfaction so you can go the extra mile to give your customers the best experiences possible. We’ve also included a few ways to measure delight so you can see exactly how your brand measures up and what you can do to improve.</p><h2>What is customer delight?</h2><p>Customer delight is when customers’ expectations are not just met but exceeded, leading to them feeling valued, appreciated, and having a positive experience with a brand.</p><p>It’s about creating memorable interactions that resonate with customers on a personal level, whether it’s by going above and beyond to help them solve a problem, fulfil their needs, or appeal to their interests. When a customer is delighted, it’s likely that they’ve received a level of service, engagement, and care that goes beyond the ordinary.</p><p>The idea behind customer delight is that a happy customer is more likely to become a loyal advocate for your brand. This is because impressing your prospective clients can cause them to return for future purchases and also share their experience with a broader net of personal and professional contacts.</p><h2>How is customer delight different from customer satisfaction?</h2><p>‘Customer satisfaction' and 'customer delight' might seem interchangeable at first glance; however, they are two different concepts.</p><p>In summary, customer satisfaction means simply meeting customer expectations, nothing more or less, whereas customer delight involves exceeding their expectations and leaving them with a lasting and positive experience.</p><p>With more and more businesses vying for attention in an increasingly crowded landscape, exceeding customer expectations is an excellent way to capture their attention — and keep it.</p><h2>Why is customer delight important?</h2><p>With <a href="https://www.insiderintelligence.com/content/top-reasons-consumers-switch-brands" target="_blank">over 70% of customers admitting to switching brands in search of better value options,</a> businesses need to do more than just satisfy their customers to secure loyal clientele and foster long-term success.</p><p>Here are some ways that customer delight can be beneficial for businesses:</p><ul><li><strong>Increases customer retention</strong> — A delighted customer is more likely to return and engage with your business on a recurring basis. It’s also often cheaper to <a href="https://www.feefo.com/uk/business/resources/customer-retention/how-to-effectively-build-and-measure-customer-loyalty" target="_self">retain existing customers</a> than to <a href="https://www.feefo.com/uk/business/resources/customer-acquisition/customer-acquisition-guide" target="_self">acquire new ones,</a> making customer delight a cost-effective strategy.</li><li><strong>Encourages positive word-of-mouth and referrals</strong> — Delighted customers become enthusiastic advocates for your business. They share their positive experiences through word-of-mouth, social media, and review platforms like Feefo, which can significantly amplify your brand's reach and reputation.</li><li><strong>Higher revenue potential</strong> — The more customers you can delight, the more willing they may be to engage and spend more. Plus, they’re also more likely to explore other offerings and services, leading to more potential avenues for generating revenue.</li><li><strong>More resilience to negative experiences</strong> — Even top-rated businesses receive the odd dissatisfied customer. When this occurs, delighted customers are more likely to forgive minor mishaps due to the positive emotional connection they have previously had with your brand.</li><li><strong>Enhances online reputation</strong> — In a digital era where<a href="https://www.feefo.com/uk/business/features/collect-reviews" target="_self"> online reviews </a>greatly influence purchasing decisions, delighting customers can lead to a flourish of positive reviews. This enhanced online reputation, in turn, attracts more customers.</li><li><strong>Improved customer feedback</strong> — Delighted customers who have received an above-and-beyond experience with a brand could be more likely to provide invaluable feedback that can help businesses improve and innovate.</li></ul><h2>Six ways to drive customer delight</h2><p>While your business might be succeeding at satisfying customer expectations, delighting them means going that extra mile.</p><p>Here are our top tips for how to create memorable, positive experiences for your audience to drive customer delight.</p><h3>1. Understand your customers</h3><p>The first step to delighting your customer is to understand who they are, what they value, and what their expectations might be. To build comprehensive customer profiles, you can gather this information with <a href="https://www.feefo.com/uk/business/features/consumer-insights" target="_self">customer feedback,</a><a href="https://www.feefo.com/uk/business/features/surveys" target="_self"> surveys,</a> and<a href="https://www.feefo.com/uk/business/features/advanced-analytics" target="_self"> data analytics.</a> The more you know about your customers, the better positioned you are to surprise and delight them.</p><h3>2. Personalise experiences</h3><p>Personalisation is key to showing customers that you value each and every one of them. After all, your customers each have their own needs and concerns.</p><p>To address their individual requirements, tailor interactions, communications, and offerings to their preferences and past behaviours. This could range from sending personalised emails to recommending products or services that meet their specific pain points.</p><h3>3. Reward loyalty</h3><p>Your most loyal customers are invaluable as they can help spread word-of-mouth referrals and may be less likely to churn. As such, reward them for their loyalty to ensure they know that their business is appreciated and valued.</p><p>This could involve offering them exclusive discounts and perks for their consistent custom, such as implementing a loyalty program that gives them something back in the long term.</p><p>An unexpected benefit is sure to enhance the customer’s experience and delight them.</p><h3>4. Engage proactively</h3><p>Don’t wait for customers to reach out with problems – they may not even bother giving you the feedback and simply jump ship instead. To avoid this and reduce your churn rate, engage with them proactively to check on their satisfaction, offer assistance, or provide valuable information.</p><p>Not only does this allow you to gather helpful feedback that can help you to improve your service and offering, but proactive engagement shows that you care about their experience, even when there isn’t a problem to solve.</p><h3>5. Educate and empower your customers</h3><p>Offer resources, tools, and information to help your customers get more value from your products or services. This can help them to feel like your brand is on their side, supporting them to succeed.</p><p>Customers who feel empowered and informed will likely have a more positive perception of your brand.</p><h3>6. Foster a customer-centric culture</h3><p>People like to feel part of a community, as it’s reassuring to know that there are others out there who share the same needs, interests, or goals. That’s why cultivating a sense of user community can put your business towards the path of increasing delight.</p><p>Whether it’s to share experiences or resolve queries, a community setting allows your audience to interact with each other and your employees. It might be through a closed forum or via a social media channel.</p>

<h2>How can you measure and monitor customer delight?</h2><p>Understanding and assessing the level of customer delight your business is achieving is crucial for refining your strategies and ensuring you are on the right track towards fostering a loyal customer base.</p><p>Here are some insightful metrics and methods to measure and monitor customer delight:</p><h3>1. Customer Delight Index (CDI)</h3><p>The Customer Delight Index is a comprehensive metric that evaluates various aspects of customer experience to gauge the extent of customer delight. It could include things such as overall satisfaction, likelihood to repurchase, and likelihood to recommend, among others.</p><p>By analysing customer responses through surveys and feedback, businesses can derive a CDI score that reflects the degree of customer delight they are delivering.</p><h3>2. Customer Satisfaction Score (CSAT)</h3><p>A Customer Satisfaction Score is a straightforward metric that’s used to measure a customer’s immediate satisfaction with a product or service.</p><p>It typically involves asking customers to rate their feeling of satisfaction on a scale, usually from very dissatisfied to very satisfied or by giving a score of 1-5. While CSAT primarily focuses on satisfaction, a high CSAT score over time or across different areas of your business can be indicative of customer delight.</p><h3>3. Churn rate</h3><p>Churn rate reflects the percentage of customers who stop shopping and interacting with a business over a specific period. While it doesn’t analyse the reasons why, it gives a good indication of how many customers a company is losing over time.</p><p>A low churn rate often signifies that customers are content and potentially delighted with your service, while a high churn rate may suggest dissatisfaction.</p><p>The calculation for identifying customer churn rate is:</p><p style="text-align: center;">Lost customers ÷ total customers x 100 = Churn rate</p><p>Say, for example, your business had 5,000 customers from January to June, but you lost 1,000 of them. According to the calculation, your business would have a 20% churn rate for the six-month period.</p><h2>Customer delight examples</h2><p>Achieving customer delight may look different for various brands and industries. Here are a few of our favourite examples of how popular businesses have made their customers happy:</p><h3>1. Amazon</h3><p></p><figure style="text-align: center"><div data-img-caption-container="true" style="display: inline-block; text-align: center;"><img src="https://lh3.googleusercontent.com/pf7snqzTRptSbOxs_3LhLN8wcv445nMMimFTGePrXot2HP4H-bjD5iZAxGBThLvIeG76nPXGDPFZklofXeb2wWmWRGNiGHlxBTLGbgAxz6xpuQFTdC0dWHoaua_PfdnucGihvUkJ5o6Tz8Y-" width="100%" height="auto" style="margin: auto;text-align: center;width: 100%;" /></div></figure><p style="text-align: center;">Source: <a href="https://www.amazon.co.uk/primebigdealdays" target="_blank" style="text-align: center;">Amazon</a></p><p>One of the biggest and most well-known examples of a successful customer delight strategy is Amazon’ Prime Days.</p><p>Offered only to their Prime members, subscribed customers can access limited-time deals on thousands of products. For Prime members, this can mean huge savings on goods that the general public isn’t privy to.</p><p>It uses the ‘fear of missing out’ tactic to foster a sense of exclusivity and community, encouraging non-Prime members to sign up for the Prime membership and rewarding those who have already joined.</p><h3>2. Sephora</h3><p></p><figure style="text-align: center"><div data-img-caption-container="true" style="display: inline-block; text-align: center;"><img src="https://lh5.googleusercontent.com/GRivzKvcIWmvkZECbP0iPvWhuUqYr5VFbpxIHqd5h56leHpmtuR1MOXHZQ-kROWgpdyRWcEgYmcfEf_lLB2qCUTvtLvL2jV7NqsBFC3DNCORUDVNJYS1M5d3uZCsE6y_c34Dl2eTzK8INrPK" width="573" height="348" style="margin: auto;text-align: center;width: 573px;" /></div></figure><p style="text-align: center;">Source: <a href="https://www.sephora.co.uk/c/rewards" target="_blank">Sephora</a></p><p>When it comes to rewards schemes, Sephora has an excellent loyalty program in place to give back to their customers.</p><p>When customers sign up for Sephora Rewards, they become ‘Beauty Insider VIPs’ with access to exclusive offers – which just goes to show that clever naming conventions can also help to make customers feel special and prioritised.</p><p>As VIPs, they receive money off their future purchases, exclusive discounts on their favourite brands, and a yearly birthday treat of 20% off an order.</p><h3>3. Patagonia</h3><p></p><figure style="text-align: center"><div data-img-caption-container="true" style="display: inline-block; text-align: center;"><img src="https://lh3.googleusercontent.com/NFfzUASjosSkgsyF-fORHozwY9wmjfBBZYTAHNyk9S3IXJ-6BSRBFwnSDBgeIw7tZ54S0osQDg-4kdMpVTlA6a0nY89JroFAR4KMhIm4O8HUmojNC5tpaFqViOAUoi8S4w1Fti8VLr7291xj" width="584" height="418" style="margin: auto;text-align: center;width: 584px;" /></div></figure><p style="text-align: center;">Source: <a href="https://help.patagonia.com/s/article/Repair-Process?_gl=1*1u3rx0b*_ga*OTg1Njk2MjAwLjE2OTU4MjIxNzM.*_ga_1SYPSJZYJ5*MTY5NTgyMjIyNy4xLjEuMTY5NTgyMjcwNy4wLjAuMA.." target="_blank">Patagonia</a></p><p>Few brands manage to channel their company goals through their actions as well as Patagonia.</p><p>Patagonia’s key messaging to protect the planet and prioritise purpose over profit is evident throughout their campaigns, but also through their repair initiative. They understand that buying a new outdoor coat or piece of clothing can be an investment and that their customers want quality garments that last, which is why they offer their customers repairs on any previously purchased Patagonia items.</p><p>As well as helping to make their customer’s goods last longer, it naturally aligns with their sustainability ethos and ‘buy less, buy quality’ messaging.</p><h2>Start delighting your customers with Feefo</h2><p>Want to make your customers feel special and delighted? That’s where our experts at Feefo can help. From reaching out to your audience to gather tailored insights into what they really want, to measuring how loyal your customers are, we’ve got a solution to get you started.</p><p><a href="https://www.feefo.com/uk/business/contact" target="_self">Get in touch</a> with us today to learn more.</p><p></p>