Your reviews contain so much more than just a star rating.To get a clear view of your entire customer experience and discover what your customers really think of your business, reporting is the key.The Feefo reporting suite contains a range of tools to help you get the most out of your reviews. By using our reports, you can find out more about your business-whether you want to identify your best performing branches, which products or services need improvement, how your customer service measures up, or spot seasonal trends in your customer feedback. Everything you need to start uncovering all this data is in the ‘Reports’ tab of the Hub.Before we get started…There are a few things that are worth taking note of before you start looking at your reports.<h2>Sales tags</h2>To make the most ofthe reporting suite,assign sales and product tags to your data. If you have tags assigned, you can be a lot more specific when it comes to reporting.Suppose you haveseveralstores across the country and want to report on oneparticular location, or you need to see how individual products are performing– tagging your data can makethis possible.You canalsotag sales to differentiate between new and returning customers, so you can gaininsights from all points of the customer journey. To find out more about tagging your data<a href="https://support.feefo.com/support/solutions/articles/8000079844-sales-and-product-tags">,</a> <a href="https://support.feefo.com/support/solutions/articles/8000079844-sales-and-product-tags">read our customer support article on sales tags</a>.<h2>Global filters</h2>At the top of the Hub, you’ll see a green button labelled ‘Global Filters’. This is where youselect which account you wantto report on.<img src="https://eu-images.contentstack.com/v3/assets/bltc0d0a8caf49440b8/bltda060b039db8ff1a/659d5a8bca79e0040a308d14/Global_Filters-min.png"/><h2>Filtering by date</h2>At the top right of the Hub, you’ll see a tab showing two calendar dates. Before running any of your reports,selectwhich time frame you’d like to show data for by clicking on this tab and choosingthedates on the calendar.You can do thismanually, or you can choose an option such as ‘last 7 days’ or ‘last 12months’.<h2>Actions</h2>Clicking on the ‘Actions’ menu on any of the reports allows you to:Email your report.You can send it to anyone, even if they don’t have a Feefo login schedule a report.You can request to send a report to whoever you like, whenever you’d like them to receive it -Savesas a CSV<img src="https://eu-images.contentstack.com/v3/assets/bltc0d0a8caf49440b8/blt86d979fe4f963775/659d5ab1aff3fe040a5763b6/Date_Frame-min.jpg"/><h2>The Dashboard</h2>For a general overview of how your feedback is looking, go to the ‘Dashboard’ tab.From here, you’ll get an ‘at a glance’ view of your feedback, such as the progress of your sales uploads, your response rate, how many reviews you need to reply to, and your average rating. To take a more in-depth look into these numbers andinvestigate any red flags, click on the‘Reports’ tab.<img src="https://eu-images.contentstack.com/v3/assets/bltc0d0a8caf49440b8/blt730f000284b88994/659d5ac7b7232b040a5407cd/Dashboard-min.jpg"/><h2>Your essential reports</h2>The reports that will be the most useful to you depend onyour businessand what insights you need. The reportswe mention hereare essential for most businesses and will give you a good overview of your customer feedback at a top level.<h2>Feedback breakdown</h2>This report offers a simple breakdown of your feedback, including your current rating, total number of reviews, and how many reviews have 1,2, 3, 4 or 5 starratings. You’ll also be able to see how many reviews are waiting for a response from you. Switch your view between product and service reviews by selecting either option on the ‘Feedback type’ option at the top of the page.The Feedback Breakdown table displays your data according to which tags you have set up, showing how many reviewsyou are receiving, and the average rating for each category. For example, you could choose tolook ata particular product category,salespersonor store location.<img src="https://eu-images.contentstack.com/v3/assets/bltc0d0a8caf49440b8/blt586f4e5610d14ab3/659d5ad99d6410040acf9a4f/Feedback_Breakdown-min.png"/><h2>Response performance</h2>Hereyou can keep track of your feedback requests and your response rates.This report showshow manyfeedback requests are being sent, how much feedback you’re receiving, and your response rate as a percentage.Select either ‘Email’ or ‘SMS’ from the ‘Channel’ drop down menu at the top of the page if you send your feedback requestsby text message as well as email.By selecting ‘Feedback Type’, youcan choose tovieweither product or service reviewstokeep an eye on your response rates for each.If you need to improve your response rate, this report iswhere you canidentify exactly which points in the journey needfine tuning.You can getallthis informationat a glanceby looking at the ‘Email traffic’ graph at the bottom ofthe page.<img src="https://eu-images.contentstack.com/v3/assets/bltc0d0a8caf49440b8/blt5306bfa23b17a578/659d5aecfb8a4a040a800853/Response_Performance-min.png"/><h2>Download feedback</h2>This report allows you to download any data you want from your feedback so you can create your own custom reportsdisplayingthe exact information that you need. This is alsousefulfor when you need to take your data offline. Select which data you want to include from thedrop-downselector on the top right of the report.There are so many ways to use this feature. For example, youcouldpull all five-star reviews on a particular productto use in yourmarketing, orfind contact details for all customers who left a one-star reviewfor yourCustomer Service team.With the ability to download allyour data, you can populate it into software such asTableau and Power BI to create more visual andinteractive reports.<img src="https://eu-images.contentstack.com/v3/assets/bltc0d0a8caf49440b8/blt6dec038366555f24/659d5afe63b2d8040a0a2633/Download_Feedback-min.png"/><h2>Product performance</h2>This report keeps track of your best and worst performing products, according to your feedback. See how your entire product range is performing at the top of the page, and then check the average rating her product on the table below.Usefulfor any members of the team dealing with the development of products, such as product managers, this report isgreatfor identifyingreoccurring issues.<img src="https://eu-images.contentstack.com/v3/assets/bltc0d0a8caf49440b8/bltf6eb2150a4bfbe98/659d5b14ce853a040ae20b38/Pending_Feedback_Requests-min.png"/><h2>Some other handy reports</h2>If you want to dig a little deeper into your Feefo feedback, we have more reports to help.<h2>FeedbackSummary</h2>From here, you can see how many reviews are being submitted, as well as thestar ratings.<img src="https://eu-images.contentstack.com/v3/assets/bltc0d0a8caf49440b8/blt370f5f957eae2fd7/659d5b22d03d2b040a0a3230/Feedback_Summary-min.png"/><h2>FeedbackVolumes</h2>This report shows the amount of feedback you’ve received over time, so you can get visibility of any seasonal peaks and troughs.You can compare thiswith your sales data, so you can match any lowvolumesof feedback with a quieter sales period,and vice versa.<img src="https://eu-images.contentstack.com/v3/assets/bltc0d0a8caf49440b8/bltdddf6e988db73bee/659d5b38b65bc60407b83e5f/Feedback_Volumes-min.png"/><h2>Pending Feedback Requests</h2>Here you can keep an eye on all thescheduled SMS and emailfeedback requests and reminders.This should be the first report to check when you want to be sure that your system is performing as it should, and all emails are beingsent out correctly.<img src="https://eu-images.contentstack.com/v3/assets/bltc0d0a8caf49440b8/blt92e6372ad446f25c/659d5b478e6cb40407f13595/Pending_Feedback_Requests_(1)-min.png"/><h2>Response Time Trends</h2>Using past data, this report can give you an indication of the busiest and quietest times of day for your feedback.Using this information, you can make sure that your feedback requests are going out at the best times in the daytoreceive themost responses.<img src="https://eu-images.contentstack.com/v3/assets/bltc0d0a8caf49440b8/blteeea0d4774b4cf0a/659d5b57ca79e0040a308d18/Response_Time_Trends-min.png"/><h2>Download Sales</h2>Get a snapshot of all your sales and use the time frame tool to capture the exact data you need. This report includes dates, product descriptions, customer contact details and anyassociated tags.<img src="https://eu-images.contentstack.com/v3/assets/bltc0d0a8caf49440b8/blt21468615742b246e/659d5b63f85d57040b35d6e3/Download_Sales-min.png"/><h2>Delve further into your insight</h2>To take reporting to the next level,Feefo’sPerformance ProfilingutilisesAI technology to find out more about your customers through their feedback.Performance Profiling automatically analyses your reviews, identifies emotion, and givesyouinsight intothe key issuesaffecting your customers.<img src="https://eu-images.contentstack.com/v3/assets/bltc0d0a8caf49440b8/bltb57e5b3830b7e52a/659d5b790343c1040af89388/Service_Performance_Profiling-min.png"/><h2>Each Service or Product Performance report includes:</h2><h3>Sentiment Score</h3>Accurately measuringcustomer opinion by identifying positive and negative emotion contained within your reviews, this toolranksyour performance on a scale from -100 to +100.<h3>Performance Graph</h3>We group feedback topics into four quadrants: advertise, focus, monitor and potential, so you can spot issues and opportunities within your business andtake action.<h3>Automatic sentiment trend analysis</h3>See how your Sentiment Score changes over time with the sentiment trend chart.<h3>Review snippets</h3>Discover common keywords and themes throughout your reviews to help improve product page performance and create more effective PPC ads.

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Your guide to Feefo reports

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<h2>What are the current consumer trends? Shopping habits, behaviour, and loyalty&nbsp;</h2>UK consumers increasingly turn to fellow customers to learn more about a product or service, to help them decide whether to buy or walk away.&nbsp;In the Feefo 2019 Consumer Report, we polled 2,000 UK consumers to find out more about their views on reviews, including how much they trust them and how they use them when shopping.&nbsp;Here, we take a closer look at the results to find out more about shopping habits, consumer trends and how verified reviews can impact consumer purchasing decisions.&nbsp;<h2>Shopping habits&nbsp;</h2><h3>How do people shop?&nbsp;</h3>We found the use of mobile phones for online shopping has more than doubled since 2018, with 53% of consumers preferring to use their smartphone for shopping in 2019.&nbsp;Smartphones have overtaken desktops and laptops as consumers’ favourite devices for shopping, with just 31% using a desktop or laptop to online shop in 2019.&nbsp;We also found that:&nbsp;<ul><li>64% of women use smartphones to research and shop online, compared with 41% of men</li><li>62% of 35 to 44-year-olds use smartphones for shopping and researching online, rising to 71% among 18 to 24-year-olds</li><li>42% of consumers research and buy a product or service online at home in 2019, up from 38% the previous year</li><li>8% of over-65s use smartphones to research and shop online, while 13% use a tablet.</li></ul>Excluding bricks and mortar retail, we found consumers most frequently buy from retailer websites (37%) and online marketplaces such as eBay and Amazon (26%). Only 13% regularly use offer websites like Groupon, while just 9% regularly buy from social media adverts or links from influencers.&nbsp;<h3>Top trends&nbsp;</h3>We asked 2,000 UK consumers for their views on reviews, exploring the question of trust and how they use customer feedback. Here are the key trends we found:&nbsp;<ul><li>Smartphone use for researching and shopping has more than doubled but is more popular with women than men</li></ul><ul><li>Reviews are as helpful as advice from friends and family and are used to explore quality, value for money, and hidden drawbacks of products or services</li><li>Most people use star ratings in conjunction with reviews, very rarely relying on stars alone</li><li>Younger consumers are more concerned about the personal profile of reviewers, but for the majority, it’s not a big concern</li><li>Anonymous reviews are not popular</li><li>Consumers are still worried about fake reviews, though slightly less than in previous years</li></ul><ul><li>The absence of negative reviews makes consumers suspicious</li><li>Consumers mostly post reviews for positive reasons.</li></ul><h2>What does this mean for brands?&nbsp;</h2>Problems with fake reviews underline how vital it is for consumers to trust what they read. Shoppers need to access the real opinions of other customers rather than cherry-picked, uniformly positive reviews. Maximum transparency from businesses can lead to increased trust and loyalty, turning satisfied customers into brand advocates.&nbsp;<h2>Why is customer loyalty important?&nbsp;</h2>Reviews should be part of a brand’s strategy for building loyalty, but it’s hard when there’s so much choice online. Our survey found that customer loyalty is scarce.&nbsp;36% said products and quality are reasons for staying with a brand, making them more influential than price (22%) or customer experience (15%). Consistency in service is only influential with 12%, while quirkiness or uniqueness counts with just 3% of consumers.&nbsp;<a href="https://www.feefo.com/uk/business/features/surveys" target="_self">Find out how to make surveys work for you.</a><h2>Reviews&nbsp;</h2><h3>How important are reviews to consumers?&nbsp;</h3>With reviews influencing £23 billion in annual UK consumer spending, retailers must recognise the significance of feedback in the overall customer journey. Almost all respondents (96%) in our research said they read or use reviews in some way when shopping.&nbsp;&nbsp;<h3>What do consumers think of feedback and how do they use it?&nbsp;</h3>80% of respondents found online reviews from other customers helpful, with the same number claiming that advice from friends and family is also useful. Women are more likely (84%) to say reviews are helpful than men (76%).&nbsp;When we asked how consumers use feedback, we found that:&nbsp;<ul><li>75% find price comparison websites helpful</li><li>73% use watchdog or trade recommendations</li><li>53% use press, broadcast or online media reviews</li></ul><ul><li>41% regard advice on social media as useful (rising to 53% among 18 to 24-year-olds)</li><li>29% follow the advice of social media influencers and celebrities.</li></ul>Consumers read multiple reviews before purchasing certain products and services, including:&nbsp;<ul><li>TVs or laptops (57%)</li><li>Holidays, flights and rail trips (45%)</li></ul><ul><li>Cars and big one-off purchases (34%)</li><li>Restaurants (25%)</li><li>Kitchen appliances (23%)</li><li>Clothes (18%)</li><li>Furniture (16%)</li></ul><ul><li>Cosmetics (12%).</li></ul><h3>What about star ratings?&nbsp;</h3>Most respondents (67%) take both the content and the star rating into account when they use reviews. Just 8% look solely at star ratings and ignore review content.&nbsp;Nearly three-quarters (74%) find star ratings helpful when deciding what to buy and 55% will not buy something that only has an overall star rating of one or two stars. There’s a notable difference between men and women – 80% of women find stars helpful, dropping to 68% of men.&nbsp;However, not everyone trusts low star ratings, with 30% of consumers distrustful of one-star reviews because they think they’re unlikely to be accurate. This was truer of men (35%) than women (26%).&nbsp;<h3>Whose review is it?&nbsp;</h3>For most people (60%), the age and background of reviewers is unimportant. However, more than two-thirds (67%) say they care whether reviewers are named and 44% only trust named contributors. Suspicions also arise if the tone of reviews is almost uniformly positive.&nbsp;More than half of consumers (52%) are suspicious if there are no negative reviews of the product or service they’re considering purchasing. This is especially true among the over-65s (65%). The older the consumer, the more likely they are not to trust anonymous reviews.&nbsp;<h2>Why and when do people leave reviews?&nbsp;</h2>Our research found that most of the time, consumers contribute review feedback for positive reasons. 61% left reviews to rate good customer service and 58% offered feedback based on great product quality.&nbsp;Reasons for leaving a negative review included:&nbsp;<ul><li>47% for poor service</li></ul><ul><li>36% for poor quality product</li><li>28% unhappy with the price</li><li>14% disagree with other reviews.</li></ul>We also found that those aged 18-24 are most likely (56%) to leave a review about poor service.&nbsp;We asked our respondents how often they give their feedback, with the following responses:&nbsp;<ul><li>31% post ‘sometimes’</li><li>25% leave reviews ‘most of the time’</li><li>22% rarely or never post feedback</li><li>11% post a review every time.</li></ul>Consumers are most likely to say they never post reviews because it’s a waste of their time (56%). More men (65%) take this view than women (45%).&nbsp;Around 1 in 2 consumers don’t post because it takes too long or there are too many questions. Streamlining the review process can improve this figure, however loss of faith that anything will change should also be taken into consideration. Only 39% of consumers think retailers take review feedback into account, while another 39% are unsure and 22% don’t believe it ever happens.&nbsp;&nbsp;<h2>Negative reviews&nbsp;</h2>Why is negative feedback important?&nbsp;We know how important reviews are, but what do consumers think of negative feedback and how do they use it?&nbsp;We found that more than half (52%) of consumers are suspicious if there are no negative reviews, especially among the over-65s (65%). Almost three-quarters of all consumers (72%) read several negative reviews to see if they cover the same issue.&nbsp;While almost a fifth of all respondents (19%) read negative reviews first, only 23% claimed that a single bad review would completely discourage them from buying something, even if most reviews were positive.&nbsp;&nbsp;<h3>How to respond to negative reviews&nbsp;</h3>While no one likes to receive negative feedback, businesses can learn a lot from customers who weren’t entirely satisfied with their experience. We found that 69% of consumers said that they’d continue to make a purchase if they could see that a company had acknowledged a poor review, apologised and offered a solution.&nbsp;&nbsp;Read our handy guide to find out <a href="https://www.feefo.com/uk/business/resources/customer-experience/negative-reviews" target="_self">how to respond to negative reviews</a>.<h2>Fake reviews&nbsp;</h2>Although most consumers (72%) are worried about fake reviews, this is down from 89% in 2018. Nonetheless, consumers understand the value of verified reviews, with 50% more likely to trust a brand if reviews are authenticated by a reputable third-party feedback platform like Feefo. Among our respondents, we found that:&nbsp;<ul><li>49% trust reviews if they are detailed</li></ul><ul><li>40% want them to sound genuine and be verified</li><li>38% have more trust in a review if a picture of the product is included</li><li>23% never trust anonymous reviews.</li></ul><h3>How can Feefo help?&nbsp;</h3>Providing great customer experience is now fundamental to the success of every retailer. As our research shows, reviews from real customers have become an essential tool in crafting the perfect customer journey.&nbsp;Consumers want authenticity and transparency when it comes to reviews, with the majority still worried about fake feedback. Feefo has long been at the forefront of efforts to eliminate fake reviews, which is why we only publish reviews from real customers who are invited to share their feedback.&nbsp;

Your guide to Feefo reports

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