<p>We’re all about high quality feedback here at Feefo. Our invitation-only method of sourcing feedback means that you can be sure that the reviews we host on our clients’ websites are genuine. When you’ve had an interaction with a company, look out for invitations via email or SMS, to leave a review to share your impressions of the product or service that you’ve experienced. And if you’ve not yet received an invitation, then you can fill in our <a href="https://www.feefo.com/uk/business/for-reviewers/leave-review" target="_self">request to leave a review form</a> and we’ll verify the transaction and get back to you.</p><p>But how do you write a good review that other potential customers will find helpful?</p><p>It's important to be honest and detailed in your review, providing specific examples of what you liked or didn't like about the product or service. This can help other customers make informed decisions and help the company improve their offerings.</p><h2>Top seven tips for writing helpful reviews</h2><p>Follow our top tips, to ensure your reviews always get the thumbs up from other readers.</p><h3>Be specific</h3><p>Instead of writing a vague review, try to provide as much detail as possible. Adding in the specific elements of your experience, including what you liked or disliked about the product or service, helps other consumers understand what to expect. It also makes it clearer that yours is a genuine review, rather than something that anyone could have put together. This is less of an issue on Feefo because of our invitation-only model but detail still forms the basis of any really helpful review.</p><h3>Be honest</h3><p>It’s essential to say what you feel. If you feel positive – great, the business will love to hear about it. But don't be afraid to provide constructive criticism if there were things you didn't like about the product or service. Detail is helpful here too. Letting people know exactly what didn’t work for you is much more helpful than a rant about how everything was rubbish. It’s the detail about what needs working on that can help companies improve and provide better experiences for everyone.</p><h3>Use descriptive language</h3><p>Try to paint a picture of your experience to really bring the review to life. Consider the difference between "the food was good” and “the ravioli was great, with unusual flavour combinations and beautiful presentation with fresh herbs”. With the first example, you don’t even know what type of food is involved, while the second details the dish and exactly what about it was good. If you include descriptions of exactly what you enjoyed (or didn’t), you’ll help other consumers get a sense of what the product or service is really like. Plus it helps the business understand what’s working, so in this example, they might choose to keep the pasta dish on the menu or create similar dishes.</p><h3>Avoid bias</h3><p>Professional reviewers aim to approach every product or service with an open mind and ideally, you should do the same. Always stick to the facts and try to be objective in your review, avoiding personal biases and emotions. For example, if you don’t enjoy seafood, you may not have a great experience at a specialist seafood restaurant – but that’s not really going to help others, whose personal tastes are different to yours. Being objective will help other consumers make up their own minds based on the information you provide.</p><h3>Make it easy to read</h3><p>It’s important to do what you can to make your review easy for others to read. Check your spelling and grammar – many platforms will do this for you - and ensure you avoid acronyms, jargon or text speak as this can be hard to follow. Well written feedback can help ensure that your review is taken seriously and that others easily understand your message.</p><h3>Include photos or videos</h3><p>As the old saying goes, a picture is worth a thousand words. Including photos or videos can help bring your review to life, as well as making your feedback much clearer. This can be especially helpful for products or services that are visual, for example clothing or interior decoration products.</p><h3>Keep it concise</h3><p>While it's important to provide details, try to keep your review concise and to the point. We’re all busy and no one wants to have to work at it, to find out what you’re trying to say. It’s probably best to aim for around 100-300 words, depending on the product or service. This can help other consumers quickly get the information they need.</p>

<h2>Feefo and feedback</h2><p>We love to receive your feedback at Feefo – it’s what we’re all about. And <a href="https://www.feefo.com/search-reviews">you can read reviews</a> that other consumers have left on a range of products and services on our website, as well as seeing them on our clients’ websites too.</p><p>As we’re an invitation-only reviews platform, you can only leave a review for one of our clients after having a verified interaction with that company (i.e.you’ve bought something from them, visited one of their stores or contacted them in some way). Following that interaction, we send out invitations to leave reviews on the Feefo website and you can also request to leave a review, if you don’t receive an invitation to leave feedback within four weeks.</p><p>We publish all the reviews that we receive, provided they pass our <a href="https://www.feefo.com/uk/business/support/content-moderation" target="_self">moderation process</a>. We do not allow people to use bad language within reviews and we will not publish reviews if we cannot verify that you have definitely had an interaction with the company involved. You can <a href="https://www.feefo.com/uk/business/company/about">find out more about Feefo here</a>.&nbsp;</p><p></p>

If you want a demo of how Feefo could work for you, or discuss our solutions and opportunities further, get in touch and one of our friendly team will be happy to answer any queries.

Want to find out more about Feefo?

Start collecting trusted reviews with Feefo 

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

<p style="text-align: center;"><strong>Fill out your details below and one of our friendly experts will be in touch to show you around Feefo.</strong></p>

At Feefo, we help you choose with confidence because behind every right decision is a reliable review. 

Increase sales and boost conversion rates

Reach new audiences and improve your brand reputation

Drive traffic to your site and grow new consumer confidence 

Why Feefo

Get in touch

How to write a helpful review

How_to_write_a_review_-_hero-min.png

<p>Your customers are shopping online; they find your product to perfectly suit their needs, and the reviews are almost too good to be true. But how can they know for sure if these reviews are real or fake? How to spot fake reviews?<br />Open platforms such as Google, Amazon and Facebook work on the principle of being open to all, so anyone can create an account and leave a review.&nbsp; But this makes it easy for scammers to write and post fake ratings and reviews, and extremely difficult for consumers to decipher which ones are genuine. And it only takes a quick Google to find somewhere to buy fake reviews.</p><p><a href="https://www.feefo.com/uk/business/resources/business-insights/the-cost-of-fake-feedback-a-call-for-greater-protection-report" target="_self">Feefo's Cost Of Fake Feedback</a> report highlights that 72% of consumers are worried about fake reviews. But, while writing or commissioning fake reviews (also known as astroturfing) is obviously unethical, is it actually illegal in the UK? And what can brands do about them?&nbsp;<br /></p><h2>What is a fake review?&nbsp;</h2><p>To put it in simple terms, it’s fake advertising – from someone who either wants you to buy a product or not.&nbsp;</p><h2>Who creates fake reviews?&nbsp;&nbsp;</h2><p>It’s often people, or online bots, with little or no experience with what they claim to be reviewing.&nbsp;</p><p>Sometimes, it may be a competitor writing fake reviews, in order to sabotage a rival business. Or, some businesses may even create or buy fake reviews about themselves, or their products.&nbsp;</p><p>&nbsp;Often, your competitors may create fake reviews about your company or products.&nbsp;</p><h2>How do consumers and businesses feel about fake reviews?</h2><p>For businesses, the only way to guarantee honest reviews is to ensure they’re posted by genuine customers – which is how invite-only platforms like Feefo limit fabrication.</p><p>Here at Feefo, we wanted to explore how the UK is being affected by the growing problem of fake reviews. So we commissioned a survey of over 2,000 UK consumers and 500 small-business owners to find out.</p><p>We discovered an urgent need for more protection from fakes. With only 8% of consumers confident they could spot a false review, and 40% of businesses negatively affected by malicious feedback, governments need to legislate to protect all parties concerned.</p><p>The biggest findings from the report were that:</p><ul><li>97% of UK consumers read online reviews before buying</li><li>Only 8% are confident they could spot fake comments</li><li>Nearly half of consumers bought inadequate products and services after reading fake reviews</li><li>False feedback has affected 40% of small firms, and 21% of firms were affected more than once</li><li>Two-thirds of people say knowing reviews have been verified would influence their buying decisions, but three quarters don’t know what a verified reviews platform is#</li></ul><p></p><p>The EU introduced its Better Enforcement and Modernisation Directive in May 2020, to update consumer rights by banning businesses from using reviews that aren’t left by verified customers. The new rules oblige companies operating in the EU to implement strict processes, aimed at ensuring that published reviews originate from real customers.</p><p>Elsewhere, India’s Department of Consumer Affairs is developing a framework to address the problem, and pressure is growing for greater government protection in Australia. Meanwhile, the UK included measures to make fake reviews illegal in its draft Digital Markets, Competition and Consumer Bill, which featured in the Queen’s Speech in May 2022.</p><p>However, UK consumers and businesses want stronger action. 70% of consumers say the government should do more to protect them against false feedback. Plus, around four fifths of individuals (78%), and SME owners (81%) want to see the EU directive replicated in the UK. That rises to 88% of older consumers.</p><p>The infographic below highlights some other key takeaways from our research:</p><p></p><figure style="text-align: center"><div data-img-caption-container="true" style="display: inline-block; text-align: center;"><img src="https://lh7-us.googleusercontent.com/6a77StDxGJKtBMhEaZbVu-z_WyhgzO8iyRKUljSo6rkqkGwcrU-7eDtxGRJ5wdV5wJaod0ky-GKgkykjMzp1cAobqWsKsb-FENAjywcEs-QdL9jh2XyVhyifDZ_saF1FSoySa8rOV5x7qH-A6yV9JCo" width="695" height="auto" style="margin: auto;text-align: center;width: 695px;" /></div></figure><h2>Why is fake feedback harmful?&nbsp;</h2><p>Reviews are important to customers: shoppers want to feel confident that the product or service they are buying is legitimate and good value for money. Everyone needs reliable reviews in order to make the right decisions.&nbsp;&nbsp;</p><p>A report by the <a href="https://www.weforum.org/agenda/2021/08/fake-online-reviews-are-a-152-billion-problem-heres-how-to-silence-them/" target="_blank">World Economic Forum </a>estimated that $152 billion of online purchases were directly influenced by fake reviews, making them a costly issue.&nbsp;&nbsp;</p><p>Along with being unethical, businesses that buy fake reviews can face the following issues:&nbsp;</p><h3>1. They’ll lose customers</h3><p>With consumers getting better at spotting fake reviews, businesses that acquire phoney ratings are at risk of turning shoppers against them. Many people are taking steps to ensure they aren’t fooled. More than half (<a href="https://www.feefo.com/uk/business/resources/business-insights/the-cost-of-fake-feedback-a-call-for-greater-protection-report" target="_self">52%</a>) of shoppers say they would be suspicious if they couldn’t see any negative reviews.</p><h3>2. They’re missing out on genuine feedback</h3><p>It’s essential to monitor customer feedback to find out how your business is performing. Adding fake reviews into the mix prevents any meaningful analysis of the data that could provide useful insight on what is and isn’t working.&nbsp;</p><h3>3. They’ll be going against trading regulations</h3><p>Purposefully misleading customers goes against the <a href="https://www.legislation.gov.uk/uksi/2008/1277/contents/made" target="_blank">Consumer Protection from Unfair Trading Regulations</a>. And It’ll also put a business’s website in Google’s bad books.</p><h3>4. They're likely to get caught and punished</h3><p>Some websites set traps to find fake or bought reviews as soon as they’re created. Most review platforms, such as Feefo, shift and filter through hundreds of reviews a day, to ensure that they only publish authentic reviews.&nbsp;</p><p>Any business caught attempting to scam customers could face a fine, or be taken to court in more complex cases. What’s more, times could be about to get tougher for the fakers, as in April 2022, the UK government announced plans for further regulation to <a href="https://www.gov.uk/government/news/new-rules-to-protect-consumers-hard-earned-cash" target="_blank">make purchasing fake reviews illegal</a>, with corresponding increases in penalties.</p>

<h2>Are fake reviews illegal?&nbsp;</h2><p>The short answer is: yes.&nbsp;&nbsp;<br/></p><p>Purposefully misleading your customers could place you in violation of the <a href="https://www.gov.uk/government/publications/consumer-protection-from-unfair-trading-regulations-traders" target="_blank">Consumer Protection from Unfair Trading Regulations 2008</a>, as well as advertising codes.<br/></p><p>Under this regulation, businesses cannot conduct misleading actions or omissions which are likely to cause a consumer to make a different decision – this may include faking reviews or preventing customers from leaving genuine negative reviews.&nbsp;</p><p>Not only is it illegal to post fake positive reviews about your business, but it’s also illegal to post damaging fake reviews about another business, such as a competitor. Trying to sabotage another business like this could leave your business open to being sued for malicious falsehood.&nbsp;</p><h2>How to spot fake reviews&nbsp;</h2><p>Fake reviews have become harder to spot over the years, but there are still telltale signs to look out for. Here are our top tips for easily identifying whether the reviews your business receives are genuine or not.&nbsp;</p><h3>1. The wrong product or service.</h3><p>One of the most obvious signs of a fake review is if the review is about the wrong product or service.&nbsp;</p><h3>2. Unfamiliar customer name</h3><p>See if the reviewer has left their name and cross-reference it with your records. If you don’t have it in your database, there’s a chance they may not be a genuine customer.&nbsp;</p><h3>3. Poor writing</h3><p>Does the review itself make grammatical sense? If it has lots of spelling mistakes or formatting issues, it could be a clue that it’s fake.</p><h3>4. Generic details</h3><p>Generic reviews that are overly positive or negative and don’t mention any specifics are immediately suspicious. If customers have had an exceptionally good or bad experience with a company, they’ll likely want to leave some details. For example, if the package arrived late, they might name the member of staff that dealt with their inquiry if their experience was positive.&nbsp;</p><h3>5. No negative reviews</h3><p>A lack of negative reviews can be a huge sign that what you’re reading may not be the real deal. 52% of consumers get suspicious if there are no negative reviews for the product or service they want. In fact, products with a rating of <a href="https://www.feefo.com/uk/business/customer-stories/salon-services" target="_self">4-4.9 stars are more likely to convert</a> than those with only glowing 5-star reviews by a whopping 173%.</p><h3>6. Lack of emotion</h3><p>Real reviews will usually include comments regarding how the product or service they purchased has impacted their life in some way. If the feedback doesn’t refer to value, or seems unemotional, it could be fake.&nbsp;</p><h3>7. Jargon</h3><p>If the review contains industry-specific jargon – terms you would only expect someone who works in your business sector to know – the comment may have been left by a competitor, rather than a genuine customer.&nbsp;</p><h3>8. Links to another site</h3><p>If the review includes a hyperlink to another website, that’s a big red flag. It could be a competitor trying to lure potential customers to their site instead. Even worse, your customers might get directed to an unprotected, dangerous website.&nbsp;</p><h3>9. High frequency</h3><p>A sudden influx of either positive or negative reviews should always raise alarm bells, unless you’ve recently made a big push to ask customers for feedback.&nbsp;</p><h3>10. Strange reviewer profile</h3><p>Look at the reviewer themselves and the other reviews they’ve left; if they're all the same or are strikingly similar, there’s a big chance they aren’t a genuine customer.&nbsp;</p><p>If you’re still not sure if a review is genuine, there are a few online tools you can use to help such as <a href="https://www.fakespot.com/" target="_blank">Fakespot.</a></p>

<h2>How to remove fake reviews&nbsp;</h2><p>The good news is that the laws around fake reviews don’t just apply to businesses; consumers can also be held to account. If you find yourself under fire from unjust feedback (such as a defamatory review from a competitor), here are a few things you can do:&nbsp;&nbsp;</p><p></p><p><strong>Get solid proof</strong> – To get any review removed or to take legal action, you will need to be able to prove that the feedback is false.&nbsp;</p><p><strong>Get in touch with the review platform –</strong> Contact the review platform to see if the review can be removed.&nbsp;</p><p><strong>Report it –</strong> If the fake review has been left on your Google ‘My Business’ page, then you can report this through Google’s own interface; however, you’ll need to prove that the review wasn’t left by a genuine customer.&nbsp;</p><p><strong>Get legal support – </strong>It is possible to sue an individual for leaving a fake review, but the process can be lengthy. Firstly, you must contact a solicitor and have solid proof that the allegations are false. Then, you need to be able to prove that you have lost business as a direct result before you can take it to court.&nbsp;</p><h2>How to prevent fake reviews&nbsp;</h2><p>There’s plenty you can do to mitigate the impact fake reviews have on your business’ reputation once you’re aware of the problem.&nbsp;&nbsp;</p><ul><li>Use a trusted reviews platform to collect feedback. Ensure you use a provider that collects reviews from your verified customers. That way you can make sure that your rating is a true reflection of your service, as you know it’s only genuine customers who have left you feedback.&nbsp;</li></ul><ul><li>Make monitoring and managing your digital presence business as usual – especially your Google ‘My Business’ page, as this will often be one of the first places customers research your business.</li></ul><ul><li><a href="https://www.feefo.com/uk/business/features/respond-to-reviews" target="_self">Respond to feedback</a> wherever possible, both good and bad. The more you’re seen to be publicly responding, resolving and challenging potentially fake reviews, the more transparent and trustworthy your business will appear to potential customers.&nbsp;</li><li>Follow the international standard for online reviews. While this won’t actively keep fake reviews at bay, complying with the standards set by <a href="https://www.iso.org/standard/68193.html" target="_blank">ISO 20488</a> can help make sure that your business is always making the right decision when it comes to online reviews. ISO 20488 acts as a detailed checklist that demonstrates best practices regarding online reviews.</li></ul><h2>Keep fake feedback at bay, forever&nbsp;</h2><p>The best way to eliminate fake reviews is to take fake reviewers out of the equation. By using an invite-only feedback platform, like Feefo, your business has the power to send a personal review request to genuine customers only.&nbsp;&nbsp;</p><p>This means every review is verified, so consumers know they can trust them and your business. It also saves your business precious time, as your team won’t have to check and verify every single review themselves.&nbsp;</p><h2>Genuine, verified reviews can:&nbsp;</h2><ul><li>Increase consumer trust in your business, making shoppers more likely to convert.&nbsp;</li></ul><ul><li>Help both SEO and PPC campaigns by displaying star ratings in Google search results, boosting visibility and website traffic.&nbsp;</li></ul><ul><li>Give you crucial business insights which can be used to improve your service, products and processes.&nbsp;</li></ul><p><br />At Feefo, we’ve been <a href="https://www.feefo.com/uk/business/features/brand-reputation" target="_self">fighting fake reviews</a> for years and our invite-only platform ensures that only genuine customers can leave feedback about your business.<br /><br />Learn more about Feefo on our <a href="https://www.feefo.com/uk/business/why-feefo" target="_self">Why Feefo</a> page.</p><h2>Download the Cost of Fake Feedback report</h2><p>To see our full report on the Cost of Fake Feedback for UK businesses and consumers, which includes additional guidance and market insights on how fake reviews are having an impact, please use the link below.</p>

How to spot, remove and prevent fake reviews for your business

Google-promotion.png

You may also enjoy reading...

<p>If you want to build a successful business, you have to understand your customers. Not only do you need to know who your ideal customers are, but you also have to find out exactly what they want.</p><p>Customer insights are the desires, needs, and expectations of your buyers and they can prove invaluable to your business.</p><p>There are a lot of ways to get these crucial insights. One of the best and easiest ways to search for this information is through <a href="https://www.feefo.com/uk/business/features/surveys">customer feedback surveys</a>. Let’s take a closer look at what types of feedback surveys there are and how to create an effective survey that actually works.</p><h2>What are customer loyalty insights?</h2><p>Customer loyalty insights provide invaluable information about customer retention. You'll get a good idea of how loyal your customers are, alongside the factors that impact their loyalty.</p><p>These insights will also give you a much deeper understanding of how your customers behave. You can use them to identify any changes that may need to be made to improve retention ratings.</p><h2>The benefits of customer loyalty insights</h2><p>Collecting customer loyalty insights provides a fantastic range of benefits for your business. Used correctly, these insights can:</p><ul><li>Discover why customers have churned</li><li>Understand employee performance and client satisfaction</li><li>Improve the customer journey and experience</li><li>Boost your marketing efforts</li><li>Improve customer retention rates</li><li>Increase profits</li><li>Gain feedback on new features and developments</li></ul><h2>What’s the difference between market research and customer insights?</h2><p>Market research means gathering information about your customers or target market. It focuses on knowledge and statistics. Customer insights, on the other hand, involve taking action on the information that's discovered.</p><p>Market research lets you know what's happening with your customers. Customer insights let you see why it's happening.</p><h2>Seven types of customer feedback surveys</h2><p><strong>1. Customer reviews</strong></p><p>Customer reviews are usually associated with product reviews where customers are asked about their experience with the product they have recently purchased. These types of reviews are usually in an open-ended, free format and are a fantastic way of getting product feedback at scale. You can usually find customer reviews online, on the corresponding website product pages.</p><p><strong>2. Customer feedback</strong></p><p>Customer feedback is associated with the experience that customers have with your company’s service. This includes interactions with your customer service teams – by telephone, email, post, web chat, or social media – or your sales colleagues. Customer feedback is a great way to gauge how well your employees are trained to serve your customers pre- and post-sale, and what your overall level of customer service satisfaction looks like.</p><p><strong>3. Customer satisfaction surveys</strong></p><p>You can use customer satisfaction (CSAT) surveys to understand your customers’ satisfaction levels with your business's products, services, or specific experiences. A single question usually asks: How would you rate your overall satisfaction with the service you received?</p><p>Answers are graded on a scale, usually from 1-5, where 1 represents very unsatisfied and 5 represents very satisfied. Once you start collecting responses, you can measure your score using the formula below:</p><p><strong>(Number of satisfied customers (4 and 5) / Number of survey responses) x 100 = % of satisfied customers</strong></p><p>This score indicates how satisfied or dissatisfied customers are with whatever you want your survey to measure.</p><p><strong>4. Net Promoter Score&nbsp;</strong></p><p>The Net Promoter Score (NPS) is an index ranging from -100 to 100 that measures the willingness of customers to recommend a company’s products or services to others. It's used to gauge the overall satisfaction of customers with your company's product or service and their loyalty to your brand.&nbsp;</p><p><a href="https://www.feefo.com/uk/business/features/nps">NPS</a> surveys ask the question: On a scale of 0 to 10, how likely are you to recommend this company’s product or service to a friend or a colleague?</p><p>Learn more about calculating <a href="https://www.feefo.com/uk/business/resources/customer-experience/net-promoter-score">NPS</a> with our Net Promoter Score guide here.</p><p><strong>5. Website experience surveys</strong></p><p>Design your on-page website experience surveys to show on key pages of your website, or set them so that they can be triggered when a visitor takes certain actions on a page. They can collect information about the design, user interface (UI), and user experience(UX)of your website, and can be very effective in better understanding your customers' online pain points or what information is maybe missing from your website.</p><p><strong>6. Social media surveys</strong></p><p>You can find praise from your biggest fans and complaints from your unhappiest customers on social media. Using social media to collect feedback via in-channel polls or landing page surveys is a fantastic way to show your engaged customers that you hear them and want to know more. If you're struggling to get the reach you need for a high volume of responses, you can also boost your survey to more of your customers using paid social.</p><p><strong>7. Customer Effort Score (CES)</strong></p><p>This customer satisfaction metric measures the effort a customer needs to put in to complete an interaction with your business. This is a great way to understand what goes wrong in each step by asking: ‘How easy was it to find what you were looking for?’ or ‘How easy was it to solve your problem?’.&nbsp;</p><p>Customers are given a scale of 1 to 5 to rate their response with 1 being ‘Very Difficult’ and 5 being ‘Very Easy’.</p><h2>How to make a survey to gather customer loyalty insights&nbsp;</h2><p>If you want to ensure you gain valuable customer loyalty insights from your surveys, you can:</p><p><strong>Keep the survey short – </strong>Your customers aren’t going to spend a lot of time filling out your survey. Therefore, the shorter you can make it, the more likely they are to complete it. If you have a lot of questions you’d like to ask, condense them down into a list of the most important ones.</p><p><strong>Define your purpose – </strong>Determining the overall objectives of your survey will help shape your questions and give you an idea of what you want to do with the data you collect. Narrowing down your focus will save you time in the long run and will help you to yield the data that is valuable to you.</p><p><strong>Ask the right questions –</strong> If you're keeping the survey short, you need to make sure you're asking the right questions. In terms of customer loyalty insights, you should ask questions regarding their experience and how likely they are to make another purchase.&nbsp;</p><ul><li>Closed-end questions – Respondents answer using a yes or no, multiple choice, or rating scale system. These are quantitative questions and they’ll give you quantifiable data which is easy to collect and analyse.&nbsp;</li><li>Qualitative questions – These are open-ended questions. The user is free to give whatever answer they like, so while the results are harder to measure, you can get more information and insight into their responses.</li></ul><p>For more ideas about which questions to ask your customers, take a look at our 20 examples of effective survey questions here:</p><p><strong>Avoid personal questions</strong> – Intimate questions will go unanswered and customers may choose to leave the survey altogether without finishing. Leave out overly personal and security-sensitive questions. For example, people may not want to disclose their exact monthly income but might feel comfortable ticking a box that asks for a broad range. Similarly, they may not want to share their postcode, but might be happier sharing their county or closest city.</p><p><strong>Use simple language</strong> – Using complicated industry jargon that customers don’t understand can cause survey fatigue. You don’t want to confuse the respondent and end up with vague or incomplete answers. Make it conversational and use terms that a layperson would understand easily.</p><p><strong>Leave room for more feedback</strong> – This gives respondents the option to offer their feedback on something that you may not have considered. Including an open-ended feedback section allows you to collect responses that you would have otherwise missed out on.</p><p><strong>Make it mobile-friendly</strong> – An increasing number of customers are completing surveys on their mobile devices. Make sure your survey is mobile-optimised and works fully on smaller devices. Customers should be able to easily access the survey on the go, which boosts your chances of completion; the more people who answer, the more data you'll have.</p><h2>How to action insights from your customer satisfaction survey</h2><p>What you do with your data is just as important as how you collect it, and here’s how you can make the most of it:</p><p><strong>1. Analyse the results</strong></p><p>Look for trends within the responses to see what problems come up the most. This gives you areas of immediate focus.</p><p><strong>2. Close the feedback loop</strong></p><p>Too many negative scores? Respond to the most common grievances as soon as possible for a chance to gain their trust next time.</p><p><strong>3. Convert them</strong></p><p>Easily convert unsatisfied customers into satisfied ones by focusing on areas that they’re unhappy with. Use tactics like discount codes and free delivery to ask them for a second chance where you provide them with a service that solves all the issues they had in the first place.</p><p>Start creating effective customer satisfaction surveys with Feefo.</p><p>We’re proud to offer an easy-to-use <a href="https://www.feefo.com/uk/business/features/surveys">surveys platform</a> that works seamlessly alongside our trusted customer reviews. Get in touch with one of our consultants today to find out how surveys can play a key role in your customer feedback strategy.</p>