As a proud, family-run business, luxury home linen brand Belledorm was keen to enhance its excellent customer service while maintaining company values. They dreamed of responding to every customer review with a kind and thoughtful message, proving that their feedback was valued beyond the ratings. Enter Feefo’s AI Replies.
With AI Replies, Belledorm found they were able to:
- Respond to every customer review within 24 hours
- Provide a thoughtful and unique response to every review, upholding their personal, family-run values
- Dedicate more time to enhancing their product offering and refining their customer experience
Belledorm have also improved the performance of their paid adverts by including Feefo reviews. As a result of using Feefo reviews in their paid ads, they have seen a:
- 83% increase in conversion rate
- 18% increase in average order value
- 43% increase in return on ad spend
We spoke to Abhishek, E-Commerce Manager for Belledorm, about how Feefo’s verified review platform and AI Replies feature has enhanced their customer offering and dedication to offering a personalised service. Belledorm is part of The Ruia Group, made up of five brands all of which now use Feefo’s AI Replies.
Engaging with customers before AI Replies
Before utilising Feefo’s innovative new feature, AI Replies, the team at Belledorm perused the challenging task of monitoring, responding to, and crafting a unique reply to every customer. They wanted to demonstrate their family values to every person who purchased through their website but found it demanding to maintain alongside other marketing, product development, and managerial tasks. They also rarely were able to respond to every review.
Already a happy customer of Feefo, they turned to AI Replies to help speed up the task of crafting thoughtful, personalised replies and free up resources to focus on other tasks.
“We were keen to maintain a personal touch that reflects our family-run ethos, but also wanted an option that would enable us to recognise every customer and respond to every review.” Abhishek Ruia, E-Commerce Manager, Belledorm
Why turn to AI Replies?
They were motivated to explore the option of using AI to enhance their customer service by its ability to:
- Maintain swift and efficient communications with customers without compromising the quality of responses.
- Manage replies during high-traffic periods like Black Friday and Cyber Monday, which is particularly important for their e-commerce business.
- Support the customer service team to reach its target of responding to every customer within 24 hours.
- Ensures all reviews are acknowledged promptly and thoughtfully.
How using AI Replies has transformed The Ruia Group business
In addition to enhancing customer service by acknowledging every review and deepening customer engagement, they found they had more time to focus on strategy. For Abhishek, this meant focusing on product development, threading feedback into marketing strategies, and offering a higher level of detail to address complex customer queries.
AI Replies has enabled The Ruia Group to have:
- More time to focus on strategy and complex query resolution
- Deeper customer engagement
- Greater team efficiency across the board
Using verified reviews to build trust and confidence in the brand
As a long-standing client of Feefo’s since 2013, The Ruia Group is passionate about the impact that verified reviews have on their business.
“We know the impact of verified reviews and how consumers buy. It’s extremely powerful, a lot of products on the web you don’t get to see what real users’ experiences were - but with Feefo reviews you can see genuine reviews from customers directly next to products.” Abhishek Ruia, E-Commerce Manager, Belledorm
Customer feedback is an integral part of the company, from its marketing strategy to product enhancements. One of the most impactful changes they’ve made to their company because of insights gained from customer feedback is developing a sustainable bedding range. They recognised that their customers were becoming more sustainable-minded based on an increasing number of reviews mentioning the desire for less packaging and eco-friendly materials.
As a result of insights gained from customer insights, they’ve made two impactful changes to the business:
- Developed a bamboo bedding range to meet customer desires for sustainable materials
- Introduced more sustainable packaging to address customers' comments requesting more eco-friendly options and less packaging.
“Customer feedback directly influences our marketing strategy here at The Ruia Group. We use insights from customer reviews to highlight the features most valued in our products and services – reflecting this in our email marketing campaigns and social media ads.” Abhishek Ruia, E-Commerce Manager, Belledorm
A personal touch
Despite their desire to maintain family values and treat each customer as an individual, they feel that Feefo’s AI Replies elevate their service to their customers – allowing for a thoughtful and individual reply to each customer.
Belledorm is exceedingly happy with its newfound ability to respond to every review within 24 hours, and the resources that it’s freed up elsewhere to redirect its focus. With the ability to build on strategy, develop products, and answer complex queries, all while creating deeper connections with customers, they feel their partnership with Feefo is helping to elevate their family-run business.
To learn how AI Replies could transform your customer service, speak to the team
