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Croner-i integrate Feefo into more than just a review strategy

A customer feedback strategy is embraced from start to finish. No wonder Croner-i are multi year winners of the Trusted Services Award.

It’s fair to say that Croner-i embrace the power of customer feedback across all levels. From encouraging team members to request feedback, to rewarding those collecting excellent feedback with some pretty impressive prizes.

Croner-i are leaders in providing advice, consultancy, tax insurance and online information, expert guidance, and tools for professionals. Every day, they help thousands of companies and accountancy firms comply with the law, achieve, and maintain best practices, and create value with specialisms in tax, accounting, auditing, HR and health & safety.

They’re also proud winners of the Platinum Trusted Service Award since 2021 – which recognises businesses that go above and beyond to give consistently excellent service and dedicate themselves to acing their customer experience - year after year.                  

Why Trusted Services Award?

Croner-i LOVE to talk about their Platinum Trusted Services Award. It’s embedded across their website, social media, in their email signatures and even in their pitching decks for new clients.


When we asked Croner-i what they like about the TSA they said: 

“It shows our customers that we have a true commitment to customer service, with an award which is completely independent of ourselves. This isn't something that we're just telling them. It’s verified. And it’s independent from us.”

They feel that this is what makes customers trust them. Their customers know and trust what Feefo is and recognise that the TSA’s are independently verified. For Croner-i, it’s a real badge of honour. 

Embracing customer feedback business-wide 

Croner-i has made feedback an integral part of their business strategy - from onboarding new staff to understanding the commodity of the customer journey even years into a relationship. 

Croner-i utilises the power of collecting and examining customer feedback from day one. They do this by:

  • Onboarding new staff: teaching them the importance of listening to customer feedback and using it to shape learning 
  • Setting team targets for the number of Feefo reviews collected 
  • Setting individual targets especially recognising reviews that mention particular team members 
  • Aligning their values against feedback to check they’re living up to their own expectations 
  • Sharing reviews on their internal site for all staff to see 

Using customer feedback to understand the customer journey 

Croner-i listens to its customers at every moment in the journey – from inception to a few months, or even years down the road. Using  Feedback Request Manager, they track and examine exactly where their customer service peaks or fails. 

In their words, their customer feedback strategy is ‘there at the very front, from the very first call we have with our customers. It’s present from conception to inception.’

“The minute we start talking to a new customer, we're talking to them about the feedback that we've got. We send them a review request at different milestones during their life cycle with us. Because we don’t just want to know when we’re doing great, we want to know when our service drops and what can do to improve it.”

Clare Martin

Head of Operations for Croner-i

Using customer feedback for learning 

Croner-i is not new to using customer feedback to make improvements within the business. They’re committed to addressing negative feedback, acknowledging, and responding to customers and assessing where changes or additional training may be needed.

Clare Martin said of receiving negative customer feedback: 

“We will come and talk to you if we think that we can help off the back of your feedback. We want our customers to know that we care about what they think, and we will take action. If you tell us something that we haven't thought of, we will innovate. And we will use that as part of our service provision and develop the products that we've got.”

Their commitment extends to real tangible changes. One particular tangible change they’ve made within the business stems from the use of keywords on their resource database. They noticed several reviews highlighting that a particular document was hard to find. And when they analysed their feedback, it was apparent that customers were using different words to search for the document. By updating the keywords linked to the document, they were able to resolve a common customer issue. All as a result of collecting and analysing their customer feedback. 

Using customer feedback to celebrate staff

Croner-i has some exciting initiatives to celebrate staff who are receiving outstanding customer feedback.                                                   

  • The 100 Club celebrates staff who receive 100 reviews on Feefo
  • Staff who receive outstanding customer feedback are rewarded with an all-expenses trip away
  • And most importantly, they host events for all staff to celebrate success, especially when it comes to the TSA’s

The results: 

Croner-i’s customer feedback strategy is something to be applauded. Not only has it led them to deliver exceptional customer service – as evidenced in their repeated win of the Trusted Services Award – but it’s also provided them with a tool for continuous improvement.

Founded in 2010, Feefo is a ratings and reviews platform that collects reliable and constructive reviews for thousands of clients worldwide. We only send invitations to verified customers to ask them to leave a review, so consumers can learn how people like them feel about different products and services. And companies can truly discover what they’re doing right, and where they can improve. This allows Feefo’s clients to create transparent, trusted relationships and deliver exceptional services that their customers can depend on - every time.

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