The UK’s largest guitar retailer and multi-award-winning company, guitarguitar, is on a mission to deliver the best possible customer experience and service. As an employee-owned brand, like Waitrose, each of its 160 expert staff is invested in and committed to delivering the same too.
As well its six stores across the UK it sells online now too. And, despite its name, the company deals in more than just guitars. It also sells digital drums, amps, pedals, synths, keyboards, and many other things as well.
Robert Simpson
Operations Director
Other than anecdotal feedback, the business had no way of knowing what customers thought of guitarguitar. So they couldn’t, as they put it, ‘’celebrate the positives and overcome the negatives.’’
Feefo’s platform has made it easy for guitarguitar to ask customers what they thought of its service and products. The fact the request for feedback wasn’t coming directly from the company has allowed customers to be totally candid in their replies too.
guitarguitar uses any negative reviews it gets to address issues directly with the customer, so they can put things right and win back their trust.
The company also uses this feedback to proactively improve its processes, procedures, and policies. And it views this as one of the reasons it’s been able to become the UK’s biggest guitar seller, with online sales now representing 50% of its business.
Each week guitarguitar sends company reports on the Feefo feedback it gets and uses it in its planning and decision making. For example, issues they saw reflected in its scores have helped it improve its online sales and support team management. It’s also improved its packaging standards as a direct result of Feefo reviews from customers.
As Feefo is a Google Licensed Content Partner, guitarguitar has been able to use its impressive star ratings within both organic and paid search campaigns too. That’s proved to be a massive trust signal for new and existing customers.
As an invite-only platform guitarguitar knew all its Feefo reviews were from verified buyers. So it could be sure the feedback it was getting was real. This meant it could confidently use the insights it received, good and not so good, to drive its management policies.
In addition to star ratings and opinions of the services and products they’ve had from the company, Feefo allows customers to include their own content – such as pictures of them with their instruments. And guitarguitar has found this very valuable in boosting its authenticity, which in turn helps build brand loyalty.
With approaching 33,000 verified customer reviews, guitarguitar has:
Robert Simpson
Operations Director