Invopak is Britain’s premier distributor of increasingly sustainable, rigid (UN) packaging containers to manufacturing companies across the UK and Ireland. More than 4,000 British and Irish companies rely on Invopak to provide packaging for products such as resins, food and catering supplies, paints, chemicals and fragrances.
Invopak’s remarkable progress has been driven by a freshly inspired workforce, pioneering digitisation and radical innovation in customer service. What they lacked was a credible method of publicising their excellence online. This was part of the company’s broader strategy of augmenting its online presence, creating greater visibility and building trust with potential customers. A review system was the obvious solution.
Stuart Rolfe
Customer Service Improvement Manager, Invopak
Invopak decided in 2016 to start using Feefo as its customer experience platform. One of the decisive factors was Feefo’s credibility, built on its invitation-only approach which ensures only authentic customers who have bought or experienced a product or service can post feedback and give a star rating.
Any customer can now contribute feedback, with Invopak able to separate service and product reviews.
“Our customers tell us that the quality of the product and service are as important as price,” says Arjen Cooper-Rolfe, CEO of Invopak.
As part of its commitment to customer service, Invopak ensures that each piece of feedback posted by customers receives a personalised response.
“Ensuring each response is genuinely personalised is very much in line with our values. We value each contribution whatever it says and learn from it,” says Invopak’s Customer Service Improvement Manager, Stuart Rolfe. “It would never be good enough for us to send out standard responses as we often see on other platforms.”
Feefo has made a real difference to Invopak, providing a credible platform for public endorsement of its performance in a competitive market. In 2019, Invopak achieved its target of a Gold Feefo Trusted Service Award, and then went on to gain a Platinum award in early 2020, recognising its sustained commitment to customer service.
As well as providing proof of high performance, Feefo supplies a wealth of insights that help Invopak continually improve its customer experience.
“It really helps to hear how our teams make a difference to the customer,” says Stuart. “Feefo helps us identify potential problems and resolve them. We are not scared of getting negative feedback.”
Negative reviews are subject to debriefs among teams and are used to identify where improvements can be wrought or processes overhauled. Conversations with customers about the reason for their unhappiness often lead to re-ratings and better service.
Specific areas of the business that have benefited from interventions powered by Feefo insights include product packaging procedures, while reviewing content has also led to the introduction of more payment options for customers. Feedback has also led to significant changes in third-party logistics.
“Feefo gives us real insights into customer experience, revealing factors we would never uncover by other means,” said Stuart. “It gives the customer a voice and provides us with ways of measuring our success we never had before. We have a far greater understanding of our customer experience than we ever did.”