This month we kicked off our new Masterclass series with a deep dive into one of the most powerful – but often overlooked - parts of every business strategy: How to collect better feedback.
If you joined us—thank you. If not, no worries. You can watch the Masterclass on replay or download our guide to collecting feedback, which is packed with practical tips.
The session explored how feedback, when collected with intention and requested through the right channels, becomes a key strategic asset for any business.
Helen Gage, our Director of Customer Success, opened the class with a simple truth:
“Feedback is everywhere—but not all of it is useful, and even less is used well.”
That set the tone for a session focused on clarity, strategy, and innovation.
Joined by Charlotte McDougall (Product Owner at Feefo) and Lorin Minxhozi from Not On The High Street, we explored how brands can move beyond generic feedback requests and start collecting insights that actually drive growth.
Charlotte reminded us that inboxes are more crowded than ever—over 144 emails a day, on average. Here are some startling stats that we covered:
So, if you’re relying purely on traditional email forms to collect feedback, it might be time to rethink your approach.
Faced with stagnant response rates, Lorin’s team trialled Feefo’s new In Mail product—a frictionless way to collect feedback directly within the email itself. They tested this in addition to our A/B Subject Line testing tool.
“If you make it easier for customers to respond, you can get great results with relatively low effort,” Lorin explained.
Then came our big reveal: Feefo is launching feedback collection via WhatsApp.
Why WhatsApp? Because it’s already part of your customers’ daily lives. It’s personal, secure, and immediate. And in our testing, it’s delivered longer, more detailed reviews—especially from demographics we didn’t expect.
Charlotte shared:
“We saw a fantastic uplift in response rates—even from older audiences. WhatsApp isn’t just for Gen Z. It’s for everyone.”
With end-to-end encryption and seamless integration into Feefo’s platform, WhatsApp is more than just another channel. It’s a high-trust, high-engagement way to collect feedback that matters.
Speak with our team today to see WhatsApp in action
This was just the beginning. Our Masterclass series will continue with sessions on:
Each session comes with a downloadable guide, packed with practical tips and real-world examples.
Customer feedback is powerful—but only when your collection strategy is tailored to your business model and goals. Whether you’re a high-volume retailer, a service-led brand, or selling high-value products, the right questions, asked at the right time, through the right channel, can unlock insights that drive real change.
“Every question you ask must serve a purpose.” – Helen Gage
We couldn’t agree more.