How Leading Brands Use Customer Insights to Drive Business Success

Your customer feedback and the insights contained within it are fundamental for the success of your business. We’ve known this for a long time, and we’re passionate about helping you get the most value from your reviews.  

We also love to dig into the big data and share our findings, with pointers about how to use the information. Recent Feefo insight pieces that you might find useful include: 

• The Consumer Benchmark report - insights from over 21.7 million reviews, from more than 6,500 brands to inform our Consumer Benchmark Report. 
• Our eBook, The Leader’s Guide to Customer Experience.  
• An interview with CEO of Feefo, Tony Wheble, sharing his thoughts about how companies should make use of insights.
• Our business questionnaire that helps you understand how evolved your customer insight strategy is.

While collecting feedback from your customers is important, knowing how to respond to that feedback is even more crucial – and it is about far more than simply leaving a reply. How you make use of your insights will depend on your business, what you want to achieve, and the changes that your customers want to see. With that in mind, whether you’re already collecting feedback or not, we thought we’d share some of the different ways that Feefo clients are making use of insights.  

LV= use insights to shape product development 

LV= added verified reviews to their website in order to increase trust with customers and stand out in an incredibly competitive sector. Their approach soon paid off. They have now seen start quote rates on home insurance products increase by 28%, and their Google star rating has improved from 3.9 to 4.7 out of five stars in just 18 months.  

“Understanding your customers and what they really think of your products and services is so important in today’s market. Feedback helps customers to make their purchase decision, and helps us shape product development and process improvements as we strive to stay ahead of the competition.”

- Nigel Saxon, Senior Digital Engagement Manager, LV=

Iceland use insights in real time 

UK supermarket Iceland collects thousands of reviews each year. They’re maximising the value from the insights in that feedback to inform their messaging, increase customer engagement and to drive more sales. By digging into the issues that matter the most to shoppers, they can create highly targeted marketing campaigns. 

"Feefo’s AI-powered customer sentiment insight tool has enabled us to improve our delivery process and initiated some fascinating conversations between us and our customers, resulting in Iceland being able to better respond, listen and take action on feedback."

- Rachel Lewis, Customer Response Co-ordinator, Iceland

 

Totality Services create a new service as a result of understanding customer insights  

Totality Services are an end-to-end IT operations support business in London and have been driving success by making use of the insights contained in customer feedback. One key result included offering an entirely new service.  

"Despite receiving a high rating for resolving a specific IT issue, the customer gave us a low Net Promoter Score on the Feefo platform. When we contacted her, it was revealed there was a disconnect in customer expectations. We discovered her business was very happy with the day-to-day IT support but wanted more strategic IT engagement outside of our standard offering. As a result, we implemented a Small Business IT Director service that increased our NPS from 7 to 9 (Jun 23 – Jun 24) and revenue increased by £65k a year."

- Luis Navarro, Director, Totality Services

Drvn drive business change with customer insights  

drvn, the transportation and logistics company, came to Feefo looking to track the experiences of their passengers and enhance the quality of their service. Since integrating Feefo, they have been able to collect a larger number of reviews – their response rates increased by more than 400% over three years. They can also structure their feedback questions to help them understand their customers better.  

“Our dedicated data science team uses Feefo reviews and the corresponding data points – such as time, vehicle, location, client, passenger type, chauffeur, weather, and more – in our machine learning processes to predict what ride types and circumstances might have a greater risk of passenger unhappiness.” 

- Mario Medina, CEO, drvn 

AAA Travel

AAA Travel began using Feefo to collect reviews from their members in 2022, and since then, they have added Enhanced Features to help them understand their customers and how to serve them better.  

“Feefo has provided our members with an outlet to share their feedback. The insights from their reviews have enabled us to learn more about what is going on and where we may stand to improve.” 

- Chuck Nardozza, Managing Director, AAA Travel

Using insights from reviews, they have been able to build a deeper understanding of their members’ experiences, and to share their learnings with their travel partners. With the additional functionality that Feefo Enhanced Features provides, they have been able to identify emerging topics from feedback using Customer Sentiment Insights and use these to have more informed conversations with travel partners. 

Waltons

Waltons have used feedback extensively within their business, and they found that sometimes it can be the small things that make a big difference to their customers. Feedback showed that customers found the font on instructions difficult to read. The team changed the font and added QR codes to videos to make it easier for customers when they were putting their new garden buildings together.  

"We recently updated our instructions for all the buildings we sell based on feedback that we have received from customers. The previous font, though fine to read on the computer screen, was not easy to read once printed off. Obviously when people are putting their new garden buildings together, most will use the paper instructions to help them. We have also added QR code links to videos which align to the step in the instructions."

- Amy Hallam, Customer Support Manager, Waltons