Fake reviews plague many online websites. These reviews deceive potential customers and make it difficult for businesses to adjust to consumer feedback. Feefo’s solutions eliminate fake reviews because they focus on feedback from verified purchases. This improves the customer experience and builds trust in the business.
I spoke with Neil Mcilory, the Head of Product at Feefo, to learn about their solutions and they are making the web a safer place to shop.
What is the History of Feefo?
Feefo is a technology company based in the United Kingdom. It was originally founded in 2010 by Andrew Mabbutt and Matt Eames as a SaaS company. After achieving rapid expansion, Feefo was recognized as one of Britain’s 100 fastest-growing private technology companies by The Sunday Times Tech Track.
Its cutting-edge review platform is now trusted by more than 3,500 online and retail brands. Customers are currently concentrated in the UK, US, and Australia. Feefo caters to a broad selection of industries, ranging from travel to financial services to healthcare, to name a few. With their continued growth, Feefo gained status as a Google Partner in 2018.
Feefo’s potential was recognized in November 2018 when a management buyout was completed by Matt West with the backing of the private equity firm Vespa Capital.
Is Feefo Only For Online Businesses?
Although many people associate reviews with the online shopping experience, Feefo’s technology is perfect for retailers too. By assigning a unique transaction identifier on the bottom of receipts, retail customers can complete reviews of their shopping experience.
Whether the reviews are from retail or online experiences, the business can gain valuable insights to improve their business and understand their customers better.
How Does Feefo Improve The Customer Experience?
The best way to understand the mind of the customer is to ask them directly. By engaging with actual customers to receive authentic reviews helps in multiple ways.
The customer appreciates the opportunity to share the good and the bad about their shopping experience. They can recognize an employee that went above and beyond or they can highlight areas that need improvement. The business can increase workplace loyalty by reinforcing positive comments about employee behaviors.
How Should A Business Handle Negative Reviews?
There have been many stories about businesses threatening customers about negative reviews posted online. This is absolutely the wrong approach!
With the honest surveys from real customers on the Feefo platform, the business can immediately address negative issues. This will ensure future customers are not affected in the same way. And addressing customer complaints lets them know that their feedback is taken seriously and that they are a valued customer.
Future customers can see that customer complaints were taken seriously and addressed quickly. No business is perfect, and we all make mistakes. How you respond to the mistakes and make things right makes all of the difference in the eyes of employees, customers, and stakeholders.
Should My Business Use A Chatbot?
Artificial Intelligence (AI) technology is improving by the day. Feefo uses AI, natural language processing, and machine learning in their algorithms to improve the survey experience, data collection, and analysis.
One of the uses of AI is Chatbots. Although Chatbots are new, the idea is simple. Be ready and available to respond to customer feedback on whatever channel they prefer to communicate with you.
Most businesses can easily establish a Chatbot sequence to answer basic questions. If the customer needs go beyond the basics, then direct them to another communication channel that offers full-service communication.
Will Displaying Reviews Improve SEO?
A sound SEO strategy is imperative for customers to find you. Feefo offers a free SEO Audit of your site and strategy to help you improve your rankings in search results.
You are gathering intelligent data from your customer reviews and you need to highlight that information. By properly positioning your products and reviews, Google will show your seller ratings in their search results, which will entice customers to click on your links.
With the integration of Feefo reviews into your site, it will improve the overall user experience. Customers will visit more pages on your site, which reduces your bounce rate. And those customers are more likely to buy your products based on the positive reviews from previous customers. All of these actions send signals to Google (and the other search engines) that increase your domain authority and moves your website up in the search results.