SUPPLIER OPINION
Andrew Mabbutt, chief executive at Feefo
A top-rated service F
Reviews posted by genuine customers are valuable. Feefo ensures that only those who have made a purchase get to leave vital feedback
rustrated by fake reviews? Join the club. Businesses are spending billions attempt- ing to stem the tide of fake feedback. But the reality is, almost a quarter of reviews are not genuine – and it is a headache for business owners whose reputation is made or broken by the confidence of potential customers. While big wigs spend big bucks failing to plug holes in a flawed review system, Feefo, the global feedback engine, is already providing the solution to thousands of brands. “Reliable customer feedback is crucial,” explains Andrew Mabbutt, chief executive at Feefo, “with 88% of consumers making decisions based on online reviews, if you cannot trust your reviews are from genuine customers, then what is the point?” But how can businesses be sure their reviews are genuine? “Feefo’s powerful closed platform means only a genuine consumer, who makes an actual purchase, is invited to leave a review.” Mabbutt explains. “There’s no room for fakes. No imposters. No competitors.”
And knowing it is genuine cus- tomers is the whole point. Sites like TripAdvisor have been making the news recently for rogue reviews from anonymous individuals pos- ing as legitimate customers. For all the promises of processes to rout out erroneous reviews, it is clear they cannot keep up.
“If you
cannot trust your reviews are from genuine customers, then what is the point?”
Some have had enough, with campaigns
to fight fake feedback launching across social media, such as ‘#NoReceiptNoReview’ gaining momentum on Twitter. Feefo ele- gantly side-steps the problem by making it impossible for anyone but genuine, verified customers to leave their opinion – because they are the only opinions that matter. Feefo is leading the charge with the genu- ine feedback revolution. Knowing comments are made by real consumers, businesses can implement changes with confidence, knowing they are responding to genuine suggestions. “It makes sense to listen to your customers,” said Mabbutt, “Feefo’s powerful portal allows companies to use a custom reporting toolset to target specific issues, focus attention where it’s needed and identify the behaviour of purchas- ing advocates.” This simple but extremely effec- combination
tive of providing
trusted reviews along with genu- ine business insights has helped big names do away with the guess- work of reviews. Now used by over 2,500 brands, all are benefiting from increased online presence and greater customer confidence. Most importantly, they are harnessing the power of the opinions of their most valuable asset – their customers.
www.feefo.com
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