OManchester-based OTA Laterooms has automated reporting and analysis of review feedback, saving time and money on a process that used to involve a team of 10.

to, building reassurance before they commit to spending their money. And once brands know what

their target audience is saying about their product, they can use that to sharpen advertising content, making it hyper-relevant to other prospects. “When you book a holiday, you’re

spending hard-earned cash, and consumers want the experience to start the moment they begin looking,” says West. “As a brand, you have to look at the whole experience and talk to your existing customer base and prospects and showcase what is going to be delivered. At the moment, there is a lot of making assumptions about what customers are saying. “Our approach takes actual

information to give a beter response for the money firms are spending on their advertising, and turn consumers into advocates.” New capabilities are being rolled

out all the time so partners must be kept up to date and trained to get the most out of them. So Feefo’s Customer Success team looks to encourage “super-users” of

the platform to profile what it can do for the 5,000 brands that use it. “Tat’s a lot of people to

communicate with,” says West. “One of the things we need to address is different levels of awareness. Tere are customers who say ‘I didn’t know Feefo did that’.


“Tat’s why we launched the Hub, to showcase the different facilities they might use. We’re not going to recommend you spend money on things you’re not going to see the benefit of. We want to help in some of the current challenges that have evolved over the last two or three years in customer experience.” One of those challenges is

review fatigue as consumers become inundated with pleas from brands for feedback. Development has started on new consumer survey functionality that will enable Feefo clients to appeal for feedback on different channels, such as their own sites and social. Tese ‘private insights’ will be kept separate from Feefo’s core

verified user reviews, but will also provide key feedback. Despite review fatigue, consumers

continue to base buying decisions on them, so fakery remains a challenge not just in travel but all sectors. In December last year, Which?

uncovered how review farms are generating thousands of fake five-star reviews on Amazon. “Generally speaking, no one

believes a 100% customer rating,” West says. “No one gets it right 100% of the time. Te biggest issue is how you deal with things when they go wrong. We have never lost our mantra of being transparent and trusted. Tis stuff is really important. If it’s not important to you, you are probably not a client of Feefo.” West added: “I’m unbelievably

proud of what we have been able to achieve, but what you cannot do is sit back. “We need people like Gavin

[Tollman] to keep making demands and telling us what their challenges are so we can continually develop and stay ahead.”

OFamily holidays specialist Eurocamp uses Feefo to get feedback on the customer journey, booking experience, clients’ arrival and post-holiday reviews. This data is shared with park management so they can resolve issues as they come up to address any dissatisfaction before guests write a scathing review.

OEurocamp is also using the feedback for Performance Profiling – Feefo’s artificial intelligence-powered automated analytics – to hold operator partners to account. It has decided to drop resorts that have been found to be the cause of negative customer experiences based on this feedback.

OHF Holidays, a guided walking and activity holidays provider, has improved conversion rates with Feefo’s Media Gallery, having recognised the importance of imagery. The widget enables clients to use consumers’ images, video and audio on websites and in advertising to bring the product to life for prospective bookers.

11 JULY 2019


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