Feefo Review insights are empowering


F


eefo is a disruptive global technology company empowering brands to make smarter decisions and improve consumer experiences by leveraging the


full potential of real customer reviews. Its cutting-edge customer experience


platform is trusted by more than 3,500 brands including Next, Vauxhall, Expedia, JCB and Thomas Cook, which rely on it to supply smart insights that transform their ability to market, sell and build more-rewarding relationships with consumers. A trusted partner of Google, Feefo’s


technology and consultancy team possesses unique expertise and business insight, enabling brands to employ advanced innovation that optimises the delivery of digital marketing and advertising. There is a reason for this – Feefo’s insights


are uniquely accurate and actionable. The company was the first to recognise the value of invitation-only reviews and works with its clients to ensure that only customers who have genuinely made a purchase or used a service are invited to submit feedback. These verified reviews are an immensely valuable data source which artificial intelligence applications can rapidly analyse. Clients quickly discern trends or discover which specific aspects of products or services are proving most attractive or unpopular. Customers get the information they want without having to trawl through thousands of reviews. There is another substantial advantage to


using verified feedback. Organisations that publish Feefo reviews, good or bad, develop a reputation for trust and transparency that today’s customers value greatly, especially if they respond swiftly and openly. Feefo reviews give sceptical consumers, with a wealth of choice, reasons to trust a brand. There are few areas of business where this


is more telling than in the highly competitive travel market where memorable experiences are what customers expect. Feefo’s insights empower companies to


meet fast-evolving expectations. If these expectations are unmet, the consequences can be damaging, with a stream of negative


Travel Weekly Europe Report 2019 | 41 Matt West


chief executive, Feefo


Genuine customer feedback is of immense value, says Feefo chief executive Matt West


content spread across social media platforms. That makes understanding customer


sentiment in near real-time a must. All kinds of factors now influence demand, including fashion, peer group pressure, sustainability concerns, changing economic and political conditions, and shifting ideas about relaxation and luxury. A travel provider dropping its guard for even a short space of time is likely to lose out to competitors who better understand emerging trends or have more-detailed insight into what delights customers and what irks them. The beauty of invitation-only reviews


for travel operators is that they can take the temperature of customer sentiment at various points in the journey, not just at the end of the holiday. A travel company can use Feefo insights


to gauge the effectiveness of its booking processes, chatbots, check-ins, airport transfers, restaurants, hotels, staff, guides, attractions, excursions – whatever it wants to explore in any area of its European or global operations. Shining through is the importance of


understanding customers so a travel operator or holiday provider can give them the unforgettable, unusual, amazing, beautiful, relaxing or exciting experiences they want. Only when armed with the insights that offer greater understanding of what a customer truly wants can a travel business be confident it is right at the heart of the experience economy.


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