Autumn 2008

Fishtec (a BVGAirflo company), Woods of Shropshire and Flying Brands are among the latest online retailers to sign up to Feefo, the independent third-party customer feedback web site.

Feefo provides an impartial channel through which online shoppers can submit feedback directly to suppliers. It sends emails to people who have bought from participating web sites, inviting comments. One of its earliest and most committed users is Charles Tyrwhitt. The name is an abbreviation of 'Feedback Forum'.

Shoppers' comments are visible on the Feefo web site for the world to see – which therefore imposes a discipline on the supplier, as well as delivering detailed information on customers and their experiences. Participants are in effect putting their service levels on the line, which in itself can be an incentive for shoppers.

Judging by a quick trawl through posted comments, delivery issues figure fairly high on the list of shoppers' complaints. However, the general level of satisfaction appears to be very high (mostly 90 per cent or above).

 

The standard service is free to retailers, and includes basic analytics on customer service and feedback, but users can pay to receive much more wide-ranging analysis of feedback, as well as a range of customer relationship management tools.

* We hope to look more closely at Feefo in a future issue of F&E, but our current view is that it is it's an idea that deserves much wider participation.