Feefo challenge E-tailers to prove they care about their customers
July 2008: In 2007 the UK internet shopping market was worth over £21.4 billion. Over 20 million people shopped on-line. But are those consumers getting what they deserve or have we lost the trust built by old-fashioned retailing?
This is the question that Feefo - the only independent forum for online customer service feedback - is asking of e-tailers. Feefo want to challenge all web-based retailers to stand up and be counted - to put their service to the ultimate consumer test!
Feefo (Feedback Forum) is the only independent transaction based means for customers to praise or criticise web-based suppliers. Web-based suppliers who sign up to the forum commit to sending details of all their sales to Feefo. Every sale generates an email to the consumer requesting feedback. Customers are able to rate the products and the quality of service received - good or bad. Suppliers have the chance to reply immediately and publicly, making it possible for them to thank customers or rectify dissatisfaction directly. Their customer feedback is then displayed for all to see - the ultimate way to show the world how they appreciate praise and deal with complaints.
E-commerce sites are not only about efficient transactions and the provision of information, they are about building relationships with customers, which is difficult on the internet because you don't meet your customers. All e-tailers want repeat business but in order to get this, the supplier must satisfy their customers' expectations. Can all e-tailers prove that their company does this consistently?
Feefo enables a company to build a reputation on-line. Bill Cawley, the man behind the Feefo concept, says "Feefo is aiming to be the TRUST mark for customers to rely on. At present we have in the region of 20% of customers providing feedback - usually positive, sometimes not. We believe our response rates are so high because it is quick, transparent and honest. Furthermore, companies who sign up with us are immediately telling both customers and potential customers that they care - and are prepared to show it".
He goes on to say "Ebay buyers have been using feedback published on the Ebay website as part of their purchasing decision for years. Amazon customers are the same. Feefo offers all e-tailers the chance to provide that same level of service"
 Office of Fair Trading 2007