Ruth Leak of Kurt Salmon Associates explains what features distinguish the leading online retailers of today
Leading upmarket clothing retailer Charles Tyrwhitt has signed up to Feefo, the new super-honest customer feedback platform. Since then they`ve had more than 16,000 feedback responses with a resounding 99% approval rating. All the comments that customers make - both good and less so - are publicly available for potential buyers to see.
Feefo offers the opportunity for potential buyers to find out whether internet suppliers really do care for their customers. At last customers have a chance to give their verdict on the people they do business with, because when suppliers join Feefo, every customer is given a chance to give their feedback which is published in realtime on an independent website. The web address is www.feefo.com
If you trade on eBay, nowadays you`ll probably avoid dealing with people who do not have good feedback. In the very near future the same feature will be a pre-requisite for any web trader, and Feefo is leaders in the field by being independent, realtime and focused on the service received from a very specific supplier. I`m not sure about you, but reading testimonials held within any supplier website never convinces me - they are hardly likely to publish their complainant`s letters!
I recently met founder Bill Cawley, who told me "Trading on the web has always been seen as risky by many people, but it`s our business to make sure that reputable traders can prove they`re reputable" he continued "we`re here to ensure we publish an instant reputation to allow people to establish who they wish to spend their money with - who they can trust".
Feefo`s independent and open approach to providing customer feedback has quickly proved its value to Nick Wheeler, Charles Tyrwhitt`s CEO and Founder. Since the trial started over 16,000 customers (about 20% of those invited to respond do so) have provided feedback on Charles Tyrwhitt`s products and services for the entire world to see via links from the Charles Tyrwhitt site.
Initial indications are that shoppers who visit Feefo from Charles Tyrwhitt are 3 times as likely to buy, and shop much more regularly, compared to those who shop the site without visiting Feefo.
Nick Wheeler, Charles Tyrwhitt`s Founder and CEO says:
"I am a big believer in honesty. I sell shirts because we make the best shirts at the best price. So when I came across Feefo, I jumped at the chance to put in on our website. Everybody claims to make the best shirts and the only judge is you the customer.
Because Feefo is independent we cannot edit our customers` response in any way. I was worried at first - to say the least- but am delighted to see that 99% of our customers rate our service as excellent or good. I shall not rest until we hit 100%!"