Insights

Each year, we honor client brands that take customer conversations to the next level. Here, read about how customer conversations change everything.

Insights awards finalists

The winner in this category uses consumer feedback to inform the way products and services are developed. They have designed systems for listening to customers and for distilling these insights into action across the organisation. Their efforts result in increased customer retention and confidence. Read the stories of our finalists in the Insights category.

Marks & Spencer: Customer feedback decreases customer returns

M&S send post-purchase emails to online customers to gain valuable insights. In a recent test, the email generated a 427% increase in reviews, and M&S tracked additional sales directly from visitors returning to the site through the post-purchase email. Through the analytics capabilities provided by Bazaarvoice, M&S found that visitors who interact with reviews have a 198% higher conversion rate and 23% higher average order value. Additionally, they have seen a decrease in return rates since launching customer reviews.

Appliances Online: Customer insights improve customer experience

Customers help Appliances Online improve products and online product information. Bazaarvoice moderation services tag reviews mentioning certain product issues, quickly highlighting common flaws, Appliances Online send manufacturers detailed analyses of input to help improve products. The firm also works with manufacturers to quickly answer shopper questions and update product pages. Feedback from customers even influences scripts for the site’s signature video appliance reviews.

Buyagift: Reviews inform customer-centric business decisions

Buyagift make the most of customer reviews by using them across several departments to improve the overall customer experience. Poorly-rated products get special attention, and customers who write negative reviews are contacted directly to improve relations and offer alternatives. Teams also send these reviews to suppliers to improve products. Trends and content from reviews also guide marketing and social media programs. Buyagift see higher conversion for site visitors who interact with reviews, and customers are delighted to know the company acts on their feedback.

House of Fraser: Customer questions improve product information and sales

Customers deluged House of Fraser with questions when they launched online Q&A, and shoppers who interacted with questions are found to be four times more likely to buy. House of Fraser finds most questions center around inaccurate or missing product information – a known issue which the retailer had not been able to previously quantify. House of Fraser has hired warehouse runners to personally inspect products and answer questions quickly. In July, they updated most of their product copy to reflect previous missing information, and since then they have seen 40% year-over-year conversion growth.

Laithwaites Wines: Feedback aids supplier negotiations

Laithwaites Wines share reviews with buying and merchandising teams to continuously improve their product portfolio. Laithwaites’ buying teams use reviews to negotiate prices with their suppliers, for example. Laithwaites also discontinues or renegotiates terms for consistently low-rated wines. Customer input has a direct impact on almost every product the wine retailer markets.