How The London School of English uses company reviews to turn clients into brand advocates

Monday, March 26, 2018
Education Industry page - London School of English case study

The London School of English has over one hundred years of experience and provides a wide range of English courses for motivated adults and professionals who need to communicate in English for their international studies or work. Clients and their needs are at the centre of everything the school does. Every client has unique goals in learning English, so all courses are tailored to fit the needs of each specific client. Clients can choose the course that suits them best among a range of courses offered by the school such as General English, Business English, Legal English, Accent training, Online English and Corporate English training.


Business English class for international professionals, who come to England to improve their language from 1 week to 3 months

Helping thousands of clients to improve their English every day

The London School of English sells knowledge as a service, which is extremely hard to quantify. Service-based companies need to build more trust with consumers than product-based businesses, who have more chances of building consumer confidence with packaging or online product descriptions.

Facing this challenge, the school realised that they needed to focus more on their online reputation and their clients. In August 2016, Olga Podshibikhina, Digital Marketing Manager at the London School of English, offers additional insight, “We aim to develop a more integrated online strategy across the business in order to understand our clients’ needs and build their trust. We chose Trustpilot because of its outstanding international reach, the ability to easily invite clients, the fact that Trustpilot is always innovating and improving its product, and the very personable, proactive account management contact that we have.”

“We need to leverage appropriate digital channels to get our message across to our B2B and B2C markets. The great thing about Trustpilot is that it works best for organisations that have nothing to hide and have confidence in the quality of their product or service. We simply ask our clients to share their experiences for the benefit of others. Needless to say, we’re very pleased with the response rates and the scores. And though we’re not wholly surprised by the positive feedback, we’re far from complacent and continue to work hard on pushing that 9.3 rating higher still. The valuable qualitative feedback we get through Trustpilot helps us to identify the areas we most need to focus on to do just that.”
- Hauke Tallon, Chief Executive of The London School of English

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The school provides a wide range of English training including Corporate English Training for international companies

Before Trustpilot, the school was already actively collecting feedback from clients, but they didn't have a way to share the independent feedback and amplify their clients’ voice. Trustpilot really helped them strengthen their brand image, their reputation, and share the quality of the experience they deliver.

Online reviews have transformed the way we communicate
Olga Podshibikhina, Digital Marketing Manager

Since August 2016, the school has been receiving heart-warming and inspiring feedback from their clients.

The school’s response rate to external review invitation emails has skyrocketed from less than 1% to 14% and the company has accumulated over 240 excellent reviews in just 8 months - an impressive amount. Most reviews praise the overall experience, the high-quality training that students benefit from, and the attentive professional teachers.

All clients are regularly invited to leave reviews. Whenever a client asks questions or gives feedback, the review is passed along to the relevant department within the company. All positive comments are also regularly used to motivate the school’s trainers and administrative staff. Engaging with clients is a very important part of the process for The London School of English.

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Shirley Norton, Director of Courses at The London School of English, is a part of the team that reviews client satisfaction

Shirley Norton, Director of Courses at the school, explains:

“We take great pride in delivering an exceptional customer experience and as part of that, we pay particular attention to the content on all of our courses. Our Trainers are highly qualified with years of experience and expertise which directly benefits our clients and brings them back to us time and time again. We have always gathered feedback internally so we know our clients are happy and hugely enthusiastic about their stay with us. Through Trustpilot, we can finally share all the feedback through an independent review site and use that to demonstrate to our future clients why spending time with us is not only a worthwhile investment but a hugely enjoyable experience at the same time."


Anonymised client review

If a client takes the time to write a review, the team is committed to read it and take the time to reply, whether the review is positive or negative. Online reviews have massively helped The London School of English acquire new and loyal clients. Independent reviews updated on a regular basis have guided prospective clients and helped them get an idea of what they can expect from their training, studies, and experience there.

Accumulating reviews and really understanding what clients want has been a game-changer for the school. With this feedback, they’ve been able to uncover unique brand differentiators and improve their client-centric strategy to keep their clients loyal, and attract new ones at a reduced cost.

Why Customer Engagement Matters

When consumers shop online, they’re vigilant in making sure they get the best value for their money. More and more people are researching, comparing, seeking out recommendations, asking questions and considering their options before choosing a brand or company.

On average, consumers look at 10 information sources before making a purchase online. When consumers are spending money, they’re looking to spend it only with businesses they feel emotionally connected to, and they will continue to ignore companies that don’t offer any kind of connection.

The vast majority of customer loyalty and buying decisions are influenced by emotional as well as rational factors. According to Gallup, customer engagement can be measured in 3 different ways:

  • The company always delivers on what they promise.

  • The customer feels proud to be a company customer.

  • This company is the perfect company for people like me.

Fully engaged customers are emotionally attached and rationally loyal. Loyal customers will go out of their way for a product, service or brand, and often become brand ambassadors and brand advocates. In fact, fully engaged customers represent 23% of a company’s share of wallet, profitability, revenue, and relationship growth compared with the average customer. If a business provides a meaningful experience to their customers, they are more likely to receive greater rewards in terms of profit and customer loyalty than any other average company.

The London School of English now regularly shares reviews with its partners and on various channels such as social media. With fresh content coming in regularly, the school has grown their number of loyal clients but also turned them into brand advocates.

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The school regularly shares reviews on social media

Moving forward, the school is looking to let their clients' voice take over. Traditional marketing will soon be replaced by client advocacy at The London School of English.

In the future, we will be working on maximising the reviews in our marketing and in the new site that we are creating, where the reviews and client experiences will feature more prominently.
Olga Podshibikhina, Digital Marketing Manager

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