Flinders

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Flinders case study

How Flinders use reviews to build trust throughout the customer journey

grand shoes trustpilot case study

grand shoes case study


That’s why Grand Shoes, a Swedish retailer, promises trendy and sports shoes to all its customers. The company’s maximum dedication to customer satisfaction has helped them gather an amazing 4.9/5 TrustScore, from over 2,200 reviews on Trustpilot (please note that those numbers were updated on the 25th of March 2021).

*So, how did Grand Shoes make it happen?*

Grand Shoes believes in providing their customers with the best quality products, the best customer experience, and the best customer service they can deliver. Customer feedback has helped the company build credibility from the ground up, and gain new customers’ trust faster.

Our review experts recently met with their Swedish team to better understand why they chose Trustpilot to grow their reputation in Sweden and abroad, and how they make the most of their reviews to continually grow and improve.

Discover their story below from the founder and CEO of Grand Shoes, Fredrik Hammarqvist!

Grand Shoes

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Grand Shoes reveal how Trustpilot helped them build credibility in new markets

### Building trust at every stage of the journey

For an online business, trust is vital when you are dealing with people over the phone, and never face-to-face. That’s why Safe Financial finds displaying honesty and credibility at every stage of the journey essential for business growth.

“Our customers are at the core of what we do, so it’s incredibly important that they trust us. Consumers want to be able to trust the brands they interact with, which is why we display honesty and credibility across all channels in order to build brand awareness and positive brand experiences and gain trust for the long term,” says Sue.

For Safe Financial, trust cements the relationship between what the business promises its customers, and what the business actually does and delivers on. Trustpilot’s features and the ability to share customer feedback at every step of the user journey, and learn from it, is one of the reasons why Safe Financial started collecting reviews with Trustpilot.

Today, Safe Financial aims to build trust as early as possible in the buying journey. They do so by providing consumers with as much information as possible directly in the search engine results pages (SERPs). 

Trustpilot, being a Google review partner, helped Safe Financial acquire enough reviews to qualify for Review Snippets and Google Seller Ratings, which can help increase click-through rates and conversions. 

Sue explains: 

“Google seller ratings and Rich Snippet stars help us stand out from the competition and get more visibility in SERPs. It’s been a great way to build trust earlier in the buying journey.”

Safe Financial’s Review Snippets in SERPs

Safe Financial rich snippets

The business also leverages reviews on their homepage and product pages, as well as on a dedicated ‘[review page](https://safefinancial.com.au/reviews)’ accessible directly on-site.


Safe financial homepage

Safe financial product page

Recent studies have found that 80% of consumers are more likely to purchase from a brand if they saw positive user reviews on the company’s Facebook page.

To convert more consumers and build trust on social channels, Safe Financial uses Trustpilot’s Facebook integration as well as Trustpilot’s Image Generator feature to share and display reviews on their social media accounts.

Safe Financial’s Trustpilot Integration

Use of Trustpilot reviews integration on the Facebook page of Safe Financial

Safe Financial facebook integration Trustpilot reviews

Safe Financial uses Trustpilot's Image Generator tool to showcase reviews on social media

Safe Financial ads Trustpilot

The company also chooses to display the Trustpilot logo in retargeted ads - a smart move, considering a recent Trustpilot survey found that 87% of consumers trust an ad more if it features a Trustpilot logo or rating.

Safe Financial Facebook ads 2

### Improving and growing your business with reviews

But collecting reviews doesn’t just help you grow your bottom line. It can also help you improve internal processes, and gather consumer insights to better understand your customers’ expectations and continually strive to develop and improve.

“At Safe Financial, we use Trustpilot Analytics to review our performance, our conversions, and identify what works and what can be improved. Both our marketing department and customer service team work hard on measuring customer satisfaction and gathering customer insights from the feedback we receive. We also think it’s extremely important to respond to all forms of feedback - positive or negative - to resolve issues efficiently.”

Safe Financial also utilises its TrustScore as a benchmark for customer satisfaction in order to drive excellence across the business. 

“We consider a TrustScore of 9.5/10 the minimum benchmark for customer satisfaction, so we’re very proud to have achieved a 9.6 score.

“Trustpilot has been an effective tool to build our reputation as a trusted lender in the small loans market in Australia. Your Trustpilot rating can quickly change with a few poor ratings, so being consistent in every single customer interaction to build brand credibility both online and offline for the long term is essential” says Sue.

Trustpilot reviews give you the tools to help you build a great brand using reputation marketing, and to power your business forward. Gathering customer feedback helped Safe Financial grow as a business, build trust and credibility to boost customer confidence, and turn both new and existing customers into loyal advocates.


If you’d like to learn how Trustpilot reviews can help you too, why not schedule a free demo? It’s quick and easy. Just click the link below.

Safe Financial Trustpilot case study

How Safe Financial leverages Trustpilot reviews across all channels

Atom Bank

atom bank case study

How Atom Bank achieved their 5-star rating on Trustpilot

trustpilot helped a digital agency boost their client's conversions

trustpilot helped a digital agency boost their client's converisons

### Why Trustpilot?

To understand why Epiphany came to Trustpilot, and why they recommend Trustpilot to their clients, we need to ask a more pressing question: ‘Why reviews?’
Epiphany explains:

“We understand how important it is for potential customers to feel comfortable when buying from a brand. As consumers become more and more empowered, using trust signals to reassure visitors throughout the buying journey and build trust through third-party validation is simply not an option for businesses anymore.”

“Despite being a big revenue driving business, Furniture Choice is not as well known as others in the market such as DFS, SCS and Oak Furnitureland. As a result, it’s important to use social proof to boost customer confidence and reduce scepticism as much as possible. Nothing does that more than other customers’ validation.”

Furniture Choice became a Trustpilot client in January 2012 and haven’t looked back since. They display Trustpilot reviews across all channels, and now have an amazing 9.3/10 TrustScore from over 7,500 reviews.


Furniture Choice reviews homepage

Furniture Choice reviews integration FB

Furniture choice twitter reviews image generator

### A/B testing with Trustpilot widgets

To get the most of Trustpilot reviews, Epiphany and Furniture Choice experimented with Trustpilot widgets on-site. 

“We wanted to be tactical about where we situated and utilised the logo.”

Furniture Choice expressed their wish to reduce cart abandonment, and boost customer confidence where they needed it most - at the end of the buying journey.

They tested having the Trustpilot logo on the basket page to reassure and encourage users. And it worked! 

Below is a snapshot of the checkout page with and without the trust signals:


Control Basket

Trustpilot Basket

After implementing the reviews, Epiphany and Furniture Choice saw an incredible 22% increase in conversion rate (from the 15th of December 2018 to the 15th of January 2019). 

After a lot of research and user testing which showed the positive impact of Trustpilot reviews on client results, Epiphany is currently looking to implement the Trustpilot widgets throughout more stages of the buying journey to see further improvements and help more clients like Furniture Choice.

Epiphany and Furniture Choice are securing a trusted, transparent future with Trustpilot reviews. And we think it’s time you joined them!


How Trustpilot helped this digital marketing agency boost their client's conversions by 22%

letsgetchecked trust healthcare

LetsGetChecked Healthcare

### Why Trustpilot?

Peter Foley, CEO and Founder, started LetsGetChecked to put customers at the center of the process, with the aim to provide them with the same level of clinical oversight they would receive if they went through the existing healthcare infrastructure. 

A central part of this vision was ensuring that every customer received exemplary customer service, which brought the company to Trustpilot. 

“Our medical technology platform provides connectivity between our customers and global laboratories for personal health testing. We are enabling customers to order, manage and track their own clinical outcomes through a personal online account. For an important purchase like this, it’s important for consumers to feel like they can fully trust and rely on us”, explains Peter Foley.

### Improving customer satisfaction with reviews

Since going live with Trustpilot in 2017, the business’ Trustpilot rating has improved from a great 8.7, to an amazing 9.6/10. 

That improvement has been achieved by listening to and learning from the voice of the customer, and turning great and constructive feedback into consumer insights. 

“Trustpilot users have given us feedback on everything: From our packaging, instructions and delivery, to our website usability, customer service and nursing support. The feedback we receive on a daily basis is incredibly valuable to us, as it is helps us understand what works, and what needs to change. Without Trustpilot, we would not be providing as good a service to our customers”, says Peter.


letsgetchecked review management

LetsGetChecked is ISO 13485 certified as a medical device manufacturer, and Trustpilot is an integral part of the certification. 

Their customer reviews, and their incredible TrustScore, are both part of their formal Quality Management System processes to ensure they meet customer and regulatory compliance. 

The company reviews both positive and negative feedback with the aim to improve customer experience, and meet and exceed expectations on an ongoing basis.

### Showcasing reviews throughout the journey

Leveraging reviews throughout the buying journey helps boost customer confidence and reduce doubt and scepticism. 

This is one of the reason why Letsgetchecked showcases Trustpilot reviews both on-site and at each stage of the journey.


letsgetchecked reviews on-site

letsgetchecked product reviews

According to research, 23% of people buy through social media recommendations, and 40% of businesses use social media to generate sales. That’s why Letsgetchecked also makes the most of the Trustpilot-Facebook integration, and share its customers’ feedback on social channels.


letsgetchecked facebook

Letsgetchecked understands that trust is earned, not owed. Reviews give you the tools to build a great brand using reputation marketing and power your business forward.

If you’d like to boost customer confidence, increase your conversions and turn visitors into loyal customers, why not create your own Trustpilot account? It’s quick, easy and free! Just click the link below.


healthy lifestyle letsgetchecked and trustpilot reviews

LetsGetChecked reveal how they leverage Trustpilot reviews to build trust in the healthcare industry

stay sure travel insurance Trustpilot 

Staysure travel insurance Trustpilot 

Stay sure UK travel insurance company stats

### Stars Only Tell You One Part of the Story

To better understand what thousands of customers are thinking and saying, the Northampton-based company recently took an innovative approach in solving their customers' problems. They combined internal innovation workshops with data taken from Trustpilot's new AI tool, '[Review Insights](https://uk.business.trustpilot.com/features/review-insights)', that identifies topics and customer sentiment in each review.

Although a fairly new approach, Staysure's innovation workshops are delivering positive results by involving different teams and generating a plethora of ideas for solving business problems. The team is pulling data-driven reports from Trustpilot's new tool to identify the most common customer complaints, and then prioritise new solutions.


Ellie Newstead, Customer success analyst at Staysure

### Trust as a Foundation of a Long-lasting Relationship with Customers

Trust is a key factor for Staysure’s business. The company specialises in tailored insurance for travelers over 50, who often have unique medical challenges or pre-existing conditions that can limit their travel experiences. 

For this group of travelers, it is very important to feel confident and safe when they travel. An illness or injury may be a common thing, and treatment can be excessively expensive in a foreign country. Having trust in your insurance provider, and believing that you are in safe hands, is crucial. It is a delicate balance built on trust and good service.  

To earn that trust, Staysure’s approach is to provide tailored insurance, and to stay connected with their customers. But with over 3 million policyholders and a whopping 50,000 reviews, it can be challenging to understand each customer’s satisfaction or to manage each customer’s expectations.


Staysure leverages trust throughout the user journey

The company is receiving over a thousand of reviews each month, and like every other business that has faced an increasing number of customers, they slowly started recognising trends happening at scale. It takes time and effort to identify actionable insights from those trends, unless you have access to an AI tool that can recognise them almost instantly.

Ellie Newstead quote

As part of the Customer Experience Team at Staysure, Ellie has used Trustpilot’s new Review Insights to identify relevant topics based on customer sentiment, and to prioritise customer complaints that need immediate attention. This approach helps them identify “discount” as a relevant topic they needed to assess.

### What an AI can Tell You about Customers’ Expectations? 

Review Insights introduces sentiment analysis on a large scale, enabling businesses to learn from their customers and discover trends over time in customer satisfaction, which ultimately leads to improving their service.

The [sentiment analysis](https://uk.business.trustpilot.com/features/review-insights) of thousands of reviews is done by an AI, a machine learning proprietary algorithm that has currently analysed over 31 million reviews on Trustpilot, and discovered 45 million topics and sentiments within them.

Kristians Quote

__Check out our newest on-demand webinar with Staysure.co.uk!__



Staysure WISTIA

How Staysure uses the power of AI to build customer trust

__Trustpilot: Why did you choose Trustpilot to build trust with customers?__

__Josh Pitman:__ Priory Direct exists as we wanted businesses to have what we couldn’t find when we went into eCommerce ourselves; a reliable, trustworthy supplier which you could count on for life.

We began using Trustpilot in 2013 as we were seeking a feedback mechanism to ensure we had good relationships with our existing customers and were getting our service right. We’ve since seen that having an excellent Trustscore with a third party provider is an incredibly powerful route which has helped us increase our new customer acquisition rates and average order values.

Today, our customer base continues to grow and we truly believe that’s thanks to our 9.6/10 score which we’ve achieved from 2,600+ ‘excellent’ reviews.

Trustpilot has given us an invaluable opportunity to start new relationships and has allowed us to show prospects that our existing customers believe we offer a fantastic experience. We collect customer feedback to ensure our customers are pleased with every aspect of their order. This feedback allows us to make informed decisions to identify improvements which make customer experience even better.


Screenshot 2019-02-12 at 15.10.32

We’re immensely proud of our 5-star rating, and we showcase it around our channels to build trust and credibility with new and existing customers. On top of a Trustscore in the header of our website, we also use the live review feed in the footer of every page and product reviews on our product pages to demonstrate to new prospects how happy our existing customers are.

Priory direct product page trustpilot reviews

Screenshot 2019-02-12 at 15.11.13

Thanks to our growing reputation, we’re now the supplier of choice for over 21,000 eCommerce companies. Delivering outstanding service, and measuring it by asking for our customers’ feedback, continues to be key to our success.

__TP: Are there multiple departments or teams using Trustpilot? __

__JP:__ All Priory Direct employees receive the new review emails so everyone can see how we’re performing – we’re an incredibly hard-working team, and it means a lot to us that we’re achieving our goal of being the best in our market.

Our customer service team are the primary users of Trustpilot for maintaining and improving customer satisfaction wherever possible, and to help our sales team identify leads and opportunities to grow existing relationships with satisfied customers. 

The logistics and warehouse departments also take each and every piece of feedback on outer packaging and courier issues on board to ensure we improve wherever possible and have suitable solutions in place moving forwards.

Our marketing department uses Trustpilot to identify key areas of customer happiness to drive further traffic there, proactively change online communications or product descriptions to clarify specific details where feedback suggests it’s needed, and to gain insights into our most likely brand advocates for engagement and customer referrals. 

The development team have improved the user experience wherever issues have been highlighted, and have used customer feedback and suggestions to deploy new website features which have led to a higher conversion rate.

__TP: It sounds like you use reviews across all departments and channels… Have you measured any improvements from using reviews on your website and in your marketing campaigns? __

__JP:__ Our fantastic service levels completely set us apart from others in our market. We’ve integrated our Trustpilot reviews with our Google Ads account and have since seen a 14% increase in click-through rate on ads.

Our 5-star ‘Excellent’ rating is shown at the top of every page on our website, product reviews are shown for corresponding products, and the live review feed is also included on all pages. 


priory direct landing page trustpilot widget

We share our reviews on social media too: the Trustpilot Facebook integration allows us to easily show to potential customers that our existing customers love doing business with us, and are happy to write about how good their experience has been.


Priory direct Facebook Trustpilot integration

Screenshot 2019-02-12 at 15.19.11

Priory direct uses twitter to share reviews

Screenshot 2019-02-12 at 15.20.35

We’ve also all picked our favourite reviews and use them in our personal email signatures, as well as in marketing newsletters, to reinforce the rating we’ve achieved to our customers. 

Showcasing our reviews across all channels has helped to reduce consumer hesitation and has boosted confidence and trust in every step of each purchase, as well as throughout our long-term relationships with our customers.

__TP: Are there any major customer insights your team has learned and leveraged since using Trustpilot?__

__JP:__ We’ve implemented changes of all scales across all departments in response to customer feedback; this open and honest communication with customers has played a pivotal role in improving our systems, website, and service offering. Using Trustpilot has made it significantly easier for us to quickly identify areas of the business which need to be focused on so we can continue to achieve and deliver the outstanding levels of service which we strive for, and our customers expect from Priory Direct.

Using customer feedback we’ve instigated the following:
- 1 hour delivery windows in our customer emails
- Courier tracking details for all consignments
- 1 click repeat ordering functionality on site and in emails
- Automated reorder reminders and stock level alerts
- Downloadable customer invoices
- More-robust outbound packaging for all orders
- 2 new couriers for improved service and value on large items and smaller   consignments
- LiveChat service Monday-to-Friday
- Courier and payment preference selection in checkout
- Delivery label order comments in checkout for customers

__TP: What are the biggest advantages the business has seen from using Trustpilot?__

__JP:__ Using Trustpilot has given us a better understanding of our customers, has brought change in virtually every area of our business, and has greatly improved our customer relations both with our most-satisfied long-term customers and the rare few who experience problems too.

Sometimes things do go wrong, we’re only human. We run a fast-paced business, and we rely on third-party couriers a lot of the time. We’ve come to realise that when customers tell us something has gone wrong, it give us a great opportunity to go above and beyond to put things right with them and learn something important about our business in the process. 

Realising this has allowed us to proceed without fear of negative feedback and the few instances where we have received less than 5 star reviews have driven some of the best improvements, lessons, and customer relationships we’ve ever had – we even convert most of them to edited 5 star reviews once we help out!

Last but not least, our ‘excellent’ service rating and the increasing number of up-to-date independent reviews we receive through our partnership with Trustpilot has increased credibility and trust with new prospects, which has ultimately played a strong assisting role in our excellent growth over the past 5 years, as we hope it will continue to do into the future.

__TP: What are your challenges going forward as a business?__

__JP:__ As our market presence grows and our larger competitors become aware of how many of their customers are coming to us because of our market-leading prices, easy ordering features and outstanding-service, our deep pocketed rivals are going to invest heavily in route to market to try and prevent their existing customers from moving their business to us. 

We see our social credibility and having a large base of “review equity” and testimonials from our exceedingly happy customers as one of our strongest differentiators and weapons against this – we believe in outstanding service and super-happy-customers and we know that’s all we need to grow - Trustpilot lets us shout about that in an independent, reputable, and trustworthy way.


__Trustpilot:__ We’d like to thank you for your time! It was great to learn how reviews have helped you achieve so much since 2013.

To learn more about Priory Direct, head to [their website](https://www.priorydirect.co.uk/). If you’d like to find out more about Trustpilot reviews, request a demo below.

Priory direct journey Trustpilot reviews

Priory Direct tell us more about their Trustpilot journey

Gough recruitment Trustpilot reviews landing page

Screenshot 2019-02-12 at 09.40.58

Gough Recruitment takes its customer reviews seriously.

Within recruitment, the challenge is finding the best talent in a timely manner without exclusivity. 

That’s why Gough Recruitment shares its reviews on-site (above), as well as on social channels, like Facebook (below).

Diane explains: “The reviews appear on multiple pages on our website (these are the key pages that our customers visit regularly), and also on our Facebook page. We quite often quote what our review status is through business proposals and monthly across the business as we are so proud of our 9.6/10 rating from almost 400 reviews.”


Gough recruitment Facebook Trustpilot integration

Through portraying service excellence that is being backed by their Trustpilot reviewers, Gough Recruitment hopes that they can instill the confidence of businesses and job seekers, and trust that they will deliver the best outcome for them.

The recruitment company sends its Trustpilot profile to clients and candidates each month, but a lot of customers frequently mention that they’ve chosen to call Gough Recruitment due to seeing so many positive comments on Trustpilot.

## Improving every day with reviews

To continually improve and innovate, Gough Recruitment’s ‘review expert’ is in charge of the company’s review strategy. However, everyone in the business is involved in the collection of reviews - especially Recruitment Consultants, who play a big role in getting candidates to leave feedback on Trustpilot.

The company also finds that reviews help the teams get insights into what works, what doesn’t, and what could be improved. 

As Diane puts it: “There has been a lot of reassurance that we are meeting both client and candidate expectations in terms of timing of finding the right candidate or on the flipside, finding the right role.”

This helps employees adjust their recruitment tactics to deliver a superb customer experience.

But the customer satisfaction focus doesn’t end with only delivering a great experience. It extends to the ability to really understand what someone is looking for, and making the match. 

Trustpilot motivates all employees to become a little greater every day, and to tailor each experience to the client or candidate. After all, happy customers are loyal customers. 

It can be challenging to instill trust in the recruiting industry, but Trustpilot has really helped Gough communicate tactfully. 

And we have no doubt Gough will continue to grow brand trust.

If you want to power your business forward with reviews, why not schedule a demo? It’s quick and easy. Just click the link below.


recruitment company uses reviews

Gough Recruitment reveal how they leverage Trustpilot reviews

Why upgrading to more invitations and better features was well worth the investment for Food Circle Supermarket

In this case study, we'll discuss why Food Circle Supermarket chose to upgrade their free Trustpilot plan to a paid one, and how that positively impacted their business.

Instead of looking to produce more food, they want to try and reduce food waste and the enormous strain it puts on our planet. They do this by selling surplus products from some of the largest snacking brands in the world and help distribute any product that is short dated, overstock, has old branding, or would otherwise be wasted. 

Their business model works well because it’s a win for everyone involved. They’re able to sell the surplus products at a heavily discounted rate and ship them right to their door, saving their customers time and money on the products they need. And they’re able to help brands from having to waste surplus products and deal with the logistical headache that comes with disposing of them. 

## A customer nudge towards customer reviews 
Because their prices are often more than 50% less than what the usual price would be, it was hard for them to be seen as trustworthy to new customers. Many of them just assumed there was a catch or that it was a scam. They actually started using [Trustpilot’s free platform ](https://business.trustpilot.com/signup?cta=free-signup_plans "Free plans Trustpilot")after a customer reached out to them in 2019 and suggested they get a Trustpilot page — specifically because their prices seemed too good to be true! 

By the time they had accumulated around 200 reviews – almost all of which were 5-stars – they realized the impact that positive reviews [could have on their brand reputation online](https://business.trustpilot.com/guides-reports/build-trusted-brand/6-ways-to-make-trust-your-essential-brand-differentiator "The value of a trustworthy brand reputation"). At this point they could clearly see the effect customer reviews had on building trust and they knew that upgrading to a [paid plan](https://business.trustpilot.com/plans "Plans & Pricing") would get them more review invitations and other helpful features. 

## The value Food Circle received from upgrading 
Once they moved onto a paid plan they quickly started to see value in some of the new features they unlocked. With more invitations, more reviews, and better ways to leverage those reviews, their success with Trustpilot grew. 

### More review invitations 
Getting [access to more review invitations](https://business.trustpilot.com/reviews/build-trusted-brand/3-reasons-why-you-really-need-to-get-more-reviews "3 reasons why you really need to get more reviews") was one of the main reasons they upgraded. And within less than a year of upgrading, they went from having around 200 reviews to almost 2,000. For new customers to the Food Circle brand, this means more genuine experiences they can read about to help reassure them that Food Circle Supermarket is a trustworthy brand to spend their money with. 

### Better ways to showcase their customer feedback 
Their new plan also came with better ways to use their reviews throughout their customer journey and highlight the online trust they were working so hard to build. They started by implementing a [live carousel of customer reviews](https://business.trustpilot.com/features/trustbox-widgets "Trustpilot widgets") right on their homepage, to build trust with any new visitors to their site. And with their industry becoming more and more competitive, any additional trust they could convey was a huge help in giving them a competitive edge. 

Food Circle Supermarket website

Food Circle Supermarket site

Since their reviews have been so overwhelmingly positive, they also want to point customers back to their Trustpilot page wherever possible. They started including their rating at the bottom of their emails with a link to direct people to their profile page and point them to all of their positive reviews. 

Food Circle Supermarket email footer

This way – regardless of the email’s call to action– anyone who is on the fence can take a look at the feedback from all of their happy customers and know they’re in good hands. 

With some help from Trustpilot’s [social media tools](https://business.trustpilot.com/features/social-media-tools "Social media tools"), it also became quick and easy to turn customer reviews into an eye-catching social post. 

Every brand knows that coming up with unique content for their social channels is extremely challenging. They’re aware that they need to post on a regular basis to keep up a social presence, even though the majority of branded content is something their audience [doesn’t actually want to see](https://business.trustpilot.com/guides-reports/browsers-to-buyers/the-complete-guide-to-reviews "The complete guide to reviews"). 

Food Circle Supermarket Instagram

Instead of wasting time trying to reinvent the wheel and post the same repetitive posts about their brand, they’ve unlocked a steady stream of visual content — that their customers are truly interested in — and that helps drive sales.

### Integrations to make their teams’ lives easier
For any business, systems that don’t integrate together can create massive headaches for your teams. Food Circle Supermarket uses Shopify, so it was really important that they find a review platform that had an [integration with them](https://business.trustpilot.com/partners/shopify-plus "Shopify + Trustpilot").

As a result, they’re able to add review carousels and widgets to their site in seconds, so there’s no hassle to make changes or adjustments. It’s quick and easy.

### A competitive edge and a meaningful way to interact with their customers 
Although they’re a unique business in a relatively new market, their industry is getting competitive very quickly. Their reviews give them a competitive edge because they have such great feedback from their customers and they’re sharing it wherever they can. 

It also gives their customers a meaningful way to interact with their brand. [When there’s negative feedback](https://business.trustpilot.com/webinars-videos/learn-from-customers/reviews-happen-a-strategy-of-when-and-how-to-respond "Bad reviews happen: a strategy of when and how to respond"), they’re able to take that, resolve it with the customer, and make changes to avoid future customers having the same issues. And for their happy customers, it’s a great way to foster [engaging conversations with the people who matter most](https://business.trustpilot.com/reviews/build-trusted-brand/why-engaging-in-consumer-conversations-can-help-you-build-a-trusted-brand "Why engaging in consumer conversations can help") so they feel heard. 

### Food Circle’s tips for getting success out of your reviews
Along the way there are a few things that Food Circle Supermarket has learned about how to make the most out of your customer reviews. It’s important to leverage your reviews across as many different marketing channels as possible. Because using the voice of your customers can be so much more effective than your own generic ad copy and messaging, it’s important to maximize results from your reviews by replacing your own voice with the voice of your customer.

The other secret to success with reviews is making the most of the onboarding team and asking as many questions as possible. Because there are a variety of uses and benefits to customer reviews, what works for one company may not work for another.

Paul Simpson, Commercial Director at Food Circle Supermarket

Commercial Director at Food Circle Supermarket

## Getting started with customer reviews
Are you wanting to get started but new to customer reviews? [Create a free account](https://business.trustpilot.com/signup?cta=free-signup_plans "Create your free account") and start collecting reviews today. 

And if you’re already using our free platform and are eager to see similar results to Food Circle Supermarket, consider an [upgrade to our standard plan](https://business.trustpilot.com/request-demo?cta=request-demo_plans_standard "Request a demo"). 

Hermes logo

Hermes case study Trustpilot

In this case study, we speak to Gemma Dunning, Head of Customer Experience at Hermes, to better understand why the business chose Trustpilot to build consumer trust, and how the team leverage online reviews as part of their marketing strategy.

Hermes provides a range of flexible and affordable delivery options and has a mission to be the UK’s carrier of choice.

Within the UK, Hermes operates a network of over 15,000 couriers and over 4,500 ParcelShops. This multi-channel approach offers a convenient and hassle-free delivery experience and ensures that  more than 95 per cent of their parcels are delivered the first time around.

Hermes also works with a wide range of leading retailers.  With over [1.3 million reviews](https://uk.trustpilot.com/review/www.myhermes.co.uk), a fantastic 4.3/5 TrustScore, and over 83% of reviews rated ‘Excellent’ or ‘Great’, it’s safe to say that Hermes take its customers’ satisfaction very seriously.

In this case study, we speak to Gemma Dunning, Head of Customer Experience at Hermes, to better understand why the business chose Trustpilot to build consumer trust, and how the team leverage online reviews as part of their marketing strategy.

## Why Hermes joined Trustpilot

“We chose Trustpilot as a review partner back in 2014. We wanted to grow our brand reputation and enhance our review strategy to hear more from customers, and get a better understanding of the service we’re providing. It also gives us the opportunity to show our potential customers the quality service our brand provides alongside third-party validation,” says Gemma.

“As we change and modify our review strategy, Trustpilot has been there to support our goals and momentum towards being proactive with our customers and showing more of our customers’ voice across our channels to let them tell our story.”

## How Hermes uses customer feedback to improve and innovate

This year has been quite a milestone year for Hermes. It reported a record-breaking year in parcel delivery, heightened due to the COVID-19 pandemic, as their key workers continued to deliver to homes across the country. They also exceeded volumes that they’d only previously seen during the peak Christmas season, and executed their five-year growth plan in just five
months, whilst continuing to learn from every single review they received in that period of time.

Since  joining Trustpilot in 2014, Hermes has collected a whopping 1.2 million reviews. Hermes implemented a wider scoping proactive strategy for Trustpilot in 2018, which contributed to the rise in reviews. 

To better understand their audience’s needs and wants, Hermes produces a weekly summarised report of their customers’ feedback, which is shared across the business – including its department leaders and members of its Customer Experience committee.

“Our Trustpilot ratings and reviews are an important metric of our customer service for the board and heads of departments, and it’s a great indication for our business and helps employees understand the bigger picture around customer satisfaction across the industry. A lot of our departments leverage the customer insights we collect. Everyone in the business is interested in
the performance of our reviews. The insights are always utilised in a way that provides guidance and direction for our department leaders,” says Gemma.

Hermes uses [Trustpilot’s Review Insights tool](https://uk.business.trustpilot.com/reviews/learn-from-customers/introducing-trustpilots-new-machine-learning-tool-review-insights) to extract trends and positive and negative sentiments from their reviews. This also helps them get an overview of their response rate, performance, and TrustScore.

Gemma explains: 

“Every week, we focus on a different key topic and highlight our customers’ stories and experiences around this. This lets us dive deeper into specific areas to understand what’s working well and what we need to improve. It provides us with actionable insights so we can start investigating areas we need to focus on.”

Using the Review Insights tool, Hermes can identify patterns which allow the team to delve deeper into the experiences raised by  customers. Based on previous feedback, Hermes has now placed a number of resolutions across the customer journey, including making updates to the contact page.  The team are continuously working to improve  service and go the extra mile for
their customers. Since implementing these changes, Hermes has observed an improvement in customer sentiment.

Other Hermes teams also like to use customer feedback to assist in their projects:

“Our tech team has also benefited greatly from the customer feedback we’ve received regarding our Hermes App. As we’re able to pull out specific insights regarding the app, we’ve identified new aspects of the UX we haven’t uncovered before, and it gives us a great understanding of
what our customers are thinking and feeling. Our app recently won an 'App of the Year' award, and for the submission of that award we used
our Trustpilot reviews to show how appreciated and useful the app is to our users.”

## How Hermes showcases customer feedback

Hermes is proud to showcase its Trustpilot rating and reviews across their marketing channels, including all of its social media platforms, digital ad campaigns, and client-facing materials.

Hermes Trustpilot reviews example

The business actually found that ad campaigns which included Trustpilot content resulted in lower average CPCs and brought their average CPA down significantly.

Hermes also uses Trustpilot’s Image Generator tool to create organic posts on social media and showcase some customer reviews.

Hermes Trustpilot Image Generator

Hermes Trustpilot Image Generator 2

But that’s not all. Hermes is also developing its strategy to incorporate Trustpilot ratings and reviews across other marketing channels, such as TV, in order to share the message more broadly.

Hermes also likes to celebrate special Trustpilot achievements, like its 1 million review milestone, or improvements in TrustScore, by sharing them on social media.


Hermes social media Trustpilot

## The final word…

“We aim to be an open, transparent and a responsible business seeking feedback across the customer journey, including via invitations to all our customers, as we’re keen to promote our partnership with Trustpilot as a trusted, well-respected platform,” explains Gemma.

“With the use of TrustBoxes across our website pages, we showcase that we’re a leader in consumer parcel delivery. We know that the “Excellent” badge is a great thing to be able to share, to not only earn the trust of our customers, but also to encourage customers to continue sharing their honest opinions because we take that very seriously.

Showcasing our reviews across our customer journey is also a way for us to direct customers and potential customers to our Trustpilot business profile page, so they can read all of our reviews, and use it as the official channel to share their own thoughts.”

If you’re interested in collecting actionable consumer insights, and building trust at every stage of the customer journey, just like Hermes has, why not request a free Trustpilot demo? It’s quick and easy, just click the link below.

How Hermes found success using Trustpilot’s Review Insights tool

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