How to use Feefo reports to get the most out of your customer feedback

We’ve already shared with you how to improve your feedback campaigns and the best ways to display your reviews on your website, but what do you do with all that valuable customer data once you’ve got it?

The Feefo Hub is packed full of great reports to help you fully understand your customers and how they feel about your business. It’s in these reports where you’ll truly learn what makes you special and where your weakest areas lie.

Unsure where to get started or just want to dive deeper into your feedback? Here are our best practice tips.

Before we get started…

There’s a couple of things we should probably explain before you read ahead, especially if you’re new to the Feefo Hub.

You can give different team members different levels of access to the Hub

Your customer feedback should be used across your entire business, from sales to customer service, but you may not want everyone to be able to access everything. Fortunately, we’ve made it easy for admin users to choose which content and features each user has access to, including reports. You can find out more about this feature here.

Check your filters!

Before you start reporting, make sure you’re looking at the right data. If you have multiple accounts or use any sales tags (more on that later) you’ll need to use our global filters feature. To access this, click on the blue filter icon at the top of the Hub. From here, you can switch between account and specify which data you want to look at. For example, you may only want to report on a particular product.

Once you’re in a report, make sure you check the date range too. In the top right you’ll see a tab showing two different calendar dates. Before running any report, make sure you click on this tab and choose the correct date range.

The basics

Create highly focused reports by tagging your sales data

Sales tags are a great way to filter your reports even further, allowing you to make your reports as specific as you need them to be. There are lots of different things you can track this way, such as salesperson, product, category, etc. Simply include your chosen sales tags in your sales data when you upload it to the Hub! You can find out more on our Knowledge Base.

Monitor how effective your feedback emails are

Once you’ve set up your feedback campaign(s), you can’t just sit back and hope for the best. Just like any other email campaign, you need to keep an eye on their performance, so you can tweak any wording and improve your response rates.

Our Response Performance report makes that easy. You can see your overall response rate, as well as a breakdown of email opens, forms open, feedback received, average rating and much more. This means you can see which points in the email journey your customers aren’t clicking. For example, if they’re opening the form but not leaving feedback, your review form may be too long, or you might need to make the questions clearer by making some quick changes of the wording.

Give your customer service team an instant snapshot of their performance

One of the most important reports for your customer service team is the Feedback Breakdown report. It gives you an instant snapshot of how much feedback you’ve received (over the time period you set in the date range), how many monitored reviews are waiting for a reply and which members of your team have received the most positive or negative feedback (if you use sales tags or Insight Tags).

By default, 1- and 2-star reviews are monitored by Feefo, but this can be changed under Settings > Feedback Preferences. Monitored reviews are useful if you want to prioritise responding to certain feedback first, as the Hub will show you how many of them have been replied to by your customer service team.

Dive deeper

Discover the best times to ask for feedback

Sending your feedback request emails at the right time can make all the difference to your response rates. That’s why we have two reports within the Feefo Hub that can help you.

The Feedback Volumes report tracks your feedback trends over time, allowing you to identify any seasonable peaks and troughs. You can see when your average rating takes a dip and when you’re most likely to receive 4- and 5-star reviews vs 1- and 2-star reviews.

The Response Time Trends report shows the time of day you’re most likely to get feedback (both positive and negative), so you can work out what times to send out your feedback requests. This is extremely helpful when you’re trying to improve your response rates!

Use Performance Profiling to inform your marketing campaigns and flag potential issues

Powered by AI, our Performance Profiling tool automatically analyses your feedback to detect reoccurring themes, such as ‘customer service’ or ‘quality’ and measures how positive or negative these mentions are.

All of these topics are placed into the ‘Topic Insights’ graph, which can be viewed in the Service Performance and Product Performance reports. This graph shows your marketing teams what your strengths are, so they can use them in upcoming marketing campaigns and content. It also shows your customer service team which areas of your business are mentioned most negatively in feedback, so they know where they need to focus their efforts when assisting customers.

Download your feedback and create your own customised reports

All of your Feefo review data belongs to you, which means you can download it at any time and use it to populate other software you might use, such as Power BI or Tableau. This is really handy if you want to create customised reports that can be shared across the entire business or with key stakeholders that may not have access to Feefo. Simply head to ‘Download Feedback’ in the reports section of the Hub.

Want to learn even more about Feefo’s reports?

It’s easy keep defaulting back to the same reports again and again, but hopefully we’ve shown you some of the different things you can learn by making use of everything the Feefo Hub has to offer! If you’d like to learn even more about our reports, check out our guide here.

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