Feefo Reviews

Feefo website screenshot

Feefo website home page

A client recently asked me to review Feefo and in particular its benefits from an SEO standpoint. I knew little about it up to that point but found it interesting enough to decide to make it the subject of my next (this) blog post.

Although Feefo is first and foremost about reviews, it also has big implications for content marketing and SEO and also for the financial performance that a business can achieve, in terms of return on investment, from using Google AdWords, Google’s paid advertising service.

So, What is Feefo?

Feefo is an independent online review system. Independence is claimed because the reviews are generated by Feefo and not the trading business (which I’m going to refer to as the ‘shop’ from now on to avoid confusion over which business I’m referring to). This independence means the reviews should be able to be trusted more than reviews that are generated by the shop and published on its own website. More about the independence, later.

How Does Feefo Work?

After the shop makes a sale or supplies a service, the shop periodically provides certain customer contact data to Feefo which enables Feefo to contact the customer by email and invite them to leave a review about their experience. This data can be supplied to Feefo in a number of ways, ranging from manual to automatic feed. After Feefo emails the customer, the review is supplied by the customer direct to Feefo who publish it on the Feefo domain so the review is therefore not under the control of the shop.

How Do You Set Feefo Up?

There are two options for installing Feefo on a shop’s website. Some shops use both methods concurrently and others choose just one of them. The quickest and simplest is to install a short piece of JavaScript code in the shop’s website pages which generates a pop-up window displaying the Feefo reviews to the shopper.

Method 1
This is the method chosen by my customer and the screenshot below shows how it looks on their page about glazing tools.

You can click on the image to get a much bigger version.

Feefo badge on the Wholesale Glass Company

Feefo badge on the Wholesale Glass Company

When you click on the badge, you get a pop-up window the top section of which looks like this.

Feefo pop-up display 1 on wholesale glass company

Feefo pop-up display

The bottom half of the pop-up window displays a list of all the individual reviews. These reviews allow for the shop owner to respond to the reviews and each review also has a link back to the relevant product page on the shop.

Feefo pop-up display 2 on wholesale glass company

Feefo pop-up display

Method 2
An alternative to the JavaScript pop-up method above, is to include the reviews as part of the permanent content of the shop’s page. This has been done by notonthehighstreet.com and has several advantages. Firstly pop-ups can be an annoying distraction. Secondly, there is a small chance that a visitor will leave the shop to read the reviews and not return. By hosting the reviews on the shop’s domain, there is no need for the shopper to leave the page he is viewing. There may be an additional benefit to Google rankings from having the content on the shop’s pages as well as on Feefo.com but since this would be a duplicate of the content already hosted on Feefo, I’m not clear whether having the content existing in two places instead of just one actually provides an incremental ranking benefit.

Feefo method 2 on notonthehighstreet.com

Feefo method 2 on notonthehighstreet.com

What Are The Main Benefits of Feefo and Reviews?

1. Conversion rates. Trust, or lack of it, is one of the biggest obstacles to overcome in converting a browser into a shopper and the presence of independent, trusted reviews can increase conversion rates enormously. In the world of online reviews “bad” is the new “good”. Nobody expects 100% perfect reviews and indeed the existence of perfect reviews is likely to be viewed with some scepticism. Bad reviews are usually seen as opportunities by enlightened busines owners these days. Bad reviews as well as good reviews can help to engender trust for different reasons.
2. Reputation management and brand protection. Providing a mechanism for your customers to leave reviews means that you can respond, address any valid concerns that particular customer has whilst in addition accumulating, from all reviews, invaluable feedback about how you might improve your business. Far better to have a bad review on a site where you can reply rather than find that frustrated customers have left reviews on other sites or on social media where you don’t have access to be able to comment. The fact that a shop owner replies to customer complaints will be seen by other shoppers as a sign that the owner genuinely cares about quality of service.
3. Better AdWords campaigns. After a certain number of reviews have been acquired, you can have gold stars displayed by Google as part of your AdWords ads and this can improve click through rates, improve ad positions, reduce costs and therefore increase return on investment of AdWords campaigns.
4. SEO benefits. Ever since the Panda updates were announced by Google, ‘content became king’ in the world of SEO. But trusted content probably became ace. Many large ecommerce sites that had thousands of product pages with very little original or in depth content suddenly lost a lot of traffic. The challenge for those sites was how to create content for all those product pages without employing an army of content writers. User generated content such as reviews provide the perfect solution. The reviews are in essence content that works well from an SEO standpoint. The content is unique, it’s highly relevant to the product (since it’s on or linked to the product page and is about the product) and is trusted. This is like the perfect SEO content outsourcing solution for product pages. Notonthehighstreet.com had 229,957 reviews at time of writing. That’s a vast amount of content, automatically populating the deep pages of the shopping site. The reviews will not only help those pages rank better but they will convert better and improve any AdWords campaigns.

Feefo summary stats for notonthehighstreet.com

Feefo summary stats for notonthehighstreet.com

Are The Reviews Totally Independent and Trustworthy?

When there is so much at stake, there are always those who will try and manipulate the system. Perhaps, the one achilles heel of this system is that the shop owner could filter the email addresses he supplies to Feefo. Technically, it would be possible not to supply contact details of any customer that was known to have had a bad experience e.g. late delivery, damaged goods etc. in an attempt to improve ratings. So it was interesting to see one business make a public declaration that they always provide all their customers with an opportunity to leave a review. Of course, anybody could say that but the more effort one makes to be transparent, the more likely you are to trust them.

Who’s Feefo Best For?

Feefo really comes into its own when deployed on very large ecommerce shopping sites. However, there is no reason why it can not also be used by a service business or for that matter by businesses of any size in almost any sector.

I hope you found the above helpful or interesting. Please feel free to leave a comment below (using your real name) if you’ve had any experience of Feefo.

If you would like help with your SEO, you can find all our contact details here or alternatively you can get an overview of all our services on our home page.


  1. I found this article very interesting and helpful. I am new to Feefo and am very impressed by their service. I am, however, a small company. My sticking point is what I see as cost per review. For the large ecommerce shopping sites this isn’t an issue. For small businesses it is a tough call balancing the monthly costs against the unknown return on investment, increased conversions and SEO benefits. The Bed and Breakfast Club markets bed and breakfast accommodation in private homes. As an accommodation provider, trusted reviews are paramount to our business. I have signed up with Feefo and paid their set up charge. Before I take on the additional charge of full website integration, is there any small business that is using Feefo that can share their experience?

    • Hi Carol,

      I hope this reply is not too late to influence your decision.

      It’s my website and the Feefo review service that Ewan has described so well. I added Feefo to my website in March this year, the appeal for me was an article on their website describing how reviews, negative or positive could increase sales by increasing customer confidence. After reading a few testimonials ‘We put Feefo in about 18 months ago, it now ranks as probably the best initiative we tried’ – Iain Burgess, CEO of BVG Airflow, owner of Samuel Windsor & Clifford James, I was sold!

      As always, it’s hard to judge the true value to your business, additional products were still being added to my store, rankings were fluctuating and AdWords was being used. The effect has been impressive though. If I had to estimate, I’d put the figure as high as a 20% increase in conversions, boosted by the types of feedback we receive.

      Besides the boost to sales though there have been even bigger benefits. I can now truly measure our product satisfaction and service levels. My emails are set to send five days after receipt of product and so far the feedback for them has been 99%. How else would I know this and be able to tell which of my products were not fulfilling the customers expectations? Our service level has also been encouraging, 98% so far but that’s not without reacting quickly to negative feedback. I have been able to make improvements to my website in response to negative comments about our delivery charges, an error that displayed incorrect information on our courier’s tracking service and a misleading product description, to name a few.

      Negative feedback is sometimes the most influential, I thank my customers for theirs, often sending money off vouchers to ensure that they visit again and experience their feedback in action. (Note, be very careful what you write publicly, use discretion. If I send a voucher code for example or to answer a direct question, I do this via email directly to the customer). Last month a customer used their feedback to suggest a product they would’ve purchased with their order, if I had sold it. That product has now been added, that’s feedback!

      Hope this helps, if you would like to ask me any questions I’d be happy to help. My website’s feedbacks may also help you to see what customers can potentially say about your business.

      In response to Dave’s comments, Feefo and other similar certified feedback providers are 100% independent. The only way I can influence my customer’s feedback is to strive to provide the best products and service possible. Also with Feefo a customer that has left a negative response can respond with a second review if your reply has been satisfactory, it’s an added incentive and I’d recommend achieving it.

      • Hello Nick,

        Thanks for your comment and taking the trouble to describe in detail your own experiences of Feefo.

        I read your comment at around 11pm. As you know, we SEO’s rarely sleep … :-)

        The rate of change in online marketing seems to increase all the time and the more we can share experiences, the faster we all learn.

        I am also keenly watching reviews in Google+ Local … to be continued.

  2. Hello Carol,

    Thanks for reading the post and taking the trouble to comment.

    Yes, it can be challenging weighing up the costs versus the benefits of any spending decision where the costs are certain and the benefits (specifically to your business) are not yet quantifiable. One of my sisters runs a 13 bedroom B&B and her experience of reviews (and review websites) is that they made an almost immediate noticeable difference to the number of enquiries and bookings for a number of reasons ranging from the obvious such as overcoming the ‘trust obstacle’ to generating direct referrals from the review sites to other less obvious benefits such as better rankings in google for her own website.

    In answer to your question about the experience of small businesses, I can’t refer you to one but I am sure Feefo would be only too happy to put you in contact with some or if you wanted to select some independently of Feefo, a few google searches should throw some up, possibly in your own niche.

  3. Thank you for this helpful advice which I will follow up.

  4. Dave Valsler says:

    From a consumer point of view this system does not work. I left poor feedback for a company and they replied stating that they would look into it and contact me. This they have failed to do despite several more e mails to them. I am unable to update my feedback. The only option after the company has replied is to withdraw your feedback so it now looks like they have responded to my complaint and all is well. Nothing could be further from the truth. From a consumer point of view it cannot be trusted. It is just a marketing tool

  5. Hi Dave,

    Thanks for your comment.

    I can understand your desire to continue the dialogue on Feefo with the company in question but the system did allow you to register negative feedback so worked to that extent, didn’t it? I’m just wondering what might be the outcome if dissatisfied customers were able to continue their correspondence indefinitely on Feefo. There has to be a limit doesn’t there, if it’s to be useful to other users?

  6. Dave Valsler says:

    You have hit the nail on the head. Is it useful to other users? For it to be of use to consumers it has to be open and trustworthy. If the system is controlled by the company – which it is and the company has the last word – which it does it is of no more use than a testimonial page which any company can do themselves without paying a third party.

    Whilst there has to be a limit on correspondence surely it should be possible for the consumer to report back after the company has commented to show whether they have done what they stated they would do or not. Given my experience I would not take into account any Feefo feedback when making a purchasing decision.

  7. The principle of Feefo is the organisations they partner agree that all customers can leave feedback, irrelevant if this is postive,negative etc. I approached Feefo as I wanted to leave negative feedback about a company I bought a product from, basically after several years I still haven’t received the product. The company is Auctionair and I am now taking legal action. I approached Feefo to leave this feedback and they refused as I apparently had to receive the product before leaving feedback…….yet I have paid for it. So I can’t leave feedback/advise other potential customers that this could happent to them…..pay for a product and not get it! All very odd and clearly the needs of Feefo’s client (Auctionair) are a much higher priority than the consumers……all very odd!!

  8. Hi M Dundas,

    Interesting point. I’m not familiar with the legal aspects but if I were to comment as a layman (read that as a “CMA clause”), I suspect it’s not within the scope of Feefo’s proposition to deal with feedback about a service where that service has not actually been received. I think Feefo’s purpose is to provide a voice to consumers who have actually received a service and can therefore rate that service.

    I found this a few minutes ago and point 2 looks significant to me.


    A remedy for your complaint against Auctionair might require a quite different course of action and it seems as though you have concluded that yourself by taking legal action.

  9. I can see both sides to this argument, but I tend to agree that Feefo isn’t everyone’s idea of perfection. For example, my husband bought my engagement ring from a company that uses Feefo, and buyers are encouraged to leave feedback five days after the purchase. There are two clear flaws here. First, the person who is going to use the product isn’t the one reviewing it. And second, the vast majority of people haven’t proposed within five days of receiving the ring. My husband left a glowing review prior to his proposal only to discover the diamond would come loose a few days later (and we had to pay twice for it to be fixed!). It just goes to show that not every business is suited to a review site, and not every customer should rely on them.

    • Hi Claire,

      Thanks for making some interesting points there. Would it not have been possible for you to leave the review yourself some weeks or even months later then? Is there a time limit for leaving a review? I agree that no system or review system is ever perfect but I think they still serve a useful purpose, so we’re better off with them than without them in general terms. I suppose whenever a review is left, there is always the possibility that one might want to modify that review at a later date. When leaving reviews in Google+, one can edit them later but I’m not sure if there is any similar option with Feefo.

      Anyway, I’m glad the loose diamond didn’t get in the way of the marriage! Talking of loose reminds me of a couple that I met in Mauritius on the day after their wedding on the beach. The groom’s ring slipped off in the sea and he spent the rest of his honeymoon snorkelling trying to find it. :-(

      I was interested to read about your technical content writing services and have hooked up on the usual social channels.

  10. Duplicate content is an issue, it appears that feefo use rel canonical pointing to our site from the review pages however if I search for a review from what the customer types in to google feefo outranks our site.

    Also feefo has no seo benefit as far as i can see as our rankings seem to have dropped further since installing site reviews which could be to do with this duplicate content, we may be seen as a scraper.

    • Hi Andy,

      Very interesting. I did a few test searches just now using some fairly random phrases from within some of your reviews and sometimes found Feefo at number 1 with your site – keepitpersonal.co.uk – ranking lower down but on other occasions found your site to be the only result i.e. Feefo didn’t rank at all, never mind above you. I wonder whether it might just depend on other (ranking) characteristics of the page in question i.e. sometimes Feefo’s page is more relevant in google’s view and sometimes it’s yours. I noted Feefo’s usage of the rel canonical element which specifies your home page as the canonical version which isn’t ideal because that’s not the page on your site where the content is actually located. Since Feefo publish many reviews on one page, specifying your home page may be the only practicable use of the canonical link. My guess is that you needn’t fear being interpreted by google as a scraper site if your only potential dupe content clash is with a major review site.

  11. This is a very interesting article as I have myself recently contacted Feefo. I received shocking service from a company who uses them and I reviewed them online. They responded to the review and used Feefo to almost boast about their 5/5 rating with them, so how could I possibly have received bad service? I contacted them again but I also contacted Feefo to advise them I felt that companies were paying for a better rating and would prioritise Feefo customers over the likes of myself. My main point was why should I receive worse service simply because I had not used Feefo. I was also concerned companies were paying a fee to protect their rating.

  12. Hi Denise, what was it about your experience that led you to believe that companies were paying for a better rating and also that the level of service you received from the company was in any way connected with whether you had used Feefo or not?

  13. Hi Ewan, as the company had specifically mentioned Feefo, when they responded on my review, it made me want to review them on Feefo. I knew nothing about Feefo so checked their website and it appeared to be an open 3 way purchase between the consumer, seller and Feefo. Everyone was aware of the sale and the company knows in advance it will be rated. All this can ensure priority to those purchased with Feefo and as such provide excellent service and for a fee, “protect their rating”. It makes it all about the money and takes online reviewing to a different level in my opinion. I appreciate the need for companies to eradicate false reviews but I received shocking service and I felt i should have the right to review them on any website. They ignored my emails, gave me wrong information and had extremely poor customer service. I would not rate them 5/5 but all their Feefo customers had. They obviously were not treated like me. This was all over a replacement bolt for a recently purchased item which broke. I do wonder if I had used Feefo would have I received such a bad experience?

    • Hi, Denise: I realize I’m late to this discussion, but what you’re saying doesn’t really make sense. As a company that contracts with Feefo, I’m required, as part of the contract, to provide them with ALL my customers’ sales. Every one. I’m only allowed to omit duplicate customers (as my services are rated, not the product–I sell a service).

      I don’t understand how you perceive using Feefo as “protecting” someone’s rating. You leave a bad rating on Feefo, and it affects the company’s ranking. It’s not as though you were precluded from leaving bad reviews in other places, as well; you get the Feefo request, and you answer the questions. I don’t see how that protects anything.

      I’ve had 7 total “good” ratings, and all the rest (120) were “excellent.” In two of the “good” ratings, people mentioned things that they wished we did differently, or things with which they were unhappy. I contacted every single person, and I responded. In one case, we redid the work, to address even the slightest unhappiness with what we’d done.

      Feefo does nothing whatsoever, as far as I know, to “protect” the ratings. They are what they are. In fact, they tell you, in multiple places, as a company using them, that negative feedback, and what you do about it, how you handle it, is really the entire GIST of using Feefo (or one of the others). They allow for a continuing dialogue, between you and the company (although, note: the company can shut you down, after a while). You could leave bad feedback on the company that treated you horribly ANYWHERE. There’s nothing about Feefo that would stop you from doing that.

      My sole complaint about Feefo thus far is that it can’t be integrated to GoogleMyBusiness, GooglePlaces, Google+. It’s only valuable if you can afford Search. The stars don’t show up in organic search. Therefore, for a teeny little company like mine, which can’t afford Search (priced out of the market–I can only do display), nobody sees the Feefo rankings _until_ they come to our site. That’s my sole complaint, after some months of using it. And I was glad to know that I had one or two customers that weren’t thrilled–I addressed their feedback immediately.

      Offered FWIW.

  14. I have just had message from Google on Webmaster tools citing a link from Feefo as being an example of an unnatural link and so contributing to a manual penalty. It is a perfectly normal customer review.

    Does this mean that Google regards ALL Feefo links as unnatural?

    • Hi Julian,

      Is the link from Feefo just one item in a list of possible suspect links provided by Google (in which case it might just have been accidentally tarred with the same brush as the other links) or has it been specifically identified?

      Either way, the answer to your question can only be no.

  15. Hello Hitch,

    It was good to hear your comments as it made me think about the subject again and this is purely my opinion based on personal experience as a consumer.

    I purchased a child’s Christmas present. It broke within one month of using it. I tried to contact the company who refused liability. In return I published my review which was challenged publicly by the company with incorrect information, advised I was out with any warranty and proceeded to question why I had a complaint when they had a 5 star rating on Feefo? I had never heard of Feefo and wondered why their name was now being used in my feedback, against me. For me, the company appeared to try and protect itself using this name “Feefo” and in this case it was the consumer needing protecting from a third party I never asked to be involved.

    I have purchased goods from companies using Feefo and I have never received a request to provide feedback for Feefo. Email addresses are usually compulsory when online shopping. As a consumer, this points to selective feedback where the company controls who is allowed to provide feedback so they do not pass on my email and in return can protect their good image for positive reviews only. In addition, I never got the chance to review the company I complained about even after emailing Feefo several times.

    That is great that every customer in your business is passed on but there are companies with larger sales volumes where contracts possibly limits the reviews and not all company sales are passed on because of this. A small business posted on Feefo’s website that 100 sales per month were ignored due to contract and that is a large amount so how many are being ignored from a “blue chip company?”

    It is ironic that the one thing you probably want from Feefo, its’ star ratings before proceeding to your site, can only be achieved again at an additional cost. Also why do you omit duplicate customers as the service may continually change every time and they should be continually allowed to review?

    As a consumer I also question why you had to pay Feefo before you put all that effort yourself in to responding to complaints or compliments personally or even asked customers for feedback positive or negative? Contacting a customer personally like you did, will probably retain you more business than any review website can. One of the most reliable forms of feedback is word of mouth.

    A business can be in control and not allow the customer to review negatively and proactively correct it there and then so the customer leaves happy. That shows commitment, determination, hard work and care. I want to buy from companies with those qualities. Naturally some people are never pleased but as it is well known, 100% feedback on anywhere is dubious. Also when a company only wants your feedback on one specific website that it pay’s (yes, you may also put reviews on other sites too but they are not paying those sites), raises questions about motives from both sides of the party.

    On the other side of reviews, companies can respond on a review website influencing the customer’s review using the likes of Feefo as a defense which was done in my case and also Feefo has done exactly this to a small business who negatively reviewed them in connection with service and costs with what appears to be factual information. Feefo states on their website that “All Feefo reviews are gathered anonymously from genuine customers.” It is interesting to read but also a little sad as this small company is negatively reviewed back, compared to a blue chip company and Feefo appear to use the negative review to expose the business flaws, confirm reviews are not anonymous, cut services and also introduce a new customer support fee for all customers, almost blaming the small business directly. Is that what you mean by the company shutting you down? This appears more of a threat over control about not conforming to their rules rather than a service.

    There is no 100% guarantee for these reviews to be true on the internet and trusted any more than those on a free review website just because it says so on a company website or someone provided a purchase receipt. The company has complete control over it all and as a consumer knowing that and also that you pay for this service makes me think again about the reviews themselves and more importantly about you as a company and why you have to pay for a review service? Again it is only my opinion but Feefo reviews add no value when I purchase a product or service whereas an independent free impartial website may. Thanks.

    • Hi, Denise:

      Well, obviously, if a company selectively does not pass on a customer’s information, Feefo can’t contact them. I know also that some servers block the Feefo emails. I have a customer that wants her feedback form (to give us a good review, thank heavens), and she can’t get it because she’s on Comcast. Nothing works, to get it to her. Nobody else has this issue, but Comcast certainly does.

      There’s no such thing as a perfect system. Those of us who are on the Net as businesspeople are at the mercy of the truly corrupt review sites–you know the ones I mean, where they take a complaint from ANYONE, and post it, even if it’s utterly false. Under the DMCA laws here in the States, there is literally NO way to have that content removed from Google, even if it’s utter bollox. Believe me, I know this factually.

      With regard to not sending emails to duplicate customers, that’s within a specified time frame. Some of our customers buy add-on services, for the same exact project, during the project. They don’t get their Feefo form until the end of the project. I assume, therefore, that they don’t want 3 or 5 emails, all from Feefo, for the exact same project. If I did that, wouldn’t I be padding the reviews, instead of being honest about it? If Susan Smith gives me 5 individual feedbacks, all good, for one single project, that’s padding, to my mind. I don’t selectively leave them out–I set a time-period in Feefo (90 days) for the sole purpose of not bothering or annoying my customers.

      In terms of why I “wouldn’t respond” to complaints or comments myself, before I used Feefo, of course I would! What I’ve observed, though, is that customers filling out an anonymous form are more honest. I learned of some dissatisfaction with our services, of which I hadn’t known. So, when I saw it, I determined who had left it, and resolved their complaints. These same people had said that they were VERY happy with their projects, during the completion, and I never would have known that they had any issues, were it not for the Feefo reviews. That’s not something I’m doing that’s NEW; that’s something that allows me to respond to complaints that I didn’t know existed, before.

      I can’t speak for any other company, but Feefo gets not just names and email addresses, but also the exact date of the purchase, the invoice number, etc., from me. They can ask to see the invoice at any time. If I wanted to pad the reviews, could I set up some conspiracy, and create fake customers, with fake purchase dates, fake payment transactions, etc., and fake email addresses, and then go write the reviews myself? Yes. I suppose I could. That would be a hell of a lot of work, however.

      I’m sorry that you had a bad experience with a Feefo-using merchant. But surely, that’s hardly Feefo’s fault. You seem, in this discussion, to blame Feefo for the fact that you’re not receiving review requests from the merchants you use–but maybe you, like my one customer, are on some server that isn’t letting them through. I’d recommend that you email Feefo, about ANY company from which you’ve purchased an item, for which you don’t receive a review. You’ve said that this has happened numerous times–so you really ought to tell them. Include all the information–date of purchase, receipt # (if applicable), invoice #, item purchased, etc. They can either track down the email that went astray, or find out WHY you aren’t getting their emails. Believe me: they don’t want to get scammed by a merchant, either. I mean, think of it this way: their ENTIRE value is as providing HONEST reviews, independently. If someone like you shows that some merchant is scamming them, they’ll take steps to resolve it. Because if it’s faked reviews, they (Feefo) can’t use that. If their system is shown to be fraudulent, companies like mine will stop using them. And Poof! There goes their entire value. They’d be out of business.

      People use Amazon reviews EVERY day, and for those, there’s zero control. All someone has to do is have bought something, ever, from Amazon, and they can review everything on the site. Without restriction. Personally, I find reviews from Feefo, TrustPilot, etc., to be more useful to me, because at least I know–or think I know–that the person leaving the review actually bought the item or service.

      I’m not sure I understand what you’re saying in your 8th paragraph. It’s too confusing for me to parse. If you could clarify, I would imagine that Feefo would be interested in all the troubles you’ve had. I’m happy to send them an email and link them to this page.

      WHY I pay for a review service? Really? Because it’s enormously time-consuming for me to send out questionnaires to my clients, by myself. I’m a very small business, and that takes a boatload of time to do. Feefo does it for me. Ironically, I believed that having another company do it would instill confidence in our prospective clients, because if I gathered the reviews MYSELF, wouldn’t people think that we simply didn’t display the bad ones? That’s what I think when I got to companies’ websites and see all glowing testimonials. I assume that any problem clients are simply not shown. We show ours. We show every little complaint. We also offer a 100% guarantee, so that we’ve only had problems with 6 customers, since 2008 (out of 3,000 projects). That’s why I pay for a service to COLLECT the reviews. I’m not paying FOR reviews; I’m paying to have someone else do the work of collecting them, aggregating them, showing the stars, and hosting them on a website that I can’t control.

      I’m a little fascinated by the fact that you reference “an independent free impartial website” as a preference for reviews, because I can tell you first-hand that any competitor can pose as an alleged customer on those types of websites, say ANYTHING they want–no matter how defamatory, how false–and as a person or as a business, there is NOTHING you can do to get that garbage removed. The laws in the US inadvertently ended up protecting scumbags like that. So now, if you get smeared on an “independent free impartial website,” you can’t do anything if the smear-er went into a coffee shop, used their wi-fi, and made up a name. ANYONE. And they can say ANY-thing. ANYTHING at all. They could log on, at that coffee shop, and say anything they wanted about YOU, and guess what? That would show up in Google, if someone googled you, for the REST OF YOUR LIFE, and there’s no way to get rid of it. Oh, sure, if you can prove who it was, you can sue them, get a judgement, and THEN (and only then) will Google remove it from search, but if it’s someone anonymous? You’re out of luck. Don’t believe me? Try Googling around for “reputation management” and read some of the horror stories, about what people have endured.

      So, yes, I pay a SERVICE to send out, gather up, and host the review requests that *I* send to my clients. And I pay them because I feel strongly that testimonials are worthless (because who voluntarily displays bad ones?), and I’m not afraid of my clients’ reviews of our services. It’s unfortunate that you’ve had a bad experience, but I feel you should email Feefo the details about all the problems you’ve had, how you have NEVER received a Feefo request, even when you’ve shopped at Feefo stores, and see if they can get to the bottom of it.


  16. I am writing as a consumer of products by Feefo monitored companies. My experience is that I never received Feefo’s emails for ratings. Also, I have noticed that some companies boast of a 90 per cent Feefo satisfaction rate. Then, you go to the Feefo website, and the reality is that the real number is 60. Evidently Feefo does not police what companies say with their data, if they are not correctly displayed. Feefo works for the companies, not for the consumers. The problem is that they are eroding their credibility with the consumer, to the point that soon the companies will not advertise the Feefo rating since consumers will take Feefo as a company ment to mend bad reputation on line. Feefo does not monitor the companies on behalf of the consumers but for the companies themselves, which, since they are the ones footing the bill, seem to dictate the terms of the service to a more than desirable level. .In other words, Feefo’s rating of approval of a company do not really help a consumer to trust the company.

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