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Using Customer Reviews to Optimize the Business Experience

Posted on 1.18.2015

Customer reviews can be used for so much more than just convincing other customers about the quality of products or the excellence of a brand.

SpareFoot, a self-storage marketplace that lets consumers find physical storage units, is taking its customer reviews a few steps further (pun intended). The company announced recently that it has begun using the Trustpilot platform to integrate reviews into its customer service processes, product development decisions and even its employee morale initiatives.

Thanks to Trustpilot's API (which helps gather and publish reviews on websites and within Google Seller Ratings), SpareFoot was able to build applications that funneled its "voice of the customer" data into other business functions. For example, SpareFoot implemented a live stream of reviews to the dashboards of its call center agents. That live review stream was also integrated into the company’s proprietary chat rooms, where reviews are organized by agent (high-performing agents are recognized on a leaderboard showing aggregate average ratings for cases they handled).


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“SpareFoot wanted to understand more about why its prospects came to the website and what those potential customers expected from the storage marketplace. With thousands of reviews now published, SpareFoot has shown how integrating reviews into multiple parts of the business can boost everything from conversions to innovation to employee morale,” said Jonathan Hinz, director of product marketing at Trustpilot.

So what's been the result of using customer reviews for more than just impressing other buyers?

“We’ve seen an uptick in conversions since deploying Trustpilot, and our Google Seller Ratings have climbed as well,” said Jeanette DeHay, marketing operations manager at SpareFoot. “The most significant benefit, however, has come from our ability to use the Trustpilot API to direct customer feedback into applications that inform our product roadmap and get our team even more excited about customer service.”

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