Charles Tyrwhitt is a supplier of high class shirts and other clothes. It is led and owned by Nick Wheeler, who started the business from scratch twenty years ago.

Charles Tyrwhitt is one of the oldest Feefo clients, and has now received nearly 60,000 responses (which equals 150,000 product reviews), of which 99% have been positive.

Studies have shown that those who have looked at feedback are three times more likely to buy than those who have not, and buy more often (in a given period 50% of those who had looked at feedback re-ordered, against less than 10% of those who had not looked at feedback).

However Charles Tyrwhitt sees the advantages of Feefo for different reasons.
One very powerful reason is the control it gives to the chief executive, and, in this case, the possibility for Nick Wheeler to talk publicly to his customers. Instead of repeating the same message to each customer individually, Feefo allows him to talk to, and perhaps more importantly, listen to many customers at a time.

Two years after installing Feefo on his website, Nick Wheeler monitors Feefo daily, and uses it as a starting point for discussions in management meetings.

BeWILDerwood joined Feefo at the end of its first year of operation. The
initial satisfaction rating was below 90% – 11.5% of customers declared
themselves dissatisfied.  The reasons for this were easy to tell – not enough
toilets, the wrong food, and apparently overpriced but gorgeous coffee

All of these factors were easily rectifiable, with the result that the satisfaction
rate in 2009 rose to 99% – an astonishing score for a visitor attraction – where
a rate of 80% would more normally be seen.  Bewilderwood treat Feefo
as an integral part of their business, vital to understand their
customers’ needs, and without  doubt, partly responsible for an
increase in food & beverage turnover – year-on-year of 23%.

But Jack Wills is also very aware that reputation, once lost, cannot be recovered.  When Jack Wills joined Feefo, earlier in 2009, they were concerned to discover that their satisfaction rating among their online customers was less than 90%, mainly due to problems of delivery.  Jack Wills responded to this
by improvements in procedure that have led to a satisfaction rating of over 95%. That means another 5% of customers prepared to buy again.

Jack Wills have also received possibly the most charming feedback ever posted on Feefo.

Feedback for some wrist warmers:

These are lovely, scrumply and warm but staggeringly overpriced. I’m a fool for

buying them! And I wish I’d had the red ones. Maybe I should buy the red ones too… but then I’m a bigger fool… oh Jack Wills, Jack Wills, you point up human frailties and vanity with your desirable label. But you too will pass into the  harity shop of consumer history. Guess that’s why you’re getting all the money you  can before the youth market moves on. I however now have the pattern for a great pair of wristwarmers and I shall knit many more. Consumerism is so complicated… Blimey, I need a cup of tea and a sit-down. x