Problem
When Groupon measured their Customer Satisfaction Score (CSAT) they found a healthy and positive result – but this wasn't reflected in their online reputation.
Solution
Groupon decided to prioritise building trust and collecting more customer feedback with Trustpilot.
Result
Groupon managed to improve their TrustScore from hovering around a 1-star rating to a 4.1 rating in the UK, by putting more of a focus on automating review collection and responding to negative reviews.
A global reputation
Everyone knows if you want to find a good deal online, you go to Groupon. From one-of-a-kind experiences to staycations and beauty treatments, there's something for just about everyone. Founded in 2008, Groupon now has 17 million active* customers across 13 markets, making it the go-to deals site worldwide.
For a marketplace of this size, where customers interact with individual merchants, a seamless user experience is essential.
eCommerce is a fast-moving and ever-evolving industry, and with over 500,000 customer support tickets and 50,000 merchant operations support tickets monthly, Groupon knew it needed a solution to stay agile and capture customer feedback.
While Groupon measured their Customer Satisfaction Score (CSAT) internally with a healthy and positive result – this wasn’t reflected on their Trustpilot profile or TrustScore. Externally, their brand wasn’t matching the reputation or results of the CSAT or what they knew they could achieve. Therefore, Groupon set a goal of prioritising customer reviews to build its brand reputation.
“Making sure that everyone in the business is aware of the pain points and making sure the satisfaction metric is as important as the finance results in the business is key. If you don’t have one, you don’t have the other.”
Adam Lindsey, Senior Director of Operations at Groupon
+213 millions
d'avis écrits sur plus de 893 000 domaines
+46 millions
d'avis ont été écrits sur Trustpilot en 2022
62 %
des consommateurs européens interrogés en 2021 affirment être plus susceptibles d'acheter auprès d'une marque qui a un bon score Trustpilot.
A culture of customer feedback and service
With customer feedback and insights embedded in the company culture, a monthly Voice of the Customer and Voice of the Merchant newsletter highlighted the latest CSAT results and key insights for all teams to be aware of.
With this mindset, they turned their attention to building the best reputation externally across the key markets. Groupon decided to prioritise Trustpilot along with the satisfaction survey to build a well-rounded brand based on customer feedback.
Turning to Trustpilot
Groupon knew the importance of Trustpilot, given it’s a well-known brand that millions of consumers turn to before making purchase decisions. But when Groupon first partnered with Trustpilot, it wasn't optimising its potential; its TrustScore was low, and the review link wasn’t embedded throughout the customer journey.
To help improve their profile page, they decided to invite a larger percentage of customers to review Groupon and committed to embedding the option of providing feedback along key touchpoints such as emails, surveys, customer service interactions, and their website. Now, when customers redeem a Groupon voucher, they automatically receive an invitation to review on Trustpilot.
“It’s the customer reviews and satisfaction insights that really drive the change in the business. That’s why we partnered with Trustpilot," says Adam LindseySenior Director of Operations at Groupon
As for a rare review of three stars or less, Groupon responds individually to each one with a personalised response. The customer service team provides this feedback internally, not only via the internal newsletters but in almost daily meetings with the product and engineering teams.
Better for the brand, better for the customer
With Trustpilot a key focus, Groupon managed to improve their TrustScore from hovering around a 1-star rating to a 3.1 initially and, eventually, to a 4.1 rating in the UK. Of the 16,000 reviews, the majority are five-star, and the customer service team responds to negative reviews in less than 24 hours. It’s a massive win to improve a TrustScore from 1 to 4 stars, so it’s something Groupon celebrates regularly.
Now, Groupon’s six biggest markets - which account for 90% of the business - are integrated and actively using Trustpilot.
As well as boosting the brand’s reputation, Groupon has improved its overall customer experience based on the reviews left on Trustpilot. Groupon has changed their refund policy and complaint handling, all due to the insights gained from reviews.
“We’d rather have 10x more feedback so we know and can fix issues. If we don’t know something is going wrong, we can’t fix it. Now we can between Trustpilot and our satisfaction surveys”Adam LindseySenior Director of Operations at Groupon
What’s next for Groupon? With plans to expand in the US, they know their Trustpilot profile is key to winning the market and have set a goal of achieving a 4-star TrustScore.
