TAKING THE HINT
Our analysis of your Trustpilot reviews shows that Biscuiteers delivers a consistently strong premium gifting experience. Customers frequently praise the quality your gifts, how beautifully decorated they are and how highly they rate your service. These are elements that reflect your brand’s core values.
But it's not all good news. When customers talk about gifting in general, sentiment is high but sentiment in relation to time sensitive moments like Mother’s Day and Christmas has dropped off over the last few years. This suggests that expectations appear to be falling short which could potentially put brand trust at risk.
What Customers Think
We've applied our text analytics model to your Trustpilot reviews to identify the broad themes that reviewers discuss and within these more specific talking points. This is shown in the chart below. The chart also shows the average rating given when the review contains this topic. Your overall Trustpilot rating is also shown for context.
There are two things that stand out. The first is that reviews mentioning subscriptions and value for money in particular score lower ratings than any other topic. This is due to confusion over the subscription model and what the different tiers allow access to. This also reads across into lower ratings when access to your datasets and census data are mentioned.
The other stand out is how well the hints feature performs. When mentioned, its performance is similar to the regard that reviewers have for your tools for researching their family tree. People very much appreciate the potential matches in their family tree that the hints feature provides and is definitely something to promote in your marketing.
More insight can be obtained by looking at how influential the themes discussed by reviewers over time have been.
We can see from the chart that average ratings have fallen for every topic discussed in the last few years - again confusion over subscriptions is a factor in this. But it's also very interesting to see that
What to do next
Late arrivals of gifts for special occasions are very annoying for customers and frustrating for you because much of the time it's out of your control.
Even so, late deliveries have the potential to damage you brand and you should review information on your website to ensure that customers are fully and clearly informed about cut off dates and delivery options.
It's worth also exploring setting Royal Mail next day as the default delivery option for orders within three or four days of specific occasions such as Mother's Day and Valentine's Day.
This would ensure clear expectations are set upfront, significantly reduces the risk of late deliveries and helps protect your brand reputation from negative reviews linked to delivery delays.
Customers would be explicitly informed at checkout that the next-day delivery has been selected by default to guarantee timely arrival. A clear message would also alert customers about the risks associated with downgrading to standard delivery although they retain the option to do so in the basket.