Feefo Releases Its Annual CX Trends Report

When I first heard that Feefo had dropped its latest Annual CX Trends Report, I knew we had a fresh set of insights that any business serious about customer experience (CX) needs to read. In this article, I’ll walk you through the key highlights, explore what those findings mean in real-world terms, and share actionable takeaways you can implement—so you’ll come away knowing how to leverage Feefo’s data in your own strategy.

What is Feefo’s Annual CX Trends Report?

Understanding the source

Feefo is a reviews, ratings and insights platform that works with thousands of brands worldwide. It collects verified customer feedback and turns it into actionable intelligence for businesses.
Their annual CX Trends Report analyses patterns in customer behaviour, feedback and expectations—based on millions of review conversations and other survey data. For example, Feefo’s Consumer Behaviour 2024 report drew on 21.7 million reviews and 2,002 survey participants to identify what customers cared about most.

Why this matters for your brand

It gives you a data-driven view of how customer expectations are evolving.
It highlights shifts you may be missing—so you stay ahead of the curve instead of lagging behind.
It points to what really matters (value, trust, loyalty etc.) so you can prioritise initiatives.
Because Feefo bases its insights on verified feedback, the findings gain credibility and actionable weight.

In short: use this report as a compass, not a rule book, but one that’s grounded in real customer voices.

Key Trends from the 2025 Report

While the full 2025 report hasn’t been publicly broken down in every detail, Feefo and associated sources outline clear themes that are dominating the CX landscape. Let’s dive into the major ones:

1. Value-Driven Consumer Behaviour

Customers are no longer just buying—it’s about feeling valued. According to Feefo’s 2024 consumer benchmark:

More than half of consumers are buying less but expecting more.
54% of consumers are more likely to repeat purchases if they feel personally valued by a brand.
Key components of “value” now include recognition, loyalty perks, personalisation, not just lowest price.

Why this matters: If your customer journey emphasises “one transaction and done,” you’re missing the mark. Building repeat business means recognising the customer beyond the purchase.

What you can do now:

Build loyalty programmes or reward schemes that make customers feel appreciated.
Use feedback to recognise and respond to customers (e.g., custom thank-you notes or personalised offers).
Audit your touchpoints: Are your customers hearing “thank you” or “what’s next”?

2. Trust, Authenticity & Review Integrity

The importance of genuine, verified reviews is a recurring theme. Feefo emphasises that reviews are not just nice to have—they’re central to building trust.

Consumers trust authentic reviews more than any marketing message.
Brands that respond to negative feedback publicly build more credibility.
Verified reviews boost search presence and conversion because new content is produced and signals trustworthiness.

Why it’s a CX trend, not just marketing fluff: Reviews influence expectations, decision-making and loyalty. Your CX process needs to integrate them, not treat them as an afterthought.

Actionable steps:

Ensure your feedback collection is rigorous and invites only verified customers (avoid generic open review systems).
Respond to reviews—especially negative ones—with authenticity and action.
Publish and display reviews on your site to enhance SEO and user trust.

3. Hyper-Personalisation & First-Party Data

Feefo’s earlier reports already indicated that first-party data use, AI-driven insights and personalised experiences are rapidly becoming norm.
In the current environment:

Customers expect brands to know them—without feeling creepy.
Using data to personalise the experience is no longer optional—it’s expected.
But privacy, transparency and non-intrusiveness are critical.

Practical implications for your CX strategy:

Segment customers based on their behaviour (not just demographics).
Use review‐insight tools to identify themes in feedback (e.g., common pain points) and personalise responses.
Monitor data usage: ask for permission, explain what you’ll do with the data, and respect privacy.

4. Mobile-First Experiences & Seamless Journeys

Feefo’s earlier trend list noted that for many consumers mobile experiences are the primary interaction point.
Key shifts include:

Customers expect streamlined mobile journeys: fast pages, intuitive UI, feedback on mobile.
Reviews and feedback need to integrate into mobile UX (not just desktop).
Touchpoints across channels (mobile app, website, in-store) need to feel consistent.

Why you should care: A clunky mobile CX is a deal breaker—especially for younger, digitally native customers. Poor mobile experience disrupts feedback collection, review visibility and trust building.

To improve this:

Test your website and apps on mobile: load time, navigation ease, feedback submission flow.
Make review prompts mobile friendly and mobile visible (e.g., via mobile widgets).
Map the full customer journey—from mobile discovery to purchase and review—and eliminate friction.

5. Sustainability, Ethics & Social Responsibility

While not purely a CX metric, brands’ stance on sustainability and ethics increasingly impact customers’ perceptions and loyalty. Feefo’s Consumer Behaviour 2024 report highlighted this: consumers now care deeply about brand values, transparency and purpose.

Younger consumers rate value alignment (with ethical and environmental values) more highly.
Brands that show tangible impact—rather than just marketing claims—gain favour.

CX take‐away: Your customer experience must reflect more than functional transactions; it must reflect values too.

Actionable ideas:

Showcase how you’re acting responsibly: e.g., sustainability initiatives, transparent supply chains.
Link customer feedback to your values: for instance, invite customers to review how you’re meeting sustainability targets.
Use feedback insights to help build authenticity around your brand purpose.

How to Use Feefo’s Insights in Your Own CX Strategy

Now that we’ve covered the core trends from Feefo’s Annual CX Trends Report, let’s look at how you—yes, you reading this—can apply them. I like to break this into a simple framework:

A. Audit your current experience

Map every touchpoint your customer has—from first discovery to review submission.
Identify where you’re under-delivering: Are you missing mobile optimisation? Is the feedback process weak?
Pull together review data: What themes recur in your negative feedback? What do your customers say they value?

B. Align with the key trends

Value: Introduce recognition and loyalty mechanisms.
Trust & authenticity: Ensure feedback is verified and responded to.
Personalisation & data: Segment and personalise, but respect privacy.
Mobile & seamless: Make every touchpoint smooth and integrated.
Purpose: Let your brand values shine through every interaction.

C. Build actionable tactics

Create a “review & feedback” campaign schedule: invite, collect, analyse, respond.
Use tools (like Feefo’s analytics) to tag feedback themes (e.g., “delivery delays”, “friendly service”, “eco-credentials”).
Design mobile-first UX improvements: faster load times, feedback form on mobile, mobile review visibility.
Develop loyalty/recognition programme: e.g., “You’ve been with us for X years, here’s your perk”.
Make your values visible: e.g., highlight how customer feedback contributed to sustainability improvements.

D. Measure & iterate

What metrics matter? Review volume, review sentiment (positive/negative), repeat purchase rate, mobile conversion rate, customer feedback on values alignment.
Use your analytics to track change: e.g., did adding a loyalty perk increase repeat purchases? Did mobile load time improvements increase review submissions?
Iterate based on feedback: customers will tell you what’s working (and what isn’t).

Common Pitfalls to Avoid

Even with strong insights from Feefo’s Annual CX Trends Report, many businesses fall into the same traps. Here’s what to watch out for:

Treating feedback collection as an after‐thought. If you only ask for reviews after purchase and never act on them, customers feel ignored.
Over-relying on automation without the human touch. Personalisation and AI are great—but if everything feels robotic, authenticity suffers.
Ignoring mobile optimisation. A broken or slow mobile experience undermines trust, review submission and overall CX.
Talking about values without showing them. Sustainability claims must be backed up by action and reinforced by feedback narratives.
Collecting data but not acting on it. Insights are only useful if they lead to change—customer feedback must feed into improvement loops.

Why This Report Should Be On Your Radar

Because customer expectations are changing faster than ever—and staying ahead is not optional.
Because reviews are no longer a “nice to have”—they’re central to experience, acquisition, retention and SEO.
Because mobile, data, values and trust are converging into one big CX ecosystem—and you need to operate across it, not in silos.
Because the organisations that treat CX as a strategic advantage (not just a cost centre) are the ones that thrive.

Final Thoughts

So, yes—when Feefo releases its annual CX trends report, it’s not just another industry document. It’s a roadmap. It tells us where customers are heading, what they expect, how they perceive value, and how brands can respond with authenticity, agility and purpose.

If you take one thing away from this article: your CX strategy must increasingly align with value, trust, mobile sophistication, data-driven personalisation and brand purpose. Implementing even one of these trends can move you ahead of competitors who are still operating business-as-usual.

Review your processes. Listen to your customers. Act on their feedback. And when the next Feefo report drops—be ready for what’s coming next. Because the one thing you can guarantee is this: the customer journey is shifting, and staying static isn’t an option.