CEO Today Global Awards

What is Feefo’s ethos? Feefo has a very strong ethos of trust, transparency and commitment to customer service. We have injected an entirely new level of trust into reviews, reversing the erosion of confidence caused by fake and paid-for content in what is a very competitive field. Consumers trust reviews on our platform and know they can put their faith in any brand that uses our platform. Our commitment to service guarantees that our clients are always able to get the maximum out of their relationship with us and fully benefit from our innovation. We never take customers for granted, any more than our clients do. Customers are some of a brand’s best advocates and you should always be ready to listen and learn from them. After a successful management buyout in Nov 2018, you became Feefo’s CEO. What are your goals in driving change within the company? I am transforming Feefo into one of the most disruptive and forward- thinking technology brands, investing in an ambitious programme of enterprise-level expansion. I am driving further innovation within our market-leading data analytics and artificial intelligence capabilities. This continued evolution of our technology as a comprehensive customer experience management platform is my main aim. I have also worked hard to foster the right culture across the entire company so that everyone works collaboratively towards the common goal of developing the business. It’s why we have continued to invest in people, who are the most valuable asset for any business that is expanding. What have you been working on since your appointment as CEO? As a SaaS business, the focus is to continue to ensure we grow and support our customers at scale. My priority continues to be building the teams and skillsets, while “investing” in our technology so we can expand. We are now better able to support the needs of a growing number of enterprises and mid- market clients, as well as continuing to deliver innovation to an SMB market. We have streamlined and improved processes, policies, governance, customer success, CRMs and career paths in order to get ahead of the needs of a growing customer base. One of the most critical elements of growth is continued improvement in communication within the business, ensuring everyone understands their respective roles and believes in what we are trying to achieve. On the product side, we have continued developing AI Solutions including developments such as “Smart Themes” and “Performance Profiling” solutions so customers can instantly find the information they want in real-time, while clients gain an easier and faster route to customer insights and trends. What have been some of Feefo’s key achievements in 2019? 2019 was a year of growth and exciting product development. Revenue increased 52% to £12,009 million in FY19 (from £7,898 in FY17) EBITDA increased by 107% in FY19. In terms of investment in technology R&D, we have invested over £2.5 million in the last 18 months. The year also saw us launch our unique new Review Enhanced Ads (REA) service to supercharge Google ad campaigns. The new service gives clients the power to automate the insertion of the most eye-catching, convincing words and phrases derived from artificial intelligence sentiment analysis of their customer reviews. Many high-profile new clients also One of the most critical elements of growth is continued improvement in communication within the business, ensuring everyone understands their respective roles and believes in what we are trying to achieve. CEO Today Global Awards 2020 UNITED KINGDOM 15 www.ceotodaymagazine.com