Mypure.co.uk has seen a 12 per cent increase in its online shopping transactions, thanks to improved customer service supported by eKomi's feedback service. The eKomi software appears on the website as a simple widget. Mypure.co.uk has been using it since September 2009.

Simon Golding, founder of the online retailer specialising in cosmetics, toiletries and home cleaning products made from natural and organic ingredients, explains: "There are a lot of companies online that sell products similar to ours and we wanted to find a new way to stand out and be different. Because the feedback we get via eKomi is independent, and cannot be tampered with by the retailer, customers can have total confidence when placing an order, even if they have not heard of us before! Customers read the feedback on items such as the fulfilment on our pledge to dispatch in 24 hours, and it has an instant impact."

The e-tailer already had an in-house customer reviews system for its products and services, but this required users to login to leave a review, and go through several clicks before they could review a product. In addition, the company was getting very limited feedback from customers at a transaction level once an order was dispatched, and felt if it could capture this feedback it would help improve service even further.

"Once an order was dispatched, it really went into a black hole - we rarely heard back from customers on their experience. We had no way of knowing how that customer felt about the whole transaction, or their experience of us as a company," says Golding. "It was critical for us to know that customers were not only happy with the quality of the products, but the quality of service we gave them. We wanted to hear all feedback, so that we could pat ourselves on the back, and improve where we needed to."

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