AO’s director of consumer and brand Vicky Monk said negative reviews drive the company to “be better” and make “everyday business decisions” as it reached 500,000 reviews on Trustpilot.


AO has reached 500,000 reviews on Trustpilot with a score of 4.8 out of 5

The online electricals retailer has recently amassed half a million reviews on the platform with a score of 4.8 out of 5, with 94% of reviews marked as good or excellent.

But Monk told Retail Week that, instead of focusing on the positive reviews, the group “obsesses” over the negative to make the company better.

“Trustpilot is really embedded in the business from a consumer lens as it’s about how they feel about us – whether it is good or bad,” she said.

“It’s important to us to be really focused on how we make that journey better for our customers ultimately.”

Some of the negative reviews were common among a range of customers, which caused the AO team to take measures to prevent similar issues from occurring again.

Monk said the group had received feedback on delivery notification delays, for example when customers do not receive texts to let them know they have an early morning delivery.

“We now text customers the day before to let them know if their delivery is expected in the early time slot to make sure they’re up and prepared,” she said.

AO has also made improvements to its delivery tracking to make sure everything is up to date for customers.

“If we were just to ignore what customers are telling us on Trustpilot, just because we want to sit there and congratulate ourselves on the fact that we’ve got over 400,000 four- and five-star reviews, that just wouldn’t feel right to us.”

Monk said working on the negative reviews means AO can take preventative measures, which then gives the team the small wins of “removing friction, removing pain points for customers and removing costs from the business”.

“The less that goes wrong, the more efficient the business is and our customers ultimately love the service they get from AO.”