How InPost leveraged Trustpilot’s Insights to improve customer experience and boost their TrustScore

About InPost

InPost (AEX: INPST) is a leader in logistics solutions for the e-commerce industry in Europe. Founded by Rafał Brzoska, InPost is now a leading delivery platform for e-commerce, which has revolutionised the parcel market in Poland.  

Today, the InPost network is Europe's largest and most convenient automated parcel collection and delivery system, with almost 50,000 modern APMs and over 33,000 PUDO points in 9 countries (UK, France, Poland, Italy, Spain, Portugal, Belgium, Luxembourg, the Netherlands). InPost has 10,000 APMs across the UK. 

InPost also provides courier and fulfilment services to e-commerce sellers, working with around 100,000 e-tailers. During 2024 alone, the company handled over a billion parcels. 

Building a better customer journey and stronger TrustScore 

InPost considered Trustpilot an essential tool for better understanding customer experiences, with reviews taking on the role of “voice of the customer.” 

“It's an indication of our customer experience, and all parts of our business influence our TrustScore: the logistics team, the maintenance team and customer care. We care because consumers trust this information and use it to make decisions when comparing us to our competitors,” notes Katie. 

Further, Trustpilot, as the ‘voice of the customer, ' gathers feedback that directly influences product development.

“It tells us not only what we need to improve but also what extra features we should be thinking about releasing, and what customers expect from us,” says Katie. 

Customer suggestions have included giving customers alternative locker options when their own is full so that deliveries aren’t diverted. Another customer even pointed out that people of shorter stature struggled to reach lockers too high up to collect their purchases. After noting this, InPost added an “easy access zone” proposal to their customer journey, so customers can now access lockers that better fit their height. 

Data-driven CX and decision making 

InPost's approach to customer feedback took a major leap forward with Trustpilot's Automatic Tagging feature. Their reviews dashboard is now loaded with extra details like who used the service (sender or receiver), whether the parcel was a return or a click & collect and the location of the locker.

This rich data allowed them to see, for example, the top 10 customer concerns about returns during the busy holiday season.

"It's completely transformed how we view Trustpilot internally," says Katie, "Before, it was interesting, but now it's a company-wide discussion point. We've added more Trustpilot users so different teams can access the data themselves. We're building dashboards using Power BI to make it easier for everyone to analyse the information."

InPost can now filter reviews based on these tags, allowing them to focus on specific customer segments and pinpoint areas for improvement. For instance, they can easily see feedback about faulty lockers and route it directly to the maintenance team, or concerns about customer service and send them to the quality team.

Competitor benchmarking 

With such in-depth data awareness, InPost can also compare their performance on specific topics with competitors via Trustpilot’s Competitor Benchmarketing feature, providing valuable insights into industry trends and their relative strengths and weaknesses. 

“The competitor benchmarking by topic has been super interesting for us, particularly while we're still establishing ourselves in some of the markets. So being able to compare to what's already out there is really useful for us,” notes Katie. 

InPost now has a strong understanding of customer needs and potential solutions. However, justifying these solutions internally proved to be challenging. Trustpilot provided valuable data insights that bridged this gap.

By analyzing customer sentiment on specific topics and incorporating verbatim reviews, InPost teams were able to present compelling cases for customer-centric initiatives. 

“I love how quickly we can identify a problem, and I love how quickly I can see an improvement,” says Katie.