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Trurating is creating a feedback site that truly represents the general public’s opinion

Everline Future 50 entrant truRating began as a dream when founder Georgina Nelson was working for the Consumer’s Association's Which? Seeing the many issues facing businesses trying to gather reliable customer feedback, she realised that by shifting the emphasis to collection at point of payment that there might be a solution.
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Name: truRating
Industry/sector: Feedback
Date founded: 2013
Founders:  Georgina Nelson
Location: London

“TruRating was born in early 2013 when I began to notice how influential online review sites were becoming and the make or break role they were playing for many businesses,” Nelson said.

“I was concerned that despite best intentions, feedback sites often just didn’t represent the general public’s opinion. If you were looking for horror stories or five-star reviews, there were plenty to pick from, but it was harder to get a sense of what a more typical customer experience might be like.

“As I talked to businesses it became clear that they were desperate for a way to get reliable feedback representing how the majority of their customers really felt. From the other side, whenever I asked people they said they’d be more than happy to give their views, they simply wanted a quick and easy way to do so.”

While most people seemed happy to feedback, they didn’t like handing over their details or complicated forms. Nelson’s idea was simple – if you take the pain out of feedback by making it simple and anonymous, you’d provide a solution that worked for businesses and customers both. She took the plunge and alongside five founding team members worked up a plan to bring truRating to market. 

TruRating asks customers to rate a single aspect of their experience from 0-9 on the chip and pin device. It might be value or atmosphere, but it’s always just one quick question and allows the consumer to be anonymous every time. 

The company’s other offering, truAnalytics, brings the power of big data to all. While many organisations offer feedback services that capture option to varying degrees of reliability, what they don’t do is offer a solution that really captures the voice of many.

The company suggested: “By utilising existing hardware, we can integrates and support existing consumer feedback services if needed. All the ratings we gather will be aggregated to fuel a consumer recommendations website. Based on verified ratings from real paying customers, this will allow people to search for the best-rated businesses near them without having to worry about biased or unfair reviews. On top of this, every time customers rate they have a chance to win a prize and truRating will make a charitable donation too.”

And with offices open in London in Sydney, they will be expanding to Canada and the US in Q2 2015 – with international and European development soon to follow.

Next – Twizoo

Previous – Trillion Fund

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About Author

Shané Schutte

Shané Schutte is the deputy editor of Real Business, with a particular specialism in employment and business law, human resources, information technology and sales/marketing.

Real Business