Boosting Ferrero’s online reputation with Konecta

About the client in short

Ferrero, an Italian family company since 1946, is one of the world's largest sweet-packaged food companies with over 35 iconic brands known globally, including Nutella, Ferrero Rocher, Kinder, TicTac, and Thorntons. Delivering a flawless, consumer-centric experience is at the core of Ferrero's mission to secure lifetime consumer value and maintain strong loyalty across its famous brands.

Key figures

2.7 to 4.5

Massive boost in the Thornton's Trustpilot score

15 months

Rapid implementation and turnaround time

Ferrero wanted to improve how it handled customer service in the UK and Ireland, especially during busy seasons. The brand needed a strong partner with proven e-commerce expertise and effective crisis management capabilities to handle end-to-end quality across telephony, emails, webforms, and social media.

A critical pain point was the brand's online reputation, specifically the Trustpilot score for Thorntons, which sat at a low 2.7. Ferrero required an agile solution that could not only resolve product quality complaints and complex corporate order inquiries but also proactively build trust and rapidly scale staffing during crucial holiday periods like Christmas and Easter.

Konecta deployed a highly specialized, consumer-centric omnichannel support team in London to manage Ferrero's e-commerce interactions. To drive immediate results, we established a robust knowledge base and implemented outcome-based operational processes using smart macros.

We introduced blended training focused on real-life scenarios to ensure agents functioned as expert brand ambassadors. Furthermore, Konecta empowered these digital coworkers with high autonomy, trusting them to make rapid, data-backed decisions regarding product replacements and refunds.

By seamlessly orchestrating advanced digital workflows with an expertly trained human workforce, Konecta effectively absorbed seasonal volume spikes while delivering world-class care.

The partnership delivered transformative results, mostly by raising Thorntons' Trustpilot score from a 2.7 to an outstanding 4.5. Consumers frequently mention Konecta agents by name in their five-star reviews, demonstrating how negative interactions were successfully converted into exceptional brand experiences.

Beyond reputation management, the team exceeded corporate sales targets during critical holiday peaks, directly driving high-margin revenue. The operation now seamlessly handles everything from complex dietary inquiries to physical voucher fulfillment. This outcome-based success has paved the way for deeper integration of AI-driven innovation and predictive support to further personalize the Ferrero consumer journey at scale.

This video features Kerry Mooney (Consumer Care Manager, Ferrero), Vanessa Chávez (Regional Food Safety & Quality Manager UK&IE, Ferrero), alongside Lewis Root (Subject Matter Expert for Ferrero, Konecta) and Chelsea Watkins (Consumer Care Advisor for Ferrero, Konecta), discussing the successful Ferrero and Konecta partnership that transformed consumer care and significantly boosted Trustpilot scores for the Thornton's brand. They also share their vision for future-proofing customer experience through a blend of AI-powered personalization and human-centric support.

Boosting Ferrero's online reputation with five-star support

About the client in short

Key figures

Success stories