What are the results of measuring customer satisfaction?
E-merchants don’t exist without satisfied customers. Even if there is a great offer, and the best prices, if the service is disappointing, the customer will not return. Fortunately, in e-commerce, there are many possibilities to check where the customer gets stuck in the process, but asking from them directly is even better.
1. Where to start?
Without defining what is a satisfied customer for us, it cannot be measured. Let’s start with that and then look at how each area serves this! A satisfied customer gets what we promise, so it is useful to have a look at the areas where, even if not intentionally, we do not keep our commitments.
Follow the customer’s path! There can be many issues in the process that we do not even know about, on the product page, when purchasing a product, during the service (delivery process), or even in the customer support. Do not be afraid to face these weaknesses, everything can be improved, this is why studying this area is very important.
2. Check your webstore pages
If the visitors are spending a short amount of time on your webstore and then leave without making a purchase, it is an alarming sign. This can be improved with popup windows with targeted messages, making the visitor to check other products for example.
Now, instead of showing discounts, let’s focus on measuring satisfaction. We can ask the visitor to rate us on a scale of 1 to 5, rate the webstore, and ask if they could find what they were looking for, did they get an answer to the question. It is useful to add an option where they can add a short text to explain the issue in more detail.
Most webstores are asking for ratings of the service when the order has arrived. For example, during Black Friday, a lot of complaints were made, because even if the store has given the product to be delivered in time, there were some late deliveries. To prevent this, during periods like this, we can draw the buyer’s attention to the increased delivery time. Without this, we will have to compensate the customers.
Although, if we can see that the issue remains with the logistics, we might need to consider changing them. If the process cannot be improved, it is useful to partner with another service provider to not lose customer satisfaction.
4. Simplicity rules!
When thinking about surveys, do consider that long forms with loads of questions scare off people. To avoid this, it is better to use scorings or the scale from 1 to 5 mentioned above. A 1, in this case, means not satisfied at all, while a 5 means very satisfied. This can be used to assess product quality, delivery, or customer service.
If we get a negative review, a broad set of fact-finding questions is useful, but let’s not forget here either, that less is sometimes more. Customers should be informed in advance about how many questions will be raised even if it is a complex form.
5. Discuss the results
A survey in itself is not enough if the results are not discussed and the necessary changed are not implemented. For example, if the survey shows that there are issues with the structure of the site, the help of experts is essential, as the purchase primarily depends on the willingness of spending time on the site. The same goes for customer support, it is not enough to only offer an excellent service, when in real life it is not so much excellent.
As mentioned above, customer satisfaction highly depends on if we can deliver our promise or not. That’s why we should never take on something we can’t keep up with! If you check the points that we have put together in this article, the one-time visitor will become a returning customer later.