One of the most important aspects of running an effective online shop is efficient customer service. Positive feedback from people using the services or products offered contributes significantly to the growth of a company. However, many companies still underestimate the issue of customer satisfaction surveys. Why take the time to do this and how to do it properly? 
Customer satisfaction surveys are one of the basic tools when it comes to building customer-seller relationships. Properly functioning customer service is also a way to promote the brand and build a good image online. Nowadays, this is an important area of activity for any company in the e-commerce industry, due to ever-increasing competition and a constantly changing industry.
Customer satisfaction surveys should not only be carried out occasionally. It is best to do it on an ongoing basis, which means that the company should provide the opportunity for each consumer to give feedback as soon as he or she has used the online shop's offer or after the customer has had time to review the purchased goods.
Customer satisfaction indicators
Whether the buyer is satisfied with the quality of the service offered and the service provided is indicated by the customer satisfaction indicators:
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Wskaźnik CSI (Customer Satisfaction Index)
The Consumer Satisfaction Index, as the name suggests, is one of the main methods of obtaining information on satisfaction with the entire buying and selling process. This form of research usually focuses on a limited or fixed group of customers. It is most often carried out by means of a questionnaire, in which the consumer marks his or her level of satisfaction on a specific scale.
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Wskaźnik ACSI (American Customer Satisfaction Index)
The ACSI index refers to a number of variables that provide information on a customer's expectations of a company, how they perceive the quality and value of the services offered, and their satisfaction and loyalty. The ACSI takes into account all complaints and claims made by consumers.
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Wskaźnik EPSI (European Performance Satisfaction Index)
The EPSI is inspired by its American counterpart (ACSI) and consists of four very important modules: image, expectations, perception of product quality and perception of service quality. Like the ACSI, this indicator takes into account the frequency and nature of customer complaints in its results.
To measure customer loyalty, indicators are: NPS (Net Promoter Score), CES (Customer Effort Score) and CLR (Customer Loyalty Ratio).
Customer satisfaction survey methods
Customer satisfaction surveys generally take the form of a survey. In the age of the spread of the Internet in every area of life, it is the electronic survey (CAWI) that is becoming the method of choice. In addition, companies can also conduct surveys by telephone (CATI) or in the field (CAPI/PAPI).
A well-conducted survey provides the e-commerce owner with information on customer satisfaction with the entire sales process and after-sales service. This provides the entrepreneur with valuable information regarding the quality of the offer, the level of customer service, the overall opinion of the company's image and the consumer's loyalty to the company.
The information gained can be used in the future when introducing solutions to improve and modernise customer service activities. Any action taken in this area will contribute to adapting the company to current market requirements and, in turn, help it to win new customers, build customer loyalty and gain a competitive advantage.
How to conduct the survey well?
In order for a customer satisfaction survey to take place properly, it is necessary to prepare the service recipients' survey well. As a first step, it is important to consider how to conduct the survey and when to send it to the customer. It is also important that the questions are the essence of what the entrepreneur wants to find out about his or her activities. Respondents are more likely to complete a clear and not overly time-consuming survey than a more complicated one.
When conducting a survey, it is worth remembering not to base it solely on quantitative data. They may provide answers to questions about customer satisfaction or dissatisfaction, but they will in no way explain why things are the way they are. In such a situation, it is better to rely on open-ended questions that give respondents the opportunity to express their own opinion.
A properly composed survey should provide ongoing feedback on the customer's level of satisfaction with their purchase. It should also not lack justification as to why they feel satisfied or not. The survey should allow the business owner to respond immediately to customer dissatisfaction (which is why the survey should not be conducted anonymously).
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