The best Customer Experience Management strategy in the business is still lacking if you’re not measuring customer satisfaction. As an eCommerce business, you must invest the time and resources into creating a Customer Experience that elevates your business above your competition. A crucial part of that process that some businesses miss is data collection, analysis, and response.
Understanding customer needs, as well as their emotions, will allow you to craft a better Customer Experience and compete at a new level. Methodically measuring your Customer Experience will help you do just that.
Create Goals & Plan of Action
Before you can measure your Customer Experience, you have to establish your goals and how you’re going to reach them. Every single business thriving today has lost a customer, dealt with customer complaints, or processed product returns. It’s going to happen to you too, and that’s perfectly fine.
When you do encounter negative feedback, having goals and an action plan will allow you to empower your business to create opportunities for growth. On your first round of measuring your Customer Experience, you collect the data surrounding negative experiences to help shape the goals that drive positive change.
Once you know how customers feel about your Customer Experience, you can create goals and a plan to fix almost anything. For example, if you know you want to identify sources of churn on your website, decide what questions to ask for the data that will lead you to actionable changes.
You should create goals and an action plan for the positive feedback you receive, as well. Meeting customer expectations is a thing to celebrate. Do so by incorporating more of what your customers loved and watch the customer loyalty increase.
Customer Experience Surveys
The best way to measure customer interactions is by straight up asking customers about their experience with your brand and products. There are so many points along the Customer Journey that you can examine and improve upon.
A well-designed survey can reveal how your customers feel about everything from the touchpoints that drew them in to the reasons they passed up your product. When you survey a good customer experience, include questions that focus on the moments customers truly connected with your brand and products.
Though surveys can be as long or short as you wish, there are some preferred methods out there for getting the metrics that will most benefit your overall Customer Experience.
Customer Satisfaction Score (CSAT)
The Customer Satisfaction Score gauges the average level of satisfaction customers have with your product and eCommerce store. This survey asks customers to assign a number to their experience, usually between 1 and 10.
Customer Effort Score (CES)
The Customer Effort Score measures how difficult or easy customers found their experience using your platform. By establishing this metric, you can determine whether or not you need to develop a more customer-centric site that’s easier for customers to use. You don’t want people relying on customer support functions to place orders.
Net Promoter Score (NPS)
Collecting this metric is all about gauging brand loyalty. Ask your customers how likely they are to recommend your brand to friends and family. When you have brand advocates, you essentially create passive promoters who market your products for you.
Survey Timing & Trigger
Once you’ve chosen the surveys you want to use, you’ll need to decide when to use them. We’ve all gotten surveys before that have seemed ill-timed or unnecessary. That feeling of resentment, however, has much more to do with the timing and trigger of the survey than it has to do with the survey itself.
When introducing surveys to the Customer Experience, focus on:
- The action that prompted the survey.
- The frequency of survey requests.
- The business’s ability to maintain a timely response.
When surveyed appropriately, your customers will be able to supply you with a wealth of data that you can use to create a more positive experience.
Analyze the Data
Once you have enough data, you need to analyze it to create actionable steps and complete your initial goals. Depending on the survey method you chose, your process for goal fulfillment will look different. The main goal, however, is to uncover what you can do to improve your customer experience based on when and how you asked for feedback.
Open-ended questions will require more detailed analysis, but the opportunities for improvement will be greater. Using CSAT, CES, or NPS surveys will be a little more cut and dry data-wise, but you might have a harder time establishing the precise pain points that led to negative scores.
Wash, Rinse & Repeat
Regardless of what survey methodology you choose, careful analysis will lead to actionable steps. These moments of customer engagement are crucial to the ongoing development of your Customer Experience Management strategy as well as your business itself.
You should never stop measuring your customer’s perception of your brand. It’s important to understand how your products connect with the people they serve. A successful eCommerce business conducts surveys as a continual part of their business model. As you perfect your process, think of surveys as never-ending feedback loops that allow you to reach more customers and create more meaningful relationships.