Best practices Ecommerce

How to know if your clients are satisfied

Florencia López Flamengo 05-18-2020 - 13:30

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We know that due to the Coronavirus pandemic quarantine, sales through e-commerce have improved. But people’s necessity to buy online is not enough to ensure that you will keep your existing customers and attrack new ones. This is why keeping your customers satisfied and happy is essential to keep them returning and maintaining high sales.

But how can we know if our customers are having the best experience in our websites? In order to set customer service improvements, we must know how we’re doing right now. This issue bring us to the need of measuring our customers satisfaction and we are going to give you some advices on how to do it.

Surveys: what are your customers thinking?

This are ideal tools to listen to your clients so you can now what they need and  like. Next are some recommendations about how to make the best surveys: 

👉🏼You have to make them short and with direct questions, because customers will be more likely to finish a short survey and give precise responses to clear questions. 

👉🏼 You must set your research goals to make the best questions that will get the answers that you require. Don’t ask unecessary things for your purpose.

👉🏼 You can use some survey tools like SurveyMonkey, formstack, brandwatch, LimeSurvey, etc. to easily create the best surveys for your business.

Distribution is also important, you shouldn’t use old methods like phonecalls or personal inquiries. We recommend you to use digital ideas like:

👉🏼 Random Device Engagement, which uses apps to deliver your survey; the app publisher could possibly offer in-app incentives to those who finish the survey.

👉🏼Social media, since they can show it to persons who are more likely to click on it. And of course; 

👉🏼Your own channels like your website or blog, correctly displayed and with easy access for users, for example, in the order confirmation page.

👉🏼Send it through the E-mails on your data base, maybe offering some incentives to those who finish the survey and share it with other contacts.

NPS, is your client recommending you?

The Net Promote Score is a metric that measures the percentage of your clients that are more likely to recommend your product or company to other people, so this a way of getting a good customer satisfaction index.

This metric will help you to identify promoter clients and detractors, this means, those who are happy with your brand and would recommend it, and those who aren’t.  Also, passive customers, who are satisfied but not loyal enough to recommend your product. This is based on a satisfaction survey that you can do asking how likely are your clients to recommend the company and buying again.

Remember that a satisfied customer is important for your business because they will purchase or use your services again, but also a happy client will tell others about your company and their good experience with your brand, this is an easy way to promote it and will translate into sales growth.

Based on this, you will be able to keep your promoters by giving them incentives like offers, gifts, and keeping a good communication channel with them, and also transform a detractor into a passive or promoter by solving the aspects that prevent them from recommending you. This will help you to increase your NPS and at the same time, improve the customer experience.

Metrics: are your customers satisfied?

There are other ways to evaluate our customers satisfaction besides the well known metrics like the conversion rate, the bounce rate or the heatmaps to visualize the user’s behavior in our website, some of these are:

📈The customer churn rate: reveals the percentage of customers that stopped buying your product in a time frame. You can have this result by dividing the number of clients you lost by the total number you had at the beginning of that time frame.

📈Customer satisfaction Score: measures customer satisfaction by asking them: how satisfied were they with their experience? You can use a scale from 0 to 10.

📈Customer Profitability Score: calculates the profit your company made from satisfying an individual customer. You must substrate the revenue earned by a customer minus the cost of supporting him/her.

📈 Customer Lifetime Value: measures a customer’s value for a company. This will help you gain new customers while keeping or increasing the value of the existing ones.

Omnichannel Strategy: are you covering every front?

Identifying where your clients are is crucial to develop a marketing and engaging strategy not only in one channel, but in multiple of them.

Interacting with clients through different platforms such as social media, websites and blogs, mobile apps, etc, will make it possible for them to get close to your brand in one of them and continue their experience and others, ensuring their engagement to your company in every branch you develop.

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