What do your customers really think?

What do your customers love about your e-commerce business? What do your customers think you need to be better at? How do you compare with your competitors in all of the key areas? How does your performance compare over time as you make changes in your business?

These are all incredibly important questions which our new customer Feedback tool will answer for you.

All you need to do is go onto the Automations page and switch on the Feedback survey. Your customers will then get a survey (in their language*) asking them to rate your:

  • Website
  • Shipping
  • Customer service
  • Range of products
  • Quality of products
  • How likely they are to recommend you
  • Any other comments they might have

The Feedback results can help you move from making decisions based on opinion to data. Should you get your website redesigned? Should you change your carrier? Should you give a bonus to your customer service team? Or fire them! Do you have the right range and quality of products?

You will soon have the answer to all of these questions and more!

The questions in the Feedback survey are fixed: you cannot change them. This might seem odd at first as most survey software gets you to write the survey yourself, but there are some very important reasons why we do it this way.

First off, it’s quite difficult to put together a good customer survey. You need to think carefully about what you need to know, write the questions in neutral phrasing to avoid bias and balance the number of questions to maximize response rates with data capture. You might also need to translate the questions into other languages. It saves a lot of hassle to have all of the questions written for you.

The other really important reason for the questions being fixed is that we will then be able to benchmark you against other stores in your industry, or across all users, in Machine Labs. You’ll then be able to see how your website, shipping, customer service and products compare with your competitors. (You might want to go into Brand Settings from the menu on the top right to make sure your industry is set correctly.)

Near the end of the Feedback survey your customer will be asked how likely they are to recommend you. This is used to work out your Net Promoter Score® (NPS)** which is a great overall measure of customer satisfaction. It’s used to track your performance over time (it should always be going up!) and compares you with your competitors. You can read how it’s calculated in What is NPS? over in our help center.

Finally, we will ask your customers for any other comments. These will be displayed in a word cloud so you can get an overall feel for the important issues; though you should still read each comment individually. If your customer wants a response then we will open a ticket in your support system by sending you an email. This is a great way to deal with problems before they turn into a refund or a bad review.

Coming very soon will be Net Promoter Score segments to allow you to contact your happiest customers – perhaps with a refer-a-friend program – and also to get in touch with less happy customers so you can turn the situation around with some amazing deals.

* Languages currently supported are English, French, German, Italian, Spanish, Polish and Portuguese. Let us know if there’s a language you need that’s missing.

** Net Promoter Score and NPS are registered trade marks of Satmetrix Systems, Bain & Company and Fred Reichheld.