CREATING FEEDBACK SURVEYS FOR AN OMNI-CHANNEL WORLD (E-COMMERCE)

Transcription

1 CREATING FEEDBACK SURVEYS FOR AN OMNI-CHANNEL WORLD (E-COMMERCE)

2 Customers are using multiple channels before and after making a purchase with you. They are browsing your website, seeing your advertisements on TV, participating in events organized by you, following you on social media, coming to your store, interacting with your channel partners, calling your call center, ing a complaint and perhaps a few are also writing letters to the physical address given on your product packaging! This scenario presents a challenge to companies across industry sectors. How do you design a plan for feedback surveys in this omni-channel scenario? In this e-book, we will develop a feedback plan for a typical e-commerce operation using the CloudCherry platform. The concepts behind the process can be applied to any other industry sector as well.

3 UNDERSTAND THE TOUCHPOINTS Since customers are in touch with your brand through multiple channels, feedback needs to be collected for each of them. Before formulating a plan for feedback surveys, a list of each of the major customer touchpoints needs to be made. This process is the first step in development of a comprehensive plan for feedback surveys. For e-commerce, following are some of the key touchpoints.

4 TOUCHPOINT/PHASE DESCRIPTIONS App/Website Visit (Short) Searching for information. Cursory evaluation of products and brands. App/Website Visit (Long) Actively evaluating products and brands in-depth. Purchase (App/Website) Select product and purchase it. Payment experience (if applicable). Delivery & Installation Take delivery of the product. Payment experience (if applicable). Installation (if applicable). Modification & Returns Modification or return of order (if applicable) before/after delivery. Usage Product usage. Service/Repair (if applicable) Undertaking service or repairs of product. Call Center (Voice) Customer Care ( ) Customer Care (Online Chat) Interaction with customer care over phone. Interaction with customer care over . Interaction with customer care over chat. Social Media Interaction with customers and general public on social media.

5 TIMING IS EVERYTHING Asking feedback at the right time is critical for getting good quality responses and a high response rate. In many situations, it is important to gather feedback immediately. Otherwise, customer tends to forget about the experience. This is especially true for short interactions. For example, a customer is unlikely to remember much about experience on your website while browsing if response is solicited after a week. However, a customer would probably remember his/her experience for delivery and installation for a big-ticket purchase like furniture even a week later. For e-commerce, the recommended timing of feedback surveys varies a lot based on the touchpoint.

6 TOUCHPOINT/PHASE FEEDBACK ON RECOMMENDED TIMING App/Website Visit (Short) Website Active on website for more than 1 minute. App/Website Visit (Long) Website Active on website for more than 1 minute. Purchase (App/Website) Website Immediately after transaction. Delivery & Installation Delivery Experience Installation Experience Immediately after delivery. Immediately after installation Modification & Returns Experience Immediately after modification/return Usage Product/Service Depending on product/service, timing varies from 7 to 30 days. Service/Repair (if applicable) Service Experience Repair Experience Immediately after service/repair (on experience). A week after service/repair (performance of product). Call Center (Voice) Customer Care ( ) Customer Care (Online Chat) Customer Care Experience Immediately after interaction OR closing of ticket. Social Media Anything! Immediately after comment, based on content.

7 KEEP IT SHORT & SWEET To avoid respondent fatigue, it is recommended that feedback is solicited at different points in the customer s journey. Asking all feedback questions together for the entire journey of a customer is not recommended. Longer the questionnaire, higher the chances of respondent fatigue and poor quality of answers. Further, experiences are not fresh in the customer s mind. For an e-commerce firm, we recommend the following length and time of surveys at different points in the journey.

8 TOUCHPOINT/PHASE FEEDBACK ON NO. OF QUESTIONS RESPONSE TIME* App/Website Visit (Short) Website 1 to 2 < 30 seconds App/Website Visit (Long) Website 6 to 8 < 90 seconds Purchase (App/Website) Website 6 to 8 < 90 seconds Delivery & Installation Delivery Experience Installation Experience 6 to 8 < 90 seconds Modification & Returns Experience 4 to 5 < 60 seconds Usage Product/Service 6 to 8 < 90 seconds Service/Repair (if applicable) Service Experience Repair Experience 6 to 8 < 90 seconds Call Center (Voice) Customer Care ( ) Customer Care (Online Chat) Customer Care Experience 6 to 8 < 90 seconds Social Media Anything! 6 to 8 < 90 seconds

9 KEEP IT SHORT & SWEET Typically, there can be one standard feedback metric (for example,nps, CSAT, and CES. Discussed later in this document) followed by feedback on specific parameters of the experience (typically in the range of 4 to 6). Asking a qualitative question on the reason for feedback is recommended for standard questions and in the case of low ratings. For example, when scores are 1 or 2 on a five-point rating scale. If demographic and background information like gender, age, life-stage, education, profession etc. are collected for customers along with registration (or later), such information can be appended ( prefilled in technical parlance) with feedback data and used for analysis. Adding such information aids in generation of insights. For example, perception of female customers on delivery experience versus male customers. Such prefilling can be done after customer logs in; it is not applicable for customer s journey before purchase (where login is usually not mandatory). Soliciting demographic and background information from customers along with feedback survey is not recommended. It increases the length of questionnaire. Further, it may seem to be a waste of time for customers to fill same information repeatedly while giving feedback Net Promoter, NPS, and the NPS-related emoticons are registered service marks, and Net Promoter Score and Net Promoter System are service marks, of Bain & Company, Inc., Satmetrix Systems, Inc. and Fred Reichheld

10 KEEP IT SHORT & SWEET A good CEM platform would allow you to ask feedback at various touchpoints and collate it into a single location for analysis. This feature keeps each feedback survey short and simple even while the overall feedback plan is comprehensive. A good feedback plan also rotates questions among customers. For example, half the questions can be asked to one set of customers; thereby keeping survey short. Finally, a CEM platform like CloudCherry also allows you to track the time taken to fill a survey. Changes can be made if your customers take too long to fill surveys. Figure 1: Screenshot from CloudCherry Platform: Time Taken For Responding To a Survey. CREATE YOUR FIRST SURVEY NOW

11 USE THE RIGHT CHANNEL Depending on the situation, the right channel needs to be selected. If you are gathering feedback about your website, the question needs to be asked during a browsing session at the time a customer is at your site. They will be able to provide feedback, fresh from their experience. Asking feedback about website when a customer is at your store is sub-optimal. Here is an example of the possible channels that can be used by an e-commerce firm.

12 TOUCHPOINT/PHASE FEEDBACK ON CHANNEL App/Website Visit (Short) Website In-App Microsurvey, Website Survey, CEM Bot App/Website Visit (Long) Website In-App Website Survey, CEM Bot, Link, Embedded Link Purchase (App/Website) Website In-App, Link, Embedded Link Website Survey, Link, Embedded Link, Transaction Linked Trigger Delivery & Installation Delivery Experience Installation Experience Smartphone/Tablet, Link, Embedded Link, Transaction Linked Trigger, SMS Link Modification & Returns Experience Smartphone/Tablet, Link, Embedded Link, Transaction Linked Trigger, SMS Link Usage Product/Service Link, Embedded Link Service/Repair (if applicable) Service Experience Repair Experience Link, Embedded Link, Smartphone/Tablet Call Center (Voice) Customer Care ( ) Customer Care (Online Chat) Customer Care Experience Inbound IVR Signature Survey, CEM Inbox CEM Bot Social Media Anything! Social Listening

13 KEEP A BACKUP CHANNEL For critical feedback, always keep a backup channel. For example, capturing feedback on overall purchase experience is a key parameter for an e-commerce firm. Therefore, if a customer doesn t want to answer a website survey after purchase, he/she can be provided an option for receiving an for answering survey later at their comfort. is a good backup channel.

14 USE A MIX OF STANDARD & INDUSTRY-SPECIFIC QUESTIONS The questionnaire should always have some standard questions. They allow you to compare your results with benchmarks of competition, industry average or across industry. For example, Net Promoter Score TM (NPS TM ) is a good example of a standard question. Industry-specific questions allow you to capture feedback for parameters relevant to you.

15 TOUCHPOINT/PHASE FEEDBACK ON QUESTIONS App/Website Visit (Short) Website Standard: NPS, CSAT, CDM, CES Specific: --- App/Website Visit (Long) Website Standard: NPS, CSAT, CDM, CES Specific: Ease of Navigation, Website Aesthetics, Ease of Finding Information, Ease of Selection Purchase (App/Website) Website Standard: NPS, CSAT, CDM, CES Specific: Time Taken, Payment Options, Information Sharing Delivery & Installation Delivery Experience Installation Experience Standard: NPS, CSAT, CDM, CES Specific: Delivery Within Indicated Time, Installation Within Indicated Time, Installation Time, Staff Behaviour Modification & Returns Experience Standard: NPS, CSAT, CDM, CES Specific: Ease of Transaction, Completion Within Indicated Time, Time Taken for Refund Usage Product/Service Standard: NPS, CSAT, CDM, CES Specific: Product Performance Service/Repair (if applicable) Service Experience Repair Experience Standard: NPS, CSAT, CDM, CES Specific: Completion Within Indicated Time, Product Performance Call Center (Voice) Customer Care ( ) Customer Care (Online Chat) Customer Care Experience Standard: NPS, CSAT, CDM, CES Specific: Ease of IVR Navigation, Time Taken To Reach Customer Care Executive, Understanding of Issue, Satisfaction With Resolution Provided Social Media Anything! Standard: NPS, CSAT, CDM, CES Specific: Depends on issue Net Promoter, NPS, and the NPS-related emoticons are registered service marks, and Net Promoter Score and Net Promoter System are service marks, of Bain & Company, Inc., Satmetrix Systems, Inc. and Fred Reichheld

16 As an example, the questions that can be asked during the Delivery & Installation phases are as follows. 1) Based on your experience with delivery and/or installation of your product, what is the likelihood that you would recommend us to a friend or colleague? 2) What is the reason for the above rating? 3) Was your order delivered within the date indicated by us? 4) Was the product installed or assembled within the date indicated by us? Note: If this can be ascertained directly through the IT system, it can be skipped) 5) How would you rate us on: Staff Punctuality? 6) How would you rate us on: Staff Grooming? 7) How would you rate us on: Staff Behaviour? 8) How would you rate us on: Quality of Assembly/Installation? 9) How would you rate us on: Explanation of Assembly/Installation Procedure? 10) How would you rate us on: Explanation of Taking Apart & Repacking Product? CloudCherry has a flexible questionnaire builder that lets you develop surveys the way you want them.

17 THROTTLE FEEDBACK No customer would like to receive feedback requests at every interaction! You need to strike a balance between gathering enough feedback data and avoiding irritating or overwhelming users. The good news is that sampling theory allows you to draw firm conclusions about your universe of customers from a small sample. For example, with a sample of just 350 customers a month, you can easily draw fairly accurate (margin of 5% and confidence 95%) conclusions about a universe of 2,000 customers. CloudCherry allows you to track number of responses easily, in real-time. You can set targets for yourself and monitor progress! Advanced users can throttle feedback through additional customized programming, contact us for more details!

18 TAKE FEEDBACK FROM YOUR CUSTOMERS & COMPETITION S CUSTOMERS Collecting feedback from customers of competition (on their experience with competition) can be cumbersome and costly. Locating them and getting feedback on their experiences with competition is a challenging process. However, competition scores are a great benchmark to judge your own performance. One of the ways it can be done cost-effectively is through third-party online panels. s can be sent out to those meeting specific criteria (usage of competition products and services). Another method to source benchmarks is from studies done by third parties published in journals or books. For example, the book Ultimate Question 2.0 provides benchmarks for NPS in USA. CEM Platforms like CloudCherry also provide benchmarks for standard questions; collating responses across a particular industry.

19 FINALLY, WHAT DO YOU GET? The proof of the pudding is in the eating. After setting up your feedback plan in CloudCherry and collecting feedback, you can view results in real-time. We showcase a few of the key feedback metrics for you here. The results of the Net Promoter Score TM metric is available immediately after login, on the dashboard. BECOME AN NPS LEADER Other metrics like Customer Satisfaction can be displayed as pie charts. CloudCherry Delight Meter: Our proprietary method to measure delight! Net Promoter, NPS, and the NPS-related emoticons are registered service marks, and Net Promoter Score and Net Promoter System are service marks, of Bain & Company, Inc., Satmetrix Systems, Inc. and Fred Reichheld

20 HOW CAN YOU ACT ON THE DATA? A feedback plan does not end with collecting feedback. You need to act on the data, also referred to as closing the loop. With CloudCherry, you can: - Use Notifications feature to set up real time alerts for relevant people in your company as soon as a trigger event occurs. For example, a customer rates you below threshold value on a particular parameter. Raise Tickets from within CloudCherry platform when a customer complains. Track and solve the problem faced by customer. Escalate to higher level of organization, if necessary.

21 HOW CAN YOU ACT ON THE DATA? A feedback plan does not end with collecting feedback. You need to act on the data, also referred to as closing the loop. With CloudCherry, you can: - Through Reports, study feedback data over long term and make structural changes to your products and services. CREATE A LONG TERM CX VISION Based on data, CloudCherry recommends measures to be taken intelligently. Use Campaign feature to run customized marketing campaigns based on feedback data. Further, understand specific segments of customers more deeply.

22 CloudCherry is a leading, real-time omni-channel Customer Experience Management (CEM) platform that lets customer-facing brands track, measure & improve Customer Delight - thereby increasing profitability and loyalty. With CloudCherry, brands get to capture experiential data at every customer touchpoints using 17 channels of interaction (& counting), get real-time alerts and notifications to address issues as they happen, and view all data on a single dashboard - a true CX one view. Many of the largest brands in the world don t just satisfy, but delight their customers with CloudCherry s CEM platform. info@getcloudcherry.com