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Net Promoter Score (NPS)
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Customer Satisfaction Score (CSAT)
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Customer Effort Score (CES)
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Social Media Monitoring
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Online Surveys
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Here’s what else to consider
Customer satisfaction is a key factor for the success of any e-commerce business. It can help you retain loyal customers, attract new ones, increase conversions, and improve your reputation. But how can you measure customer satisfaction in e-commerce effectively? In this article, we will explore some of the most common and useful methods that you can use to gather feedback from your online customers and analyze their satisfaction level.
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- Jake Barrer Ecommerce Leader | 9+ Years of Digital Marketing 1
1 Net Promoter Score (NPS)
Net Promoter Score (NPS) is a simple and popular way to measure customer satisfaction in e-commerce. It asks customers to rate how likely they are to recommend your product or service to others on a scale of 0 to 10. Based on their response, customers are classified as promoters (9-10), passives (7-8), or detractors (0-6). The NPS is calculated by subtracting the percentage of detractors from the percentage of promoters. The higher the NPS, the more satisfied and loyal your customers are.
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A practical tip to include here might be the importance of streamlining customer journey touchpoints. Emphasizing the need to simplify processes for customers by providing intuitive interfaces and clear instructions could help reduce customer effort and boost satisfaction.
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2 Customer Satisfaction Score (CSAT)
Customer Satisfaction Score (CSAT) is another common way to measure customer satisfaction in e-commerce. It asks customers to rate how satisfied they are with a specific aspect of your product or service, such as delivery, quality, or support, on a scale of 1 to 5 or 1 to 10. The CSAT is calculated by dividing the number of positive ratings by the total number of ratings. The higher the CSAT, the more satisfied your customers are with that aspect.
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3 Customer Effort Score (CES)
Customer Effort Score (CES) is a relatively new way to measure customer satisfaction in e-commerce. It asks customers to rate how easy or difficult it was for them to achieve their goal with your product or service, such as placing an order, finding information, or resolving an issue, on a scale of 1 to 7 or 1 to 10. The CES is calculated by averaging the ratings. The lower the CES, the more satisfied your customers are with the ease of use of your product or service.
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4 Social Media Monitoring
Social media monitoring is a way to measure customer satisfaction in e-commerce indirectly. It involves tracking and analyzing what customers are saying about your brand, product, or service on various social media platforms, such as Facebook, Twitter, Instagram, or YouTube. You can use tools like Hootsuite, Sprout Social, or Mention to monitor the sentiment, tone, and frequency of customer comments, reviews, mentions, and hashtags. The more positive and frequent the social media feedback, the more satisfied your customers are with your e-commerce business.
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5 Online Surveys
Online surveys are a way to measure customer satisfaction in e-commerce directly. They involve asking customers to answer a set of questions about their experience with your product or service, such as their expectations, preferences, satisfaction, loyalty, and suggestions. You can use tools like SurveyMonkey, Typeform, or Google Forms to create and distribute online surveys via email, website, or social media. The more responses and insights you collect from online surveys, the more you can understand and improve your customer satisfaction level.
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6 Here’s what else to consider
This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?
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- Jake Barrer Ecommerce Leader | 9+ Years of Digital Marketing
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I don’t think there’s a one size fits all KPI formula for customer satisfaction. Every product and brand is different, and priorities shift between the most important issues customer face. For example, if you’ve found a root cause issue that is a high priority to resolve, it’s important to create a specific measurement tracking how effectively you are fixing this issue. It’s possible your total NPS score remains mostly flat while there’s a growing issue that could turn into bigger problems. Whether you have a quality issue with a certain batch of products, or a technical site issue, staying as close as possible to new customer issues will proactively protect customer satisfaction.
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