Customer satisfaction is now a top priority for e-tailers. Better customer satisfaction leads to customer loyalty, which, if everything goes well, means new orders. To reach this Holy Grail of business, you must constantly improve your operations and monitor three types of indicators:
In this article, you will find the key indicators relevant to post-purchase customer experience.
The delivery promise is not only a legal obligation (The Consumer Rights Act 2015) but also a major challenge for e-tailers, who have to indicate the delivery date at the beginning of the checkout process. However, that date must be calculated accurately:
The delivery promise is an important criterion. If you don't respect it, you may lose your customers.
Once the delivery date has been specified, you should check whether the initial delivery promise has been kept. Achieving above 95% is considered satisfactory.
On the other hand, if the level falls below 90%, the e-tailer should review the calculation method and/or optimise their logistics and transport processes.
Ideally, the delivery promise should be readjusted according to potential problems in the post-purchase phase. They may be related to order confirmation, preparation or delivery. In such cases, calculating the fulfilment of the new delivery promise could be useful.
This indicator corresponds to the number of days between placing an order and the actual possession of the product by the customer. This measure must be monitored and not just analysed in isolation over a specific period of time.
78% of online shoppers say they feel anxious after placing an order in an online shop. This is because the customer is in control of the process until they have paid for the order. But once they have made payment, they lose that control and await delivery. If the retailer does not reassure the customer by giving them the right information about the order, the customer will be tempted to contact customer service to obtain this information.
The contact rate, i.e., the number of incoming enquiries (e-mail, chat, telephone) per order, is an indicator that should be closely monitored. Your objective is to keep the rate as low as possible, because “WISMO” (Where is my order) calls are expensive (between €1 and €3 per contact) and can be a sign of anxiety or even irritation on the part of customers.
We find that 30–60% of WelcomeTrack clients' calls are about delivery. To reduce WISMO, you need to know as accurately as possible what causes those calls. Then, for each type of contact, you can implement an appropriate proactive communication by e-mail, SMS or through a tracking page. Once you have implemented these steps, you need to measure their impact on the contact rate and adapt the communication to reduce it.
The following indicators are to be addressed once the previous two have been optimised:
All these customer relationship management KPIs and many more are available natively in WelcomeTrack.