What is a satisfaction survey?
Thanks to satisfaction surveys, you can analyze your customers “feelings, gather information about the smoothness of your purchasing/delivery process, measure the perceived quality of your offer and products… A satisfaction survey is a marketing tool created by your brand to improve your customers” purchasing and post-purchasing experience and build loyalty.
Thanks to the feedback from these customer satisfaction surveys, you can then implement specific actions to best meet your customers’ expectations and increase your loyalty rate. You’ll also be able to modify your strategy, implement actions, make decisions and adapt quicklyto the results obtained.
Best practices for effective satisfaction surveys
First and foremost, the very fact that you take an interest in your customers, their opinions and their experience, sends out a positive signal that your customers are important to you.
1- Don’t miss the right moment to send in your surveys!
This point may seem simple and trivial, but it’s actually essential. In fact, a sense of timing is essential when sending out a survey, as there is a window of opportunity not to be missed.
- Don’t send out the questionnaire too early. Please ensure that your email is sent after the actual delivery of your parcel. If your customer receives the survey before they’ve even got their order in their hands, it’s likely to upset or even worry them! You won’t get any constructive feedback on this mailing, and may even end up with WISMO calls to your customer service department.
- Don’t send your questionnaire too late. Likewise, make sure you don’t send out your questionnaire too late. The longer you wait after delivery, the less likely you are to get a response from your customers, or you risk getting partial answers because the experience is already far from their minds.
In conclusion, the best time to send out your satisfaction surveys is on the day of delivery.
2 – What are the most important elements to include in a satisfaction survey?
- A verbatim report
- A quick questionnaire(no more than 5 questions!)
- One of the following questionnaire formats: CSAT, CES and NPS
Find out more about satisfaction surveys
⚠️ Bear in mind that these surveys are subject to bias. Consumers will be influenced by their last experience, in this case the post-purchase experience, and particularly delivery. Try to be relevant and precise in your questions to obtain feedback on the shopping experience on the site.
3 – Always keep an eye on your NPS and analyze it!
To analyze how your customers feel during the post-purchase experience following an order on your site, you can track the following KPIs: NPS (Net Promoter Score). This is the main indicator used by many brands, enabling them to benchmark themselves against others and better analyze this measure.
The NPS measures a customer’s interest in your brand and their propensity to recommend it to others. It is often measured by a question such as :
- How likely are you to recommend our brand or product to your friends and family?
- On a scale of 0 to 10, how likely would you be to recommend our brand or product to your friends and family?
Send satisfaction surveys at the right time!
It is calculated as follows
NPS = %promoters (score from 9 to 10) – %detractors (score from 0 to 6)
NPS is the key to opening discussions with your customers. There are two possible scenarios:
If you have a good NPS (score of 9 to 10). You can then take advantage of this to start a discussion with your customers and ask them to post an additional review or comment on your site or via a verified review platform.
If you have a poor NPS (score from 0 to 6). This is an opportunity to dig deeper with your customers to find out what happened during their post-purchase experience. This can be a tricky phase. In fact, it’s necessary to analyze the quality of the perceived experience VS the quality of the experience actually delivered.
An NPS score of 7 or 8 is considered neutral, and should not trigger any necessary action on your part.
4 – Real vs. perceived quality
What’s important when you carry out a satisfaction survey is the customers’ vision, the quality thatTHEY perceive, not that YOU perceive. If there’s a gap between their vision and yours, there’s a problem.
If your customer has given you a poor NPS score, even though there were no major problems during purchase or delivery, you’ll have to dig deeper to find and understand the cause of their disappointment. Sometimes, bad experiences are not to be found where one would have imagined.
By carrying out these analyses, you’ll be able to understand your customers’ sensitivity to delivery hazards. For example, one customer may consider a 1-day delay to be prohibitive, while another may not at all.
5 – Manage your logistics service providers with in-depth analysis
It’s always necessary to take a closer look at the results. In fact, you may have NPS results that are good, but answers to other questions that indicate that you still have improvements to make (delivery slots that are too long, too late, etc.). It’s important to listen to the voice of the customer , not just the numbers.
Thanks to the analyses resulting from your satisfaction surveys, it’s now easier for you to communicate and adapt the way you work with your carriers and logisticians. In this way, you can adapt your delivery plan and work with carriers who have specific characteristics to meet your customers’ expectations.
Satisfaction surveys are therefore an invaluable tool for identifying malfunctions or strengths linked to your post-purchase experience. You can then provide solutions tailored to your customers’ expectations. These results need to be monitored regularly.