Today, customer satisfaction is a major concern for e-tailers. Improving customer satisfaction contributes to customer loyalty, which, if all goes well, is synonymous with new orders. To reach this Holy Grail, you need to constantly improve your business and monitor 3 families of indicators:
In this article, you’ll find indicators relating to the post-purchase customer experience.
Customer satisfaction
Promise of delivery
The delivery promise has become one of the major challenges for e-tailers, in addition to being a legal obligation (Chatel and Hamon laws). Every e-tailer must announce this date in the order tunnel. However, this date must be calculated accurately:
- Too optimistic, the e-tailer runs the risk of disappointing the customer, with disastrous effects on customer loyalty.
- Too cautious, and the customer risks abandoning his order in favor of a competitor offering faster delivery on paper.
Promise of delivery is an important criterion. Failure to do so can result in the loss of customers.
Once this date has been announced, it will be necessary to check that the initial promise of initial delivery promise. Beyond 95% level is satisfactory.
Below 90%, on the other hand, you need to review the calculation method and/or optimize your logistics and transport processes.
Ideally, the seller should be able to readjust the delivery promise according to post-purchase contingencies. These may relate to order validation, preparation or delivery. In this case, it’s a good idea to calculate compliance with the new delivery promise.
Click to Possession
This indicator represents the number of days between order and actual possession of the product by the customer. It’s essential to track its evolution, and not just analyze it in isolation over a period of time.
Contact rate/WISMO
78% of online shoppers say they feel anxious after placing an order with an online store. This is because, until the order is paid for, the customer is in control. Once they’ve paid, they wait. If the merchant doesn’t reassure the customer with information about the order, the latter will be tempted to contact customer service to obtain this information.
The contact ratei.e. the number of incoming contacts (e-mail, chat, telephone) per order is an indicator to keep a close eye on. The aim is to obtain the lowest rate, because these contacts “WISMO” (Where IS My Order) are expensive (between €1 and €3 per contact) and reflect customer anxiety or even irritation.
We find that among WelcomeTrack customers 30 to 60% of calls concern delivery. To reduce “WISMO”, we need to know as precisely as possible the causes of contact. For each cause, it will then be possible to set up appropriate pro-active communication by e-mail, SMS or via a follow-up page. Once these actions have been deployed, it’s time to measure their effect on the contact rate and adapt communication to reduce it.
Emails, SMS and Tracking page
The following indicators should be processed once the previous 2 have been optimized:
- Transactional e-mail open rates. This rate is generally very good: between 70% and 85%. It can be interesting to incorporate marketing content into these e-mails (offers, product recommendations, tutorials, etc.).
- SMS open rate
- Number of printouts of tracking page. Many e-tailers send their customers to the carrier’s tracking page. It’s best to use a branded page to extend the user experience and control the content.
All these customer relationship management KPIs and many more are available natively in WelcomeTrack.