Here are a few examples of things you could study at different stages in a typical ecommerce customer journey: Pick one touchpoint in the customer journey you want to study. Setting up surveys is pretty straightforward, but you’ll want to think about the big picture before you dive in: what you want to investigate will determine the type of survey questions you ask and where (in the customer journey) you ask them. How is this relevant to your business? Think of it this way: a business is essentially a system with a purpose, where different elements (support staff, a sales platform, a clear marketing message, fulfillment, etc.) are interconnected to achieve an ultimate goal-and to give your customers a great experience, you need to know what they think is working (and isn't) across the whole system.Ĭustomer surveys help you gather data at specific touch points (e.g., immediately after a sale, when a potential customer chooses to leave a website without purchasing, or after a customer support ticket gets resolved and closed), and acting on the insight you collect will help you improve the experience for both your current and future customers. A customer experience survey is a questionnaire designed to help a business capture customers’ thoughts and feelings about its brand, products, or services.
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