How to Create the Best eCommerce Customer Service Surveys

January 21st, 2018 | Hutch Morzaria | Customer Service | Estimated Reading Time: 4 minutes
ecommerce survey questions for customer satisfaction

You probably know the challenges that come with creating effective customer service or satisfaction surveys, but that definitely does not mean you should give up on your ambitions.

Customer surveys are extremely useful to eCommerce businesses — not only as a source of information about the things you are doing right and wrong with your business, they are also a really useful tool in determining whether your products and services are actually right for the market!

Feedback is especially important to eCommerce stores as in-person interaction is extremely rare. While service desks and customer service teams might interact with your customers, they really only give you information about what a customer is experiencing when you have NOT met their needs.

To get a complete picture of your product or service from end to end, it’s extremely important to survey your customers and then “action” their feedback so that they know you are listening.

If you are looking to create an eCommerce customer survey but are not sure how to get started, the following tips should come in handy and help you get the most out of it.

Keep It Simple and Short

You can be sure that only a handful of customers will be willing to solve a puzzle when answering your survey questions. Worse yet, others will just check the first box regardless of how it is scored, so it really pays if you can keep your questions short and straightforward.

While you want to take a few minutes of the customer’s time, the last thing you want is to have them feeling like you are a bother. The problem with ambiguous questions is that you may end up muddying their intent.

Use a Smart Strategy

The chronological flow of your questions is another crucial factor to consider when coming up with survey questions. You want to keep your customer answering those questions from the start to the end, and the best way to do that is by coming up with a smart strategy.

For starters, it is important that you keep the first few questions interesting and, as mentioned before, simple. Later on, include more open-ended questions to encourage the client to share their full two cents about the product.

It can be intimidating to start with a big comment box on the first question. The respondent may not even bother to look at the questions that follow.

Ask Goal-Oriented Questions

Now that you have the chance to get information from your customers, it is important to ensure that you are only asking the right questions aimed at giving you feedback on the goal you wish to achieve. This is one way of ensuring that your survey is not just full of irrelevant questions that will make it long and be boring for your clients to answer.

Steer Clear of Loaded and Leading Questions

It is possible that you feel confident about the products and services you offer in your eCommerce business, but such confidence can hurt your customer survey.

Many people who are overconfident may end up leading their customers to choose an answer that is already implied in the question. As such, be as open as possible and let them choose the answer they deem fit. After all, in order to benefit from the survey process, you need true and honest feedback.

A Few Closed-Ended Questions Aren’t Bad

To encourage your customers to continue answering your questions, you want to consider simple closed-ended questions whose response is either yes or no. Since they take a short time to answer, most of the answers you will get will be free of bias or ego.

Sample Template for an eCommerce Customer Survey

Here are a few sample questions that you can consider using when conducting customer survey in the eCommerce industry. What do you think of these customer satisfaction survey questions for your industry? Let us know in the comments below.

Dear Sir/Madam,

Thank you very much for taking part in our customer survey. Your responses are extremely important to us. We know that your time is valuable and we promise to be as quick as possible but we would like you to know that the answers you provide help us greatly.

Sincerely,

[Manager]

[Company]

How much do you agree or disagree with the following statements about our product(s) and/or service(s)?

  1. The product or service performed exactly as I expected.





  2. The product or service is exactly as advertised on the site.





  3. I am extremely happy with my product/service.





  4. If I could do it again I would definitely buy the same product again.





How much do you agree or disagree with the following statements about our website and your purchasing experience?

  1. The website was easy to navigate and it was easy to find the product/service that I was interested in.





  2. The price of the product/service on the website was competitive.





  3. The billing and shipping information was clear and simple to understand.





Finally, tell us if you can what was the one thing that almost STOPPED you from purchasing the product/service from us?

[eBook] How to Create Customer Satisfaction Surveys: Ready-Made Templates, Questions & Tips

[Free Download] How to Create Customer Satisfaction Surveys: Ready-Made Templates, Questions & Tips

The eBook contains tips and techniques to help you get your survey off the ground, whether you’re creating a generic customer satisfaction survey or are looking for something more specialized. Each section ends with a template that you can adapt for your use.

Download Now

About Hutch Morzaria

Hutch has been involved with the Internet and technology from the days of dial-up and has been involved in building and growing successful customer service and technical support teams globally. He has a deep and abiding passion for customers and is always looking for ways to make his teams as efficient and productive as possible. In his spare time, Hutch focuses on sharing his knowledge and enjoys spending time with his family. Connect with Hutch on LinkedIn.