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 surveys in the eCommerce industry.