To improve customer experience, brands must first know how happy the customers are and what can make them happier.
Studies show customers are likely to pay up to 16% more for a product if the brand can make them feel happy. So, ecommerce brands must conduct surveys to find out what can help them better customer experiences and, consequently, customer retention.
There are various types of surveys like NPS, CSAT and CES, each with its specific strengths and purposes. Organisations must be clear about their purpose and businesses objectives before creating a customer feedback survey.
Marketers should keep their surveys short and limit open-ended, free-form questions. Instead of offering a scale of 1-10, marketers should provide a range of ratings between one and three to yield better customer experience insights. Marketers should use these insights to inform a positive change in their CX.
[10 minute read]