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Marketing, customer satisfaction and loyalty
Satisfied customers will follow you everywhere

Suit Supply has found a nice way to measure customer satisfaction

Customer Satisfaction surveys have been popular for decades; Yet the response rate to online surveys is very low if there is no reward. One of the major problem is the time required to answer the survey. People don’t have time.

Marketing experts have proposed solutions in the form of one-item satisfaction instrument. In other words you get only one question to answer. The NPS (Net Promoter Score) is a good example of such instrument (read our dedicated article here). Discover below another one to be used in your email.

How to measure satisfaction in online settings

For most e-merchants, measuring satisfaction of visitors means administrating lengthy questionnaires. Quite incredibly this is still the method used by most websites, especially bigger ones. A pop-up window will appear that will ask you 15-20 minutes of your time to answer a “few” questions. Honestly, nowadays, who has 20 minutes to squander ? Most consumers don’t and what you can expect from such surveys are only biased results. Yet, how many marker research firms will tell that to their clients.

We explained in an earlier article that we prone sound surveying. One meaningful question at a time and at a meaningful place on your website.

How does Suit Supply know whether you are satisfied or not

Whenever you do a purchase at SuitSupply (be it online or offline in one of their stores) you’ll receive immediately after the purchase a recap email. And in this email a question will be asked on your level of satisfaction.

You can then click directly in the email on the right answer and if you want to add a comment (it’s not compulsory) you can do so in the window that just opened in your browser. The pictures are included at the end of the article.

It’s short and non invasive (one question) and meaningful. You just received your order and that’s the best moment to evaluate your experience as a customer and rate it.

Advice for your customer satisfaction strategy

Please forget about questionnaires and lengthy surveys in B2C settings. This makes no sense. Rather, think about the key questions you want to ask or, in other words, to key issues you want to solve. Formulate one question (and only one) per issue and ask that question where it makes the more sense to answer it on your website. To do that you’ll have to understand the path of your visitors (what marketers call the consumer journey).

If you want to get ideas and get challenged on your satisfaction and loyalty strategy, drop us an email. We will call you back within 60 minutes.

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Dr. Pierre-Nicolas Schwab is the founder of IntoTheMinds. He specializes in e-commerce, retail and logistics. He is also a research fellow in the marketing department of the Free University of Brussels and acts as a coach for several startups and public organizations. He holds a PhD in Marketing, a MBA in Finance, and a MSc in Chemistry. He can be contacted by email, Linkedin or by phone (+32 486 42 79 42)

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