Customer feedback and NPS are vitally important to e-Commerce. Collecting NPS information using it in the right way is key to success. These processes rely heavily on determining the right point to ask for feedback. How to choose the right Touchpoints and why the choice of Touchpoint is essential is revealed in this article.
Your customer’s journey has many different stages. For this reason you should ask for feedback directly after each stage the customer goes through. Only then will you get an overview of the various challenges, criticisms and potential for improvement that changes not only the content of the feedback but also the pure NPS score from Touchpoint to Touchpoint. NPS tools and platforms such as zenloop allow you to query and analyze your NPS along the Customer Journey.
Choosing when and which Touchpoint to ask your customers for their opinions and feedback depends on several factors. For example, careful consideration must be given to what specific feedback you wish to gather. This has to be balanced with the information about where the customer is on their journey.
To chose the correct Touchpoints, you should first determine what exactly you would like to know. This guarantees that you will collect feedback which helps to improve and optimize their journey. Once you have determined what you want to learn from your customers, you should ask yourself which experiences and which stage of the journey matches this most closely.
As you have likely already noticed, there are virtually unlimited possibilities and Touchpoints for requesting feedback. These can vary greatly, depending on the company or the customer. To simplify the process, we have compiled a list of five essential Touchpoints.
These five Touchpoints cover the most important stages a customer goes through on their Customer Journey. You may, of course, consider additional Touchpoints for discovering feedback. You should however always be conscious of not overwhelming or annoying your customers by presenting too many Touchpoints.
Practice has shown that these five essential Touchpoints in the NPS system are usually sufficient to fully reproduce the Customer Journey and gather relevant feedback. It is therefore advisable to only initially focus on these five or a selection thereof.
The initiation is an important Touchpoint. The NPS value at this point is significantly more meaningful than the bounce rate: When it is positive, is clear that your webpage works well and there must be other reasons for a customer not committing. For example, one can use this Touchpoint to ask specifically about the product range on offer to find out if your customer feels something is missing.
Ordering is also an important Customer Touchpoint. The NPS is generally positive here as customers are happy with their purchase, but nevertheless you can get high quality feedback about necessary improvements. Customers can be specifically asked, for example, about the ordering process. With a Website-Overlay or an embedded NPS survey, satisfaction can be directly queried after the purchase process is complete.
Abandoned shopping carts are part of every e-Commerce business. Even though the NPS score often suffers at this stage, an NPS survey is well worth it. You can then discover reasons for a cancelled cart and use it to encourage internal improvements. As long as customer contact details are available, the would-be purchaser can be reached with “abandoned cart” mails and asked for their reasons not to commit.
After delivery is also a good time to ask your customers for feedback. A short E-mail NPS survey with little to no additional content helps your customer recognize a short, low-effort request. This increases the response rate and gives more valuable insights into the Customer Journey.
What you question at this point depends on the product or service sold. Surveys about products which are typically used immediately after arrival, such as food or cosmetics, can be sent shortly after confirmed reciept. For products with a longer life is it recommended to use this Touchpoint to ask specifically about delivery.
Asking your customers about their use of the product gives you important feedback about the quality of your offerings. An e-mail with integrated NPS survey is best practice. This Touchpoint is especially suitable for enquiring about long-term products such as technical equipment or furniture, where the customer needs some time to give a valid assessment of their satisfaction.
Another good reason to use this Touchpoint is to ask the customer generally about their satisfaction with the brand/company, as the Customer Journey is complete and they have had a chance to form a more complete impression of your service.
As already mentioned, customer feedback and knowing your NPS is essential in today's e-Commerce landscape. Requesting customer feedback at several Touchpoints offers a simple but effective way to improve the NPS not only during, but also at the end of the Customer Journey.
Individual feedback allows your company to focus on each customer target, optimize customer retention and experience, and help transform one-time customers into loyal repeat customers and promoters. Using customer feedback, you are also able to identify criticisms and potential for improvement early on and take proactive, positive steps to better your service.
This all combines to improve the Customer Journey and customer experience, which over the long term, reflects its self in a higher NPS score. Choosing the right Touchpoints clearly help you improve your NPS score.
Content Marketing Manager