Spryker Systems and zenloop Strengthen Customer Retention
With the increasing complexity of the customer journey, Spryker Systems Commerce OS enables online shops to develop highly customized digital business models for both the B2B and B2C sector. The mission of Spryker Systems and zenloop is the proactive and efficient design of touchpoints based on feedback data to get a comprehensive overview of the customer journey and identify reasons for churn.
These Companies Strengthen Customer Retention with Spryker Systems and zenloop
Optimize Customer Experience in Online Shops
By automating feedback analysis and reporting, it is possible to determine customer satisfaction at any touchpoint. This allows to identify directly where internal action is needed. Companies optimize their customer journey by proactively and efficiently designing all touchpoints based on feedback data.
Professional Support for Top Shop Performance
Our dedicated team of experts, consisting of zenloop and Spryker Systems, supports the company, supports the exchange of know-how and optimizes the shop results.
Fully Developed Interface
With the zenloop integration, Spryker Systems customers can access the functionality of zenloop and integrate it into their shop environment. This saves a lot of time thanks to the automation of all feedback flows.
How Do Companies Strengthen Customer Retention in E-Commerce with Spryker Systems and zenloop?
With Spryker Systems and zenloop, e-commerce companies have the opportunity to increase their customer retention and orientation while building strong customer relationships.
First of all, a zenloop account is required to gain valuable insights from customer feedback. When installing the integration in the Spryker shop, users need to insert the zenloop API key.
The zenloop integration with Spryker Systems offers the following benefits
- Trigger NPSⓇ surveys on the order success page of the online shop
- Get feedback via email on any customer touchpoint with Net Promoter System (NPS) surveys
Collect NPS Customer Feedback in the Shop
zenloop provides an integration for Spryker Systems customers that analyzes customer feedback using the Net Promoter System (NPS). The NPS is a CX metric that measures customer loyalty using two simple questions. The first question is typically:
1. „How likely is it that you will recommend our company/brand/product/service to a friend or colleague?”
This question is (usually) answered on a scale from 0 (unlikely) to 10 (very likely), which allows to subdivide customers into three different groups: promoters, passives and detractors.
Subsequently, promoters (9-10), passive (7-8) and detractors (0-6) can be asked about the reasons for their score in the form of a free text field with a follow-up question:
2. „Tell us why you chose a ( SCORE ).”
The Benefits of NPS
The Net Promoter System is a worldwide known metric for determining customer retention as well as a management methodology offering many advantages:
- Simple, meaningful metrics for customer satisfaction and retention – touchpoint-specific, along the entire Customer Journey
- Fast reaction to trends, problems and strengths
- Significantly higher response & comment rates than traditional surveys
- Widely used indicator for meaningful benchmarking
How to Create Surveys in the Spryker Systems Shop?
You can easily create and send NPS surveys within seconds. The first step is to consider which findings the survey should reveal. Is there a specific touchpoint in the customer journey that does not seem to run smoothly?
In this case, it is important to first analyze the respective touchpoint to determine the appropriate survey format (e-mail, website embed, website overlay, etc.).
There are different types of surveys such as website, email, mobile and tablet channels. Once you've selected the aqequate channel you can start collecting feedback.
How to Choose the Right Touchpoint in the Customer Journey
A customer journey consists of several interaction steps with the customer. All of them yield a variety of analytical opportunities. The most important touchpoints with potential NPS questions are described below.
Shopping Cart Cancellation
NPS® surveys after shopping cart abandonment reveal how to optimize the online shop and avoid abandonment (for example, abandonment due to missing payment methods, unsuccessful voucher settlements, content errors or sold-out goods). As long as corresponding contact data are available, the shopping basket abandoners can, for example, be reached by shopping basket abandonment e-mails and surveyed about the reason.
This is an example of an NPS question for the Customer Journey Touchpoint shopping cart abandonment: "How likely is it that you will recommend your shopping experience to a friend or colleague in our online shop?"
NPS After Order
The Touchpoint " after order " holds a similar analysis potential as NPS surveys " after shopping basket abort ". Here, too, you can see how you can improve your online shop and the ordering process, e.g. by identifying missing payment methods, failed refunds, content errors or sold-out items.
Illustrative NPS question for the Customer Journey Touchpoint order: "How likely is it that you will recommend our shop to a friend or colleague? _
NPS After Delivery
NPS post-delivery surveys show how you to improve the delivery process, for example in terms of carrier performance, packaging or delivery time.
Exemplary NPS question for the Customer Journey Touchpoint delivery: "How likely is it that you recommend our delivery process to a friend or colleague?
NPS After Service Requests
NPS service request surveys provide important information on how to enhance the customer service experience (e.g. response time, response accuracy, employee communication style, etc.). After each successfully completed support ticket, customers can be asked to rate the service.
Typical NPS question for the Customer Journey Touchpoint Service Request: "How likely is it that you will recommend our customer service to a friend or colleague?
Depending on the survey channel, there is a different integration effort for the NPS query. At the beginning, we recommend starting with an e-mail survey after the delivery process. Subsequently, the other survey channels can be integrated step by step into the shop.
Specify the Type of Survey
Once you have selected a suitable channel, you can specify the type of survey:
- Website embed or website overlay (for website surveys)
- Email embed or zenloop template (for email surveys)
- Tablet or mobile app (for mobile and tablet channel)
Customize the Survey Design
This part is important for changing basic settings such as the survey title, the actual question you want to ask and the domain entry. In addition, language and visualization adjustmens should personalize of text language and colors. The comment and thank you part constitute a comment feature that allows you to customize the text displayed in the survey to the customer's score.
Recommendation: Communicate directly with your customers by customizing the Call-to-Action in the Comment and Thank You sections. For example, you could ask a promoter (score 9-10) to leave positive feedback on a review portal or add a contact link so that an unsatisfied customer (score 0-6) can contact you or your customer service directly.
How Are Survey Results Evaluated in the Spryker Systems Online Shop?
It is important to develop an understanding of the reasons why unsatisfied customers migrate to the Spryker Systems online shop. This is only possible if customer feedback is systematically evaluated.
With Smart Labels, zenloop has implemented a function that recognizes current trends by segmenting customer feedback based on keywords. The goal should be to cover at least 90% of comments with Smart Labels. This optimizes the evaluation and analysis of comments. For example, the keywords can be specifically adapted to the company and therefore individualized.
Smart Labels are an automated feature where customer feedback is labelled if a predefined keyword is included in the comment text. This means that the software automatically searches for similar words (e.g. deliver, deliver, broadcast) and creates clusters of keywords. These are added to each answer, allowing for keyword filtering.
Examples of Smart Label keywords are:
- Payment process
- Product range
- Website More information on the management of Smart Labels can be found here.
In the next step, the sentiment analysis enables an even more effective utilization of Smart Labels. This way, comments are not only analyzed according to the given score, but also on the underlying feelings of the customer.
The zenloop AI recognizes the context in which the keywords of the Smart Labels are mentioned and assigns them to the corresponding categories positive (green), neutral (grey) and negative (red). This makes it even easier to react adequately to the feelings of customers, which significantly reduces the churn rate.
Such information allows an in-depth analysis of customer feedback. In the analytics area of the zenloop platform, graphs can be viewed that enable data-based decision-making.
Identify Problematic Areas in the Online Shop
The section "Most common problem areas" shows the percentage of detractor comments that contain a specific label. It is useful for identifying the most problematic business areas. This helps to maximize the return on resources invested in customers and thereby increase repurchase rates.
Detect Trends with Top Labels
"Top Labels" show the percentage of labels in the total comments. In addition, the proportions of promoters/tractors/passives in the respective labels can be identified. This makes it possible to identify trends. For example, it can be seen whether new customers react differently to a price increase than existing customers.
Analze Customer Satisfaction Over Time
"How does customer satisfaction change over time measured in terms of NPS and what are the effects of improvement measures?" The zenloop platform answers this question graphically and does not only show the development of the number of answers, but also contributes to a better understanding of the NPS score over a selected period in Spryker Systems e-commerce. At the same time, the data can be flexibly adjusted for a selected period as well as for the selected labels.
Derive Courses of Action for the Spryker Systems Online Shop from the Knowledge Gained
Findings can be leveraged to win back dissatisfied customers by closing the feedback loop (Close the Loop). Identified promoters can also be activated for recommendations.
How Do Online Shops Close the Feedback Loop Most Effectively?
The "Close the loop" process focuses on the automatic integration of customer feedback into day-to-day processes. Thus it is possible to close the feedback loop with each customer as well as internally.
Automated processes facilitate the following:
- Win back dissatisfied, migrating customers
- Use satisfied, loyal customers for referrals
- Immediately send alerts to responsible colleagues regarding occuring bugs or problems
- Bring the voice of the customer into the company and to increase customer centricity
Based on insights gained from customer feedback, it is finally possible to specifically address dissatisfied customers. For example, mails can automatically address the feedback with the help of Smart Labels. This means that these mails communicate an excuse for late delivery or problems with a voucher.
In addition, it is possible to retain existing loyal customers by offering them a voucher code, discount code or admission to a VIP membership for their positive rating. Voucher codes could also motivate promoters to recommend products to others.
Learn more about NPS and customer loyalty? Click here for our expert articles.
What Is Spryker Systems?
The Spryker Systems Commerce OS or SCOS is a fully modular, API-free, easy-to-use commerce technology for B2B or B2C transactional business models. By decoupling the application and API-based integration with all possible customer touch points (frontends) such as traditional B2B or B2C e-commerce shops, marketplaces, mobile applications for commercial or customer service purposes or newer touch points such as voice, bots or IoT (smart hardware), the Spryker Commerce OS enables significantly shorter time-to-market and ROI as well as total cost of ownership (TCO) by applying all digital best practices.