In the fast-paced world of ecommerce, market research is no longer the most efficient or effective way to gauge market preferences. The process is too slow, and too few people respond to market research surveys. A more useful way of finding out what your customers want is to engage them in an ongoing dialogue.
Ecommerce is flourishing, and industry experts predict that the number of web shops will continue growing at a fast pace in the coming years. The number of ecommerce sites earning meaningful revenue last year is estimated to be somewhere between 100,000 and 650,000.
Today’s consumers are quite comfortable with sharing their credit card and other information electronically, and retailers are coming up with increasingly attractive offers on shipping and returns. The result is that more and more purchases are being carried out online.
The online nature of ecommerce creates more opportunities for feedback than ever before. Ecommerce customers are more likely to share feedback with you and about you because they are already active online.
We have ecommerce customers who get feedback in the range of tens of thousands of comments per month and even some who get over a hundred thousand comments per month.
All this online feedback brings a whole new set of challenges for customer experience managers who are trying to get a handle on shopper insights and customer support personnel who are trying to provide worthwhile support to their customers.
Let’s take a look at four of the main challenges associated with ecommerce feedback.
This week on our cloud services journey, we visit Shopify. Shopify is a cloud-based shopping solution offering service levels ranging from simple point-of-sale (POS) to high-volume enterprise ecommerce sites.
What It’s Got
We’ll continue our exploration of cloud services for ecommerce this week with Delighted. Delighted is a platform for gathering customer feedback in the form of Net Promoter Score (NPS® ) surveys.
Once the open-text feedback is analyzed, it is possible to use the structured information to quickly drill down to the relevant feedback comments and detect trends and issues.
Here is how the open-text comment is tagged and how you can drill down deeper from general touchpoints to the actual feedback comments.