June 6, 2022
Customer Satisfaction In Ecommerce: How To Keep Online Shoppers Happy

A multifaceted approach is required to satisfy ecommerce customer support. The products, the brand, and the customer service should make your customers fall in love with your company.

To succeed in your ecommerce customer support business, you need to satisfy your customers, so they become repeat buyers.

There are so many reasons why customers should keep spending money on your brand:

  • Products that are similar or related can be purchased.
  • Gifts for friends and family
  • Subscription boxes are available to subscribers
  • Replace or refill your products if they run out

Customer loyalty can be motivated by a variety of factors. Your products and customer service interactions won’t succeed if your customers aren’t satisfied.

To keep your ecommerce customer support happy, we’ll discuss what creates high levels of customer satisfaction, how to measure it, and how to improve it. 

How Are Ecommerce Customers Satisfied?

Online shopping can be a fun and exciting experience. Customers love online shopping, from placing an order to tracking a package to opening the package. The majority of US shoppers are satisfied with online shopping in general. According to the survey, customers are most satisfied with the ease of checkout and the variety of products available.

The following are the factors you need to nail to turn your ecommerce customer support into repeat customers:

Quality Products

make consumers more loyal to your brand 77% of the time. An old saying is that “you can’t paint lipstick on a pig.” That is very true. Your ecommerce customer support satisfaction won’t improve if you don’t offer great products. 

The following are some ways to ensure your products stand out:

  • Quality materials.
  • A comprehensive approach to solving a problem
  • Improved branding and packaging
  • based on current trends.
  • Sustainable packaging.
  • good value for money

Clear Product Listing

A lot of frustration can be caused by inaccurate or incomplete product listings. 

Ecommerce customer support may feel misled if certain information is left out. If they have never felt deeply connected to your brand, they may discontinue purchasing from you abruptly. 

The good news is that customer service interactions and reviews can help you identify problematic listings. The best way to fix them is to improve images and product descriptions.

Cost, Shipping Speed, And Transparency

Ecommerce customer support satisfaction is heavily influenced by shipping speed and transparency. Shipment must be free or affordable, and customers must know how soon they can expect their order to arrive. 

If it is unclear when an item will arrive, 53% of online shoppers will not buy it; 43% abandon their carts due to too-high shipping costs. Customers want regular updates, such as SMS and email updates, during the delivery process when an order is placed. 

A software program can provide accurate rates during checkout and display on-brand shipping updates.

The Refund Policy

Shoppers expect a fair return policy even from smaller ecommerce brands because of what big brands and retailers offer. Online shoppers who say a brand’s return process is simple are more likely to do business with the brand again. 

The average customer expects free or affordable shipping (like a flat rate of $5-8). They also expect to be able to print a pre-paid return label online or to have it included in their order. That should not be too challenging technologically. Ecommerce software platforms often come with return label printing capabilities as well. 

Customer Service Excellence

Ecommerce customer support plays an important role in customer retention, according to 89% of companies. Customer retention has a profound impact on revenue. A new product is 50% more likely to be purchased by an existing customer and has a 31% higher chance of spending more than the average order value. 

To improve customer satisfaction, you have to measure it first. This is how you can do it. 

How to measure customer support quality and overall ecommerce customer satisfaction

Don’t overcomplicate measuring customer satisfaction. 

Instead, choose a handful of important metrics to track and ensure your scores improve every quarter. If you see big dips, get to the root and address them.

These are the metrics we recommend:

First Response Time

You can set an accurate minimum benchmark and create improvement goals by tracking your first response time to customer support tickets. 

We looked into the average response time for all the customers of our ecommerce help desk software, and the most efficient 25%. Here’s what we found:

  • Average first response time of all Gorgias users: 12.13 hours
  • Average first response time of the upper pf Gorgias users quartile: 2.21 hours

Resolution Time

The average resolution time is another smart metric to track for benchmarking purposes. The most efficient ecommerce companies resolve customer issues in less than 5 hours. 

  • Average resolution time of all Gorgias users: 43.87 hours
  • Average resolution time of the upper quartile of Gorgias users: 4.98 hours

Support Quality Level

To measure Ecommerce customer support quality, we created a support quality level system. We’ve broken this system down into 5 levels. The top 1% of Gorgias customers with the highest quality support have a first response time of 0.08 hours (4.8 minutes) and an average resolution time of 0.03 (1.8 minutes). 

Gorgias users in the top support quality levels use our Ecommerce customer support automations and template features to drastically speed up their response times and the standardization of the messaging. 

Net Promoter Score

A net promoter score (NPS) is a system that businesses (including ecommerce) use to measure customer satisfaction. You can install an NPS widget on your website and ask customers to rate on a scale of 1 to 10 how likely they are to recommend your brand or your products to a friend. 

For best results, use an NPS widget to set criteria for the customers who will see the survey request. For example, you could set the widget only to appear to log in users who have placed at least one order or who have visited your website at least 3 times in the past month. You’re requesting the data from existing Ecommerce customer support, not new website visitors.

Customer Satisfaction Score

A customer satisfaction score (CSAT) is another popular metric. 

Like NPS, it aggregates responses to a very simple question. In customer satisfaction surveys, you’ll ask customers to rate how satisfied they are with your business on a scale of 1 to 5. As with the NPS, set criteria for customers to see this widget on your website. Or, you can work this into your processes. For example, you can add this question to your order tracking page or customer portal or drop it in a chat conversation after resolving an issue. 

You can use the American Customer Satisfaction Index to find the right benchmark for your industry or product categories.

How to amp up ecommerce customer satisfaction

When you want to improve the Ecommerce customer support satisfaction for your ecommerce brand, there are three main ways to do it:

  1. Listen to your customers
  2. Deliver outstanding customer support
  3. Create branded experiences at every step

Listen to Your Customers.

Your conversion rate will be higher with existing customers, who are 3 times more likely to purchase any product than a new customer. 

Customer reviews and social media are treasure troves of customer feedback to help you find what existing customers want.

Your customers might suggest improvements to a product’s design or request the same product in more colours or variations. 

Brands that listen to their customers will create a strong bond, increase loyalty, and drive more repeat sales. 

With Gorgias, you can manage your social media support queries in one place. It helps you provide better customer service, but it makes it easier to analyze comments and issues that originate on social platforms. 

Deliver Outstanding Customer Support

When you offer amazing Ecommerce customer support, you show your customers that you care about them and value their time and patronage. 

To deliver great support, you need to templatize your responses. The process will save time, but it will ensure a consistent experience, regardless of the agent handling the issue. 

It’s also smart to use help desk software that pulls data from multiple sources to have accurate automations and responses unique to the customer’s needs. 

Create Branded Experiences At Every Step

When customers shop from you, they want the full experience. They’ve chosen your brand over any others. When you create a completely branded customer experience, you reinforce that decision and make them feel like they are part of something bigger. 

Depending on your brand, “something bigger” could be many things. Maybe your brand helps women feel more confident, allows them to support a minority-owned business, or makes it easier to make healthier choices. 

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