Monitoring Customer Satisfaction on the Web
If you have an e-commerce site, you need to know
if your customers are satisfied. Unlike a brick and mortar business, it
is very hard to monitor customer satisfaction on the web. If your business
is Internet only or if it is a brick and mortar business, customer satisfaction
has to be a priority or else your business will fail! If you don’t physically
see the customer, how can you tell if they are satisfied?
One of the best methods I have found, is to use
the services of Bizrate.com. After you have filled out their on-line application
and your web site is approved,
Bizrate.com sends you some simple HTML to paste into your receipt page. This HTML
offers customers a chance to win a prize if they fill out a short survey
about their shopping experience. Customers will rate your company and
your web site using a 1-10 scale on the following parameters of satisfaction:
- Overall Rating
- Ease of Ordering
- Product Selection
- Product Information
- Web site Performance
- On time Delivery
- Product Representation
- Customer Support
- Order Tracking
- Shipping & Handling
Having this type of feedback is essential to continuously
improving your operations. Bizrate provides you the feedback weekly in
the form of a customer approved survey link that is posted on your web
site. With this information your new customers, current customers and
you know how your customers feel about your company, services and products.
You can make the necessary corrections to your operations, by monitoring
your weekly results and reviewing real customer feedback.
In summary: It is hard to tell who to do business
with on the Internet these days. You can put your customers at ease by
letting them know you care about their satisfaction. There isn’t a better
way to reduce customer apprehension and assure customers of your legitimacy,
than to have “Customer Certified Ratings” posted on your web site. Do
not work in the dark, let your customers light your way by allowing them
to tell everyone why they should do business with you.
Author Daryl Clark, the founder of EmarketingMan.com, has been a regular
contributor to over twenty E-zines, in addition to having written training articles
for the largest Internet Marketing newsletter in mainland China.