Stories - e-satisfaction.com

What is Customer Feedback and why should retailers care?

Let’s talk about Customer Feedback. But first, let’s talk about the customers of 2022; not only are they (now, more than ever) extremely selective and cautious on how to spend their income, they have also adopted online shopping as part of their purchasing habits and know where to look for alternatives. They are also more willing to share their opinion about their experience with a product or a brand, and expect that it is heard and respected! Adding to that, according to a Forbes article on Customer Experience Trends for 2022, “Online Customers Want A Response Within 5 Minutes or Less”.

So, what does this mean for retailers and why listening to your customers’ opinion -also known as Customer Feedback- is a weapon to increase sales?

In order to understand the benefits of Customer Feedback, you should start from a basic question…

What is Customer Feedback?

Customer Feedback is essentially the information provided by customers, related to their experience either by using a specific product/service, or by other aspects of their interaction with the brand (e.g., how pleased they are by the browsing experience of an e-shop, etc.). This information can be used as the first level of actions that a brand can take, to increase the level of customer satisfaction.

What are the different types of Customer Feedback?

Customer Feedback can be divided into the 3 following types:

Given Customer Feedback: it refers to the information that customers give with their own initiative. This form of feedback is primarily collected through call centers, social media, website bots and emails that the customers of a brand send.
Requested Customer Feedback: it refers to the information that the customers give after being prompted by a brand. One of the collection methods of requested customer feedback is the specially configured questionnaires (CX Surveys) that are sent by a brand to its customers and use specific indicators that measure the recipient’s level of satisfaction. Other forms of requested customer feedback are customer ratings (customer and product reviews).
Observed Customer Feedback: it refers to the information that someone can collect by observing customer behavior. Such information can be collected by using social media, remarketing, cookies but also specialized tools that can capture a user’s behavior within an e-shop, etc.

How can retailers take advantage of Customer Feedback?

Through the collection and exploitation of Customer Feedback, countless growth opportunities arise for retailers, who want to invest in Customer Satisfaction. Besides enhancing the experience they have with your brand or the customer retention capabilities (maintaining a brand clientele) that feedback can offer to an organization, asking and collecting your customers’ opinion, gives them a very loud and clear message: that you care about what they have to say!

After all… Customers return where they know that their opinion matters. According to Microsoft, 77% of customers have a more favorable view of brands that ask for and accept customer feedback.

Year in Review

2021, what a year! With global challenges, shifts in consumer behavior and new trends on the rise, one thing remained the same… the importance of the human factor in this ever-changing environment.

2021, what a year! With global challenges, shifts in consumer behavior and new trends on the rise, one thing remained the same… the importance of the human factor in this ever-changing environment.

For us in e-satisfaction.com, 2021 was a year of Growth, Education and Expansion. We remained loyal to our Mission of ‘Enabling Customer Centricity’, by onboarding new clients and new partners to join us in this journey.

The most fascinating part of 2021, making it a milestone for us, was the 37,5 million questionnaires distributed to customers, marking a growth of +200% since 2020, expanding our presence to 3 new markets (Bulgaria, Romania, and Cyprus). This exciting milestone was accompanied with the joy to see 1 out of 3 customers replying to feedback requests, an amazing response rate that continues to be our differentiator since our first day in the market.

One more challenge of our clients was visualizing customer voices and transforming these voices to actions and decisions. To help our customers overcome this barrier, we formed a strong team of Customer Centricity Coaches who combine Data and technology to create a set of visualizations, triggers and alerts that make feedback actionable. This work led us to build 3 new integrations with Business Intelligence platforms (Google Data Studio, Microsoft Power BI & Tableau) that are used to bring a live feed of customer voices in the dashboards of decision makers.

2022 will bring numerous additional integrations, so stay tuned and speak up, as we are always looking for new ways to make customers be heard and valued!

By taking a closer look at the voice of the customers, we can confirm that customers are getting more demanding and less loyal. This trend has caused a +60% growth in the Customer Communication and Customer Recovery automations that are offered through our platform, that resulted in more than 170k customer recovery calls from the Greek Retail Market in 2021. This shift shows that customers do want to speak, do like to be heard and are more than happy to be contacted for a resolution to a potential issue.

Facilitating (and streamlining) this kind of dialogues was a top priority for 2021, as we are aware of the every-day life difficulties of customer-facing employees. Offering them a time-effective and easy way to serve customers better was a bet we won. We now see customer-centric habits been built across a lot of retail stores, both in the physical and online world.

Customers are also willing to share the great brand experience with the world and create good reputation for that brand, by engaging with the latter’s marketing campaign efforts via e-satisfaction.com. What we’ve seen is that the Most Loved Campaign by End-Consumers is the one of ‘Google My Business Reviews’, with an engagement rate of 35,4%, meaning that ~35% of your happy customers, are willing to spread the word and show their satisfaction by leaving a positive review to your Google Place Property, hence contributing to your positive online footprint and e-WoM (word of mouth).

But it’s not just the consumer that has shifted and not afraid to be part of your brand. It’s also the frontline people and the entire market. Customer-facing people along with the management teams are becoming engaged and committed to provide a seamless customer experience, or when this effort is not going as planned, are there to support and turn the customer complaints to an even more brand-binding experience. Numbers can’t lie and we know this by having seen that frontline people their own favorite feature within e-satisfaction.com, the ‘Set Up Alert Events’ with 7.686 Events (aka Frontline Alerts) being recorded in 2021.

We are committed to creating a more Customer Centric world; this is how we work with our clients, our co-workers, and our day-to-day lives. In 2021, we continued evangelizing our vision, by participating in multiple conferences, academies, and trainings, sharing our knowledge, insights and experience, and planting the Customer Centricity seed in the mind of retail market professionals.

Check our entire 2021 journey in our infographic below:

We are proud and (not that) bold to say that we are owning the Retail Market with the insights and feedback collected in the past year, via the platform of e-satisfaction.com.

Our team is entering 2022 with confidence, speed, and determination to make Businesses Customer Centric!

e-satisfaction.com at ShopX Conference by Boussias

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Customer Centricity & Customer Engagement are part of a company’s culture, not just a tactic or a marketing approach. They define the way you are doing business or as HubSpot’s Paul Greenberg says: “Customer engagement is the ongoing interactions between company and customer, offered by the company, chosen by the customer.”

On Wednesday 22/09/21, e-satisfaction.com was part of the online conference ShopX by BOUSSIAS, focusing on ‘Maximizing Sales for Brands and Retailers’; A live, online & interactive event that brought the notion of Customer Centricity and CX even closer to the Greek Market and the brands, by sharing innovative tech-tools & best practices around retail, shopper experience & customer engagement.

e-satisfaction.com, as the dominant feedback solution in the Greek retail market, was part of the knowledge & insights sharing via a Virtual Booth, a Fireside Chat with special guests from abroad, a Panel Discussion with experts from the market and a real Case Study of a Greek retailer.

How can you gather Feedback and enhance your Customers’ Experience? What did the Experts say?

At our virtual booth, the audience had the chance to watch our team talk about:

CX Trends and CC Valuation
e-satisfaction CX Fundamentals and Market Insights

If you missed this event, you can download our free e-book about Customer Experience Fundamentals.

The Fireside Chat, with our CEO, Evangelos Kotsonis, as a coordinator, focused on Retail & Customer Centricity (see the participants of the Chat, here).

Key takeaways:

- Seamless experience needs an ecosystem-based way of working

- Frontline employees are still crucial for a good experience. Technology should be making their work easier and more impactful

- Trends should be taken seriously and be transformed into strategy, not just communication

- Chinese eCommerce capitalized the absence of good retail experience and now 50% of retail sales happen online

The Panel, with experts from the Greek Market, discussed Shopper & Retail Data, Customer Centricity and the value of Consumer Feedback, to help brands & retailers grow their Market Share and enhance the Brand Experience for their consumers (see the participants of the Panel, here).

The Panel concluded that brick-and-mortar stores and people in the frontline, are still at the center of brands’ attention when it comes to Data Capturing.

During this panel, we also asked the audience their opinion about data capturing and here are the answers:

44% said that Store Managers are their source of truth, when it comes to store feedback & insights
47% said that Consumer Comments is the most worthy source of information

Case Study: Public & Media Markt – When building customer centric culture in retail, begin with the frontline

During ShopX, we showcased how e-satisfaction.com helped PMM shape a Customer Centric culture by collecting actionable insights from our platform. By capturing everyday CX data and translating them into customer facing actions, PMM revolutionised the way they engage with their customers. How? By focusing on the frontline and measuring NPS at store level on an ongoing basis to get feedback from consumers about their experience across all touchpoints.

Do you want to know how retailers and brands learn what their customers want? Book a free demo with us here, to learn more about e-satisfaction.com and help you by asking the right questions and listening to the answers.

Case Study: L’Artigiano

How L’Artigiano achieved a 39% Response Rate with the help of e-satisfaction.com, while their customers keep on eagerly offering them feedback!

How L’Artigiano achieved a 39% Response Rate with the help of e-satisfaction.com, while their customers keep on eagerly offering them feedback!

About L’ Artigiano

L’Artigiano is one of most renowned Greek franchise chains in the italian food delivery sector with 20 restaurants, more than 400 employees and a presence that spans well over 25 years.

L’Artigiano + e-satisfaction.com

With a customer-centric approach and a wish to maintain a constant and open dialogue with their audience, L’Artigiano has dynamically invested in digital solutions and tools, and as of late, the company has focused its attention in attracting younger audiences, aged 20-35.

So it has been almost a year now since L’Artigiano has started working together with e-satisfaction.com, making the most of the platform’s ready-to-use feedback collection and engagement mechanisms, in an effort to further boost their customer-driven efforts.

Objectives & Challenges

L’Artigiano had come prepared, having been aware from the outset of the value embedded in CSAT (Customer Satisfaction Score) and NPS (Net Promoter Score), as well as that of other relative metrics that measure the quality of a product delivered to a customer. Their intention and objective was and still is the methodical measuring and monitoring of said metrics, a process that results in illuminating the weaker areas in need of improvement and the strong points that are fit to be communicated.

However, the initial customer response was not the expected one, so it became clear that fresh and creative ideas would be the secret ingredient for perfecting the recipe for the right type of communication, at the right time!

Solutions

The collaboration between Anastasia and Maria from L’Artigiano and e-satisfaction’s Customer Success team yielded the desired results! Through the implementation of best practices that correspond to the needs of L’Artigiano’s audience and the activation and measuring of an extra metric, that of Customer Effort Score (CES), Response Rate was gradually improved, the amount of feedback multiplied and customer engagement is getting stronger everyday, without having to retort to incentive-based tactics.

The 5 practices that skyrocketed Response Rates (RR)

Enticing and to-the-point subject lines and email body texts that capture customers’ attention and get them to answer the questionnaires.
Straightforward questions that effortlessly communicate the objective and reason for the customers’ participation.
Evaluation of the frequency of asking for feedback so that the customers will not feel “spammed”, thus helping them to find value in their responses.
Aesthetically pleasing questionnaires and branded assets on every customer touchpoint (emails, surveys, thank you pages).
Mobile optimization, since a considerable number of customers have opted for communication with brands via smartphone.

How Customer Effort Score (CES) contributed in gathering valuable feedback?

L’Artigiano knows that their customers’ experience begins with an order. Naturally, they wanted to find out what customers think about their website’s navigation.

This particular need led to the activation of Customer Effort Score (CES). CES is a valuable metric when it comes to the evaluation of the efficiency of customer service teams. Eventually, CES has also proven to be equally effective in self service experiences, such as website navigation and check-out process completion.

The question typically used to measure CES is along the lines of “How easy was it for you to complete your order?”

Having already passed the test of Response Rate increase with flying colours, feedback collection through CES was impressive, right from the start. By posing the aforementioned question and gathering the scores generated by customer responses, L’Artigiano is now able to shine a light on the “effort” made by visitors when browsing their website. And this piece of intel can only lead to one thing: a continuously enhanced experience that will boost customer satisfaction!

Results

Coherent questions, optimized positioning (on desktop and mobile alike) and a brief but highly targeted questionnaire combined with an already satisfying level of customer experience from previous L’Artigiano surveys, to produce a 39% Response Rate!

This number surpassed all expectations, especially considering that -based on international CX reports- the highest expected Response Rate is estimated at 25%, while 10%-20% Response Rates are classified as reasonable.

And the most significant result? Customers continue to provide answers and share their experiences with L’Artigiano!

Furthermore, the feedback generated through CES surveys is already being used in the process of L’Artigiano’s website redesign!

Key Takeaways

Making the most of the data gathered through the e-satisfaction.com online platform, L’Artigiano executes effectively targeted and segmented promotional campaigns via an array of marketing tools like e-mails, social media posts, rewards etc.

What has become apparent, through trial and error, is that when brands decide to pay serious attention to their customers’ experiences and act on their comments, then:

Engagement is considerably enhanced and this positively affects the customers’ intent to keep participating in questionnaires.
A Response Rate increase has been proven to occur.
Customer feedback can serve as the basis for the process of improving a brand’s products and services.

To sum up, L’Artigiano’s case proves that customers are… hungry to share their opinions through questionnaires, providing that a solid strategy has been set up and a customer satisfaction platform has been employed to ensure an effortless and successful implementation.

Discover how you can collect feedback and enjoy a fruitful, long-lasting communication with your customers with e-satisfaction.com!

Book a demo now!

Gatoskilo.gr – 3 συστατικά που δημιουργούν εκατοντάδες 5-star reviews

Πως ένα νέο online pet shop απόκτησε φανατικούς πελάτες που μιλάνε παντού γι’αυτό!

Το Gatoskilo.gr είναι ένα online pet shop που έκανε τα πρώτα του βήματα το 2016 με το όραμα να γίνει το pet shop που θα γίνει γνωστό για την άριστη εμπειρία που προσφέρει στους μικρούς (και μεγάλους) φίλους του. Η στρατηγική αυτή είναι σίγουρη επιτυχία καθώς η αξία των χαρούμενων πελατών είναι αναμφισβήτητη. Σύμφωνα με την Bain and Co, μια επιχείρηση που καταφέρνει να αυξήσει τους πελάτες που επιστρέφουν κατά 5%, πετυχαίνουν αύξηση της κερδοφορίας κατά 75%!

Αυτή η συνταγή επιτυχίας έκανε το Gatoskilo να διαφοροποιηθεί σε μια αγορά στην οποία κυριαρχούσαν μεγάλες αλυσίδες με φυσικά καταστήματα. H άψογη εκτέλεση της στρατηγικής αυτής αποτυπώνεται στο πόσο πολύ μιλάνε για το Gatoskilo οι πελάτες του σε φίλους, γνωστούς και σε σημεία όπως το Google Places, το Skroutz και το Facebook Reviews.

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Η συνταγή επιτυχίας του Gatoskilo.gr ήταν βασισμένη σε 3 βασικά συστατικά, όλα σχετικά με την εξυπηρέτηση και την εμπειρία του πελάτη:

Συστατικό Α – Προσωποποιημένη Εξυπηρέτηση

Το πρώτο και βασικότερο συστατικό της εμπειρίας που σχεδίασε το Gatoskilo.gr για τους πελάτες του είναι η άψογη και προσωποποιημένη εξυπηρέτηση. Κάθε πελάτης αισθάνεται ότι έχει πολυετή σχέση με το προσωπικό του pet shop, από τη πρώτη κιόλας στιγμή. Το Gatoskilo, εισάγοντας σε συστήματα και διαδικασίες που χρησιμοποιεί τις πληροφορίες του πελάτη και του κατοικιδίου του, φροντίζει σε σημαντικά στάδια της εμπειρίας του να υπενθυμίζει στον κάθε πελάτη τη σχέση που έχουν.

Μερικές μόνο από τις περιστάσεις στις οποίες το Gatoskilo.gr αξιοποιεί αυτή τη πληροφορία γράφοντας πάνω στο δέμα χειρόγραφα το όνομα του κατοικιδίου, όταν κάποιος πελάτης παίρνει τηλέφωνο, αλλά και σε κάθε επαφή με πελάτη, είτε στο κατάστημα, είτε στο τηλέφωνο, είτε online.

Συστατικό Β – Μέτρηση του Customer Experience

Σε έναν πελατοκεντρικό οργανισμό το feedback των πελατών του παίζει εξαιρετικά σημαντικό ρόλο. Αξιοποιώντας τον έτοιμο μηχανισμό συλλογής feedback για omnichannel retail του e-satisfaction.com, το Gatoskilo ξεκίνησε από τη πρώτη μέρα να παίρνει feedback από τους πελάτες του.

Η καλή δουλειά που έκανε το προσωπικό στην επικοινωνία με τους πελάτες αποτυπώθηκε και στο ποσοστό των πελατών που απαντά στο feedback, το οποίο ξεπερνά το 32%!

Δείκτες όπως το Net Promoter Score (NPS), το ποσοστό των πελατών που δηλώνουν ότι θα αγοράσουν ξανά, το Customer Satisfaction Score (CSAT), αλλά και επιμέρους δείκτες που μετρούν την ικανοποίηση από την εξυπηρέτηση, το packaging, τη διαδικασία αγοράς, την ποικιλία των προϊόντων και πολλοί άλλοι έγιναν αναπόσπαστα μέρη του τακτικού reporting και τα alerts που στέλνει η πλατφόρμα όταν εντοπίζεται κάποιο παράπονο ενσωματώθηκαν στη καθημερινότητα του customer service.

Χαρακτηριστική είναι η δήλωση του Χρήστου Κουνάβη, Γενικού Διευθυντή του Gatoskilo, που αναφέρει “Ο καλύτερος δείκτης επιτυχίας στη δουλειά μας είναι η ικανοποίηση του πελάτη. Δίκαιος, απόλυτος και άρρηκτα συνδεδεμένος με την ανάπτυξη. Για το λόγο αυτό, τα πρώτα χρόνια είχαμε στόχο το 99% των πελατών που παραλαμβάνουν τη παραγγελία τους να δηλώνουν ότι θα αγοράσουν ξανά από το Gatoskilo.gr και το καταφέραμε!”

Συστατικό Γ – Closing the Loop

Παρότι το feedback από μόνο του έδινε στοιχεία διαφοροποίησης από την αγορά, το Gatoskilo.gr κάνοντας ένα βήμα παραπάνω αξιοποίησε το feedback των πελατών του, ειδικά των ικανοποιημένων.

Το πρώτο feature του e-satisfaction.com που χρησιμοποίησε το Gatoskilo ηταν το Customer Experience Badge και αυτό δεν ήταν καθόλου τυχαίο.

Σαν νέο e-shop ήταν πολύ σημαντικό να κερδίσει την εμπιστοσύνη των επισκεπτών που έμπαιναν πρώτη φορά στη σελίδα του.Το badge του e-satisfaction.com σε συνδυασμό με την άριστη εξυπηρέτηση πέτυχε αυτό το στόχο.

Αυτό ήταν μόνο η αρχή!

Ο πιο αποτελεσματικός τρόπος αξιοποίησης της καλής εξυπηρέτησης στην οποία επένδυσε το Gatoskilo ήταν οι μηχανισμοί Refer & Review του e-satisfaction.com. Τα αποτελέσματα ήταν εξαιρετικά!

Τελικά τα έχει καταφέρει;

Ναι! Ναι! Ναι! Η σύντομη ιστορία του Gatoskilo.gr είναι η καλύτερη απόδειξη ότι το Customer Experience είναι η συνταγή που κερδίζει στο χώρο του OmniChannel Retail. Μόλις 4 χρόνια μετά την ίδρυση του, το Gatoskilo.gr θεωρείται ένα από τα σταθερά ανερχόμενα Online Pet Shops και κάθε χρόνο ο ρυθμός ανάπτυξης του πολλαπλασιάζεται.

Ο δείκτης που αποτυπώνει την επιτυχία είναι η πιστότητα πελάτη (loyalty). “Από την αρχή της πορείας μας βασικός δείκτης ήταν το ποσοστό του τζίρου που έρχεται από πελάτες που έχουν αγοράσει ξανά. Αυτό το ποσοστό είναι υψηλό και συνεχώς αυξάνεται, παρά την πολύ γρήγορη ανάπτυξη μας. Αυτό δείχνει ότι θα είμαστε εδώ για πολλά χρόνια ακόμα” αναφέρει ο Χρήστος και συμπληρώνει “Σε αυτή την πορεία το e-satisfaction.com έπαιξε σημαντικό ρόλο καθώς πρόσφερε έτοιμο ένα μεγάλο μέρος της μεθοδολογίας που ακολουθούμε σήμερα σε κάθε στάδιο εξυπηρέτησης του πελάτη.”