Why customer satisfaction is crucial in ecommerce

No matter which industry you’re in, all businesses face a number of significant challenges. Providing a good product is one. Pitching it at a competitive price is another. So is successfully marketing that product. And then of course you must keep your customers coming back for more.

The way to do that is to ensure their satisfaction – but that’s easier said than done. In decades gone by, that might have been achieved thanks to a friendly, personal service combined with a helpful manner and a welcoming smile.

But in the era of ecommerce, it’s a little more complicated than that. The coronavirus pandemic has seen a surge in online shopping in the UK and around the rest of the world, which means many businesses have had to pivot and adapt their digital offering. Subsequently, they must do all they can to improve the experience of consumers they have no personal interaction with. So, what are the factors that can impact on customer satisfaction and why is it so important?

What is customer satisfaction?

Customer satisfaction is a way for businesses to gauge how well their products and their services are received by their audience. It can encompass a wide scope of factors including the quality of the product itself, the value on offer, how customers are treated by the company and whether their loyalty is rewarded.

What can affect customer satisfaction?

Here are just a few things that can have a direct influence on how satisfied a customer is with an ecommerce business:

• Value: Research has found that 86% of consumers are willing to pay more for a better experience. Your product might cost a little more than a rival’s, but if consumers believe yours is superior then they’ll feel they’re getting greater value for their money.
• Reviews: A lot of customers, especially those who are new to your business, will do their research before making a purchase. With that in mind, make your glowing reviews clearly visible on your site and promote that positive sentiment.
• Website: Optimise your website so that it is easy to navigate and offer a clear path to purchase. You should consider hiring an external agency to help with your web design and page load speeds.
• Delivery: It’s vital that your delivery service is efficient and reliable. Consumers value a quick delivery service, excellent communications and that their packages arrive in good condition.

Why is customer satisfaction so important?

If your customers aren’t happy, they’re unlikely to return to purchase more products. They’re also highly unlikely to recommend you to any friends or family members. So, not only will your retention levels drop, but the amount of new trade coming in will also decline. That all adds up to a reduction in profits – and that’s a position that no business wants to be in.