No Comment?

Robyn Greenspan

Updated · Mar 13, 2002

Customer feedback is an important component in growing an e-commerce site but many consumers only write to companies when they have a complaint, skewing comments negatively. Instituting methods that make it easy, and worthwhile, to comment on service will help you increase satisfaction and build customer relationships.

Instead of burying a Web-based comment form or e-mail address among your pages, direct the shopper to the feedback page immediately after they complete a transaction. They will be better equipped to comment after successfully finding and ordering merchandise.

Inspire feedback with contests and giveaways. If customers have opportunities to win something, they may be more inclined to give constructive criticism or praise. Monitor the replies to ensure that the same people aren’t commenting just to increase their chances of winning.

Accompany shipped orders with stamped comment cards. Customers will have had a chance to inspect and use the merchandise, allowing for candid replies. You can also follow-up orders with an inquiring e-mail that asks for feedback on the overall shopping experience and any problems that were encountered.

During down time at the call center, ask customer service agents to telephone customers and inquire about their most recent order. Prepare a script with simple questions about site navigation, pricing, product quality, and delivery. You’ll be surprised to find that many customers take the time to state their opinions.

Once you have implemented creative methods for soliciting customer feedback, you still have some work ahead of you. Addressing the comments and making the changes that have been dictated by a majority of customers could possibly lead to a total site overhaul.

Reprinted from ECommerce Guide.

Robyn Greenspan
Robyn Greenspan

Robyn Greenspan, an independent researcher and speaker, is interested in innovation, market trends and information technology. She was a participant in the AI Summit and also took part in the IEEE International Conference on Edge Computing, International SOA Symposium series and the International Cloud Symposium series. She graduated from Temple University. She was previously the communications and research manager for the AMS, an internationally recognized professional association that advances knowledge in the IT and business management areas.