eCommerce … Are Your Customers Satisfied?

AD recently held their eCommerce and Marketing Summit and recognized a number of manufacturers and distributors.  ETNA Supply, a 24-location plumbing / PVF distributor headquartered in Michigan, was recognized as its Digital Innovator of the Year. Caroline Ernst, AD’s VP eCommerce Solutions, commented “Well deserved – your unwavering dedication and exception commitment in delivering innovative digital solutions is evidenced in your digital channel growth and customer satisfaction.”

The key in her comment is “customer satisfaction.”

The only reasons people return to your site, regardless of its capabilities, is if they are satisfied, which inevitably is defined as their “ease” in getting their answers.

In the age of omni channel and accelerated online product research, a portion of your customers, whether they say it or not, are seeking a desire for self-service.

• They need “instant” responsiveness when they need it.
• They expect quality product content (and the robustness of that content).
• They desire “on demand” for enhanced customer service (could be FAQs, chatbot, live chat, and maybe more).
• Possibly desire, or require, eCommerce functionality as well as online account management.

And all of these need to be delivered to generate a quality customer interaction that results in satisfied customers.

A poor experience results in your customers going to another distributor for eCommerce

For distributors,  this eCommerce satisfaction is being accelerated as these “visitors” are typically regular / frequent customers … either them or their company so they represent significant revenue (or the potential for such.)

Proof? Last year we conducted a customer satisfaction study for an electrical distributor. Overall, they rated well and received a strong CSI (Customer Satisfaction Index rating), however, when it came to website interaction / serving their eBusiness needs, in qualitative interviews customers “trashed” their platform and said that if they needed an answer they went to the competition and that the competition was earning their eCommerce business, especially from their younger staff.

Measuring ecommerce satisfaction is important as it provides the voice of your customer that can be coupled with objective metrics.

Areas to ask can include:

• Their usage of distributor websites and, more importantly, “why”.
• Their eCommerce needs, and when they use.
• About your site including ease of site, and catalog, search; quality of product content; access to customer service; and account management informational needs.
• Other eBusiness needs
• Ability to access / receive online training and other productivity and educational resources

Channel Marketing Group offers distributors an eCommerce customer satisfaction survey that can also calculate a CSI score that asks, “what is important” and “how well do we deliver” while asking about other eBusiness needs.

(And if you don’t have a commerce-enabled site, we can help identify customer interest in your having one.)

To learn more, email me and I can share an overview or, better yet, go “old school” and give me a call!

Congratulations to Etna Supply on their recognition.