1 Minute Case Study: Online Customer Satisfaction Surveys

Company: Clicks South Africa

I just completed a customer satisfaction survey for Clicks in South Africa.

Now, here’s the problem with their feedback system, and indeed, it’s not only Clicks, but rather many South African companies who could do much better at maximising their customer feedback process.

The issue with most South African companies, is that they know they need feedback, but don’t collect the right information that would actually add value.

They may ask questions, but don’t leave any space for something they might not have thought about. As a Service Operations Analyst for many years, specialising in optimising customer satisfaction surveys for outsourced IT services, this was key, because it was in this detail, that I found out what most users were dissatisfied about.

In fact, this was how I was able to increase customer satisfaction levels by 40% in less than 2 years.

OK. Back to the story at hand: Clicks

I had placed an online order a day before Black Friday and was promised delivery in 3 days. But it took 2 weeks for them to deliver it, without any communication from their side about the delay, and certainly no apology.

Other than that, it was smooth sailing, and because I didn’t urgently need what I had ordered, I was quite happy to wait.

So when I completed the survey, I rated the experience as 6 out of 10 (had I been impatient for my order to arrive though, I probably would have given them a 3), but they will never know why they only got a 6, and they will never know how to fix processes so that this won’t happen again, and if it does, how to handle it.

Their lack of attention to wonky processes will work against the very thing they are trying to drive, which is to get more online orders.

To boot, I can be sure they will not call me for clarity, because companies also tend not to know how to use the feedback they get.

Customer surveys can be so powerful, that companies can implement entire processes around them that will ensure continual service improvements.

If only they knew.

Author: Claire
Not just a writer, Claire specialises in increasing your website traffic and online sales through the use of smart, search engine optimised content that is targeted towards a certain audience. She specialises in compiling online content for SaaS, Telecoms, small business and marketing. Claire comes from a background in marketing and service operations analytics focusing on the customer experience.