Having a happy satisfied customer (or happy clients) is possible by measuring and improving the shopping experience of different types of customers.
The internet has completely changed shopping habits and, with it, has rendered useless the old methods to make the customer happy (or happy client, in English) . On the one hand, there is electronic commerce as an essential complement (and even a substitute) for physical commerce. On the other, there are the different types of impact of social networks on commerce, for example:
- Facebook collects data from shoppers in physical stores to improve personalized online advertising.
- The popularity of Instagram has caused physical businesses to adapt their settings to allow customers to take attractive photos.
This panorama reveals that having a happy and animated customer is a matter of investing efforts in improving the scale of consumer satisfaction and adapting to technological-digital changes, as well as creativity and strategy to correctly promote brand loyalty. .
As HubSpot puts it : ” The biggest threat to your business is not competition, but a poor customer experience .” Therefore, poor customer service can be 100% avoided as long as organizations take into account the keys to a satisfactory shopping experience.
Keys to having a happy client or happy client in an e-commerce
Making the consumer a happy customer is not easy , but it is necessary. According to data from Livework Studio , 91% of unhappy customers completely abandon the relationship with the company in question. According to the Experience is everything study , in terms of loyal customers , one in three leaves the relationship with their favorite brand after an unsatisfactory experience.
In this context, it is necessary for today’s companies to adopt a customer-centric approach , especially e-commerce. To do this, they must know the most powerful keys to turn the average buyer into a happy customer . These keys are related to digital solutions that reduce customer dissatisfaction by addressing the following two aspects:
- Home delivery times.
- Reduction of uncertainty about orders.
1. A happy Satisfied customer enjoys optimal delivery times
According to the Study on online sales – Mexico 2019 , the two main motivations why a customer buys in an e-commerce are:
- Have the option of home delivery (58%).
- Save time in the process of purchasing and obtaining the product (53%).
However, for the consumer to be a happy and lively customer, it is not enough that the online business offers home delivery, it is necessary that they be very efficient and punctual. This is confirmed by different consulting firms specialized in logistics and trade services, for example:
- According to PwC , one of the services most valued by buyers is the fast and flexible delivery in the last mile.
- According to Capgemini , a 2-hour home delivery service increases the likelihood of loyalty for 55% of shoppers.
Along the same lines, the report The last-mile delivery challenge reveals that late deliveries are one of the three factors that cause most dissatisfaction in customers .
Faced with this situation, to make an e-commerce consumer a happy customer , the company must know how to measure customer satisfaction and adopt the necessary methods to ensure that its delivery services are optimal. For this, it is important to adopt technologies such as software for logistics transport, which fulfill functions of planning the best distribution routes, control of transporters, management of dispatches, among others.
2. A happy and satisfied customer can monitor their orders
The Search for Convenience report indicates that 1 in 3 online shoppers use home delivery options. However, the most interesting data is that, according to Narvar research , 83% of e-commerce users want to be constantly informed about the status of their orders, even during the last-mile delivery process.
This requirement of today’s consumer to be a happy and satisfied customer forces e-commerce companies to implement vehicle tracking solutions. These allow both logistics managers and buyers themselves to monitor in real time the location of the transport of products during the last mile. By offering this option, e-commerce fulfills one of the most important characteristics of customer service , which is to reduce uncertainty for buyers who want to have real-time control over their orders.
Type of clients
When designing strategies to improve the customer shopping experience with the goal of increasing the number of happy customers , it is important to consider not only happy and satisfied customers , but also those who are dissatisfied with your company.
Therefore, it is necessary that you know what types of customers exist, so that you know how to improve the buying and post-purchase behavior of each group of consumers according to their different levels of satisfaction or dissatisfaction.
That said, in general we can distinguish 2 types of clients:
- Happy and satisfied customers
- Dissatisfied customers
Types of satisfied customers
Happy, animated or very satisfied customer: consider that your products or services have exceeded their expectations. Therefore, it is a buyer who can potentially become a loyal customer and an ambassador for your brand . That is, in an influential client who recommends your company with their social circles.
Satisfied customer: consider that your products or services have adapted to their expectations. However, it cannot be considered as a loyal customer , as it may still be inclined towards the competition.
To get these two types of customers, it is first necessary to know how to serve buyers correctly, since the quality of customer service is key to generating a positive and satisfactory experience.
Types of dissatisfied customers
- Unhappy customer: consider that, although your products or services have been acceptable, they have not fully adapted to their expectations.
- Displeased customer: is one who has had some type of negative experience with your products or services and considers that your company could have avoided or solved the problem in a better way.
- Angry customer: is one who has had a serious negative experience that has caused some kind of damage or loss, and believes that the company did nothing to correct the problem.
To identify which types of dissatisfied buyers yours belong to, you must implement the necessary mechanisms to obtain, process and analyze customer complaints .
How do you know if you have a happy, satisfied or dissatisfied customer?
To find out if you have happy and satisfied customers with your products and services or if, on the contrary, they are dissatisfied customers , the best thing you can do is measure the satisfaction scale through CSAT and NPS surveys .
The ideal is to carry out these satisfaction surveys at the key moments of the purchase process. In this way, by asking your clients questions you will be able to capture their emotional state of the moment. With this in mind, the best stage in which you can do a CSAT or NPS survey is in the last mile delivery, right when the buyer receives their order at home.
Thus, upon completion of the delivery, the customer can evaluate the entire experience they have had with your company until the end of the purchase cycle. That is, from the purchase of the product via online to the home delivery process (compliance with the delivery schedule, attitude of the carrier, monitoring the status of the order in real time, etc.).
Tools to have happy, animated and satisfied customers
Fortunately, in the logistics sector there are specialized tools to improve the shopping experience for consumers .
plannerPro is a system specialized in the planning and optimization of routes for last-mile deliveries, which allows you to guarantee faster shipments by being able to identify the best available routes. Both tools, together, are increasingly used by logistics companies in Latin America, since they have become fundamental pieces within the strategies that seek to keep the customer happy and encouraged during and after the purchase.
Finally, and as you have seen, developing the ability to have a happy customer is a whole process that involves improving customer service, the use of specialized technologies and the constant monitoring of satisfaction indicators. These elements, together, give you a competitive advantage in a market where buyers are increasingly demanding.