Project Overview
The CXO survey program aimed to measure and enhance the customer experience on the retailer' websites and mobile apps. This program was initiated to understand customer sentiment in a systematic way and identify areas for improvement across various stages of the customer journey, including discovery, search, product detail page, checkout, post-purchase, and account management. The CXO program was a supplement to the VOC program. While the VOC program allowed customers to give feedback whenever they wanted (a pull mechanism), the CXO program was intended to collect the feedback on a quarterly basis though a push mechanism. The combination of these two programs provided a complete view of customer sentiment controlling for the volunteer survey bias inherent in all VOC survey approaches.
Objectives
The primary objectives of the CXO survey were:
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To capture key customer sentiment KPIs such as Net Promoter Score (NPS), Trust, WOW (exceeded expectations), and Ease of Use.
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To analyze customer experiences at different stages of their journey on the retailer.
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To identify specific areas needing improvement to enhance overall customer satisfaction and loyalty.
Implementation
The Q1 2024 survey was implemented in partnership with the Email Marketing team, targeting the retailer' customer base. A 20% Off coupon incentive was offered for survey completion. The survey was distributed to two distinct customer cohorts: "Occasional" and "Best" customers. A total of 1,776 responses were collected, with 372 from the "Occasional" cohort and 1,404 from the "Best" cohort.
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The survey, which consisted of 75 questions, was coded in Qualtrics using advanced branching logic. The survey was mobile responsive to ensure ease of use.
Key Results
The key results from the survey highlighted the following:
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Greatest Need for Improvement:
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Areas such as product availability (in-stock), trust (best interest in mind), and inspiration from the retailer were identified as needing significant improvement.
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Moderate Need for Improvement:
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Ease of search, emotional connection (time well spent), trust in data, and overall WOW experience were noted as areas with moderate need for enhancement.
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Least Need for Improvement:
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Loyalty (NPS), trust in product authenticity, trust in customer service, and overall ease of use were areas with the least need for improvement.
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The survey also revealed that:
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Most of the retailer customers do not frequently seek fashion inspiration from the retailer.
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Less than 20% of customers rated the inspiration question highly.
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Sales satisfaction showed that customers were generally satisfied with deals and discounts but there was room for improvement in customer sentiment regarding sales.
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See example outputs here.
Recommendations for CX Improvements
The survey identified several recommended areas of focus for customer experience (CX) improvement:
1. Inspiration/Ideas:
- Enhance the way the retailer provides ideas for pairing new fashion items with existing wardrobe pieces.
- Improve inspiration for styling shoes, clothes, handbags, and accessories.
2. Body Type Personalization:
- Improve search functionalities to help customers find shoes and clothes that meet their unique body needs.
- Ensure that customer reviews are relevant and helpful for individuals with specific body attributes.
3. Ease of Use:
- Simplify navigation to make it easier for customers to search for products and move between sections or pages.
4. Search Relevance:
- Improve the accuracy of search results to better match customers' expectations.
5. Product Information:
- Provide comprehensive and reassuring product information to ensure customers feel they are getting the best deal, price, and value.
- Ensure that the information about products helps customers decide if items will look good on them.
6. Customer Reviews:
- Increase the trustworthiness and relevance of customer reviews.
- Make it easier for customers to find specific information in reviews.
- Highlight trends and ensure reviews are up-to-date and helpful.
7. Social Feedback:
- Facilitate ways for customers to get feedback from others about the products they are considering.
8. Gift Cards:
- Improve the process for purchasing, customizing, and using gift cards on The retailer.
9. Customer Service:
- Make it easier for customers to find contact information for customer service.
10. Post-Purchase Recommendations:
- Enhance features that allow customers to recommend items to others through the retailer's website or apps.
Conclusion
The CXO Q1 2024 survey provided valuable insights into customer experiences and highlighted key areas for improvement. By addressing the areas with the greatest need for enhancement and implementing the recommended focus areas, the retailer can improve overall customer satisfaction, loyalty, and trust, thereby strengthening its market position and enhancing the shopping experience on its platforms. This survey serves as a foundational tool for continuous improvement in customer experience.
