Responding to errorsTechnical errors and process optimization
Customer Experience surveys will be perfect for monitoring the quality of customer experiences at various points of contact with the brand, through online shopping, mobile, and delivery processes, to stationary stores and customer service. Not only will they help you identify areas for improvement, but they also support you in the processes of responding to technical problems and errors in all digital channels on an ongoing basis.
You can use YourCX tools for researching your experiences in ongoing work on sales improvements in e-commerce, including registration and login processes, subscribing to a newsletter or browsing and searching for products. By investigating the reasons for abandoning your shopping cart, you’ll also find out why users are not completing their purchases and which of these problems are most likely to hinder your customers in achieving this goal.
How does it work?
Research to identify technical errors can work in three ways:
- In declarative form, where users in case of problems have the possibility to display the survey by clicking on the button placed in a visible place;
- In the form of an event, where we show the survey after detecting unusual user behavior or intention to abandon the basket or leave the service;
- In the form of invitations to addressed to a random sample of respondents.
The questionnaire itself should refer to the current location of the user, as well as the goals he or she wants to achieve. The content of the survey can be dynamic, dependant on the answers or behaviors observed earlier. The most important thing, however, is to have a clear statement of the reasons for not following a process at a particular stage of the Customer Journey.
In the process of error optimization, we are interested in this section of users who report problems, although it is always worth to refer them to a wider context. It happens that technical errors are easily circumvented (e.g. by refreshing the website) or they are not so invasive as to interfere with the implementation of the purchase (which we will check by analyzing the conversion rate). Therefore, it is worth checking how particular problems affect the behavior of user groups during a given visit and in the following weeks so that we can gain knowledge about the impact of particular factors on the decision to return and purchase.
The key to success: contextual data
In YourCX, we approach the analytics of experiences in an innovative way, focusing on diversification of sources of data on respondents’ behaviors. By combining tools typical for Internet analytics with feedback obtained from research questionnaires, we create a full picture of phenomena and events, on the basis of which we can implement necessary improvements.
Among the contextual data that we save along with the completion of each questionnaire are, among others:
- Information about the device and browser used by the respondent, including detailed technical parameters such as screen resolution or the time of loading the page;
- History of the visit, i.e. a list of subpages visited, including the time spent on each of them;
- Sources of traffic, including information about specific advertising campaigns for paid sources;
- The source of the page together with an automatically saved screenshot of the page viewed by the respondent.
You can also submit your own data to the system, including category names, customer type, login status, search terms, number of search results, number of products in the cart, cart value, cart value, delivery method, delivery cost, type of purchase, use of discount coupon and any other parameters that can help you understand user behavior.
Alerting about problems
Alerts sent after an event or in regular time intervals can support your team in the current work on the optimization of e-commerce processes. E-mail contains basic information about the reported problem and a link to the full set of data. Reports can be narrowed down to specific scenarios of events, so they can be directed directly to the appropriate person responsible for a specific point of contact, such as the online purchasing process or the system of contact with customer service.