Web Business & CSAT History

There have been a lot of changes in the business world, and perhaps no change is as pronounced as how many businesses depend a great deal, if not primarily, on their website/online business. Millions of companies use the internet for at least a small amount of their revenue, and countless more depend primarily on the Internet. This brings up a lot of interesting questions when it comes to customer satisfaction. At minimum the questions you need to ask are going to have to change, and the way you study your data may have to change with it as well.

Primary Online Business When your company is essentially entirely online, you may simply have to have a different survey – not necessarily look at your data any differently. Questions about service may have to be replaced with questions about user interface. You may also be able to integrate some of the data from their browsing habits on your website.

Many websites use pop up ads at the end of some type of browsing experience to have someone fill out the survey. On the one hand, as long as the popups occur randomly your potential sample should be representative.

On the other hand, only certain types of people ever complete surveys they have to take on the fly, and even fewer click on pop up ads, no matter how relevant they are to the experience, so it is questionable if this is even a good approach. Dual Business If your business is both online and offline, you may have a different problem. You may have to differentiate the online customers you have from the storefront customers you have – and you may also have to account for those that use both, since the user interface of a website can affect views of service, and in person-service can alter the view of the user interface.

Customer satisfaction for online businesses is relatively new, and research is just now being conducted into the best way to collect and analyze this data. But it should be clear that how you measure customer satisfaction may need to change, from the questions you ask to how you analyze the data, because online experiences are much different than offline businesses and products.