The e-commerce industry is a fast paced environment. Handling volumes of orders, responding to customers, closing the feedback loop can take a toll without a systematic approach. Understanding customer preferences and improving their experience is necessary to stay competitive. Enter chatbot surveys. Let’s explore the benefits of chatbot surveys for ecommerce and the key metrics to track for maximizing its effectiveness.

Benefits of Chatbot Surveys in Ecommerce

AI-powered chatbot surveys are programmed to capture nuances that CX professionals may miss. Here are the benefits for the ecommerce industry:

1. Capture real-time customer feedback 

Chatbot surveys collect in-the-moment responses across touchpoints. This includes the checkout process or post-purchase. Chatbot surveys bring instant customer insights when the interaction is still fresh in their minds. 

2. High survey engagement rates 

Customers are more likely to respond to interactive chatbot surveys compared to traditional surveys. Chatbots simulate natural conversations. Conversational chatbot surveys feel more engaging. This leads to higher response rates, giving ecommerce businesses a broader view of customer sentiment.

3. Personalized customer interactions 

Chatbots can customize conversations based on the customer’s purchasing history, last conversation, or browsing history. Personalized questions make customers feel more valued. People are more likely to offer detailed feedback on their shopping experience especially when there is an engaging chatbot survey.

4. All-round availability with automation 

Chatbot surveys can operate round the clock with automation at certain critical touchpoints. Customers can provide feedback whenever it’s convenient for them. This is a huge advantage when an ecommerce business operates on various time-zones. So you can divert manual resources on other critical areas. In the meantime, CX professionals can collect vivid datasets for detailed analysis.

5. Cost-effective and scalable solution 

Brands can use multiple chatbots at various touchpoints. Chatbots can handle thousands of surveys simultaneously without any human intervention. This automation reduces the costs associated with traditional survey methods while still delivering comprehensive feedback data.

6. Integration with Merren’s CRM systems

Chatbots can easily integrate with popular ecommerce platforms and CRM systems. You can capture  feedback, assess satisfaction metrics or nudge people to fill surveys. You can embed survey chatbots directly into the shopping experience. This frictionless approach ensures that customers can complete surveys without leaving the website or app.

Key Metrics to Track for Chatbot Surveys

To ensure that chatbot surveys are effective, track relevant metrics that offer insights into customer feedback and engagement. Here are some key metrics to monitor:

1. Survey response rate 

The response rate is the percentage of customers who complete the survey out of total participants. A higher response rate indicates that the survey format and timing are appealing to customers. To improve this metric, ensure that the chatbot survey is well-timed and user-friendly.

2. Survey completion rate 

The completion rate measures the number of customers who finish the survey after starting it. If customers begin but don’t finish the survey, it could indicate that the questions are too long or complicated. Optimizing the flow and keeping questions short can help increase the completion rate. CRM systems can detect completion rates and unopened survey. Use this data to create responsive feedback questionnaire.  

3. Customer Satisfaction Score (CSAT) 

The Customer Satisfaction Score is a market standard metric to track a customer’s satisfaction with experiences. Pulse surveys like CSAT questions can directly measure customer satisfaction in an ecommerce platform. CSAT chat-bot surveys can ask customers to rate their satisfaction on a 3-point or a 5-point scale. The average score will give businesses a clear understanding of overall customer happiness.

4. Net Promoter Score (NPS) 

Net Promoter Score or NPS measures customer loyalty by asking how likely they are to recommend your brand to others on a scale from 0 to 10. NPS chatbot surveys can easily capture this data with a pop up question. Businesses can segment customers into promoters, passives, and detractors, and adjust strategies accordingly.

5. Customer Effort Score (CES)

Customer Effort Score or CES measures how easy it is for customers to complete a specific action, such as making a purchase or solving an issue. CES Chatbot surveys can ask customers how much effort they put into completing their transaction. This data can be used to reduce customer friction or address issues of existing pain points.

6. Time to respond

This metric tracks how long customers take to respond to chatbot surveys. With the help of CRM integrations, you get detailed data on survey competition rate, time taken or unopened feedback forms. A quick response time indicates that the survey is engaging and easy to complete. A slow response time may signal that the survey needs to be simplified.

7. Survey drop-off rate

The drop-off rate is the percentage of customers who abandon the survey before completing it. High drop-off rates can be an indicator of poorly designed surveys or irrelevant questions. Analyzing where customers drop off and eliminate any friction points. Longer surveys can also lead to survey fatigue. Focus on short and crisp questions that people can respond to without cognitive fatigue.

8. Open-ended questions

Chatbot surveys can gather quantitative data via scales and multiple-choice questions, they also allow for open-ended questions. This provides qualitative feedback or open-ended questions. Open-ended responses give people a chance to explain the reason for their responses on a scale-based question.

How to create engaging chatbot surveys for ecommerce? 

A well-formulated question template is half the work done. Statistics mention that businesses saved 30% on customer support costs with the help of AI-driven chatbot surveys. Industries that observe a lengthy customer journey also use chatbots to collect user feedback. Close to 70% of banking users are more likely to engage in-moment with a survey bot.  

• Generally, we recommend 2 to 3 crisp questions that help people share their experience in both qualitative and quantitative format. 
• Keep the questions conversational to encourage people to engage. 
• Focus on simple language. In an ecommerce setting, people can miss questions across touchpoints. Crisp and to-the-point pulse surveys can get customers to respond in the moment.
• Demo test and double check your survey chatbot campaigns. Make sure that the AI-powered survey chatbots are compatible across different devices.   
• Embrace the power of multimedia responses. Chatbots can handle media-based information. Get people to share their feedback in the form of videos, audio or photos for a media rich response collection.
• A customer satisfaction chatbot survey can have a survey reward to encourage more respondents. Make sure the rewards are appropriate as per the audience. Example: after answering a survey, people can access special discount and coupon codes or get free samples on their next purchase. 
• Chatbots surveys are robust to handle translated questions. If your business is on a global platform, consider automatic translation with the help of Merren CX. 

Conclusion

Chatbot surveys are a powerful tool for ecommerce businesses to enhance customer experience, gather valuable insights, and drive growth. Leverage real-time feedback, personalization, and cost-effective automation. Ecommerce brands can make data-driven decisions to improve their offerings. Tracking the right metrics ensures that chatbot surveys are optimized for engagement and effectiveness. To get started with Merren’s chatbot surveys, sign up for a 14 day free trial.