Measuring customer satisfaction at the point of sale

Why measure customer satisfaction at the point of sale?

Customer satisfaction is a key concept for know the effectiveness of a point of sale other than through commercial performance. It makes it possible to assess the layout of the point of sale, the offers offered, or the training of staff, and overall to give an idea of the perception of your brand.

This indicator will serve as point of reference to set goals to achieve. You will be able to study the evolution of satisfaction with your point of sale, with respect to new points of sale or even to compare the customer satisfaction generated by each conversion channel.

What tools can be used to calculate customer satisfaction?

Several indicators can be used to measure customer satisfaction. Initially, we mainly used CSAT.

The CSAT (Customer Satisfaction) consists in asking for the level of customer satisfaction on a certain point, and then calculating the share of positive responses in relation to all responses. However, it is considered that the CSAT, due to its calculation method, is a very optimistic indicator. It will therefore rather be used to be communicated to prospects. This is how you will find advertisements claiming, for example, that 70% of users are satisfied with such a product.

As part of the improvement of customer experience, and therefore for decision-making, we will use, rather than an indicator of satisfaction, a recommendation indicator: the NPS score.

The NPS (Net Promoter Score) allows you to determine how well customers are brand ambassadors, that is, if they are satisfied enough to recommend the brand, product or point of sale, for example, to their loved ones.

This indicator is therefore particularly interesting since, more than customer satisfaction at a given moment, we are interested here in the impact of our brand on our customer even after the purchase.

How is the NPS calculated for a point of sale?

To determine this NPS score, customers are asked “On a scale of 1 to 10, would you recommend our point of sale for example- to your friends and family?” ”.

Based on these responses, customers are classified into three categories:

The detractors : for a grade between 0 and 6
‍The passives : for a grade of 7 or 8
The promoters : for a grade of 9 or 10

The NPS score is an absolute number between -100 and 100. It is calculated by subtracting the percentage of detractors from the percentage of promoters:

NPS =% of promoters -% detractors

In our experience, a score of 50 or higher, obtained by a brand is considered a positive score! Over 60 is the icing on the cake!

Following these answers, it is essential to follow up with an item question. This consists in asking

For detractors and for passive people: “What are the possible areas for improvement? ” with a list of items that you have identified beforehand.
For the promoters: “What were the points that you liked the most? ” with a list of items that you have identified beforehand.

For this second question, choose a multiple choice answer with several proposals, as well as an “Other” box in which customers can put a free answer.

These steps thus make it possible to initially find a score from NPS, and in a second step strengths and weaknesses from the point of sale.

What tools to collect customer responses to get the NPS score?

The most common technique for collecting the information needed to build the NPS score is sending a questionnaire by email after the purchase.

To create the questionnaire, there are several tools such as Drag'n'Survey or SurveyMonkey. However, at Nestore, we use and recommend Typeform, for its ergonomics, the aesthetics of the surveys and its connections with numerous CRMs (in particular Mailchimp and Sendinblue).

Why mention this last point? It is very important to link the NPS questionnaire to your customer database. Imagine being able to use the same database to track expenses, opening rates and brand attachment? You will then be in a position to carry out hyper-segmented communication according to the behavior of each person.

Once the questionnaire is created, we will have to see how to find motivational levers to encourage customers to give their email addresses and thus be able to distribute it.

Once this is done, the question then becomes: when is the right time to ask customers for information?

What is the best time to calculate customer satisfaction?

The time it takes to send the questionnaire depends on what you want to measure:

If we want to know how it happened customer experience at the point of sale, the questionnaire should be sent “hot”.
If you want to check customer satisfaction with your products instead, it's better to wait to get more well-founded reviews. Ideally, you should test the duration that is best suited to the product sold: if you have time to conduct an A/B test, that's great:)
With regard tocustomer experience, it is customary to send their questionnaire to D+1, because the customer still has in mind the details of the time they spent in your store.
To understand if the customer is attached to your brand, the shipment is done more than 8 days. Indeed, we are looking for a “cold” answer to check if the purchase had enough impact on the customer for him to recommend the brand to his friends and family.

Regarding the time of sending, SurveyMonkey explains that the number of responses to questionnaires during the week increases from 7 am to 10 am. It decreases during the lunch break and starts up again to reach its maximum at 2 pm. After this hour, the answers are rare and resume the next day.