How to improve customer satisfaction through data quality

We’ve all had a bad customer experience with an online retailer at some point. And when this happens, it can have a serious impact on the way we view that company.

One major cause of customer dissatisfaction is poor data. If customer data is incorrect, this can lead to a whole range of problems such as failed deliveries, high costs and damaged brand reputation.

According to PCA Predict’s recent report – Fixing Failed Deliveries: Improving Data Quality in Retail – 73% of UK online shoppers have experienced a failed or late delivery in the past 12 months – a shocking figure for retailers.

But it stands to reason that if retailers fail to capture accurate address data in the checkout, the chances of an item reaching the correct recipient is greatly reduced. And this leads to a very frustrating customer experience.

In fact, our research also found that 57% of shoppers would be reluctant to use a retailer again if their item did not arrive on time.

So, what can retailers do to ensure their customers are satisfied and keep coming back? Here are our top suggestions for making your customers happy.

Create a great UX

Let’s think about it from the customer’s point of view. They want a quick and simple online experience, but according to our research, approximately one third of shoppers have experienced issues when entering details in the online checkout. This is bound to cause frustration.

In fact, 42% of the shoppers surveyed said they would abandon the checkout in the case that they experienced this sort of issue, and over a third would go to a different retailer’s site to make the purchase.

Not only this, but over half of consumers said they would feel more confident about ordering an item through a retailer that uses technology to suggest the correct address. With this in mind, it’s vital to ensure your UX is as good as it can be in order to  keep customers converting.

Build trust

Like any relationship, the one with your customers is built on trust. Without it, you’ll see a reduction in shoppers who return to your site. After all, if they place their trust in you when making a purchase and this trust is broken, it is then hard to rebuild this. Instead, it is vital to begin the relationship with complete trust, leaving shoppers without an element of doubt as to whether the item will arrive on time or even at all.

The idea of building trust is also supported by the fact that 75% of the consumers we spoke to prefer to shop online with retailers they have ordered from before. Previous good experiences led these customers back to retailers they have grown to trust.

Increase communication

Failed deliveries are not the only things at risk of not arriving at their intended destination. Think about the important updates, special offers and company updates that never make it. That’s a whole lot of money wasted and a lot of customers who will never know you tried to contact them. This is particularly frustrating when you require a customer to do something by a particular date or when subscriptions are coming to an end.

Get down to the real problem

Poor data leads to a range of issues including failed deliveries, high costs and customer dissatisfaction, but an effective way to solve this issue is type-ahead address validation. This tool autosuggests an entire address after just a few keystrokes, based on the user’s location, saving shoppers time and giving them confidence that the retailer has correctly captured their address – even if a typo has been entered.

This helps ensure that a parcel arrives at its intended recipient first time, and keeps customers happy and coming back time and time again.

Interested in learning more about how improving your data quality can increase customer loyalty and reduce customer dissatisfaction? Read Fixing Failed Deliveries in full.