Retail and Consumer
Customer satisfaction tracking for e-commerce companies
In e-commerce, customers experience the order, shipping and return as a single journey, yet these steps are the responsibility of different teams and often different companies. Comvo measures each step separately, links the response to the order number and routes the issue to the right team.
Key challenges in the industry
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Shipping-driven dissatisfaction
Late or damaged deliveries are blamed on the brand, but the cause lies in shipping processes.
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Product expectations
When a product does not match its photos or description, it turns into a return and a negative review.
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Scattered reviews
Reviews on marketplaces, app stores and complaint platforms stay in separate panels; app store reviews are brought into the same panel automatically, and marketplace reviews through a custom import.
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Invisible return process
How much customers struggle during the return and refund steps is not measured.
Touchpoints to measure
You can create a separate survey for each touchpoint. You decide the questions, scales and question types (star, score, recommendation, choice, open-ended comment) and deliver them at the right moment by QR code, SMS or email.
- Order and payment
- Shipping and delivery
- Product experience
- Returns and exchanges
- Customer service
- Mobile app
Sample survey
Customers answer the survey on their phone without installing an app. Each question opens on its own screen, and a follow-up question about the reason appears automatically after a low score. You can define all questions and steps as you wish and customize the design to match your corporate identity.
- 1-5 (CSAT)Customer satisfaction (CSAT), 1-5: 1 is the lowest and 5 the highest satisfaction.
- Late delivery, damaged product, missing item, did not match description, no issuesMultiple choice question; used to identify the reason behind a negative experience (root cause).
- Better than expected / As expected / Worse than expectedSingle-choice question; the selected answer can be used as a condition in rules.
- 1-7 (CES)Customer Effort Score (CES), 1-7: a high score indicates the process was easy for the customer.
Questions, scales and conditional logic are tailored to your business. Responses in the preview are not sent anywhere.
How Does It Work?
- 1 When an order is delivered, your platform sends the event via API.
- 2 The customer receives a short survey by email or SMS; the response is linked to the order number.
- 3 Delivery issues are assigned as cases to the logistics team and product issues to the category team.
- 4 Case events are also delivered to your own system via webhook.
- 5 The return process is measured with a separate effort survey.
Sample alert rules
- If "Damaged product" or "Missing item" is selected, a case is assigned to the logistics team with a 24-hour resolution time and critical priority.
- If "Did not match description" is selected, the case is assigned to the category team.
- If the return effort score is 3 or lower, the case goes to customer service.
- When a 1-3 star review arrives on a marketplace or app store, a case is opened for the e-commerce team.
In these examples, a low score means 2 or below on a 1-5 scale, 6 or below on the 0-10 recommendation score and 1-3 stars in online reviews. You set the thresholds and resolution times.
Metrics to track
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Satisfaction by step
You track the order, delivery and return steps separately.
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Carrier comparison
You see which carrier or region delivery issues are concentrated in.
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Return effort
You measure with CES how much effort the return process takes for customers.
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Marketplace and app ratings
You track the ratings and response rates of your online review sources.
Key modules
- Distribution QR, email, SMS and automatic post-transaction sending Learn More
- Case Management Negative experiences become cases tracked to resolution Learn More
- Online Reputation Reviews from Google, App Store, Şikayetvar and other platforms Learn More
- Text Analytics AI-powered topic, sentiment and risk analysis Learn More
Related guides
- Measurement What Is CES and When Should You Use It? Customer Effort Score (CES) measures how much effort customers spend to get something done. Learn the question format, calculation and use in support and returns.
- Measurement The Difference Between NPS, CSAT and CES NPS measures loyalty, CSAT momentary satisfaction and CES process ease. How the three differ, which to ask at each touchpoint and how to use them together.
- Process How to Set Up a Complaint Management Process The steps of a structured complaint management process from intake to resolution: classification, assignment, resolution deadlines, escalation and reporting.
Frequently asked questions
How are surveys connected to our order system?
When an order is delivered, your system sends an event via REST API, and the survey is sent automatically after the delay you define. Response and case events are delivered back to your system via signed webhooks.
Are Trendyol and Hepsiburada reviews included?
Yes. Marketplace reviews are brought in through a custom import; App Store, Google Play and Google reviews arrive automatically and are answered from the panel.
Won't the same customer receive surveys too often?
A contact frequency limit per person is defined; sends that exceed the limit are skipped with the reason recorded.
Let us map out a scenario for your industry together.
Share your operational structure and the points where you interact with your customers, and we will prepare a suitable survey and rule set for you in a demo environment.