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Week 1: Introduction to Satisfaction Guaranteed: Develop Customer Loyalty Online
Introduction to Satisfaction Guaranteed: Develop Customer Loyalty Online INTRODUCTION
It is intended to introduce learners to the significant aspect of customer loyalty in e-commerce through this course out of Coursera Introduction to Satisfaction Guaranteed: Develop Customer Loyalty Online. This course contains different strategies to make good customer relations, how to measure customer satisfaction, and how to retain them by using loyalty programs and dynamic remarketing. Besides, students will come into effective post-purchase follow-up techniques, which would help retain customers.
This course proves very beneficial to entrepreneurs aspiring for long-term survival in the online marketplace. The knowledge derived from this course will enable businesses to increase their current customers in the future, increase sales, and secure long-term survival.
Learning Objectives:
- Identify common models for constructing customer loyalty in e-commerce.
- Understand how to successfully manage client relationships and measure satisfaction.
- Employ those client relationship skills to communicate effectively with customers.
TEST YOUR KNOWLEDGE: LOYALTY, REMARKETING, AND REWARDS
1. What are different ways to build trust and loyalty with customers? Select three.
- Create quality customer service. (Correct)
- Provide free shipping. (Correct)
- Sell customers’ personal information.
- Have a generous return policy. (Correct)
Free shipping might be expected by the customer, based on prior experience when it comes to shipping costs. Another way to gain trust and loyalty is by having a return policy generous along with quality customer service.
Returns help to build trust because they relieve anxiety about the failure of the product to satisfy customer expectations. Other methods include free shipping and good customer service.
Customer service is necessary before and after making the purchase. Other ways of gaining customer confidence and loyalty do include free shipping and generous returns.
2. What are ways to create a sense of community and belonging among customers? Select three.
- Feature user-generated content. (Correct)
- Share the story behind the brand. (Correct)
- Offer a discount for recent customers.
- Demonstrate how brand values align with customer values. (Correct)
User-generated content may include a customer writing a product review, sharing a photo or video of an experience with a product, or joining a discussion in your forum. Other avenues of creating community-building experience include sharing stories of the brand and showing how brand and customer values fit. Concerning the findings, 77% of consumers would spend on a brand that matches their values. Customers want to feel good about their purchases, and aligning on values may elicit such positive feelings. User-generated content and showing the story behind the brand are other ways to create a sense of community.
Sharing the story behind the brand helps customers understand better why the products and services were created. There are many other ways to create a feeling of community around your brand: user-generated content in addition to the brand story and showing how brand values match customer values.
Other avenues for creating community would be by telling the story behind the brand, showing how the values of that brand coincided with the values of their customers. Research has shown that 77% of consumers spend on brands that reflect their values. Customers need to feel good about their purchases, and alignment with values may conjure those positive emotions. Other avenues for building communities include user-generated content and the backstory of a brand.
3. What are different types of rewards programs? Select three.
- Spend-based model (Correct)
- Tier-based model (Correct)
- Coupon model
- Points model (Correct)
The spend based modeling whereby a customer gets incentive based upon the money spent during a single purchase has many different kinds of rewards programs like the points model and the tier based model.
A tier-based model allows customers to graduate into a new customer status level depending on how much money they have spent over a period of time. Other rewards plans include the point model and the spend-based models.
A points model offers customers a point equivalent for a given value of currency. The points can be claimed once the specific total is reached by a customer. Other reward programs besides this model include the spend-based and the tier-based models.
4. Which of the following best describes dynamic remarketing?
- Allows you to show ads to an audience with specific demographic traits
- Allows you to show previous visitors ads that contain products or services they viewed on a website (Correct)
- Allows you to show ads to previous website visitors.
- Allows you to pay only when someone clicks on your ad
Correct: Dynamic remarketing makes the consumers return to you. Also, give ads that create loyalty by things where a personal message would come in handy with your audience preference.
5. What emails are sent to prompt customers to make a repeat purchase when the items they previously bought are about to run out?
- Order emails
- Replenishment emails (Correct)
- Review request emails
- “Thank you” emails
Correct: Replenishment emails remind customers to repurchase as soon as possible items they have previously bought that are running low. Such emails perform well because they create a sense of urgency, encouraging customers to buy items before running out, thereby boosting repeat purchases.
Satisfaction Guaranteed: Develop Customer Loyalty Online WEEKLY CHALLENGE 1
1. Which of the following are ways to build trust in customers? Select all that apply.
- Share a customer’s email address with another company.
- Have easily accessible customer service representatives. (Correct)
- Limit the return policy options.
- Place a financial trust badge on the checkout page. (Correct)
2. As a digital marketer, you create an option for customers to easily set up an ongoing delivery of your products. What strategy are you using to make it easy for customers to stay connected?
- One-day delivery service
- Free shipping
- Easy returns
- Subscription service (Correct)
3. As a digital marketer, you are creating a rewards program. Your program allows customers to graduate to a new status level based on the amount of money spent. What type of rewards program are you using?
- Subscription model
- Spend-based model
- Points model
- Tier-based model (Correct)
4. What are ways to make a rewards program more personalized? Select all that apply.
- Provide incentives based on shopping habits. (Correct)
- Create a virtual event for rewards members.
- Begin an email with the recipient’s name. (Correct)
- Offer a rewards points bonus program.
5. What is the marketing term for displaying ads that contain the products or services that previous customers already viewed on your website?
- Impression advertising
- Dynamic remarketing (Correct)
- Dynamic advertising
- Impression remarketing
6. Which of the following are examples of post-purchase emails to send? Select all that apply.
- Review request emails (Correct)
- Abandoned cart emails
- Replenishment emails (Correct)
- Customer satisfaction survey emails (Correct)
7. As a digital marketer, you are trying to receive accurate data by not asking questions such as “You like our website, right?” This represents which tip for creating customer survey questions?
- Have respectful and inclusive questions.
- Use questions with your brand’s tone of voice.
- Avoid asking leading questions. (Correct)
- Keep questions short and simple.
8. What are examples of pre-purchase questions? Select all that apply
- Who are you shopping for? (Correct)
- Do you anticipate purchasing from us again in the future?
- What is one thing we can improve about our website experience?
- Which of our products or categories are you most interested in? (Correct)
9. Providing customer service through social media platforms, online chat, email, and phone is an example of what?
- Open-channel customer service
- Multi-channel customer service (Correct)
- Limited-channel customer support
- Preferred-channel customer support
10. Which type of survey measures a customer’s satisfaction with products or services?
- Usability survey
- Buyer persona survey
- Pre-purchase survey
- Customer satisfaction (CSAT) survey (Correct)
11. Which of the following ways to create a sense of community include customers uploading photos, writing product reviews, or being active on forums?
- Engage on social media.
- Share the brand story.
- Demonstrate company values.
- Create user-generated content. (Correct)
12. As a digital marketer, you are setting up advertising that displays ads to previous visitors that contain products or services they already viewed on your website. What is this marketing strategy?
- Impression remarketing
- Impression advertising
- Dynamic remarketing (Correct)
- Dynamic advertising
13. As a digital marketer sending post-purchase emails, you are waiting an appropriate amount of time before sending emails to customers. This represents which tip for effective post-purchase communication?
- Offer incentives
- Pace your communication (Correct)
- Personalize the experience
- Strike a balance between promotional and engaging
14. What are examples of post-purchase questions? Select all that apply.
- Who are you shopping for?
- Do you anticipate purchasing from us again in the future? (Correct)
- What is one thing we can improve about our website experience? (Correct)
- Which of our products or categories are you most interested in?
15. As a digital marketer, you are creating a rewards program. Your program has an incentive based on the amount paid during a single purchase. What type of rewards program are you using?
- Subscription model
- Spend-based model (Correct)
- Points model
- Tier-based model
16. Beginning an email with the recipient’s name and providing incentives based on shopping habits are examples of what way to make a loyalty program successful?
- Make the rewards program more attainable and desirable.
- Personalize the loyalty program experience. (Correct)
- Create a community within the loyalty program.
- Market the program to new customers.
17. Which of the following are reasons to send post-purchase emails? Select all that apply.
- Increases brand loyalty and advocacy (Correct)
- Boosts traffic to a brand’s online store (Correct)
- Encourages customers to purchase items left in their cart
- Builds relationships with customers (Correct)
18. As a digital marketer, you are framing questions that do not encourage a customer to answer a certain way. This represents which tip for creating customer survey questions?
- Have respectful and inclusive questions.
- Use questions with your brand’s tone of voice.
- Avoid asking leading questions. (Correct)
- Keep questions short and simple.
19. Which of the following statements regarding building loyalty in customers is true?
- Writing product reviews and uploading videos are examples of user-generated content. (CORRECT)
- Email providers typically recognize abandoned cart emails as spam.
- 12% of customers buy from brands who share their values.
- Building loyalty is the third stage of the marketing funnel.
Correct: Correct
20. Which of the following questions should you use to reflect on your survey after completing it? Select all that apply.
- Should this question be more complex?
- Does this question ask too much personal information? (CORRECT)
- Does this question make an assumption about my customer? (CORRECT)
- Is the wording used in the question simple and easy to understand? (CORRECT)
Correct: Correct
Correct: Correct
Correct: Correct
21. Which page on your website is likely to save you time, build trust between your brand and customers, and bring in new traffic to your website?
- Frequently asked questions (FAQ) page (CORRECT)
- About us page
- Terms and conditions page
- Contact page
Correct: Correct
22. Which type of survey is a single question that asks respondents to rate the likelihood that they would recommend a company, product, or a service to a friend or colleague?
- Customer satisfaction (CSAT) survey
- Net Promoter ScoreⓇ (NPS) survey (CORRECT)
- Usability survey
- Pre-purchase survey
Correct: Correct
23. As a digital marketer, you are creating a rewards program. Your program allows customers to make a recurring payment in order to receive an exclusive incentive. What type of rewards program are you using?
- Spend-based model
- Tier-based model
- Subscription model (CORRECT)
- Points model
Correct: Correct
24. What is an example of creating a community within the rewards program customers?
- Begin an email with the recipient’s name.
- Provide incentives based on shopping habits.
- Create a virtual event for rewards members only. (CORRECT)
- Increase the discount on the rewards program.
Correct: Correct
25. Fill in the blank: _____ is displaying ads to previous visitors that contain the products or services they already viewed on your website.
- Impression remarketing
- Dynamic advertising
- Impression advertising
- Dynamic remarketing (CORRECT)
Correct: Correct
26. As a digital marketer, you are setting up advertising that displays ads to previous visitors that contain products or services they already viewed on your website. What is this marketing strategy?
- Impression remarketing
- Dynamic remarketing (CORRECT)
- Impression advertising
- Dynamic advertising
Correct: Correct
27. Sending post-purchase emails helps ease the feeling of what among online customers?
- Buyer’s remorse (CORRECT)
- Buyers excitement
- Seller’s excitement
- Seller’s remorse
Correct: Correct
28. As an e-commerce marketer, you know that customer loyalty is necessary to build a brand. Which of the following will help you build customer trust and ultimately gain their loyalty?
- Maintain email-only customer service
- Share customer information with relevant businesses
- Limit the return policy options
- Offer useful products with a quality guarantee (CORRECT)
29. As a digital marketer, you use a subscription program to incentivize customers. What could this subscription model require customers to do?
- Spend money to gain points
- Make a recurring or annual payment (CORRECT)
- Spend money to reach a higher tier
- Reach a specific spending goal
30. A company builds customer loyalty through an e-commerce rewards program. Which of the following rewards program benefits can help with building customer loyalty? Select all that apply.
- Increase customer spending per purchase
- Rely on short-term promotions
- Tailor offers to customer shopping habits (CORRECT)
- Create an online community (CORRECT)
31. Which of the following are reasons to send post-purchase emails? Select all that apply.
- Encourages customers to purchase items left in their cart
- Boosts traffic to a brand’s online store (CORRECT)
- Builds relationships with customers (CORRECT)
- Increases brand loyalty and advocacy (CORRECT)
32. As a digital marketer, you manage customer expectations about how soon they will receive a response from a business. Which of the following ways could you use to manage expectations?
- State the expected response time in the Contact Us section of the website (CORRECT)
- Add a disclaimer to the website footer to communicate that a delay in response time is likely
- Send an email informing customers that response time varies depending on a query’s importance
- Use a single social media channel to communicate all customer service-related updates
33. A marketer creates a Net Promoter ScoreⓇ (NPS) survey and sends it to a business’s customers. What did they determine from the survey responses?
- How loyal customers are to the business (CORRECT)
- How many customers subscribe to their newsletter
- How likely customers are to write a review
- How satisfied customers are with their prices
34. As an e-commerce marketer, you aim to build customer loyalty to a brand. You know that customers need to trust the brand to become loyal and make repeat purchases. How can you build customer trust in the brand?
- Share customers’ personal and financial information.
- Offer free shipping and returns. (CORRECT)
- Include a short time frame for returns and exchanges.
- Engage with customers via social media rather than email.
35. Which of the following statements about building loyalty in customers is true?
- Businesses use a strict return policy to encourage customers to keep their products and not return them.
- Businesses share customer information, such as their email addresses, to third parties to sell them products they are interested in.
- Businesses send generic emails to remind customers about the products in their abandoned carts.
- Businesses create a sense of community by sharing the story behind their brand and how its values align with customers’ values. (CORRECT)
36. What are ways to make a rewards program more personalized? Select two.
- Create a virtual event for rewards members
- Automatically enroll customers in the program
- Provide incentives based on shopping habits (CORRECT)
- Begin an email with the recipient’s name (CORRECT)
37. As a digital marketer, you use dynamic remarketing to re-engage customers and increase their loyalty. What products might the Google Ads product recommendation engine include in the ads?
- The best mix of products that are on sale this season
- The best mix of products that are high-quality and low in stock
- The best mix of low-performing products the customer has not viewed before
- The best mix of similar products the customer might be interested in (CORRECT)
38. Fill in the blank: Businesses send _____ to prompt customers to make a repeat purchase when the items they previously bought are limited.
- review request surveys
- “thank you” emails
- replenishment emails (CORRECT)
- customer satisfaction surveys
39. As a digital marketer, you use surveys to help understand customer needs and interests. Which of the following tips should you consider when creating survey questions?
- Freely ask for personal and sensitive information.
- Leading questions gather more information than open-ended questions.
- Complex answer options perform better.
- Remember to use the brand’s tone of voice. (CORRECT)
40. Which of the following is true regarding customer service channels?
- It is best for businesses to clearly state their email response time. (CORRECT)
- It is best to offer customer support through one channel.
- Chatbots are equipped to handle complex interactions.
- Live chat is designed for smaller businesses with less resources.
41. A marketer uses a survey to determine how loyal customers are to the business. They use a single question that asks respondents to rate the likelihood that they would recommend the product or service to a friend or colleague. What type of survey did they use?
- Customer satisfaction (CSAT) survey
- Pre-purchase survey
- Net Promoter ScoreⓇ (NPS) survey (CORRECT)
- Usability survey
42. Which of the following are ways to build trust in customers? Select all that apply.
- Have email-only customer service.
- Limit the return policy options.
- Pledge to not sell customer email addresses. (CORRECT)
- Provide quality products that meet customer needs. (CORRECT)
43. As a digital marketer, you create a rewards program that allows customers to sign up for a virtual club after making a purchase. Why do you use this rewards program tactic to increase customer loyalty?
- It allows customers to join a community of people with similar interests. (CORRECT)
- It offers customers a discount based on their shopping habits.
- It gives customers access to members-only customer service support.
- It encourages customers to reach a specific spending goal.
44. As a digital marketer, you notice that customers often visit an e-commerce website but do not complete a purchase. How can dynamic remarketing with Google Ads help you re-engage these customers?
- By displaying ads that include limited stock notifications
- By displaying ads that include products the company would like to promote
- By displaying ads that include products that the customer has already viewed (CORRECT)
- By displaying ads that recommend a random mix of products to the customer
45. A digital marketer uses post-purchase communication to build relationships with existing customers. Why would they consider sending post-purchase emails to reach these customers?
- It increases the likelihood that customers experience buyer’s remorse
- It helps customers feel like they made the right purchasing decision (CORRECT)
- It allows the business to charge more than its competitors
- It increases the amount customers will spend on their next purchase
46. As a digital marketer, you pace your communication with customers as part of an effective post-purchase communication strategy. How can you pace your communication?
- Wait an appropriate amount of time before emailing customers to prevent them from being overwhelmed by the business. (CORRECT)
- Personalize the experience and greet customers by their names instead of referring to them as “customer.”
- Send several emails to customers regularly so that they remember the business and return for a purchase.
- Quickly offer discounts or free gifts via email to encourage customers to return to the business.
47. Which of the following questions should you use to reflect on your survey after completing it? Select all that apply.
- Should this question be more complex?
- Does this question make an assumption about my customer? (CORRECT)
- Does this question ask too much personal information? (CORRECT)
- Is the wording used in the question simple and easy to understand? (CORRECT)
48. What does a multi-channel customer service approach enable businesses to do?
- Use a single platform to deliver multiple services
- Refer customers to the FAQ page before taking further action
- Assist customers on the platform of their choice (CORRECT)
- Save money and delay response times
49. As an e-commerce marketer, you gain customer loyalty by first building their trust. What can you do to build trust with your customers?
- Keep their information confidential and secure. (CORRECT)
- Share their information with relevant businesses.
- Remove them from email lists after they make a purchase.
- Maintain a strict returns and exchanges policy.
50. A marketer creates a customer satisfaction (CSAT) survey and sends it to a large database of customers. What information did they gather from the CSAT survey?
- How loyal customers are to the business
- How satisfied customers are with the website
- How satisfied customers are with the business’s products or services (CORRECT)
- How willing customers are to refer the business to friends
51. As a digital marketer, you are setting up advertising that displays ads to previous visitors that contain products or services they already viewed on your website. What is this marketing strategy?
- Dynamic advertising
- Impression remarketing
- Dynamic remarketing (CORRECT)
- Impression advertising
52. As a digital marketer, you create a survey to understand customer needs and interests. You have learned that instead of asking leading questions, you should ask open-ended questions. Which of the following is an open-ended question you could ask?
- When will you buy from us again?
- How was your shopping experience with us? (CORRECT)
- How many people have you recommended our business to?
- You are satisfied with our service, right?
53. A digital marketer creates a survey to determine who their customers are and what they are shopping for. They ask, “Which of our products are you most interested in?”. What type of question is this an example of?
- An event promotional survey question
- A pre-purchase survey question (CORRECT)
- A post-purchase survey question
- A brand advertising survey question
54. An e-commerce marketer builds customer loyalty by sending an email about the company’s environmentally friendly approach to their products. What strategy for building community are they using?
- Share about the team
- Demonstrate company values (CORRECT)
- Create user-generated content
- Offer customers a subscription
55. A digital marketer learns that many customers are familiar with a business and have considered buying its products. However, they have not made a purchase. Why would the marketer use dynamic remarketing to reach these customers?
- It helps sell low-performing products faster.
- It encourages customers to return to the store and complete their purchase. (CORRECT)
- It provides a detailed description of the business’s products compared to competitors.
- It increases the price of products when displaying the ads to customers.
56. Which of the following are ways to build trust in customers? Select all that apply.
- Limit the return policy options.
- Share a customer’s email address with another company.
- Place a financial trust badge on the checkout page. (CORRECT)
- Have easily accessible customer service representatives. (CORRECT)
57. An e-commerce marketer builds customer loyalty to a brand by creating a sense of community online. They encourage customers to share their experiences with the brand. What actions can the marketer encourage customers to take as part of the brand community? Select all that apply.
- Sign up for a subscription service
- Join a forum (CORRECT)
- Upload photos to social media (CORRECT)
- Write a product review (CORRECT)
Introduction to Satisfaction Guaranteed: Develop Customer Loyalty Online CONCLUSION
Loyalty is one of the pillars of eCommerce and there are various ways to cultivate it into lasting relationships among customers. Measurements of customer satisfaction give a basis for developing customized retention strategies that match business targets.
Loyalty programs, dynamic remarketing, and follow-ups after purchase are some of the most effective ways of which customers can be retained. Use of these techniques in business can develop a solid customer base in eCommerce leading to repeat business. Sign up for Coursera today to learn about other great ways of engaging customers for the long term in eCommerce!