Channel satisfaction

Customer satisfaction with the online experience is vital in achieving the desired channel outcomes, although it is difficult to set specific objectives. Online methods such as online questionnaires, focus groups and interviews can be used to assess customers' opinions of the web site content and customer service and how it has affected overall perception of brand.

Key measure:

Customer satisfaction indices. These are discussed in Chapter 7 and include ease of use, site availability and performance, and e-mail response. To compare customer satisfaction with other sites, benchmarking services can be used.

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