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BizReport : Ecommerce archives : January 16, 2009

Report: It's time to focus on satisfaction

Consumers aren't buying but marketers are still selling. What is the best way to reach consumers during a down economy? A new report says it is time that marketers begin focusing more on customer satisfaction.

by Kristina Knight

andersonanalytics.gifAnderson Analytics and the Marketing Executives Networking Group have released the second annual "Top Marketing Trends"; they say this year it is more important than ever to focus on customer satisfaction rather than converting more and more shoppers to buyers.


Because customer satisfaction, especially in a down economy, is directly linked to customer retention - and very few marketers or brands can afford to lose any customers at this point. Both customer satisfaction (79% believe it's importance) and customer retention (76% believe it's importance) were at the top of list of things marketers need to focus on in 2009.

How can marketers focus on these two aspects? By keeping it simple. Rather than focusing on free shipping or some other offer, ensure that your website is simple to navigate and that in-stock information is prominent. Making it simple for a consumer to make one purchase is one way to entice a consumer to come back for their next purchase; very few consumers will visit a site that is down regularly or that loses orders. So streamline the shopping cart and check outs.

Tags: customer retention, customer satisfication, ecommerce

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