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customer survey amazon

23 Excellent Customer Satisfaction Survey Examples [+ Templates]

Ruchika Sharma

Published: May 30, 2023

5 Free Customer Satisfaction Survey Templates

customer survey amazon

Easily measure customer satisfaction and begin to improve your customer experience.

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Your product or service revolves around your customers and their experience.

manager looking at customer satisfaction survey examples

How do you gauge their satisfaction or dissatisfaction with your products? And, how do you decide to work on a new feature if you don’t know whether the customer needs it or not?

This is where customer satisfaction surveys come in, as their results let you know exactly how your customers are feeling — how satisfied they are.

→ Free Download: 5 Customer Survey Templates [Access Now]

This journey of providing your customers with a positive experience starts from the moment they land on your website and extends beyond the moment they become your customer. Without question, delighting them and encouraging them to become loyal customers is a never-ending commitment. As Derek Sivers from CD Baby puts it, “Customer service is the new marketing.” And that couldn't be truer.

In this post, we’ll cover:

The Importance of Customer Satisfaction Surveys

Customer satisfaction survey questions, best practices for creating customer satisfaction surveys, customer satisfaction survey template.

  • Customer Satisfaction Survey Examples

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Customer satisfaction surveys help businesses better understand and utilize the voice of the customer to sustain growth. There are several key reasons above and beyond this overarching goal that make customer satisfaction surveys a top priority for customer centric businesses.

1. Identifying negative themes in the customer experience: By conducting customer satisfaction surveys, companies can pinpoint negative themes that customers are having and work to resolve them. This helps improve the overall customer experience and increases customer loyalty.

2. Gauging customer loyalty: These surveys give customers a chance to share feedback that yields their propensity to be a loyal customer. Companies can use this information to better retain customers.

3. I dentifying customer trends: Surveys allow companies to identify trends in customer satisfaction over time. For example, if several customers have the same complaint about a product, there may be a shift happening in the market that your business hasn't noticed yet. Acting on this feedback can keep your business ahead of the curve to not only keep existing customers, but acquire new ones who are interested in that same trend.

4. Providing a competitive advantage: Companies that regularly conduct customer satisfaction surveys and make adjustments based on feedback are likely to outperform their competitors. This is because they are better able to meet customer needs and expectations.

5. Validating business decisions: Customer opinions and feedback are two of the most essential factors that validate decisions within your business, allowing you to become more equipped to meet their specific and immediate needs instead of basing your strategy on assumptions.

6. Shaping the customer lifecycle: Their opinions also shape the customer lifecycle. If you don’t know their thoughts, you have a lower chance of retaining them, delighting them, or enticing them to make future purchases.

With all of this in mind, you get opinions and information about satisfaction levels through your customer satisfaction surveys. Without them, you’d never know how your customers were feeling, and you’d never be able to meet their needs.

  • What is your level of education?
  • What is your approximate annual household income?
  • Where do you work and what’s your job title?
  • What industry are you in?
  • What’s your most important priority when (insert something related to your industry)?
  • What’s your biggest roadblock when (insert something related to your product)?
  • On a scale of 1 to 10, how satisfied are you with your in-store experience today?
  • How likely are you to recommend (insert product or service) to others?
  • Rate your satisfaction with our team in resolving your issue.
  • Did you feel that our team answered your inquiry promptly?
  • Do you agree or disagree that your issue was effectively resolved?
  • How likely are you to purchase again from us?
  • How likely are you to return to our website?
  • In your own words, describe how you feel about (insert company name or product here).
  • How can we improve your experience with the company?
  • What's working for you and why?
  • What can our employees do better?
  • How can our employees better support your business’s/your goals?
  • How can we improve your experience with the website or the in-store location?
  • Why did you choose our product over a competitor’s?
  • What would be one word you’d use to describe us and why?
  • May we contact you to follow up on these responses?
  • In the future, would you be willing to take this survey again?
  • If we were to update (insert product feature here), could we reach back out to talk about these changes?
  • Can we connect you with a customer success manager via chat?
  • Would you be open to discussing upgrade options for your product?
  • Can we send you a list of useful resources for getting the most out of your product?
  • How long have you been using the product?
  • Which alternatives did you consider before purchasing the product?
  • How often do you use the product or service?
  • Does the product help you achieve your goals?
  • What is your favorite tool or portion of the product or service?

If you want to obtain valuable feedback from your customers, then you have to ask them the right questions. Sharing information isn't always an easy task, and it's not the customer's job to provide your business with constructive criticism. Instead, it's the surveyor's responsibility to create a thought-provoking prompt that engages the participant.

types of customer satisfaction surveys

Customer Feedback Questions

To get the most out of customer feedback you’ll need to make sure you’re asking the right questions. Open-ended questions are a great way to gain more thorough explanations about your customer’s experience with your brand, but they’re not the only types of questions you can ask.

If you're getting stuck on deciding what to ask your customers, here are some of the types of questions we recommend including on your customer satisfaction survey:

Product Usage

When it comes to customer success and satisfaction, your business must collect feedback about your product or service. If you don't, then it's more difficult to assess customer needs and provide effective solutions.

Finding out how satisfied your users are with your offer provides your marketing and product teams with valuable information that can be used to improve customer retention .

Some questions that you could ask in this section are:

  • What would you improve if you could?
  • Which product features do you consider the most valuable?
  • Which product feature do you use most often in your day-to-day ?
  • What points of friction have you encountered while using the product?
  • If there was one new feature you could suggest, what would it be and why?

Demographics

Demographics are essential to marketing and sales teams because they make it easier for companies to segment customers into buyer personas . By grouping customers based on key characteristics, this categorization helps employees visualize their target audience. Marketing and sales teams can then use that information to pursue leads that are most likely to convert.

When asking these types of questions, be sure to embrace a proactive and inclusive approach. These questions shouldn't be mandatory, so always provide an option for customers to omit an answer. Your goal is to extract honest information, but you don't want it to come at the expense of the customer's comfort.

Here are some demographics questions that you should consider including in your next survey:

  • How old are you?
  • Where are you located?
  • If applicable, what gender do you identify as?
  • What is your employment status?
  • What is your marital status and do you have children?

Psychographics

Psychographic questions dig deeper than demographic questions, uncovering information relating to your customers’ preferences, habits, behaviors, and tendencies. It’s not about who your customer is, but why they do what they do.

Psychographic questions may seem intrusive, but they’re highly valuable pieces of information that give you a glimpse into the reasons for your customer’s buying habits. They’re usually phrased concerning your industry and not specifically about your product.

These questions are instrumental in customer satisfaction surveys because you can indirectly find out how you can better serve your customers.

Here are a few questions you might ask:

  • Do you prefer to shop on your phone or your laptop?
  • E.g. if you’re a mortgage lender, you might ask, “What’s your most important priority when buying a home?”
  • E.g. if you’ve created a recipe-sharing app, you might ask, “What’s your biggest roadblock when trying to access the best recipes online?”
  • How much time do you spend on (insert social media platform you’d like to use for advertising)?
  • How much does sustainability matter to you in purchasing a product?
  • How do you feel about (insert product type)?
  • E.g, if you sell women’s razors, you might ask, “How do you feel about women’s razors?”
  • What do you dislike about (insert product type)?
  • How many hours a day do you spend doing (insert something that relates to your product)?
  • E.g. if you sell ergonomic car seats, you might ask, “How many hours do you spend driving?”

Satisfaction Scale

Sometimes there are aspects of your offer or business that you want feedback on, but they aren't things that your customers are actively addressing. In these cases, it helps to be direct and ask customers how they feel about these specific details.

Before you do, you'll have to determine a quantifiable way to measure their responses. Adopting a satisfaction scale section is a great way to create a consistent approach to quantifying this subjective survey feedback. A few ways that you can implement this scale are:

  • A scale measuring from 1 to 10 (or another number). 1 means the customer was extremely unsatisfied and 10 means the customer was very satisfied.
  • A descriptive scale that measures a customer's response from unsatisfied to satisfied. The customer is given a shortlist of responses to choose from that range from “very unsatisfied” to “very satisfied."
  • A picture scale that uses images to symbolize customer satisfaction. For example, you can use happy, sad, and indifferent emojis to quickly gather customer feedback.

Example questions include:

Open-text questions are survey questions that allow the participant to write out their response within a text box. This allows users to fully express their opinions using the customer's voice instead of the company's pre-written responses.

While they can sometimes be time-consuming to analyze, these questions encourage the participant to be honest and give them the freedom to address any topic. Open-text questions can be an instrumental asset when determining the core values of your customers.

Here are open-text questions you can ask in your next survey:

  • Do you have any additional comments or feedback for us?

In the last section of your survey, you'll want to include questions about the steps that'll happen after submission. These questions permit your team to follow up with the participant in the future.

This comes in handy when you roll out changes and want to get updated feedback from the same customers that were surveyed earlier. You can phrase these types of questions in a few different ways:

While measuring customer satisfaction can be tricky to manage, asking effective questions can reveal highly valuable customer insights — and the questions we’ve listed above will do the trick.

Next, we’ll go over best practices for creating customer satisfaction surveys.

  • Make sure you choose the right survey tool.
  • Always ask short and relevant survey questions.
  • Send the surveys at the right time.
  • Always A/B test your surveys.
  • Thank your customers for their feedback.

Designing a customer satisfaction survey is no easy task. Luckily, there are a few best practices that will help you increase response rates and get much-needed feedback from your customers.

1. Make sure you choose the right survey tool.

Choosing the right survey tool is important because it can significantly impact the quality of your results. A good survey tool should be easy to use, customizable, and be able to provide in-depth analytics. It should also have the ability to automate survey distribution and analysis.

Without the right customer survey feedback tool , you’ll have a whole lot of data and no way to distill it or glean valuable insights from it. Choose a tool that gives you the ability to ask different types of questions, examine basic metrics such as response rates, and track customer sentiment over time.

2. Always ask short and relevant survey questions.

No one enjoys spending a lot of time answering surveys, so be sure to keep your survey questions short and to the point. Asking short and relevant survey questions is the key to earning high completion rates. Long and complex survey questions can be overwhelming and may discourage customers from providing any feedback at all.

On the other hand, shorter questions allow customers to easily comprehend what is being asked and are more likely to provide accurate responses. When asking open-ended questions, keep the minimum character count short, make the question optional, or offer an incentive.

3. Send the surveys at the right time.

Give a lot of thought to the placement of your surveys throughout the customer journey. It wouldn’t make sense to send a survey to someone who’s only just subscribed to your blog — nor would it make sense to send one year after a customer stopped doing business with you.

Sending surveys at the right time is critical to getting accurate feedback. Customers are more likely to provide feedback when they are in a position to evaluate their experience with your company.

When do you send a customer service survey? Send it after a lengthy interaction with one of your teams, a few weeks after purchase or onboarding, and a few times throughout the year to measure the customer’s happiness.

4. Always A/B test your surveys.

A/B testing is an excellent way to find out whether your surveys are as effective as they can be. Simply create two versions of the survey with minimal changes. You can change the order of the questions, the number of questions, the wording, and even the color of the buttons. (Change only one thing at a time so you can accurately measure its impact on the survey.)

By comparing the results of each version, you can determine which version yields the highest response rate and provides the most accurate feedback. This can help you refine your survey strategy and improve the overall quality of your survey data.

5. Thank your customers for their feedback.

Thanking customers for their feedback is important to show that you value their opinion and are committed to improving the customer experience. It also helps to improve customer loyalty and increases the likelihood that they will provide feedback in the future.

Whether it’s through a gift card, a discount, or simply a nice email, always thank the customer for their time, regardless of the nature of the feedback.

By thanking customers for their feedback, you signal that you take their opinions seriously and are committed to addressing their concerns. This can help you maintain strong relationships with your customers and drive long-term business success.

Ready to craft your own customer satisfaction survey? Use the template in the next section to get started.

How To Use Customer Satisfaction Survey Results

1. define customer segments..

Customer satisfaction surveys can be used to segment customers based on their preferences. With these survey results, you can tailor your approach to specific customer groups and provide more personalized experiences.

2. Track customer satisfaction over time.

Identifying changes in customer sentiment can be difficult if you don't have multiple data points over a long period of time. Regular customer satisfaction surveys can be used to track this and address issues before they become systemic problems.

3. Benchmark against competitors.

Customer satisfaction survey results can be used to benchmark your company’s performance against competitors. This way, you'll identify areas where your company may be falling short and implement changes to improve your standing in the market.

The following customer satisfaction survey template can help you get answers from your customers in one easy step. It asks one simple question: “How satisfied were you with your experience today?” If you’d like, you can add more questions to get more details from your customers.

To make a copy of this template and get 4 bonus templates, click here .

CSAT (Customer Satisfaction) survey template

Now you’ve got a template and are ready to create your customer satisfaction survey. In need of some inspiration? Take a look at these examples we pulled from different companies.

Customer Satisfaction Survey Examples from Real Brands

We’ve covered why asking for customer feedback is important and the types of questions to include, but you still might be wondering how to put it all together. Let’s check out the customer feedback example questions below from real companies to gain insight into how to roll out a survey of your own.

customer satisfaction survey example: hubspot

HubSpot is another company that uses NPS surveys to assess customer satisfaction. This score primarily comes into play with its customer support and success teams, who can be reviewed after each new interaction.

HubSpot's engineers then use these responses to address areas in their software that could use improvement. By using this scoring system, HubSpot can attain both qualitative and quantitative data to direct its product development efforts.

What we like:

HubSpot uses its surveys to create product-level improvements, and the best part is that for customers, answering one question is an effortless way to give feedback. So it’s a win-win on both sides. When you carry out surveys, be sure to forward the feedback to the right department to address any issue that your customers brought up.

customer satisfaction survey example: airbnb

The Hilton Hotel company provides its customers overnight stays with promising customer service, upholding its century-old reputation.

To better understand what people’s stays were like, it offers a one-page survey where customers can willingly submit their feedback. It’s just a few questions long, most of which are logistical (such as where the visitor stayed and how long they stayed there for). Users then have the option of elaborating.

This seemingly simple survey from Hilton gives unhappy guests an easy, friction-free opportunity to submit feedback about their recent stay. It’s hosted on a public URL that guests can access without needing to get through any barriers. The questions are simple and easy to answer.

customer satisfaction survey example: uber

Uber has two target audiences — the drivers and the passengers — and it does a great job collecting opinions and reviews from both. The passengers give ratings after every ride, and the drivers rate the passengers as well.

This survey makes it fair and transparent for both the driver and the passenger, and these ratings affect both parties’ reputation as well. If a passenger has a lower rating, the driver has the authority to decline the booking. If you run a business with two target audiences, create a survey for both.

customer satisfaction survey example: netflix

Netflix provides its customers with curated entertainment recommendations that would not be possible unless they had a great understanding of customer satisfaction.

Overall, Netflix brings out its A-game when it comes to customer experience. With its recommendation system, it is as customer-friendly as one can get. Netflix studies the behavior of all of its customers and recommends movies and shows per their ratings, likes and dislikes, or just what they have been watching. It also collects feedback periodically to improve its offerings.

In this survey, Netflix tries to better understand users’ behaviors and preferences. This shows that even if you dominate the market like Netflix does , you shouldn’t stop there. Continue collecting feedback from your customers and users, and don’t be afraid to get granular to understand their needs.

customer satisfaction survey example: slack

Slack is a business messaging app that helps professionals connect from anywhere. It bases its product development entirely on customer feedback.

In fact, customer feedback is at the epicenter of its efforts. For instance, there's a command within the application where users can send feedback to the Slack team, or just tell them what features the users would like to have. The co-founders read all the user feedback and made sure they responded to every ticket raised.

In the email above, Slack invites the user to take a survey to improve its offering. The email is short and to the point.

Slack’s commitment to collecting customer feedback is commendable, and so are its invitations to take the survey. In the above example, Slack makes the survey seem more exclusive by mentioning that it was only sent to a few people. Don’t be afraid to curate a short list of customers to send the survey to, especially if it seems like those customers would be more likely to answer.

Drift customer satisfaction survey (NPS)

Drift provides businesses with a revenue acceleration platform that caters to a buyer-centric world. The above survey asks one simple question: “How likely are you to recommend Drift to a friend or colleague?” Sometimes, that’s really all you need.

Drift sends Net Promoter Score®, or NPS, surveys. NPS is a critical SaaS metric used to measure customer satisfaction. The only question it asks is whether the customer is likely to recommend the business to a friend or colleague — and this can be enough of an indicator of a customer’s happiness with your brand.

customer satisfaction survey example: paytm

Paytm has always taken customer opinions into account and has taken serious steps to improve the customer experience.

Taking customer experience and security to another level, Paytm has created a “ bug bounty ” to catch fraudulent merchants. If customers accidentally buy fake movie tickets through the platform, for example, Paytm allows them to get refunds on their bookings.

Paytm gives users the opportunity to tangibly improve the product by giving them the ability to report bugs directly on the app. Plus, it not only collects customer feedback, it acts on it, too, by fixing those bugs. Overall, Paytm provides plenty of avenues for turning an unhappy customer into a happy one.

customer satisfaction survey example: skype

Another example of a product that provides great customer service is Skype, a business recognized for its telecommunication technology. If you call people using Skype, you know that it asks for feedback after every call. But more than that, it believes in immediately solving customers’ problems.

In the survey above, Skype asks for feedback on the quality of the call. It’s just three questions long, and when it comes to surveys, the shorter, the better. It also gives users the ability to quickly answer the questions by offering multiple choices instead of letting them write out an answer (though they have that option, too).

Skype gets straight to the point in this simple three-question customer satisfaction survey. Even more, it keeps the focus on the product by only asking about “Audio Issues” and “Video Issues.” If you sell a product where users might run into issues, consider asking targeted product performance questions, then leave a blank text box for users to elaborate.

customer satisfaction survey example: amazon

Amazon, one of the most popular eCommerce websites in the globe, exceeds user expectations by collecting all kinds of information. When you contact its customer service department, it sends you a customer feedback survey that asks three questions about your interaction:

  • Please rate the service provided by the Amazon representative.
  • Please rate how well you could understand the Amazon representative.
  • Anything else to add?

But Amazon doesn’t stop there. It makes information easily accessible in a knowledge base , so users can find answers and troubleshoot on their own. This reduces the chances of incorrect purchases, which can make all the difference in a customer's buying decisions.

Amazon’s customer satisfaction survey is a great way to gauge how happy the customer is after getting help from the customer service team. It’s important because customers only reach out when they’re unhappy — so sending a survey like this one helps Amazon understand whether the customer is happy again. Like Amazon, be sure to send surveys after your customers interact with your service team.

10. Twitter

Twitter customer satisfaction survey and poll (psychographic)

Zomato is one of the largest food delivery and review websites in the world, and its success can be largely attributed to customer satisfaction.

Another product with two types of audiences — restaurants and hungry diners — Zomato puts both of their needs and expectations into consideration. Every restaurant gets rated on the food, and every buyer gets to rate the restaurants. In the above survey, it asks for feedback with one simple statement:

“Tell us what you love about the app, or what we could be doing better.”

Then it allows users to free-write their thoughts.

This open-ended survey format is perfect for websites and apps. You would ideally always include the option to give feedback in a pop-up button, banner, or tab that users can click. That way, you don’t need to contact users first; they can voluntarily submit feedback to you.

12. Greyhound

customer satisfaction survey example: greyhound

H&R Block Advisors sent another well-timed customer satisfaction survey — just after “Tax Season” in the U.S.

For accountants and financial advisors, the months before the tax filing deadline are the busiest, so a prompt survey after filing with H&R Block helps the company gauge how many returning customers it can expect.

H&R Block Advisors smartly sends the survey at a busy time for its business. If your business also has busy periods or periods where people are more interested in your products, send surveys during those time ranges to optimize the amount of responses you receive. You’ll get more submissions simply because you have more customers during those months.

Geico customer satisfaction survey

Measuring sentiment, in addition to satisfaction, is important when surveying your customers.

In this survey, GEICO asks about customer sentiment regarding a specific interaction during the purchase process — and the general feeling of the experience as well. In this way, GEICO can smooth out specific roadblocks throughout the customer journey, and get an in-the-moment snapshot of its wider customer sentiment.

GEICO’s example is simple, short, and to-the-point. It only has three questions and gives an additional avenue for contacting GEICO’s customer service team. Always give respondents a second option for submitting feedback or contacting your team to better gauge how satisfied they are with your brand.

16. Taco Bell

customer satisfaction survey example: taco bell

HubSpot for WordPress is a plugin that adds CRM functionalities, forms, and live chat to WordPress websites. In this survey, HubSpot aims to find out whether the plugin has been working as designed. It has just one simple request: “Rate your experience using HubSpot for WordPress.”

We recommend using this format for product-related surveys — specifically those that have to do with a single specific feature. For instance, if you recently rolled out a new update, this single-question survey can help you measure your customers’ opinions about the new addition to their software or product.

The five-star scale is simple to understand and makes it easy to answer, because all the user has to do is provide a star rating. The users can also answer straight in their email, instead of needing to access an external survey link. Sometimes, you don’t need to include complicated questions and options to create an effective customer satisfaction survey.

19. McDonald's

customer satisfaction survey example: mcdonald's

McDonalds is a fast food company that knows exactly how to cater to its customers, even deploying different strategies in countries across the world. One way it tracks success is through incentivized feedback.

One feature that stood out on this McDonald's survey was the labeled receipt on the right-hand side. The element is highlighted so participants know exactly what McDonald's is asking them about in the corresponding survey. Not only does this ensure McDonald's gets accurate information from the survey, but it also reduces any friction customers may have if they're unsure or confused about a question.

20. Home Depot

customer satisfaction survey example: home depot

When customers go to hardware stores, they’re looking for a business that will satisfy their home renovation needs, and Home Depot delivers just that. It collects feedback from customers to improve its offerings and provide better service moving forward.

To entice participants to take the survey, Home Depot offers a $5,000 Home Depot gift card. Offering a sweepstakes entry up-front is a great way to ensure that you get feedback from customers who are more likely to purchase from you again. If you weren’t interested in Home Depot, you wouldn’t take a $5,000 gift card. Right away, you get to gauge the customer’s continuing interest in your business.

21. INBOUND

customer-satisfaction-survey_22

INBOUND is a yearly experience that brings together professionals and business leaders who are interested in growing their company the inbound way. To improve the experience every year, INBOUND asks for feedback — but first, it thanks attendees for coming and provides a link to the year’s recorded content.

This more easily compels the recipient to continue engaging with INBOUND. Even if they don’t answer the survey at the moment, they may come back later if they watch a recording of an INBOUND talk.

INBOUND’s example is great because it not only thanks attendees for attending, it also provides value by providing a link to the content library. Additionally, it gives respondents alternative ways to reach the INBOUND team. In your surveys, thank your customers for their business and provide additional value so they continue engaging with your brand.

customer service surveys: etsy

Etsy’s customer satisfaction survey takes a slightly different approach. Rather than sending the survey from a customer service rep’s email, it is sent from Etsy’s research team instead. Even more, a picture of the research team member is included at the end, making it easy to forge a human connection with the person who might actually read the survey responses.

Once you click on the link, you’re taken to an extensive survey that asks a multitude of questions. While shorter surveys are typically better, Etsy establishes the right expectations by sending the survey from the research team. This gives you the impression that the survey will be long and extensive, because it’s being used for research purposes.

Etsy’s example is a winner because it opens with a personal greeting from one of Etsy’s team members. Even if the email was mass-sent, that greeting immediately makes it feel more personal, and the picture of the Etsy staff member only personalizes it further. Lastly, if you plan to send a long survey, feel free to call it “research” to establish the right expectations.

23. Autonomous NYC

autonomous nyc customer satisfaction survey example

Sometimes, you don’t need a fancily designed email to ask for feedback. Instead, you can send an email just like Autonomous NYC’s. And if you don’t feel comfortable including a picture of yourself like in the Etsy example, you can simply include your first name to give the survey request a more personal feel.

Once you click on the link, you’re taken to a 2-page Google Form survey that measures the user’s happiness with their experience on Autonomous NYC’s website. The survey is clear, succinct, and easy to fill out.

Autonomous NYC’s customer satisfaction survey hits all the right notes. It’s short, but not so short that Autonomous NYC’s team can’t glean any insights. It also makes most questions optional, so that users have the choice to walk away after answering two questions. Give the same option to your survey recipients by making at least a few of the questions optional.

Get More Customer Feedback to Grow Your Business

Knowing how your customers feel about you is instrumental in growing your business. Use customer feedback surveys to collect information that can create lasting and positive changes in your company. When you know how your customer feels, you can make decisions that lead to higher revenue and increased customer retention, empowering you to grow better.

Net Promoter, Net Promoter System, Net Promoter Score, NPS and the NPS-related emoticons are registered trademarks of Bain & Company, Inc., Fred Reichheld and Satmetrix Systems, Inc.

Editor's note: This post was originally published in November 2020 and has been updated for comprehensiveness.

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Want to become a customer experience expert? Check out the 10 CX books you need to read in 2022.

Delivery and returns

Amazon has been on the forefront of several innovations in terms of its logistics operation, with a whole host of options designed to make getting products from their warehouse to your doorstep with minimal effort on the user’s part.

The common denominator here is effort - whether you’re buying or returning a product, the experience is effortless - something customers are more than willing to give their loyalty for in exchange.

Delivery Options - As an online retailer, one of the biggest challenges for Amazon is competing with the “now” economy, and finding ways for people to actually receive items purchased. In order to make delivery easy for consumers, Amazon has introduced several options for shipping. Beginning with free shipping - all customers who spend $25 or more are eligible for free shipping with Amazon, and for $119 a year, Amazon Prime customers have the opportunity to get free shipping on thousands of single possible. Recently, Amazon has also introduced Amazon Lockers, which the company calls “self-service kiosks”, where a user can choose to have a package delivered for easier access to a pickup.

Physical Options - Amazon has entered the brick and mortar business by creating Amazon Bookstores , Amazon Go (a checkout-less grocery store), and purchasing Whole Foods, in order to provide immediate access in key markets for customers who are excited about the frictionless Amazon shopping experience, but require faster access to goods. For those less inclined to shop at a physical store, but still in need of goods quickly, Amazon also provides “Amazon Fresh”, which allows for same day, or scheduled delivery of groceries to your home, for an added fee, and “Amazon Restaurants” which provides delivery of meals for same day ordering.

Ordering Options - In order to actually make it easy for customers to purchase goods, Amazon has pioneered systems such as one-click ordering and “Dash” buttons. In one-click ordering, Amazon allows customers to purchase an item using pre-set options (ex. credit cards and shipping addresses), rather than having to take multiple clicks to purchase an item. With “Dash” buttons, Amazon recognizes the need of some customers to re-order certain items and allows customers to leverage the one-touch ordering options at times when they need to re-stock. In order to meet the customers at every touchpoint, Dash buttons are available on the web, in-app, using voice activation through Alexa, as well as for purchase. For example, if you have a Dash button for your Tide detergent, you can keep the button wherever you keep your Tide, and as you see the bottle running low, push the button for a quick order of new Tide.

Return Options - As a retailer, particularly online, it is also important to consider how your customers may prefer to return items. Amazon makes it easy for users to return items. Many products come with a prepaid, printed return label, though those labels are also accessible through the returns portal online. Last year, Amazon also started partnering with Kohls to put return kiosks in select locations, for customers who would prefer to make the physical drop.

Digital Service Experience

Part of providing a great product experience is to consider the digital experience for customers. As one of the first online retailers, Amazon created a model that set the standards in e-commerce.

App - One of the easiest ways to access Amazon and deals is through the Amazon app, especially for Prime Day. With the app, Prime members are able to set preview sale products and select to get notified when they become available. They are also able to order products using traditional online ordering, or Dash buttons, as well as access Amazon restaurants for same-day meal delivery.

Social Media - 72% of customers expect a response to a complaint in under an hour. Today, Customer Service via social is imperative. Amazon monitors the @AmazonHelp Twitter handle seven days a week in seven languages.

What Amazon has been able to do whether, through its website, the app or social media is to carry the experience through across multiple channels. They understand that wherever you meet their brand, they need to make an impression and provide the same customer experience that drives loyalty on other channels.

Learn more about creating Mobile CX in our webinar.

Product Experience

Building a great product is an important part of a customer’s experience. Amazon has created an ordering system that has provided several components we now expect as consumers.

Searchability - Amazon combines a Google-like ability to search with an ability to sort by Brand, Average Customer Review, Price, and availability, as well as by categories specific to the brand. This morning, I was looking for a new router to help speed up our at-home internet, and beyond the traditional preferences, I was also able to sort by connectivity type (Wireless preferred), computer type, and speed, which helps to make the best decision when it comes to equipping my home.

Product Education - To help you decide on a product, Amazon also provides the ability to learn more about how the product meets your needs. Primarily through reviews and ratings, which users can access to find out more about how a product performs compared to the actual description provided. Amazon also provides a handy recommender system to help users understand which products might best fit their needs based on terms searched, or based on products bought together by other users.

Artificial Intelligence - As part of Amazon’s mission to make life easier, they have moved beyond browser-based recommender systems, to intelligent products, like Alexa introduced in November 2014. More than a way to shop, Alexa is able to assist in playing music, setting alarms, providing news updates, and controlling networked smart devices. Like most Amazon products, the goal of Alexa is to help make your daily tasks easier and to learn to provide better suggestions while doing it.

Another of Amazon’s brands is well known specifically for being an “Experience Brand.” Zappos, former online shoe merchant, and current online apparel provider was purchased by Amazon in 2009 for $1.2 billion. Zappos is well known in for creating a culture of WOW, by not only going above and beyond for the customer, but also focusing on employee engagement - and it’s paid off with an incredible 75% rate of repeat business .

The history Zappos's service-centered is highlighted by CEO Tony Hsieh in Delivering Happiness: A Path to Profits, Passion, and Purpose , and its mantra, "Powered By Service" is right on the company logo.

As users, we have high expectations when it comes to brands, largely because of the leadership of industry pioneers. As we are building our shopping carts today, we will certainly be taking full advantage of the customer experience.

Want to learn more about creating great customer experiences?

Qualtrics compiled a reading list based on recommendations from CX leaders, like Amazon. You can download that here . Additionally, a great launching point for improving e-commerce experience is to start asking your customers how their experience has been. Use our free e-commerce purchase feedback survey template to begin gathering feedback.

This post was originally published July 2018, and updated in 2022 for brevity and clarity. 

10 books every CX leader should read in 2022

Chelsea Hunersen

Chelsea Hunersen is a contributor to the Qualtrics blog.

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Amazon Shopper Panel logo

Join the Amazon Shopper Panel and earn monthly rewards!

Screenshot of Shopper Panel app

The Amazon Shopper Panel is an opt-in, invitation-only program where participants can earn monthly rewards by sharing receipts from purchases made outside of Amazon.com, completing short surveys, and enabling ad verification for the ads they see from Amazon’s own advertising or third-party businesses that advertise through Amazon Ads.

Earning rewards is easy. Simply upload 10 eligible receipts per month by using the Amazon Shopper Panel app to take pictures of paper receipts or by forwarding email receipts to [email protected] and you’ll earn $10 towards either an Amazon Balance or a charitable donation. You’ll earn additional rewards each month for every survey you complete or if you enable ad verification. Space is limited and you may only be eligible to participate in certain parts of the program. You can check if you are eligible by tapping on the tabs for Receipts, Surveys, and Ads in the app.

Your participation will help brands offer better products and make Amazon ads more relevant.

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How to join

The Amazon Shopper Panel is available to a limited number of Amazon customers in the US. Customers receiving an invitation to join the panel can download the app from the App Store or the Google Play Store . Interested customers who did not receive an invitation can download the app to join the waitlist and will be notified via email when space becomes available.

Participation in the Amazon Shopper Panel is voluntary and panelists can stop using the app, sharing receipts, answering survey questions, or enabling ad verification at any time. Amazon only receives information that panelists explicitly choose to share via the Shopper Panel, such as information extracted from uploaded receipts (including product or retailer names), survey responses, or ads they have seen.

Amazon deletes any sensitive information, such as prescription information from drug store receipts. Panelists also have the option to delete previously uploaded receipts at any time. Amazon securely stores panelists’ personal information and handles it in accordance with Amazon’s Privacy Notice .

Frequently asked questions

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  • Digital Shopping Behaviour

Industry-specific and extensively researched technical data (partially from exclusive partnerships). A paid subscription is required for full access.

Best aspects of Amazon customer service according to U.S. shoppers 2021

Best aspects of amazon customer service according to u.s. online shoppers in 2021.

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Additional Information

Show sources information Show publisher information Use Ask Statista Research Service

October 2021

United States

July 13 to 16, 2021

2,003 respondents

18 years and older

adults who have purchased a product on Amazon within the last 24 months

Online survey

The survey has a margin of error of 2.2 percentage points. All numbers have been rounded. The respondent pool encompassed all age ranges and income levels as well as Prime and non-Prime members to provide a true snapshot of what the overall market wants from retail experiences.

Other statistics on the topic Amazon

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Statistics on " Amazon "

  • amazon.com: E-Commerce net sales from 2014 to 2022
  • Amazon: brand value 2006-2022
  • Amazon: global ad spend 2014-2022
  • Amazon's most expensive acquisitions 2022
  • Number of patents granted to Amazon in the U.S. 2010-2022
  • Brand value of the most valuable brands worldwide 2023
  • LTM gross margin of selected internet and online service company verticals 2022
  • Revenue CAGR of selected online service company verticals 2020-2022
  • Leading edible grocery online retailers worldwide 2021-2026, by sales
  • Merchants where global shoppers made their latest cross-border purchase 2022
  • Leading global online marketplaces 2022, by GMV
  • Most visited multi-platform U.S. web properties 2023
  • Amazon: first- and third-party online sales value 2018-2027
  • Amazon's chain retail sales value 2022, by business model
  • Amazon third-party seller fulfillment methods 2022
  • Amazon seller usage of other marketplaces 2022
  • Expected growth of brand's revenue generated on Amazon 2022
  • U.S. brands who want to expand 3P selling on the Amazon marketplace 2019-2022
  • Value of Fulfilled-by-Amazon (FBA) fees 2020-2023, by weight
  • Amazon: main categories based on sales share 2022-2027
  • Amazon: categories with the largest net sales CAGR 2022-2027
  • Amazon global net sales value 2021-2026, by category
  • Main Amazon product categories for small and medium-sized business (SMB) sellers 2022
  • Median price change on Amazon in the U.S. 2021-2022, by category
  • Amazon physical store sales worldwide Q4 2019-Q4 2022
  • Fastest growing e-commerce websites worldwide 2022
  • Total global visitor traffic to Amazon.com 2022-2023
  • Number of visits to amazon.com worldwide 2023, by source
  • Social media traffic referrers to amazon.com 2023
  • Main call-to-action on amazon.com ads descriptions 2022
  • Most searched branded products on Amazon in the U.S. 2022

Other statistics that may interest you Amazon

  • Basic Statistic Annual net sales of Amazon 2004-2022
  • Premium Statistic Amazon quarterly net sales revenue 2007-2023
  • Premium Statistic amazon.com: E-Commerce net sales from 2014 to 2022
  • Premium Statistic Amazon: brand value 2006-2022
  • Premium Statistic Number of Amazon.com employees 2007-2022
  • Premium Statistic Amazon: global ad spend 2014-2022
  • Premium Statistic Amazon's most expensive acquisitions 2022
  • Premium Statistic Number of patents granted to Amazon in the U.S. 2010-2022

Benchmarks and competitors

  • Premium Statistic Brand value of the most valuable brands worldwide 2023
  • Basic Statistic LTM gross margin of selected internet and online service company verticals 2022
  • Premium Statistic Revenue CAGR of selected online service company verticals 2020-2022
  • Premium Statistic Leading edible grocery online retailers worldwide 2021-2026, by sales
  • Basic Statistic Merchants where global shoppers made their latest cross-border purchase 2022
  • Premium Statistic Leading global online marketplaces 2022, by GMV
  • Basic Statistic Most visited multi-platform U.S. web properties 2023

Marketplace vs. direct sales

  • Premium Statistic Amazon: first- and third-party online sales value 2018-2027
  • Premium Statistic Amazon's chain retail sales value 2022, by business model
  • Premium Statistic Amazon third-party seller share 2007-2023
  • Premium Statistic Amazon third-party seller fulfillment methods 2022
  • Premium Statistic Amazon seller usage of other marketplaces 2022
  • Premium Statistic Expected growth of brand's revenue generated on Amazon 2022
  • Basic Statistic U.S. brands who want to expand 3P selling on the Amazon marketplace 2019-2022
  • Premium Statistic Value of Fulfilled-by-Amazon (FBA) fees 2020-2023, by weight

Retail segments

  • Premium Statistic Amazon: main categories based on sales share 2022-2027
  • Premium Statistic Amazon: categories with the largest net sales CAGR 2022-2027
  • Premium Statistic Amazon global net sales value 2021-2026, by category
  • Premium Statistic Main Amazon product categories for small and medium-sized business (SMB) sellers 2022
  • Premium Statistic Median price change on Amazon in the U.S. 2021-2022, by category
  • Premium Statistic Amazon physical store sales worldwide Q4 2019-Q4 2022

Online traffic

  • Premium Statistic Fastest growing e-commerce websites worldwide 2022
  • Basic Statistic Total global visitor traffic to Amazon.com 2022-2023
  • Premium Statistic Number of visits to amazon.com worldwide 2023, by source
  • Premium Statistic Social media traffic referrers to amazon.com 2023
  • Premium Statistic Main call-to-action on amazon.com ads descriptions 2022
  • Premium Statistic Most searched branded products on Amazon in the U.S. 2022

Further Content: You might find this interesting as well

Customer research on Amazon contributes to the offline path to purchase

By: German Zenetti, Data Scientist

Many advertisers are curious about how Amazon fits within customers’ purchase decisions and seek to use insights related to these topics to inform their own marketing strategies.

Story highlights:

1. Advertisers can estimate the impact on-Amazon research has on off-Amazon purchases

2. Customers who perform more research on product pages than average are more likely to make a purchase, both within and outside of Amazon’s store

1. Advertisers can estimate the impact on-Amazon research has on off-Amazon purchases.

2. Customers who perform more research on product pages than average are more likely to make a purchase, both within and outside of Amazon’s store.

In a recent opt-in survey of 8,000 randomly selected customers in-market for a laptop or smartphone, we found that customer research in Amazon’s store signaled and accurately predicted purchase intent, regardless of whether the final purchase was made on Amazon or elsewhere. In addition to the "Add to Cart" button, Amazon also offers a large collection of product information, reviews, prices, and other, similar information. Customers often uses these resources to help inform their purchase decisions , regardless of where they may make a purchase. Advertisers and sellers want to understand Amazon’s role as a source of product information in the customer purchase journey, beyond just driving sales in Amazon's store. To help answer this question, we developed a ratio to compare on-Amazon and off-Amazon purchases in a given category.

Top-performing advertisers have on average 40% higher year-on-year sales growth, 50% higher year-on-year growth among customers viewing their product pages on Amazon, and a 30% higher return on their ad spend (ROAS). These advertisers represented 6% of the 7,000 advertisers included in the study.

1. Advertisers can estimate the impact on-Amazon research has on non-Amazon purchases.

Amazon is frequently a part of the customer offline path to purchase. To measure this, we used customers' reported purchases both within and outside of Amazon’s store to calculate the amplifier ratio: for every customer who reported researching and purchasing a product on Amazon, how many customers researched on Amazon and purchased off Amazon? We found amplifier ratios of 1.6 for laptops and 2.1 for smartphones. That is, for each customer who researched and purchased laptops or smartphones on Amazon, 1.6 and 2.1 customers, respectively, said they researched on Amazon and purchased off Amazon. When predicting the amplifier ratio using our machine learning model, we were able to accurately predict the amplifier ratio of smartphones using laptop data and vice versa.

Amplifier ratio in laptops and smartphones

What if your laptop products is not bought on Amazon?

For every 10 buyers in laptops, there are 16 other users who research on Amazon.com and purchase elsewhere .

What if your smartphone products is not bought on Amazon.com?

For every 10 buyers in smartphones, there are 21 other users who researchon Amzon.com and purchase elsewhere .

Our research emphasizes the opportunity for advertisers to help inform these highly active customers when they are researching on Amazon prior to buying the product on Amazon or elsewhere. Advertisers should not limit their online return on investment (ROI) solely to online conversions. If an advertiser relies solely on on-Amazon return on ad spend (ROAS) as a key performance indicator (KPI) for determining budget allocation, the impact of their marketing dollars on customers’ offline purchase path may be misrepresented. Advertisers should consider marketing their products on Amazon as an opportunity to affect not only on-Amazon purchases but also off-Amazon purchases.

2. Customers who perform more research on product pages than average are more likely to make a purchase, either in Amazon’s store or elsewhere.

Detail page views, clicks on product pages, and time spent on product pages all correspond to customer purchases, regardless of where the purchase takes place. Our analysis of survey responses shows that 31% of customers who spent 10 minutes or more on product pages ended up purchasing a product within the category, with 14% of customers purchasing on Amazon and 17% purchasing off Amazon. The likelihood of an on-Amazon purchase rises faster than off-Amazon purchases with increased customer research activity. Therefore, we can expect relatively greater non-Amazon sales in groups where activity levels are low, and a greater share of Amazon purchases in groups where activity levels are high.

Yellow circle key: Off Amazon purchase

Off-Amazon purchase

Turquoise circle key: No/not yet purchase

No/ not yet purchase

Blue circle key: On-Amazon purchase

On-Amazon purchase

Detail Page views activity groups

Detail Page views activity groups. Group 0-2: Off-Amazon purchase: 2%; No/ not yet purchase: 85%; On-Amazon purchase: 13%. Group 3-7: Off-Amazon purchase: 6%; No/ not yet purchase: 77%; On-Amazon purchase: 17%. Group 8+: Off-Amazon purchase: 4%; No/ not yet purchase: 82%; On-Amazon purchase: 18%.

Clicks on product pages per DPV activity groups

Clicks on product pages per DPV activity groups. Group 0-1: Off-Amazon purchase: 4%; No/ not yet purchase: 82%; On-Amazon purchase: 15%. Group 1-2: Off-Amazon purchase: 15%; No/ not yet purchase: 68%; On-Amazon purchase: 17%. Group 2+: Off-Amazon purchase: 22%; No/ not yet purchase: 60%; On-Amazon purchase: 18%.

Minutes on product pages activity groups

Minutes on product pages activity groups. Group 0-2: Off-Amazon purchase: 2%; No/ not yet purchase: 85%; On-Amazon purchase: 13%. Group 2-10: Off-Amazon purchase: 6%; No/ not yet purchase: 79%; On-Amazon purchase: 16%. Group 10+: Off-Amazon purchase: 14%; No/ not yet purchase: 69%; On-Amazon purchase: 17%.

Methodology

Survey respondent selection and validation : For our analysis, we randomly selected 8,000 laptop or smartphone shoppers and surveyed those who had not purchased in the category in Amazon’s store (between 60 days prior to the survey date and 90 days after). To validate the accuracy of the survey responses, where possible, we compared the survey responses to shopping actions on Amazon. Overall, these tests help us to increase our confidence in the survey instrument and the survey responses.

Modeling approach and calibration : Our model attempts to predict whether the customer purchased a product in the focal category elsewhere (=1) as opposed to their not having bought a product in the category (=0) within a 60-day timeframe. In our predictive model, we excluded customers who made a purchase on Amazon do not require a predictive model. To predict purchases elsewhere, we train a boosted classification tree algorithm to the in-sample training data set. The general intuition is that with boosted classification, the overall model will be able to explain different aspects of variations of the response variable. Due to this reason, the model overall may better predict the response variable compared to, e.g., a model without additional recursive model layers or compared to a bagging approach such as a Random Forest algorithm. Click here to learn more about decision tree models, and here to learn more about boosting in machine learning models.

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How Amazon Uses Customer Feedback to Improve Shopper Experience

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In this article

  • 1. Empowering the Customers

2. Focusing on Customer’s Needs

3. constantly improving surveys and feedback forms, wrapping up.

Early on, Bezos stated that Amazon wouldn't simply sell things but rather "assist customers in making purchase decisions."

As a result, users can now post comments on the complete range of products available on the website. Feedback is directly displayed on the product's webpage, and users are provided with various options to analyze the data according to their preferences.

How Amazon Uses Customer Feedback to Improve Shopper Experience.

Customers are empowered when they have the option to not only write a product review but also provide feedback about the seller.

How Amazon Uses Customer Feedback to Improve Shopper Experience.

This fosters transparency and trust among buyers, encouraging them to return and make purchases from the website even if they aren't completely satisfied with their initial product. They can simply choose a different seller!

If you don't have that many reviews yet, but still want to assist your customers in finding the right products for them, you can create a custom product finder for your website. Start with a pre-designed template without code:

Create Your Own Product Finder

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According to a survey by Salesforce, 89% of business buyers and 72% of customers expect brands to understand their requirements.

In 2013, during an interview with Charlie Rose, Jeff Bezos stated that he would define Amazon by the central concept of user-centricity, putting the consumer at the core of everything Amazon does.

True to this vision, the organization has excelled in devising new and innovative methods to elevate the customer experience. Some notable examples include:

Streamlined buying and swift delivery processes.

Access to their customer service number or website contact for addressing delivery issues.

How Amazon Uses Customer Feedback to Improve Shopper Experience.

Using information to assist users with product offerings in real-time based on their browsing history and past purchases.

How Amazon Uses Customer Feedback to Improve Shopper Experience.

Amazon places a primary focus on a fundamental criterion for achieving customer service excellence: helpfulness.

They maintain frequent communication with clients through unobtrusive and straightforward satisfaction surveys. These surveys , while being uncomplicated, are among the most potent tools for gathering customer feedback . They provide invaluable insights into customer sentiments and pain points.

Surveys play a pivotal role in the analysis of customer satisfaction and product reviews.

At Amazon, customer support transcends mere complaint resolution and query handling; it's about nurturing a stronger relationship with customers. Often, Amazon sends emails to its regular patrons, inviting them to partake in quick and effortless surveys aimed at enhancing their shopping experience.

And this is what the survey can look like (depending on what survey it is):

How Amazon Uses Customer Feedback to Improve Shopper Experience.

It can also be seller feedback (as mentioned above) and be an extremely simple feedback form, like:

How Amazon Uses Customer Feedback to Improve Shopper Experience.

Create Your Own Survey

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In the realm of customer experience and heeding customer feedback, few excel as Amazon does. This is precisely why customers consistently return to them. Regardless of whether the feedback is positive or negative, Amazon embraces it and strives for improvement. Transparency has consistently played a pivotal role in their overarching growth throughout the years.

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Report: Amazon Customer Satisfaction Hits All-Time Low

While Amazon still dominates the domestic eCommerce landscape, there are signs of growing discontent among its estimated 200+ million Amazon Prime members as customer satisfaction has reportedly reached a record low.

That’s according to a Monday (Nov. 21) Wall Street Journal report, citing data from the American Customer Satisfaction Index. Last year, Amazon dropped to a record low on the index — 78 out of 100 — the company’s worst showing since the group began tracking Amazon in 2000.

The Journal report also cites a survey by investment firm Evercore ISI showing that the number of Amazon customers who were “extremely” or “very satisfied” with the company had dipped to 79% this year. That number was even lower — 65% — during the pandemic, but has stayed below its peak of 88% nearly 10 years ago.

Amazon has not responded to PYMNTS’ request for comment on the report.

Recent research by PYMNTS shows that Amazon — whose shares have fallen roughly 50% since this time last year — continues to lead rival Walmart in overall consumer and retail spending, with Amazon commanding almost 45% of the U.S. eCommerce market  in the second quarter of the year, compared to Walmart's 5.4%.

Get the report: The Battle for Consumer Retail Spend: Amazon Versus Walmart Q2 2022: The Discretionary Spend Play

Amazon has continued to lead in non-essential spending, outpacing Walmart in an area that used to be ruled by big box behemoths like Sears.

“Perhaps because eCommerce retailers such as Amazon offer detailed product information and reviews, consumers can confidently buy durable goods online without having to visit physical stores to get that information,” PYMNTS wrote.

Amazon’s lead in the sporting goods, hobbies, music and books categories has held up as well. PYMNTS data shows that as of the fourth quarter of 2022, the company commands a 15% share of this segment, up somewhat from the same period in 2021, while Walmart has seen its share decline.

We also noted last week that the performance gap between the two retail giants had begun to change, following a week that began with Walmart being lauded for its strong results and Amazon announcing a wave of job cuts that could extend into next year .

“Said another way,” we wrote, "while the past 12 years have been dominated by shares of Amazon (+1100% vs + 150% for WMT), the past 12 months have been all about Walmart (+5% vs -45% AMZN).”

For all PYMNTS retail coverage, subscribe to the daily  Retail Newsletter .

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How Amazon continues to improve the customer reviews experience with generative AI

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A woman holds up a smartphone to look at it. There are five stars to the left of the woman.

Customer reviews are one of the oldest and most important features on Amazon. When we first launched reviews in 1995, the idea was radical. People scratched their heads when we said we want to give customers the opportunity to voice their honest opinions on products—the good, the bad, and everything in between. While the idea wasn’t universally embraced, it was embraced by our customers.

Graphic image of toiletries, such as soap, lipstick, toothpaste, a razor, etc.

Customers loved learning from each other and sharing feedback within the Amazon community. They wanted to hear from people who spent their own money, got the product, and used it. Other companies across retail began to adopt customer reviews on their own sites, and soon reviews became synonymous with online shopping. Today, it’s hard to imagine making a purchase decision without first understanding how other customers feel about a product.

Over the years, we’ve made many updates to create a more useful experience and increase participation with two distinct yet interconnected audiences—those leaving reviews and those leveraging reviews to decide what to purchase next. We continued to invent features that now seem commonplace, such as the ability to include a review title, photos, and videos. To increase the range and diversity of reviewers, in 2019, we began enabling customers who purchased an item on Amazon to provide feedback by leaving a quick star rating without having to write a full text review.

As the value and importance of reviews grew along with the size of our catalog, we got a lot more intentional about how we helped customers create reviews, as well as how we presented them back to customers. We made it easier for customers to submit their opinions on their purchases by proactively asking customers for feedback in the app. We also enabled reviews written in one country to surface on a product page in another country. Today, if a product is the same in every region, customers can benefit from opinions and insights of customers around the world. To help customers shop for apparel with confidence on Amazon, we created a feature that allows customers to filter certain clothing reviews to show only those written for people who are a similar height and weight to get a better idea of fit. We added a similar feature to help customers shop for children’s books by asking reviewers to share the age of the person who read the book when submitting their review.

A smart phone with an Amazon product review on the screen.

We obsess over helping customers feel confident in their purchase decisions—even if that decision is not to make the purchase. Last year alone, 125 million customers contributed nearly 1.5 billion reviews and ratings to Amazon stores—that’s 45 reviews every second, making reviews at Amazon an incredible resource for customers.

New AI-generated customer review highlights

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AWS Contact Center

Building a survey ivr system with amazon connect.

Contact centers commonly employ phone-based survey applications. These applications use interactive voice response (IVR) to obtain feedback on agent performance, the ease of conducting a transaction, or both. This post describes how to build a survey IVR using Amazon Connect . Although typical survey accept rates can vary depending on your workflow, coding a survey application using legacy systems often requires a full software development cycle. This post demonstrates how to implement and deploy a phone-based survey using Amazon Connect.

Prerequisites

To follow along with the solution presented in this post, you need the following AWS services and features:

  • Amazon DynamoDB
  • Amazon Connect
  • Amazon Kinesis Data Streams
  • Amazon CloudWatch
  • AWS Identity and Access Management (IAM)
  • You also need an active AWS account with the permission to create and modify Lambda functions and DynamoDB tables.

To begin, you need an Amazon Connect instance configured for inbound and outbound calls. Claim a phone number after you create your instance. The Getting Started with Amazon Connect and Understanding Contact Flows documentation, and Getting started with Amazon Connect YouTube tutorial all provide valuable background knowledge for this process.

Solution overview

Contact centers commonly use two types of surveys:

  • In-call survey: The customer opts into the survey in the IVR, then speaks to an agent and ends the call. The system calls the customer back for the survey.
  • External survey: The customer opts into the survey while talking with the agent. After the customer hangs up with the agent, the system calls the customer back for the survey.

The agents’ interaction with the customer may be biased during an external survey, as they know whether the interaction may be used to gauge their performance. An in-call survey is less biased as the agent remains unaware if the customer opted into the survey. This blog post presents an option to implement an in-call survey.

The survey sequence consists of the following steps:

  • The customer calls into the IVR. The IVR offers a survey option after the call. The customer opts in for a survey, and the system transfers the call to an agent.
  • The call routes to the most available agent via their Contact Control Panel (CCP).
  • The customer and agent talk. The customer ends the call.
  • Amazon Connect automatically moves the agent to the “after contact work” state. The agent manually changes to the “available” state.
  • Amazon Connect updates the contact trace record (CTR). This setup requires configuring CTR streaming via Amazon Kinesis Data Streams.
  • Once Amazon Connect finishes updating the CTR, the Kinesis data stream triggers an AWS Lambda function.
  • The Lambda function starts the survey IVR.
  • The survey IVR calls the customer and presents the survey question.
  • The survey IVR stores the customer’s survey response in a DynamoDB table for future analytics.

customer survey amazon

Walkthrough

To build the survey IVR, this post includes the following steps:

Preparing the environment

  • Setting up DynamoDB tables
  • Setting up and configuring Kinesis Data Streams in Amazon Connect

Setting up the Lambda functions

Logging in to the ccp, configuring the amazon connect contact flow.

You must implement several IAM policies to grant Lambda access to prepare the environment. The Lambda handler requires the following identity-based IAM policies.

Lambda #1 (ProcessCCPEventStream) : Kinesis Data Streams triggers these policies when a CTR is ready.

  • Kinesis read-only access: [CF1] The policy name used for this is = AmazonKinesisReadOnly [CF1]Please include a sentence explaining what this policy does.
{ "Version": "2012-10-17", "Statement": [ { "Effect": "Allow", "Action": [ "kinesis:Get*", "kinesis:List*", "kinesis:Describe*" ], "Resource": "*" } ] }
  • DynamoDB read/write access to the SurveyCustomerInfo table: This policy grants read/write access to the customer survey table. To create a policy that has access to read and write to a specific table, see Amazon DynamoDB: Allows Access to a Specific Table . Replace “MyTable with SurveyCustomerInfo. Policy Name = DDBSurveyCustInfo
{ "Version": "2012-10-17", "Statement": [ { "Sid": "ListAndDescribe", "Effect": "Allow", "Action": [ "dynamodb:List*", "dynamodb:DescribeReservedCapacity*", "dynamodb:DescribeLimits", "dynamodb:DescribeTimeToLive" ], "Resource": "*" }, { "Sid": "SpecificTable", "Effect": "Allow", "Action": [ "dynamodb:BatchGet*", "dynamodb:DescribeStream", "dynamodb:DescribeTable", "dynamodb:Get*", "dynamodb:Query", "dynamodb:Scan", "dynamodb:BatchWrite*", "dynamodb:CreateTable", "dynamodb:Delete*", "dynamodb:Update*", "dynamodb:PutItem" ], "Resource": "arn:aws:dynamodb:*:*:table/ SurveyCustomerInfo" } ] }
  • Amazon Connect: This policy places the outbound call. Policy Name = AWSConnect-GrantOutboundPermission.
{ "Version": "2012-10-17", "Statement": [ { "Sid": "VisualEditor0", "Effect": "Allow", "Action": "connect:StartOutboundVoiceContact", "Resource": "arn:aws:connect::*:instance/<InsertAmazonConnectInstanceName>/contact/*" } ] } NOTE: Change <InsertAmazonConnectInstanceName> with your Amazon Connect instance name. Write to CloudWatch Logs. Policy name = WriteCloudWatchLogs. JSON noted below. { "Version": "2012-10-17", "Statement": [{ "Action": ["logs:*"], "Effect": "Allow", "Resource": "*" } ] }

Lambda #2 (UpdateSurveyResult) : This handler writes the survey results to the DynamoDB table labeled SurveyCustomerInfo. This is the same policy created for the previous DynamoDB read/write access to the SurveyCustomerInfo table policy.

Setting up the DynamoDB table

Create the table SurveyCustomerInfo. This table serves as a lookup table to retrieve the customer’s name. It also stores survey results. Configure the table with the following attributes:

  • Attribute: ‘PhoneNumber’
  • Key Type: Primary Key/Partition Key
  • Attribute Type: String
  • Table Region: US-east-1.

Setting up Amazon Connect to send CTRs to Kinesis Data Streams

Export CTRs via Kinesis Data Streams so that the Lambda function outlined in the next section can read it. After you set up your Kinesis data stream—named CCPAgentEvent in this example—navigate to the Amazon Connect Instance landing page. From here, following these steps to configure Amazon Connect to use that stream:

  • Navigate to the Amazon Connect instance setup screen. Choose Data streaming.
  • Choose Enable data streaming.
  • Under Contact Trace Records, select Kinesis Stream.
  • Type the name of your Kinesis data stream in the text box (CCPAgentEvent in this example).

customer survey amazon

This survey IVR system requires two new Lambda functions:

  • ProcessCCPEventStream
  • UpdateSurveyResult

After you set up the Kinesis data stream CCPAgentEvent, add it as a trigger to this Lambda function.

Lambda function: ProcessCCPEventStream

This Lambda function requires the following IAM policies:

  • WriteCloudWatchLogs
  • DDBSurveyCustInfo
  • AWSConnect-GrantOutboundPermission
  • AmazonKinesisReadOnlyAccess
import json import base64 import boto3 from boto3 import resource from boto3.dynamodb.conditions import Key dynamodb_resource = resource('dynamodb') surveyCustomerTable = dynamodb_resource.Table('SurveyCustomerInfo') CCPEventSource = 'arn:aws:kinesis:us-east-1:NNNNNNNNNN:stream/CCPAgentEvent' ############################################################# ## Connect Instance Details - edit to change ## Contact Flow Name = OutboundLocationBasedCallback ############################################################# theAmazonConnectPhoneNumber = '+19729999999' theInstanceId='f633f7ae-84ad-4755-9fca-NNNNNNNNNNNN' theContactFlowID = '351c39fb-273a-4570-a9bc-NNNNNNNNNNNN' def lambda_handler(event, context): # print('lambda_handler(event) ==>', event) for aRecord in event['Records'] : eventSource = aRecord['eventSourceARN'] if eventSource == CCPEventSource : payload = base64.b64decode(aRecord['kinesis']['data']) try: processEvent(payload) except Exception as ex: return { 'isBase64Encoded': 'False', 'statusCode': 999, 'Echo': 'Exception' } return { 'isBase64Encoded': 'False', 'statusCode': 200, 'Echo': 0 } def processEvent(payload) : jsonPayload = json.loads(payload.decode('utf-8')) isSurveyCandidate = '' print('processEvent(payload) ==> ', jsonPayload) try: isSurveyCandidate = jsonPayload['Attributes']['SurveyCandidate'] except Exception as ex: raise ex if isSurveyCandidate == 'True' : phoneNumber = jsonPayload['CustomerEndpoint']['Address'] print('Will call ', phoneNumber,' for survey') invokeOutboundIVR(phoneNumber, jsonPayload['ContactId']) def invokeOutboundIVR(customerPhoneNumber, contactID) : theConnecClient = boto3.client('connect') try: response = theConnecClient.start_outbound_voice_contact( DestinationPhoneNumber= customerPhoneNumber ,ContactFlowId=theContactFlowID ,InstanceId=theInstanceId ,SourcePhoneNumber=theAmazonConnectPhoneNumber ,Attributes={'OriginalContactID': contactID} ) except Exception as ex: raise ex def retrieveCustomerName(aPhoneNumber): try: response = surveyCustomerTable.query( KeyConditionExpression=Key('PhoneNumber').eq(aPhoneNumber) ,ScanIndexForward=False ,Limit=1 ) except Exception as ex: raise ex else : if 1 == response['Count'] : return response['Items'][0]['CustomerName'] else : return None

Update the following four fields after creating the Amazon Connect outbound survey call flow:

  • CCPEventSource: This is the Amazon record locator (ARN) for the data stream.
  • theAmazonConnectPhoneNumber: This is the phone number selected for the Amazon Connect call flow BasicCallFlow described later in the “Configuring the Amazon Connect Contact Flow” section.
  • theInstanceId: This is the instance ID of the Amazon Connect instance.
  • theContactFlowID: This is the contact flow ID of the OutboundSurvey contact flow (described below).

You can find both the instance ID and the contact flow ID listed in the ARN within the Additional flow information panel of the Contact flow designer.

customer survey amazon

Function #2: UpdateSurveyResult

This Lambda function requires the WriteCloudWatchLogs and DDBSurveyCustInfo IAM policies

import json import boto3 import datetime import time from boto3 import resource from boto3.dynamodb.conditions import Key dynamodb_resource = resource('dynamodb') surveyCustomerTable = dynamodb_resource.Table('BlogTestSurveyCustomerInfo') def lambda_handler(event, context): print('def lambda_handler(event, context): ==> ', event) aContactID = event['Details']['ContactData']['Attributes']['OriginalContactID'] aRating = event['Details']['ContactData']['Attributes']['SurveyResponse'] aPhoneNumber= event['Details']['ContactData']['CustomerEndpoint']['Address'] updateSurveyResults(aContactID, aPhoneNumber, aRating) return { 'statusCode': 200, 'body': 'Ok' } def queryPhoneNumber(aPhoneNumber): try: if aPhoneNumber: response = surveyCustomerTable.query(KeyConditionExpression=Key('PhoneNumber').eq(aPhoneNumber)) except Exception as ex: return None else : return response def updateSurveyResults(aContactID, aPhoneNumber, nRating) : if aPhoneNumber is not None and nRating is not None : surveyData = returnSurveyDataObject(aContactID, nRating) retVal = queryPhoneNumber(aPhoneNumber) if retVal['Count'] == 0 : response = surveyCustomerTable.put_item(Item={ 'PhoneNumber': aPhoneNumber, 'SurveyData': [surveyData] }) else : try: response = surveyCustomerTable.update_item( Key={ 'PhoneNumber': aPhoneNumber }, UpdateExpression="set SurveyData = list_append(SurveyData, :obj)", ExpressionAttributeValues={ ':obj': [surveyData], }, ReturnValues="UPDATED_NEW" ) if 200 == response['ResponseMetadata']['HTTPStatusCode'] and 'Attributes' in response : return response except Exception as ex: raise ex else : return response else : return None def returnSurveyDataObject(aContactID, nRating) : ts = time.time() surveyData = {} surveyData['ContactID'] = str(aContactID) surveyData['TimeOfCall'] = str(datetime.datetime.fromtimestamp(ts).strftime('%Y-%m-%d %H:%M:%S')) surveyData['NPS_Rating'] = str(nRating) return json.dumps(surveyData)

After setting up your environment, creating your DynamoDB table, and completing your Lambda functions, start and log in to CCP using Amazon Connect.

You must configure your Amazon Connect instance to use the Lambda function that you created earlier.

Basic call flow to route to an agent (Flow Name = BasicCallFlow): The basic call flow to send a call to an agent follows a simple process.

  • Set up the Play prompt block to speak the following text: “Thank you for calling. We will call you for a one question survey at the end of the call.”
  • Set up the Set contact attributes block as follows:
  • Use Text / Destination Key = SurveyCandidate / Value = True
  • Set up the Set working queue block to pick the Basic Queue. Make sure to map the agent’s routing profile to this queue.
  • Make sure that you select and assign a phone number to the call flow after publishing and saving it.

customer survey amazon

Survey IVR call flow (Flow Name = OutboundSurvey): The basic call flow to survey a customer follows a similarly simple process.

  • Set up the Store customer input box to play the following text and capture the customer’s response. “How likely are you to recommend us to a friend on a scale of 1 to 5. 1 being the least likely and 5 being most likely.”
  • Set up the Set contact attributes box to store values entered by the customer in a local variable called SurveyResponse. Use this configuration:
  • Use Attribute : Destination Key = SurveyResponse. Type = System. Attribute = Stored Customer Input
  • Set up the Play prompt block as output from the Set contact attributes block. Have it play the following: “Thank you for rating us $.Attributes.SurveyResponse.” The variable $.Attributes.SurveyResponse allows playback of the rating selected by the customer.
  • Set up the Invoke AWS Lambda function box to store the attributes Survey Results in a DynamoDB table by calling the Lambda function UpdateSurveyResult.

If you followed the steps to build your survey IVR system, it fulfills the following steps.

  • Call the phone number assigned to the flow BasicCallFlow. The flow automatically enters the caller for a callback survey. (this example uses the caller ID +12549999999)
  • After the agent interaction completes and the agent sets themselves to “Available,” the Lambda Function ProcessCCPEventStream invokes the outbound call flow OutboundSurvey. This flow uses the same number assigned to the BasicCallFlow and calls the customer on their phone number (+12549999999) with a single survey question.
  • After the customer responds to the survey question, the system stores the response in DyanmoDB along with the ContactID for the call and timestamp, as shown in the following JSON:
{ "PhoneNumber": "+12549999999", "SurveyData": [ "{"ContactID": "c84b846e9d4b", "Date": "2019-04-24 17:36:31", "NPS_Rating": "5"}", "{"ContactID": "dfe518babceb", "Date": "2019-04-24 17:40:03", "NPS_Rating": "2"}", "{"ContactID": "739634da08c0", "Date": "2019-04-24 17:42:37", "NPS_Rating": "4"}", "{"ContactID": "d1b8fd7211fa", "Date": "2019-05-29 17:14:46", "NPS_Rating": "2"}", "{"ContactID": "99e242603dca", "Date": "2019-05-29 17:16:44", "NPS_Rating": "1"}", "{"ContactID": "3d1b47b81a23", "Date": "2019-05-29 17:22:03", "NPS_Rating": "1"}", "{"ContactID": "75a8eaa33b9c", "Date": "2019-05-29 17:24:04", "NPS_Rating": "2"}", "{"ContactID": "b07007156e49", "Date": "2019-05-29 17:25:56", "NPS_Rating": "1"}", "{"ContactID": "365a2c17cf99", "Date": "2019-05-30 18:07:09", "NPS_Rating": "2"}", "{"ContactID": "077f5577d09a", "Date": "2019-05-30 19:18:50", "NPS_Rating": "2"}", "{"ContactID": "7ef8ff792000", "Date": "2019-05-30 19:55:37", "NPS_Rating": "2"}" ] }

In this post, you created a basic survey application using Amazon Connect. You can now extend this concept to create complex dynamic surveys, where the questions change based on the IVR transactions. Results can be used to provide insight into your IVR application.

The example in this post uses DynamoDB to store customer information. In actual scenarios, you could substitute a CRM database, either on-premises or in the cloud. In this case, you must modify the calls from Lambda.

This post uses a simple CCP. In actual scenarios, you can place the check box within a larger CRM application.

Although this post required the agent to mark a call for a survey, you can eliminate this step and have the customer opt in for the survey in the IVR itself. In this case, the Lambda function to call Amazon Connect and conduct a survey should call only if the customer first opted to participate in the survey.

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    Customer Satisfaction Survey A Complete Guide - 2021 Edition: The Art of Service - Customer Satisfaction Survey Publishing: 9781867430988: Amazon.com: Books Books › Business & Money Enjoy fast, FREE delivery, exclusive deals and award-winning movies & TV shows with Prime Try Prime and start saving today with Fast, FREE Delivery Buy new: $89.48

  21. Customer Survey A Complete Guide

    Customer Survey A Complete Guide - 2021 Edition: The Art of Service - Customer Survey Publishing: 9781867424406: Amazon.com: Books The Art of Service - Customer Survey Publishing (Author) Paperback, November 1, 2020 Purchase options and add-ons Are there written rules and policies for participation in services at your organization?

  22. Building a survey IVR system with Amazon Connect

    The survey sequence consists of the following steps: The customer calls into the IVR. The IVR offers a survey option after the call. The customer opts in for a survey, and the system transfers the call to an agent. The call routes to the most available agent via their Contact Control Panel (CCP). The customer and agent talk.

  23. Predictors of Pain Management Strategies in Adults with Low-Back Pain

    Objective: To evaluate the associations between baseline demographics, health conditions, pain management strategies, and health-related quality-of-life (HRQoL) measures with pain management strategies at 3-month follow-up in respondents reporting current low-back pain (LBP). Study design: Cohort study of survey data collected from adults with LBP sampled from Amazon Mechanical Turk ...

  24. Introducing the Old Testament: A Historical, Literary, and ...

    Rolf A. Jacobson (PhD, Princeton Theological Seminary) is professor of Old Testament and the Alvin N. Rogness Chair of Scripture, Theology, and Ministry at Luther Seminary in St. Paul, Minnesota. He is ordained in the Evangelical Lutheran Church in America and is the coauthor, with Karl N. Jacobson, of Invitation to the Psalms. Michael J. Chan (PhD, Emory University) is executive director for ...

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