Customer Satisfaction Research
Project Overview
Our client was a company in the wholesale industry of spare parts for mobile phones and other electronic devices, offering a wide range of products including both original spare parts and high-quality replacements. The company has been supplying products to phone repair shops, technology companies, and individual customers involved in mobile device repair for years.
Mobile device repair shops:constitute the largest customer segment, regularly ordering parts for phone repairs, such as displays, batteries, or electronic components.
Managers and owners of repair shops and GSM accessory stores:utilize the wholesale offer, seeking a wide assortment of accessories and components for mobile devices.
Tech companies and startups:collaborate on larger orders for spare parts and service tools.
Mobile accessory distributors:wholesale customers buying spare parts, often focusing on the sale of cases, protective glasses, and chargers.
Spare parts
GSM accessories
Service tools
Replacements for batteries and displays
Goal, Task, and Challenges
Goal: The goal of our actions was to identify problems in communication with customers, specifically regarding issues related to the complaint process and the functionality of the “Order History” module, and to prepare solutions that will help improve customer service processes and user experiences, which in the long term will translate into greater customer loyalty and satisfaction.
Task: We conducted qualitative and quantitative research to better understand customer needs and find ways to optimize key processes. We focused mainly on analyzing complaints, ease of website navigation, and the quality of customer service.
Challenges: The company faced challenges related to ensuring stable quality of replacements, streamlining the complaint process, and improving the intuitiveness of the website. An additional challenge was tailoring communication to the specific expectations of regular customers, which impacted their long-term engagement.
Research Process
Qualitative research method: To better understand customer problems, we conducted in-depth interviews with the company’s clients, including owners and employees of repair shops. The research aimed to identify areas that could influence the improvement of processes and service quality, as well as better tailoring the offer to customer needs. Based on the collected information, we developed recommendations aimed at optimizing various aspects of service and communication with customers.
Quantitative research method: An online survey sent to 724 customers, to which nearly 25% of them responded. Respondents appreciated the shipping speed and service, however, they indicated that the complaint process and product search on the website require improvement. The survey results also showed that customers are generally satisfied but expect greater intuitiveness when using the platform.
Competitor analysis: Additionally, we conducted a competitor analysis to see where other companies are performing better. It turned out that competitors often have simpler and more flexible return and complaint procedures, which is a significant argument for customers when choosing a supplier.
Solutions
Complaint process optimization: After analyzing the research results, we decided to introduce several changes to the complaint process. Customers often complained about the lack of clear explanations when a complaint was rejected, which created frustration. In response, we introduced a more transparent system for informing about complaint decisions and simplified the entire process, making communication clearer and reducing the number of misunderstandings.
Website improvement: Customers reported difficulties navigating the site, especially when searching for products. We conducted a UX/UI audit which pointed out areas for improvement. We improved navigation, simplified the menu, and added a function suggesting similar products. Additionally, customers now receive more visible and understandable information about the status of their orders and complaints, which definitely improved the comfort of using the site.
Increasing the quality of replacements: Reported problems with the quality of replacements prompted us to introduce stricter quality controls. We also expanded the offer of original parts, and product descriptions were updated so that customers know exactly what they are buying – whether it is an original or a replacement. This solution was met with a very positive reaction from customers.
Results
The introduced changes significantly improved the customers’ perception of the company. The complaint process became more transparent, which decreased the number of negative reviews and increased customer trust. Improved website navigation facilitated product searching and order placement, which directly translated into better user experiences.
The introduction of more detailed explanations upon complaint rejection and the improvement of replacement quality were met with a positive reaction. Customers felt better informed, which influenced an increase in their loyalty. The improvement in service and product quality also helped in building more durable relationships with long-term partners and attracting new customers.
Although changes were introduced gradually, their effects are clearly visible, both in better customer service and in the improvement of business relationships.
Summary
The conducted research and introduced changes helped the company identify key areas requiring improvement, which allowed for the implementation of effective enhancements.
Complaint process simplified by 34%A thoughtful and transparent complaint process, reducing the number of negative reviews and increasing customer satisfaction.
Increase in replacement qualityImprovement of replacement quality thanks to stricter controls and an expanded offer of original parts, which directly affects customer satisfaction.
More effective and visible communication with customersIntroducing more visible notifications and refining email communication strengthens relationships with customers and builds lasting bonds.
Faster and more intuitive website for better customer serviceImproved navigation and a simplified site handling process make it easier for customers to search for products and place orders.
These actions contributed to the overall improvement of customer experiences, growth in loyalty, and the acquisition of new users.
