Start with questions customers already ask your store and the purchase information available to you. Choose specific changes: add product specifications, explain delivery costs, check checkout without registration, or clarify an employee’s response.
For each change, note which inquiry prompted it and exactly what needs to be checked. Limit your conclusions to the inquiries and purchases reviewed. Ask customers a separate question to find out why they chose a product.
Collect customers’ actual questions
Feedback may come during calls, in mentions of your store on social media, and in chat questions. Review these inquiries and ask employees to record recurring topics in a shared spreadsheet.
Record the contact channel, product or category, the question’s subject, and the store’s response. Use general wording in this list, without names, dates of birth, or sensitive data. If an employee did not have a verified answer, note what information needs to be confirmed.
| Inquiry topic | What to check | Owner’s action |
|---|---|---|
| Choosing a product | Dimensions, material, and weight in the description | Add relevant, verified specifications |
| Delivery | Information about its cost | Show the cost or the current free-delivery threshold |
| Ordering | Whether customers can buy without an account | Check this checkout option |
| Service | Feedback on a specific interaction | Offer a short question after the inquiry |
Count inquiries for each topic over a chosen period. Separately flag questions the store cannot yet answer. Choose the first change based on how often the question recurs and whether you can prepare an accurate answer.
Improve online product and delivery information
Product descriptions are recommended to include specifications such as size, material, and weight. Choose the ones relevant to your assortment and check them against verified information for the specific product.
If customers ask about size, check the units of measurement and the explanation in the description. If they ask about the material, add precise information about it. Prepare the same answers for employees and check that the website text matches.
On the product page, show the delivery cost or the free-delivery threshold if the store offers that condition. Review the page from a customer’s perspective: find this information without contacting an employee. If it needs clarification, explain directly how to get it.
For a post or advertising message, choose an actual recurring question. Give a specific answer and direct readers to the verified product description. Use only specifications and terms you can confirm.
Check the ordering process
Checkout without creating an account is recommended as the standard option. Check whether your website supports it. If it does, also check whether it is clear how to use it.
Go through a test checkout on a phone and a computer. Check the product selection, access to delivery terms, and continuing the purchase without registration, in that order. Note the specific places that need additional explanation and assign the task to the person responsible for the website.
After making corrections, repeat the same path. Check that every issue has been addressed. Separately review new inquiries about checkout to choose the next action.
Assess service after a specific interaction
Customer satisfaction is recommended to be measured after every interaction with a support employee. Ask: “How satisfied are you with the response to your inquiry?” Use the same response options each time and allow for a short comment.
To assess customer effort, run a short survey immediately after a purchase or support inquiry. For example: “How easy was it to place your order?” Consider responses about checkout separately from ratings of the employee’s work.
Use comments to create a list of specific checks. For each one, record the action, the person responsible, and the deadline. After making a change, ask the same question again. When comparing ratings, state the period and number of responses.
Illustrative example: choosing the first change
Suppose a store received 20 inquiries: 8 about product material, 6 about delivery, 4 about ordering without registration, and 2 about other topics. All figures are hypothetical and provided for illustration only.
Start by checking the descriptions of products whose material customers asked about. Next, clarify delivery information and check checkout without an account. Record the changes made and review inquiries on the same topics again. Separately compare them with the purchase information available; leave the effect of the changes on sales as a question to investigate.
Review purchase activity in Torgsoft
To complement inquiry reviews with available purchase data, review purchase activity. In Torgsoft, you can do this through the menu labeled “Аналіз покупок клієнтів” (customer purchase analysis). This feature is described on the Torgsoft customer management software page.
Compare the activity reviewed with general inquiry topics. Choose which product descriptions or service steps to check next. Do not assume that reviewing activity automatically identifies needs or reasons for purchase.
To draw a conclusion about a specific problem, combine available purchase information with a relevant customer question or comment. If an explanation is missing, leave it for follow-up. Do not use this review to conclude that you know the preferences of the entire audience or have proven sales growth.
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