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3  Channel satisfaction

Channel satisfaction

 with the online experience is vital in achieving the desired channel 

outcomes, although it is difficult to set specific objectives. However, it is not directly reported 

through web analytics, so is often not reported. Online methods such as online questionnaires, 

focus groups and interviews can be used to assess customers’ opinions of the website content 

and customer service and how it has affected overall perception of brand. We reviewed five 

classes of website feedback tools in Chapter 11 in the section on  user-  centred design.

Key measure: channel satisfaction indices. These are discussed in Chapter 8 and include 

ease of use, site availability and performance, and email response. To compare customer sat-

isfaction with other sites, benchmarking services can be used.