Customer Satisfaction Analysis Of Sical Based On Web Review Data

As a result of the COVID-19 pandemic,the value of China’s imports and exports has not been stable,with some fairly slight movements.But overall,the total value of imports and exports is steadily increasing.Among them,the B2 C cross-border ecommerce segment is expanding year-on-year.Sical is a wholly foreign owned B2 C cross-border e-commerce company that provides a platform for North American customers to purchase prescription eyeglasses online.Sical has a stand-alone self-operated platform,research and development system and complete supply chain system.In addition,it has a one-third share of the North American market for online prescription eyeglasses.As a result,analyzing Sical’s customer online review data can help the company stand by customer sites to see the causes of problems and facilitate executable tactics to optimize current management strategies.Based on the 2022 customer review data of 9,350 customers,we raised three aspects of customer satisfaction regarding Sical,which are customer service,products and logistics.During the three-way question period,we found that Sical’s customer satisfaction was steadily decreasing,the number of returned items was increasing,and the number of free shipping charges in the logistics department was increasing.This paper addresses these issues using a combination of practical and theoretical approaches.For the practical approach part,we evaluate the proposed algorithm model using the LDA model and the co-occurrence network on the 2022 data of 1,594 lowsatisfaction customer reviews in North America.For the theoretical method section,we combine the practical method results with Sical’s current management strategy for an indepth analysis from customer service,products,and logistics.The results showed that misplaced language communication and rigid customer service processes were the root causes of the decline in customer satisfaction.Differences in eyeglasses received,irregular sizes,and complicated post-sale prescription checks are key to the product’s declining customer satisfaction.Logistics beyond the promised deadline of the website and the lack of a priority delivery mechanism for urgent orders are the reasons for the increasing number of free shipping charges in the logistics sector.Most importantly,we propose three aspects of strategies to improve customer satisfaction at Sical.The first is to promote the diversification of customer service and establish a compensation system for overtime completion orders to improve customer service quality.Second,we will establish offline product display channels,standardize website frame data entry standards,and increase ophthalmologist prescription testing channels for returned products to improve product promotion and post-sales process quality.Third,we will build a customer-oriented order system and establish a priority mechanism for urgent orders to improve logistics quality.