Why E-commerce Businesses Must Not Overlook Their Customers' Returns Experience
Digital businesses today spend a lot of time, money and human resources acquiring new customers and retaining them; but customer journeys have evolved to become a lot more than the pre-purchase and purchase phase — and brands realizing that will win in the era of modern retail.
Your brand might have an amazing online shopping experience and seamless shipping and delivery experience, but like many other brands, you’ve overlooked your customers’ returns experience.
All that hard work you put into your customers’ pre-and-post purchase experience might as well be thrown away the moment your customer wants to return a product, while you do not have a proper return management strategy in place.
30% of products bought online end up being returned, and 65% of these products are returned as they are damaged or do not match their descriptions – which is not surprising considering that when customers buy something online, the product they receive may not be what they expected.
Let’s face the inevitable. You can be the best in your market and yet your products might be returned once in a while, no matter what you do.
Hence, preparing your business to face such hits once in a while, and formulating a strategy in place to equip your business while providing impeccable return service is the best approach to take.
This would in turn reward you with customer loyalty, given you addressed their distress at their most uncertain phase during the transaction.