Turning eCommerce Returns into Returning Customers
01/09/23 • 49 min
Customer returns CAN turn into returning customers. If you want to minimize the impact returns have on your Shopify store, this one is for you. Zoe Kahn, Sr. Associate of Customer Experience over at Chomps lays her comprehensive framework for doing just this.
We discuss what steps your CX team should take, how to collect/take action on returns feedback, why returns software solutions aren’t always necessary (hot take!), how to measure LTV of customers who return, what the future of returns looks like, and plenty of CX best practices along the way.
The TYCA Podcast is brought to you by Wonderment - the retention Swiss army knife used by hundreds of leading Shopify merchants including The Ridge, Bokksu, Chomps, and Jones Road Beauty.
Wonderment is the easiest way to proactively set expectations on shipping timeframes, automatically update customers with delays, and measure shipping expectation vs reality across the business. Check out www.wonderment.com today.
Watch the video format of today's episode here.
Follow Blake
Follow Zoe on Twitter
Check out Chomps
Get more info on the Oopsie Podcast by Zoe & Jess Cervellon (Feastables)
Timestamps
0:00 - intro
2:10 - Who is Zoe Kahn & Chomps?
5:00 - What is the return policy like at Chomps?
6:10 - Why did Chomps switch from 30 to 45 days with their returns policy?
7:50 - How does Chomps turn customer returns into returning customers?
9:40 - Wonderment - the retention swiss army knife you NEED in your eComm tech stack
10:40 - The returns decision tree - how to get a favorable outcome for both the brand and customer
12:40 - A customer gives negative feedback.... Now what? How do you actually do something about it?
17:00- Keeping feedback loops between CX and product/leadership consistent over time
19:40 - Why should brands even offer a generous return policy - especially with consumables where the product is useless after opening?
22:05 - The paradigm shift of seeing returned items as “samples” to retain customers
23:30- Why Chomps hasn’t chosen to use a returns solution... and your brand might also not need one.
29:00 - The KPIs for CX are broken... why lowering resolutions times is the wrong approach
32:00 - Why chomps doesn’t try to deflect tickets and conversations at all cost
34:00 - What other steps can we take to minimize customer returns?
36:45 - Should you bend returns policies for customers? - Eli Weiss question.
40:45 - What's one bold prediction for CX in 2023?
43:45 How Chomps is measuring the LTV of customers who return
45:30 - The Oopsie Podcast preview & final thoughts
Customer returns CAN turn into returning customers. If you want to minimize the impact returns have on your Shopify store, this one is for you. Zoe Kahn, Sr. Associate of Customer Experience over at Chomps lays her comprehensive framework for doing just this.
We discuss what steps your CX team should take, how to collect/take action on returns feedback, why returns software solutions aren’t always necessary (hot take!), how to measure LTV of customers who return, what the future of returns looks like, and plenty of CX best practices along the way.
The TYCA Podcast is brought to you by Wonderment - the retention Swiss army knife used by hundreds of leading Shopify merchants including The Ridge, Bokksu, Chomps, and Jones Road Beauty.
Wonderment is the easiest way to proactively set expectations on shipping timeframes, automatically update customers with delays, and measure shipping expectation vs reality across the business. Check out www.wonderment.com today.
Watch the video format of today's episode here.
Follow Blake
Follow Zoe on Twitter
Check out Chomps
Get more info on the Oopsie Podcast by Zoe & Jess Cervellon (Feastables)
Timestamps
0:00 - intro
2:10 - Who is Zoe Kahn & Chomps?
5:00 - What is the return policy like at Chomps?
6:10 - Why did Chomps switch from 30 to 45 days with their returns policy?
7:50 - How does Chomps turn customer returns into returning customers?
9:40 - Wonderment - the retention swiss army knife you NEED in your eComm tech stack
10:40 - The returns decision tree - how to get a favorable outcome for both the brand and customer
12:40 - A customer gives negative feedback.... Now what? How do you actually do something about it?
17:00- Keeping feedback loops between CX and product/leadership consistent over time
19:40 - Why should brands even offer a generous return policy - especially with consumables where the product is useless after opening?
22:05 - The paradigm shift of seeing returned items as “samples” to retain customers
23:30- Why Chomps hasn’t chosen to use a returns solution... and your brand might also not need one.
29:00 - The KPIs for CX are broken... why lowering resolutions times is the wrong approach
32:00 - Why chomps doesn’t try to deflect tickets and conversations at all cost
34:00 - What other steps can we take to minimize customer returns?
36:45 - Should you bend returns policies for customers? - Eli Weiss question.
40:45 - What's one bold prediction for CX in 2023?
43:45 How Chomps is measuring the LTV of customers who return
45:30 - The Oopsie Podcast preview & final thoughts
Previous Episode
A lesson in driving repeat purchases with higher ticket items & getting a DTC brand acquired
How do you drive repeat sales when you sell items with a higher price tag AND compete in a legacy category? Tyler“Sully” Sullivan, the founder of the recently acquired BombTech Golf, knows a thing or two about driving repeat sales with higher AOV items. In this episode, we discuss what strategies go into getting folks to buy multiple times with higher ticket items, how to compete against legacy giants, what it was like to get acquired, and tons of advice along the way for current or aspiring DTC founders.
The TYCA Podcast is brought to you by Wonderment - the retention Swiss army knife used by hundreds of leading Shopify merchants including The Ridge, Bokksu, and Jones Road Beauty.
Wonderment is the easiest way to proactively set expectations on shipping timeframes, automatically update customers with delays, and measure shipping expectation vs reality across the business. Check out www.wonderment.com today.
Watch the video format of today's episode here
Follow Blake
Learn more about Bombtech here
Connect with Sully here
Timestamps
0:00 - intro
2:00 - Bombtech Origin Story
3:48 The early days through the first sale
5:25 - Building an audience and community
6:17 - Losing your job + having a baby in the same week... the ultimate high-stakes scenario to go all in
9:00 - Getting acquired
11:20 - A message from Wonderment
14:00 - More advice on preparing for an acquisition
16:00 - Advice for competing in a legacy category as a new brand
18:18 - How to get product feedback and build community
22:00 - How a failed product launch was a great lesson
26:00 - Frameworks for surprise and delight inside the customer journey
29:00 - Learning to let get as a founder and empowering your team
31:27 - 60-day money-back guarantees - do they work?
33:30 - The core of BombTech’s post-purchase strategy (invest in the unscalable)
37:30 - Strategies for driving repeat business with higher AOV items
41:00 - How to think about CAC payback with customers
46:00 - Have eComm retention apps made customer retention harder or easier?
4845 - What else is Sully up to besides BombTech?
51:00 - Final words of wisdom from Sully
Next Episode
How Pura Vida Built & Maintains a High Performing CX Team | DTC eCommerce CX Best Practices with Dan Brady
I can’t believe Dan gave these CX insights for free! Learn how Dan Brady a CX Leader at Pura Vida has created and maintained an exceptionally motivated/ high-performing CX team.
His approach: focus on the employee experience! If you want to improve your CX team's performance, boost morale, reduce turnover, AND make happier customers... this episode is for you. After hearing Dan’s approach to CX it’ll be no surprise why this leading Shopify brand has absolutely crushed the customer experience!
The TYCA Podcast is brought to you by Wonderment - the retention Swiss army knife used by hundreds of leading Shopify merchants including The Ridge, Bokksu, Chomps, and Jones Road Beauty.
Wonderment is the easiest way to proactively set expectations on shipping timeframes, automatically update customers with delays, and measure shipping expectation vs reality across the business. Check out www.wonderment.com today.
Watch the video format of today's episode here.
Follow Blake
Timestamps ⏰
(0:00) - intro
(1:50) - Who is Dan Brady and Pura Vida?
(4:23) - How did you get into CX as a profession?
(7:50) - The “5 Pillars” of a Great CX Leader
(10:15) - Wonderment - the #1 CX Swiss Army Knife for Leading Shopify Brands
(11:28) - How do you structure and build a high-performing CX team
(15:28) - Is it taboo to outsource a CX team? Why has Pura Vida chosen to outsource?
(19:00) - Keeping the average time to first response as low as possible
(20:48) - Advice for hiring great CX team members (Advocate)
(23:45) - The core tenants to fostering a high-performing CX environment
(28:54) - what tools are necessary to enable a CX team to be high-performing?
(33:20) - Advice for merchants who may not have a highly motivated CX team or need to change the course
(37:50) - Pulling it together... What is Pura Vida’s overall approach then to CX?
(41:50) - Dan’s #1 takeaway for a CX leader listening who wants to improve their team performance
(43:30) - What was the state of the CX team at Pura Vida like when Dan started 2 years ago and how did he approach keeping team morale high while transitioning from the previous leader
(47:40) - How Pura Vida is Collecting feedback from customers and then taking action on it
(53:00) - What has been the biggest lesson learned in serving the CX team at Pura Vida?
(55:45) - What is Dan most excited about in 2023 for Pura Vida?
(57:00) - Coming soon: Pura Vida’s SMS Support Channel
(59:00) - Closing thoughts
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