Turning eCommerce Returns into Returning Customers

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.

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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