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Opinion CX Strategy

The Vision Behind Making Returns Easier

There's a big shift required in the mentality of retailers around their returns policies.  What used to be considered a failed sale is now more properly defined as a branding opportunity.

Are you looking for a sale or a customer?

To really make the cost of marketing make sense, the key is repeat business.  If it takes a return or two early on to demonstrate the kind of confidence and integrity that makes customers trust your brand integrity, then so be it.

Three key points here:

  1. Accepting that returns are a part of doing business (not a failure)
  2. Optimizing the returns process like any other part of the customer experience
  3. Recognizing the branding opportunity of returns

Inspiration for your customer centricity efforts

This example strikes at the heart of the customer centric approach.   Is your company taking an aggressive enough approach to finding the growth opportunity in customer centricity?

Apr 13, 2015 | Original Link
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It's impossible for companies to focus on the 'easy' market segments (ie. non millenials) and get comfortable with a less than competitive product or service offering. 

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Achieving customer satisfaction has never been more complicated -- with so many generations of customers (Boomers and Gen X, Y and Z).  Throw in a multitude of communications platforms and the problem gets even more complex.

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