{"id":125803,"date":"2021-11-09T15:54:44","date_gmt":"2021-11-09T23:54:44","guid":{"rendered":"https:\/\/www.questionpro.com\/blog\/?p=125803"},"modified":"2021-11-09T15:54:44","modified_gmt":"2021-11-09T23:54:44","slug":"tuesday-morning-cx-thoughts-many-happy-returns","status":"publish","type":"post","link":"https:\/\/www.questionpro.com\/blog\/tuesday-morning-cx-thoughts-many-happy-returns\/","title":{"rendered":"Tuesday Morning CX Thoughts – Many Happy Returns"},"content":{"rendered":"

Make it right the first time\u00a0<\/b><\/h2>\n

It is not often that I have to return an item I\u2019ve purchased. I like to call most of my purchases \u201cintentional\u201d in that my shopping trips have a specific purpose in mind. Unless it is something I know I can use for other purposes (2\u201d x 4\u201d lumber is my downfall), I have detailed specifications for items I purchase. It saves me a trip back to the store for a return, saves the effort of a clerk needing to process the return, and keeps the accounting books clean (in my business, refunds are a no-no).\u00a0\u00a0<\/span><\/p>\n

However, over the weekend, I goofed.\u00a0 I had measured at least three times, researched intensely, and found the item that met the exact specifications as I understood them.\u00a0 I was looking forward to seeing all my work come together as I picked up the bin that would fit perfectly in my project. I brought it home, went to place the bin in the designated spot, and\u2026.oops\u2026it didn\u2019t fit. Two small grips to help secure the lid at a half-inch each made it too big.<\/span><\/p>\n

Should we make failure easy?<\/b><\/h2>\n

\u00a0Who is at fault? I measured correctly and researched extensively. The store, for their part, accepted the description from the manufacturer \u2013 certainly, they can\u2019t research every product. The manufacturer detailed the specifications they felt were most important, no doubt based on their own <\/span>market research<\/span><\/a>.\u00a0\u00a0<\/span><\/p>\n

No one is at fault really, but that didn\u2019t change the fact that I had to take another trip to the store to return the item. A process that usually involves long lines, a lot of questions, and frustration. At least that is how I remember it \u2013 it has been a while. Instead of what I expected, I had an easy experience, it took less than five minutes.\u00a0 Simple, easy, and quick.<\/span><\/p>\n

With my operations background, I completely understand the need to scrutinize returns, but the customer also wants an easy process.\u00a0\u00a0<\/span><\/p>\n

Are you listening?<\/b><\/h2>\n

Undoubtedly, this smooth operation was put together after listening to many customers and stakeholders. I have personally been involved in this retailer\u2019s <\/span>customer experience management<\/span><\/a> program in the past, so I recall the discussion on whether we should shorten the survey by excluding questions about the Return Policy.\u00a0 A return is usually just seen as another transaction by most involved (companies and customers), but it is actually a separate <\/span>touchpoint <\/span><\/a>in the <\/span>customer journey<\/span><\/a>.\u00a0 <\/span><\/p>\n

It may be seen as helpful to ask a question about this in a typical transactional survey, but those who are impacted by this journey should be responding to a <\/span>customer experience survey<\/span><\/a> specific to that touchpoint. Even the <\/span>closed-loop customer feedback<\/span><\/a> must cater to such differences and get appropriate feedback. Along with that and tools like our <\/span>QuestionPro NPS+<\/span><\/a> where you can get quick insights on root cause where applicable.\u00a0 It doesn\u2019t mean that you need to have a measurement for every touchpoint in a journey, but it is important to know which ones should be measured \u2013 which are important to those who go through the process.\u00a0 If you do that, your customers may have many happy returns.<\/span><\/p>\n

Looking to deliver an exceptional customer experience with QuestionPro CX<\/a>?<\/strong> Discover more about how to delight your customer at every touchpoint and turn them into brand advocates.<\/p>\n