Customer centricity appears to be a simple concept. Deliver a great experience at all stages of the customer experience, and you'll enjoy higher profits as well a distinct advantage over your competitors.
If it seems too good to be true, well, you know the rest.
That's because no two retailers are the same. No two shoppers are the same, either. Each customer has unique needs, patterns of activity, and affinity toward your brand.
Some shoppers will purchase every month, some will purchase once a year. Some can't resist new product releases, while others hunt for a good deal.
That's not to say that any one behavior is necessarily better than the others, nor are these behaviors entirely fixed.
Although the optimal returns experience will vary case by case, it is still important for us to recognize foundational elements of customer centricity within returns management.