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.
What is Customer-Centric Returns Management?
The core principle is that returns impact the customer experience.
Think of it this way: when a shopper returns a product, assume she will tell a friend. What is the experience she will share?
Returns management isn't just about processing returns, it's about handling a delicate and often overlooked part of the customer experience.
UI/UX of a Return
Up to 40% of your shoppers will at some point return a product. So this part of the ecommerce journey demands proper attention.
It starts with building confidence early. Returns due to the product's quality or description can be detrimental the customer relationship.
In your product pages, provide ample product description, images, and social proof to build confident purchase decisions.
And when a shopper decides to return a product, the returns page needs to be easy to find.
Be sure to keep it simple - the last thing the shopper wants is to be greeted with a generic page full of excessive text instructing them how to start a return.
Here, we see an excellent example of a returns page. Notice that it is short, easy to read, and sets clear expectations.
No one likes returning a product they bought online, but it is a perfectly natural part of the ecommerce customer lifecycle.