The returns experience may have once been a secondary concern, but it has since become a crucial element of a brand’s overall customer experience.
More than half of consumers — 54% — said that a brand’s return policy is one of their top three considerations when shopping for gifts online, according to a November FedEx survey. About two-thirds say they expect free returns from online retailers during the holiday season.
Now that the gifts have been opened, returns season is in full swing. Brands that make the experience flexible and frictionless, while offering additional support when customers need it, have the opportunity to build relationships with potential new customers.
Here’s how companies can craft a returns experience that can turn a pain point into a loyalty building opportunity.
Simplicity and transparency are best practices
Simplicity and transparency can enhance the returns experience just as well as at any other stage of the customer journey, according to Jason Brenner, SVP of digital portfolio at FedEx.
Customers increasingly expect brands’ returns policies to be convenient, according to Brenner. A good returns experience reduces friction, increases transparency and enhances confidence with features like proactive notifications and real-time tracking.
“As consumer expectations continue to rise, it’s critical that merchants prioritize value, speed and transparency — not just in the last mile but through the returns phase — to meet demand, build trust and win customer loyalty during the busiest shopping season of the year,” Brenner said in an email.
Expectations and volumes rise hand-in-hand during the holiday season, and brands that prioritize clarity, convenience and visibility have an opportunity to strengthen loyalty once they start processing returns, according to Brenner.
Brands shouldn’t just be thinking about the holidays, Brenner said. While the majority of returns happen in December and January, businesses need to ensure their returns policies are clear and transparent across the entire year.
Automation and empathy can work together
Automation can help make the returns process easy, but the empathy of live agents is a crucial ingredient as well.
Self-service tools and automated updates are the foundation of a great returns experience, according to Jadah Hawkins, SVP and global market leader for retail and e-commerce at Alorica. Companies need to make it easy to initiate and track the returns process — whether through online portals, mobile apps or in-store drop-offs — and they can use automatic messaging to keep customers informed about a return’s status.
Self-service can’t handle every return, however, and live agents should be available to support customers in case a returns problem escalates, according to Hawkins.
“When emotions run high, empathy matters,” Hawkins said in an email. “A customer who’s stressed about a late gift or a missed return window needs reassurance from a live agent. Make it easy to reach a person, and train support to listen, acknowledge the situation and provide solutions that feel personal.”
Shoppers and gift recipients are dealing with tight timelines and high emotional expectations during the holiday season, Hawkins said. The combination of easy returns processes and live human support helps brands build loyalty with stressed out customers.
