The 3 Most Important Moments During the Returns Process

When customers return a purchase, it doesn't necessarily mean the end of your customer relationship. To ensure that the returns process contributes to customer loyalty, it is important to consider a few crucial moments.

We have outlined the three most important moments during the returns process. If you handle these well, you can be sure that the returns process runs smoothly and the chance of a repeat purchase is maximized.

Setting up an effective returns process is not always the top priority for an e-commerce manager. This can lead to situations where returning a package doesn't always go as smoothly as it should.

Even during the returns process, a lot is often expected of the webshop. You need to keep the customer informed until the refund has been processed or the product has been exchanged.

Why is this so important? The fact that someone returns a purchase and requests a refund doesn't mean you have to lose that customer. In fact, customers who are satisfied with a quickly processed refund, exchange, or store credit are more likely to make another purchase from your webshop.

Data from the Returnista platform even shows that consumers are generally more likely to make a second purchase when the returns process went smoothly than if no return had taken place at all.

It is therefore only logical that investing time and energy into returns process optimization contributes to the sustainable growth of your business.

The customer touchpoints you should pay attention to during a return are as follows: 

• The customer has returned the product and it is on its way back
• The returned product arrives at your warehouse
• The refund has been initiated or the exchanged product has been shipped
  

It is important to communicate clearly and proactively with your customer during these three phases of the return process. This helps to put your customers at ease. Let's take a closer look at the three customer touchpoints mentioned above to identify how best to handle them:

1. The returned product has been sent and is on its way

The moment a customer sends back a product or drops it off at a collection point is when they need confirmation and clarity regarding the next steps. After all, the purchase has already been paid for, and until a refund is issued or the exchanged product is received, the customer may worry that something could go wrong.

This is your first opportunity to alleviate those concerns. What is the best way to do that?

With real-time proactive status updates you ensure your customers feel reassured. In addition, you also achieve the following:

• You significantly reduce the volume of chats and emails to your customer service team
• You give the customer a positive feeling about the process
  

Because your customer service department spends less time answering questions from concerned customers, they can focus on what matters: advising and assisting customers during the sales process. In this way, proactive status updates during the return process can contribute to your sales figures.

2. The product is received by you

It will likely take a few days for the returned product to be fully processed in your warehouse. In the meantime, customers will wonder if everything is going according to plan. 

Could the package have been lost in transit? Or perhaps it was damaged?

So, make sure to let the customer know when the returned product has been received safe and sound. By proactively managing this customer touchpoint, you build trust in your brand.

As a result, you increase the likelihood that the customer will have a positive return experience. And this, in turn, ensures that customers will choose to make another purchase from your company next time. 

3. The refund has been initiated, or the exchanged product has been shipped

In the return process, there are two questions you want to avoid at all costs: "where is my refund?" and "where is my exchanged item?".

If you hear these questions, you know that in your returns process there is still room for improvement, both in terms of customer service and operations. Stay one step ahead of your customers and notify them immediately the moment a refund is initiated or an exchanged product has been shipped.

It is reassuring for your customers to know that your exchange process is also well-organized. Encouraging exchanges is a good idea regardless, as it allows you to turn your returns process from a cost center into a revenue generator.
Research by Returnista via the Shopify platform regarding returns shows that these are the most common reasons for returns:

• Size too small: 30%
• Size too large: 22%
• Changed mind: 12%
• Style: 8%
• Does not match description: 5%
• Defective: 5%
• Other or not specified: 18%
  

As you can see, returns often occur because the sizes of an ordered item are incorrect. By offering the option to exchange the product for a size larger or smaller right when the return is submitted, you can convert returns into exchanges.

In short: a proactive approach to customer contact during the return or exchange process contributes to a positive customer experience. When you provide dissatisfied customers with a positive return experience, you increase the likelihood that they will shop with you again. This is how you get the most out of your returns process.

Did you know that you can connect Returnista's software directly to your inventory? This allows you to let customers who submit a return immediately exchange their purchases for another item that is in stock.

But with our software, you can also keep your customers informed in real-time and proactively through status updates regarding their returns and exchanges. This way, you are always one step ahead of your customers.

Want to know more? Request a demo on our website.