Challenge
The online store was looking for solutions to help relieve the burden on the customer service desk. Due to the high number of product problem reports from customers, it wanted to choose tools that would automatically notify recipients about the returns and complaints procedure. Messages were to be sent only to users who had reported a problem in recent days. Special emails with a link to fill out a simple form were to be created for those who were eligible for free product returns. Other forms were to be given to customers making complaints.
After carefully analyzing the performance of various functionalities, the company decided to choose iPresso and use, among other things, forms and scenarios for sending messages to segmented recipients.
Action
- User segmentation
With iPresso, customers were segmented and messages were prepared only for those who notified the company of problems with the items they had purchased.
- Preparation of forms
The online store created two versions of the form. The first version was designed for those who expressed a desire to return goods. The second version was given to customers who wanted to make a complaint.
- Automatic mailing
The company used scenarios and set up automatic mailing. Informative messages with the returns and complaints procedure were sent to every recipient who had problems with the product.
- Create NPS surveys with assessment of returns and complaints
The online store sent out an NPS survey to all those who made a return or complaint, with an additional question about the course of the request and their overall opinion about the company.
Results
- The company reduced its customer service work time by 18%. Buyers appreciated the convenience and saved time due to filling out a simple request form.
- Customers were eager to return to the store. Many of them emphasized in the NPS survey that the complaint process was quick and convenient. There was a 20% increase in customer retention.
- Customer service reported a marked decrease in the need to intervene by phone and email for returns and complaints. By informing customers about the procedure for reporting product problems, the company saved many hours and the service desk staff could focus on other tasks.
- Due to the clear information the company obtained through completed NPS forms and surveys, it was able to improve the returns process and speed it up by 12% so that the customer could get his money back as soon as possible.
