Let’s look at a real customer journey analytics example from the world of retail.
Imagine an eCommerce business that is suffering from a low NET Promoter Score and an unacceptable number of returns despite selling a popular range of Nike trainers.
This is overwhelming their customer support team and driving up costs.
Here’s how customer journey analytics would play out:
The Customer Journey
First off, the business worked to map the the return journey, which typically looks like this:
- The customer initiates a refund from their Returns webpage.
- They print a return label and drop the package at a Evri pickup point.
- The company receives the package, processes it, and issues a refund.
The Pain Points
By tracking eCommerce KPIs and using customer journey analytics, the business identified issues affecting satisfaction:
- Some customers struggle to find the return instructions, leading to confusion.
- This often results in calls to customer service, making the process frustrating.
- Regular shipping delays mean customers wait longer than expected for refunds.
The Conclusion
The business realized that unclear return instructions and delayed refunds were causing frustration, leading to a low NPS score and a high volume of messages to their customer support team.
The Action
To resolve this issue, the business redesigned their Returns webpage to make it easier to understand the returns process and print the shipping label.
→ Customers can now easily generate return labels, select preferred shipping options, and receive instant notifications when the return is processed.
They also tell customers that the refund process takes ten days.
→ But since the business in reality completes the refund within five days, customers receive their money faster than expected - a useful trick for increasing satisfaction.
The business also decided to move away from Evri and handle shipping in house to remove an unreliable third-party from the returns process.
The Result
After these changes, the company noticed an immediate decrease in the number of customers contacting their support team.
They even started receiving messages from customers delighted with the speed with which they received their refunds - despite the fact that nothing had actually changed.
The business also continued monitoring their NPS score, and found that it started increasing almost immediately after they implemented changes.