Driving Operational Change Through Voice of the Customer

Working cross-functionally to ensure continual improvement of the broader customer experience.

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The Problem

Almost 10% of digital customers return an online product to a store. Unfortunately, customers were complaining often about how store employees would “hassle” them about making these returns.

The Methods

Completed a cross-channel analysis of customer data from multiple sources including store surveys, product reviews and the customer feedback data. The data revealed that 20% of these customers were having a negative experience when returning their online purchase to a store.

The Solution & Results

Investigation of the issue revealed an in-store compensation policy that was negatively penalizing stores when these online returns were accepted. Operational changes were made to mitigate the issue, training was conducted, and within months—complaints about in store returns have dropped to insignificant levels.