Dealing with exchanges and returns of products is not always a pleasant experience for consumers, who tend to postpone the operation. This delay, in fact, can be related to the fear of facing a bureaucratic operation, which is not well regarded by customers: 58% seek simplicity when making their returns, according to a study by the Invesp agency. At these times, having quality service makes a difference in gaining brand consideration.
A proof of this is that 92% of people would buy again in the store if the process were simplified, according to the same study. Keeping this in mind, more than just making changes to avoid customers exchanging or returning the product – which is undoubtedly an important point in any business strategy – companies need to understand that this probability exists and, therefore, must arm themselves with strategic solutions.
“Returns processes can be a differential in customer loyalty, and business owners must resort to effective tools to put service as the protagonist. In this way, despite the exchange and return, the consumer’s experience becomes positive and their problem is solved, increasing the chances that they will return in the future,” comments Oswaldo Garcia, CEO of NeoAssist, a reference platform in omnichannel service.
Thinking about it, the specialist points out 4 processes that companies can include in customer service to provide a satisfactory exchange and return journey. Check:
Make clear the requirements and protocol for exchanges and returns
It is important that companies have a well-defined exchange and return policy and, above all, accessible throughout the customer journey, regardless of the commemorative date.
From pre-sale to post-sale, it is essential to offer clear and transparent information about requirements, deadlines for exchanges, and how returns work. Customers want practical solutions, and not delivering this desired experience can harm engagement with the brand.
Offer various support channels
Having access to various support channels is a positive point for consumers, especially when platforms are integrated, and the conversation flow is not lost. Offering various service options, such as social media, phone, email, WhatsApp, and chatbot, facilitates the journey and helps resolve exchanges or returns quickly and in the way the customer prefers.
Provide self-service options
For those who like to handle exchange and return issues on their own, without necessarily interacting with salespeople, as is the case with many Brazilians – 77% of respondents want ‘self-service’ options, according to a ServiceNow survey – self-service options are a favorable choice.
An example of this is bots, which automate 24/7 self-service on different channels with the help of AI, and smart FAQs, which recognize grammatical errors and similar terms, providing more comprehensive searches. Such services are agile in resolution and in delivering clear information about the process.
Be agile in responses – artificial intelligence can help
One of the factors that attract customers is a quick response. What they most want is to be able to resolve their query and move forward with the exchange or return. With the help of artificial intelligence, customer service teams can provide this positive experience.
Today, solutions available in the market already allow for understanding customers’ emotions during interactions and recommending smart actions based on the tone of the conversation, often suggesting responses that accelerate the service time. For example, Núb.ia, from NeoAssist, which is able to identify critical points and offer proactive interventions, ensuring customer satisfaction at all stages of the purchase journey.
