Dealing with exchanges and returns of products is not always a pleasant experience for consumers, who tend to postpone the process. This delay can even be related to the fear of facing a bureaucratic procedure, which is not well-received by customers: 58% seek simplicity when making returns, according to a study by the agency Invesp. In these moments, having quality customer service makes a difference in winning brand consideration.
Proof of this is that 92% of people would shop at the store again if the process were simplified, according to the same study. With this in mind, more than just making changes to prevent customers from exchanging or returning products — which is undoubtedly an important point in any business strategy — companies need to understand that this possibility exists and, therefore, should equip themselves with strategic solutions.
“Return processes can be a differentiator in customer loyalty, and business owners should rely on effective tools to make customer service the protagonist. This way, despite the exchange or return, the consumer’s experience becomes positive, and their issue is resolved, increasing the chances of them returning in the future,” says Oswaldo Garcia, CEO of NeoAssist, a reference platform in omnichannel service.
With this in mind, the expert points out 4 processes that companies can include in their service to provide a satisfying exchange and return journey. Check them out:
Make exchange and return requirements and protocols clear
It’s important for companies to have a well-defined exchange and return policy, and most importantly, one that is accessible throughout the entire customer journey, regardless of the holiday season.
From pre-sale to post-sale, it’s essential to offer clear and transparent information about requirements, deadlines for exchanges, and how returns work. Customers want practical solutions, and failing to deliver this desired experience can harm engagement with the brand.
Offer multiple customer service channels
Having access to multiple support channels is a positive point for consumers, especially when the platforms are integrated and the conversation flow isn’t lost. Offering diverse service options, such as social media, phone, email, WhatsApp, and chatbots, simplifies the journey and helps resolve exchanges or returns quickly and in the customer’s preferred way.
Provide self-service options
For those who prefer to handle exchange and return issues on their own, without necessarily interacting with sellers, as is the case with many Brazilians — 77% of respondents want “self-service” options, according to a ServiceNow survey — self-service solutions are a favorable option.
Examples of this are bots, which automate 24/7 self-service across different channels with the help of AI, and smart FAQs, which recognize grammatical errors and similar terms, providing more comprehensive searches. Such services are quick in resolving issues and delivering clear information about the process.
Be quick with responses — artificial intelligence can help
One of the factors that attract customers is a quick response. What they want most is to resolve their query and proceed 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 teams to perceive customer emotions during interactions and recommend intelligent actions based on the tone of the conversation, often suggesting responses that speed up service time. For example, Núb.ia by NeoAssist, which can identify critical points and offer proactive interventions, ensuring customer satisfaction at all stages of the purchasing journey.
