\r\n
\r\n“Using customer feedback relating to the return reason ‘uncomfortable,’ we can improve our products by, for example, adding a cushion to the inner sole, adding a buckle to a slingback shoe to improve the fit, or playing with the height of the wedges,” Benoit explains.
There have been a number of benefits in this data-fueled implementation, not least the opportunity it affords to take concrete actions to solve issues and improve products based on customer feedback and intensive data analysis.
\r\n
\r\n“Our ultimate goal is to improve customer experience, which is even more important than the return rate itself. Returns impact many areas including cost & profit, customer experience, and sustainability. But for us, customer experience is paramount. When we take a specific action, we track the result to make sure that we understand the result,” Benoit says.
In one example shared, the return rate for a particular product was notably high in one marketplace while it was relatively low on Viscata’s website. Using the technology, Viscata was able to identify that this was due to a listing issue on the marketplace and correct it accordingly. For this specific product & marketplace, the brand witnessed a decrease in the return rate from 44% to 24%.
\r\n\r\nThe message here is clear: With so much data available, brands need software that can summarize these insights effectively and turn them into a simple tool that helps businesses make informed actions and answer customer needs.
\r\n
\r\n“Data is useless if you cannot take positive action from it,” Benoit shares and encourages businesses to ask customers for help in getting this data. “You’d be surprised to know how many customers are willing to provide detailed feedback, full of technical details. It would be a pity not to use this information. Their feedback is valuable for us to improve our products, color selection, and customer experience.”
Looking ahead, Benoit, like many others, is enthusiastic about the potential of artificial intelligence: “With the rise of AI, it will be even easier to take actions based on complex data sets. Something that a person would historically take a month to analyze will now be done in a few minutes. This will allow brands to spend less time analyzing and more time acting. We will be more proactive and more aware, and this will feed back to improved customer satisfaction. Everybody wins.”
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