Best (and Worst) Practices for Optimizing Customer Brand Experiences
Delayed vendor shipments, inferior quality, color degradation, customer confusion … merchants deal with these issues every day. How well though do you turn these lemonade experiences around? Granted, the root of the problem must be addressed to prevent any long-term brand damage, but small actions like those taken by DSW (e.g., notes or emails from the head merchants, and/or coupons for corrections) go a long way to paving the road for customer forgiveness when a brand’s products let them down.
Does your merchandising team have a plan in place not only to deal with these types of situations, but to do so in a way that optimizes your customers’ brand experience?