Use Returns to Cultivate Loyal Customers
* Track the next purchases of customers who processed returns. Is their RFM better or worse than average?
* Track returns customers who lapse by the agents who handled their return transactions.
* Improve the lifetime value (LTV) of those customers who’ve made a return vs. the average customer. If you “fix” their problems, and do it well, it should improve LTV.
When you think about it, returns are just another opportunity to show your customers how good you are and why they should always buy from you.
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Terence Jukes is president of Ability Commerce, a 140-person firm that designs, builds and runs e-commerce and related marketing programs for catalog companies. He can be reached at TerryJ@AbilityCommerce.com.