Sector: Consumer Technology
Problem: A consumer technology enterprise wanted to understand the risk for customer alienation during the entire order experience and begin to revise the customer experience during shopping and while waiting for product arrival. Furthermore, they wanted to understand similarities and differences between their consumer audience and the small business audience.
Approach: We worked with the company to run a two-phase quantitative study and a three-phase online qualitative study (via a discussion board). The quantitative study focused on customer experiences during the back-to-school time frame and subsequently the holiday shopping time frame. The qualitative study ran concurrently with phase 1 focused on the return process, phase 2 focused on the order cancellation/re-order process, and phase 3 on shopping during the holiday season.
What We Discovered: There was little risk of customer alienation from the current communications regime though tweaks were possible to increase customer delight. Customers want to see more personalization from the start to finish of the order experience. We also identified opportunities to address a key need of customer (i.e., needing to know when they will have their order in hand). Additionally, we found that some tweaks in the return and cancellation process offer the opportunity to improve the customer experience by making information easier to find and utilize.