Churn was blamed on delivery — the cause was returns
Anonymised example
Delivery was a visible but not a decisive factor. The decision not to return formed after the first product return.
- Context
- Repeat purchases had been falling for two quarters
- Question
- At which moment of the experience customers decide not to come back
- Method
- Voice of Customer: 18 interviews and a review of support tickets
- Decision
- The returns process and its communication were rebuilt
What changed after the research
Roadmap priorities changed