In today's e-commerce market, consumers are paying more and more attention to the shopping experience. As a popular short ** platform, Douyin has also attracted many merchants to settle in and open their own stores. However, some Douyin stores will have no bad reviews, but the experience score of the product return will decline, why is this?This article will dive deeper into this**.
1. What is the experience point of return?
The return experience score is an important indicator to measure the product quality, service attitude and logistics experience of the store. When consumers are not satisfied with their purchases, or have problems during the shopping process, they may choose to return or complain. The return experience score is calculated based on these return and complaint data, which is used to reflect the quality of goods and after-sales service level of the store.
2. Why does the quality return experience score decline?
Product quality issues.
The quality of the product is the primary factor affecting the return experience. If the product has a quality problem, such as not as described, defective or damaged, the consumer may choose to return the product after receiving it. In this case, even if the consumer does not give a bad review, the experience score of the product return will still be affected.
Logistics and distribution issues.
Logistics and distribution is also one of the key factors affecting the return experience. If the logistics and delivery are not timely, the goods are damaged or lost during transportation, etc., consumers may choose to return the goods. In addition, the service attitude of logistics and distribution personnel will also affect the shopping experience of consumers, and then affect the experience score of product return.
After-sales service is not in place.
After-sales service is another important aspect that consumers pay attention to in the shopping process. If the store's after-sales service is not in place, such as untimely processing of return applications, poor customer service attitude, etc., it will also lead to consumers' dissatisfaction with the store, which will affect the return experience score.
Improper marketing.
In order to attract consumers, some merchants will adopt some marketing methods, such as discounts**, buy and give activities, etc. However, if the marketing methods are improper, such as inflated and poor quality of gifts, it will cause dissatisfaction among consumers, lead to returns or complaints, and then affect the experience score of product returns.
Consumer expectations don't match actual experiences.
The mismatch between consumers' expectations and actual experience is also an important reason for the decline in product return experience scores. If the store exaggerates or withholds certain information when describing the product, resulting in high expectations for the product, and the actual receipt of the product is found to be inconsistent with the expectation, the customer may choose to return the product.
3. How to improve the quality return experience score?
Strictly control the quality of goods.
Stores should strictly control the quality of their products to ensure that the products sold are as described and flawless. At the same time, we should also pay attention to quality assurance when choosing the best business, and reduce the return rate from the source.
Optimize logistics and distribution services.
Stores should choose a reliable logistics partner to ensure that products can be delivered to consumers in a timely and safe manner. At the same time, we should also pay attention to the training and management of logistics and distribution personnel to improve their service levels.
Improve the after-sales service system.
Stores should establish a sound after-sales service system to deal with consumer returns and complaints in a timely manner. For after-sales problems, we should actively communicate and negotiate with consumers and seek solutions to improve consumer satisfaction.
Rational use of marketing tools.
Stores should fully consider the needs and interests of consumers when adopting marketing methods. Avoid problems such as inflated and poor quality of gifts to ensure the effectiveness of marketing activities. At the same time, it should also focus on communication with consumers to increase their acceptance and participation in marketing activities.
Improve the transparency of information disclosure.
Stores should disclose product information truthfully and in detail when describing products. Avoid exaggerating or withholding information that leads to high consumer expectations. At the same time, the store can also increase the realism of the goods and reduce the return rate by providing physical **, detailed drawings, etc.