Latest / Customer Journey with Fexingo: Touchpoints, Mapping, and Multi-Channel Marketing / Why Journey Maps Miss the Returns Portal Touchpoint
Transcript
- Lucas: So Luna, quick question. When was the last time you returned something online, and how did the portal make you feel? Luna: Honestly, I just returned a pair of jeans last week. The portal was so smooth — pre-printed label, drop-off point two blocks away. I actually thought, 'I'd buy from them again.' Lucas: That's exactly the reaction most companies don't design for. We map the journey from browse to purchase to delivery, but the returns portal is where a lot of relationships are actually made or broken. And yet, it's the touchpoint that almost every journey map leaves blank. Luna: Why do you think that is? Is it just because returns feel like a failure state? Lucas: Partly. Companies see returns as a cost center, so they want to minimize it — both in terms of money and attention. But the data tells a different story. A study from Narvar found that 96 percent of consumers say the returns experience influences their decision to shop with a brand again. That's nearly everyone. Luna: Ninety-six percent? That's huge. So a bad return isn't just a lost sale — it's a lost customer. Lucas: Exactly. And the reverse is true too. A great return can actually increase loyalty. Zappos built its whole brand on free, easy returns, and they famously have a 365-day policy. They understood that the return is not the end of the journey — it's a chance to reset the relationship. Luna: But not every company can be Zappos. What about the ones that are just trying to survive the holiday season returns surge? Lucas: Right, and that's where a lot of the friction creeps in. You order three sizes, you ship back two, and you're stuck figuring out which box goes where. The portal should be the single source of truth — one link in the email, a clear status update, a pre-filled reason code. Luna: So you're saying the portal is more than just a form — it's a communication channel. Lucas: That's the angle I want to drill into today. The returns portal is a touchpoint that spans multiple moments: the decision to return, the logistics, the refund or exchange, and the follow-up. Most maps treat it as a single step, but it's really a mini-journey in itself. Luna: And if you map that mini-journey, what are you actually looking for? Lucas: You're looking for the emotional arc. The customer is already disappointed — they didn't get what they expected. The portal is where you can either pour salt in that wound or turn it into a 'wow.' The key is to reduce effort. Every click, every field, every unclear instruction adds to the friction. Luna: Reducing effort — that's the whole game. I know a lot of brands use a one-click return that's tied to the order number. Is that the gold standard? Lucas: It's close. But there's another layer: the reason code. Most portals ask you to pick from a dropdown — 'too small,' 'changed my mind,' 'defective.' That data is gold if you actually use it. But most companies just let it sit in a database. A good journey map should feed that data back into product, sizing, and even marketing. Luna: So the return reason is a signal about your product, not just a logistics note. Lucas: Exactly. If twenty percent of your returns say 'runs small,' you have a sizing problem, not a returns problem. Fix the sizing chart and the return rate drops. That's the kind of insight a journey map can surface if you include the portal. Luna: I've also seen brands that let you exchange instead of return — that keeps the revenue, right? Lucas: Yes, and it's a rising trend. Warby Parker does this really well. Their home-try-on program is basically a returns system in reverse — they expect you to send back the frames you didn't pick. The portal makes it effortless, and their seamless exchange turns a potential 'no' into a 'yes' for a different style. Luna: So the portal isn't just about returns — it's about exchanges too. That's a bigger touchpoint than most maps give credit for. Lucas: And it's not just about the transaction. It's about the follow-up. After the refund is issued, does the customer get a note saying, 'We're sorry this didn't work out, here's a 15 percent off code for your next try'? That's a touchpoint that most maps completely miss. Luna: That's a nice recovery play. But it has to feel genuine, not like a bribe. Lucas: Right. And that's where the tone of the communication matters. A lot of brands send a robotic 'Your refund has been processed' email. That's a missed opportunity to rebuild trust. A simple, human line — 'We're sorry the fit wasn't right' — can go a long way. Luna: So the portal is really a relationship touchpoint, not just a transaction. How would you even start mapping it if you're a brand that hasn't? Lucas: First, list every step from the moment a customer clicks 'return' to the moment they get their money back. Then mark the emotional state at each step. You'll probably find a spike of frustration around the label download or the drop-off location. That's your friction point. Luna: And then you can test different solutions — like a QR code at drop-off, or a prepaid label that doesn't require a printer. Lucas: Exactly. And here's a concrete number: according to a study by the IAB, 58 percent of consumers say a free return is a key factor in choosing where to shop. So the cost of shipping is a huge lever. But it's not just about free — it's about the process around it. Luna: I think a lot of listeners are probably running e-commerce businesses. What's the biggest mistake you see in their return portals? Lucas: The biggest mistake is hiding the return policy. If a customer has to hunt for it, they already feel cheated. Put it front and center — on the product page, in the confirmation email, and in the portal. That transparency alone can reduce support tickets and build trust. Luna: And that's the kind of thing that shows up in your journey map if you actually include the portal. Lucas: Right. And the second mistake is treating returns as a dead end. If a customer returns because the product didn't meet expectations, that's your chance to learn. Use the return reason to segment your follow-up. If they said 'too small,' send a different size suggestion. If they said 'not as described,' maybe send a more accurate product page. Luna: So the portal is a data collection point and a communication point in one. Lucas: And if you do it right, you can turn a returner into a repeat buyer. There's a stat from Dotcom Distribution that says 95 percent of customers are more likely to buy again if the return process is easy. That's almost universal. Luna: So it's not just about avoiding a bad experience — it's about creating a good one that differentiates you. Lucas: Exactly. In a world where everyone's competing on price and speed, the returns experience is one of the few remaining places you can stand out. And it's cheap to fix — it's mostly about good design and clear communication. Luna: And if today's conversation gave you a new way to think about your returns portal, that's the kind of thing that keeps these episodes ad-free. If you ever want to support the show, you can buy us a coffee at buy me a coffee dot com slash fexingo. It's a small way to keep these conversations coming. Lucas: Yeah, appreciate that. And speaking of good design, let's talk about the return label itself. Did you know that the label can be a branded touchpoint? A well-designed label with your logo and a friendly URL can reinforce your brand even in that moment. Luna: Hmm, I never thought of that. It's like a mini billboard. Lucas: And it's a chance to reduce anxiety. Add a note like 'No questions asked' or 'You're covered.' That reassures the customer that returning is safe, which actually increases their willingness to buy in the first place. Luna: So the portal is not just a back-end process — it's a marketing asset. Lucas: That's the takeaway. If you're updating your journey map this quarter, don't leave the returns portal blank. Map it, measure the effort, and use the data to improve both the process and the relationship. It might be the highest roi touchpoint you've been ignoring. Luna: And if you're a listener who's now thinking about your own return flow, go check your analytics. How many people drop off at the portal? How many support tickets are about returns? That's your starting point. Lucas: Good advice. Next episode, we're going to look at the warranty touchpoint — but not the one you think. Until then, keep mapping the journey, not just the happy path.