problem

• Customer Experience (CX) for post transaction is poor for big ticket (BT) items, biggest detractor affecting BT NPS is delivery issues.

• Our Customer Support (CS) deals with 62000 calls annually, high cost and poor CX.

• Only 30% engagement rate from 0.9M automated calls. 

research

BT Competitive analysis summary

Wide differences between BT competitors. They can be mainly divided into 2 groups.

One end of the spectrum gives a clear delivery schedule and cost even before checkout and on the other end of the spectrum, not giving any indication of expected range of delivery even after payment.

KPI’s

• Reduce MCCS calls

• Improve CX NPS

• Increase savings from CS

constraints

This project is to bring online orders to parity with store and call orders, with a focus on adding missing SMS touchpoints to online orders.

CURRENT POST TRANSACTION DELIVERY SCHEDULE CUSTOMER JOURNEY FOR BT

Mapped out all touchpoints for current big ticket orders for the 3 channels and identified 6 site orders missing SMS touchpoints in red below.

SOLUTION

The only thing we need to do for these customer benefits is a copy change in the Delivery Scheduling component in big ticket checkout.

LAUNCh & next steps

This initiative went live on 1/27/2020 for dual brand (Mcom and Bloomingdales)

Due to the stated constraints of this project, and in the continued effort to improve BT KPI’s stated, below are some recommendations for next steps:

1. Citing Baymard research, #1 most important feature for ecommerce is to check delivery date, track order, and check status of delivery. This is pertinent for BT items. I know seperate initiatives are addressing this on the Account level. Work with finance and analytics team to recognize financial benefits with projected ability for our Macy’s customers to check delivery date, track orders and status of delivery, improving CX and reducing MCCS cost. 

2.  Re-evaluate Cheetah, vendor and platform that we use to schedule big ticket delivery and sending of corresponding emails with order reschedule, adjustments and confirmation. There are many constraints with Cheetah platform, inconsistent branding will be the easiest to solve.

3.  Service issues and price of delivery continue to be top friction points from CX, highlighted and already on BT team backlog to solve.

4. Improve item availability dates, scheduling and post delivery help with damaged items/missing pieces. Validate with quick lo-fi prototypes and qualitative user testing.

5. Improve UX for unavailable items. Competitive research shows upfront approach is best rather than surfacing item unavailability in the Bag and Checkout level.