Loading...
Transforming a 12-location retailer's customer experience from reactive to proactive
A multi-location retail services company with both physical stores and e-commerce was hemorrhaging customers due to inconsistent service across channels.
12 locations with different processes, no unified CX strategy, 48-hour average email response time, and a returns process that required 7 steps across 3 systems.
12,750 interactions classified across 15 categories
Inquiry Type | Volume | % Share | Avg Handle | AI Ready |
|---|---|---|---|---|
| Order Status Inquiry | 2,847 | 22.3% | 4:12 | Yes |
| Return/Exchange Request | 1,923 | 15.1% | 7:34 | Yes |
| Product Information | 1,654 | 13% | 3:45 | Yes |
| Billing Dispute | 1,287 | 10.1% | 11:20 | Human |
| Account Updates | 1,098 | 8.6% | 5:15 | Yes |
| Shipping Issues | 987 | 7.7% | 6:48 | Human |
| Technical Support | 876 | 6.9% | 9:22 | Human |
| Loyalty Program | 654 | 5.1% | 3:30 | Yes |
| Store Location/Hours | 432 | 3.4% | 1:45 | Yes |
| Complaint/Escalation | 398 | 3.1% | 14:10 | Human |
| Price Match Request | 234 | 1.8% | 6:22 | Human |
| Gift Card Inquiry | 187 | 1.5% | 3:10 | Yes |
| Warranty Claim | 134 | 1.1% | 8:45 | Human |
| Accessibility Request | 56 | 0.4% | 5:00 | Human |
| Other | 23 | 0.2% | 4:30 | Human |
Satisfaction scores across 12 touchpoints — gaps highlighted
“The customer journey heatmap was a wake-up call. We were blind to how badly we were failing at returns and post-purchase. The taxonomy analysis showed us exactly where to invest in automation.”