“When a customer makes a mistake on an order, that can be a really poor customer experience if it's not something they can self-correct.”
What did a single mistake actually cost you?
"Pre-Order Editing, that for us would balloon into something that was much bigger than a single mistake. It would turn into emails, phone calls, comments on social media — which were hard for us to resolve."
— Curtis Ulrich, Director of Ecommerce
That's a different account of the problem than most brands give.
The usual framing is volume: a queue that grows, a team that can't keep up, minutes multiplied across a month. Curtis is describing something else. A wrong size doesn't stay a support ticket. It becomes an email, then a phone call, then a public comment — and by the time it's public, the thing being resolved is no longer the order.
"With Order Editing now, that customer can self-service that issue and fix the error on their own."
The fix and the escalation are the same event. Close the first and the second never starts.
Where does Order Editing sit in your stack?
"Like many brands right now, we're critically evaluating our tech stack. Part of that is looking at the checkout flow. That's where Order Editing has come in — it's actually allowed us to get rid of other tech stack providers and consolidate into Order Editing."
You built a new upsell in two days?
"The other thing that we really love about Order Editing is our ability as non-technical operators to get in the platform and set things up ourselves. The other day we had an idea for creating sort of an accessory bundle to upsell in a one-click environment post-purchase — and we set that up two days ago, and we're already selling a ton of bundles through that one-click upsell."
Most implementation stories are about launch: how fast you got live, how little engineering time it cost. This is about what happens afterwards.
An idea on Monday and revenue by Wednesday only works if the person with the idea can build it. If every upsell test needs a developer, most of them never get run — not because they were rejected, but because they were queued.
What surprised you?
"One thing that surprised us about Order Editing is its ability to impact other areas of the business. So we took the time savings that our support team historically had to spend managing those situations, and we've put those people elsewhere in high-impact spaces. For example, we've put someone fully dedicated to phone support, where we can connect with people on a very human one-to-one level — because we've had so much time freed up from Order Editing."
Worth reading twice. The time saved by automating support went back into support — into the highest-touch, least scalable channel there is.
Self-service handled the problems that were only ever admin. What was left was the conversations worth having with a person on the line.
What has it done for the business?
"Order Editing has been a great win for Aviator Nation in its ability to reduce friction. Reducing friction will allow us to sell more, improve that user experience, and Order Editing fits really nicely into that mission."
How has working with us been?
"Our experience working with Order Editing has been great. Hamish was in our account and helped set it up originally. I know to this day their team's still doing that for brands of our size — but any brand, really."
"And what we love too is they're constantly innovating the product. It's something that's constantly being iterated on, improved, in a way that we don't have to think about it. Behind the scenes, they're constantly driving that product forward — and that's something I really appreciate about a service provider in the Shopify ecosystem."
