“We are not 24/7 support on my team. So we would get a lot of requests coming in overnight that by the morning we simply could not action on.”
The requests that arrived while the team was asleep
Max, Senior Director of Customer Experience at Tommy John, had been pushing to bring Order Editing on for the better part of a year before it went live in April.
The problem he was trying to solve was a timing one. Customers who wanted to cancel, fix an address or swap a size sent that request whenever they noticed the mistake, which was often at night. The CX team started in the morning, by which point the order had already moved.
"That was a real problem, because we had to deliver some bad news to customers letting them know we couldn't cancel their order or modify their address. And it's a problem for everyone, because we're having to replace the order, because we're going to do the right thing regardless, and the customer is still disappointed."
An address change that misses the cut costs Tommy John a second shipment and still leaves a customer who did not get what they wanted the first time.
What customers do themselves now
"Now with Order Editing, customers can truly self-service and they don't need to rely on reaching out to the support team. They can cancel their order, they can modify their address, they can add a discount code after the fact, which is actually a very common request that we have in my team. They could also modify the quantity of items in their order, or the variant, changing the size or colour."
The discount code one is worth separating out. It is not an error the brand made, it is not urgent for anyone except the customer, and it arrives as an email that a person has to read, verify and manually apply.
Three surfaces, and the one doing most of the work
Tommy John puts the edit option on the order status page, the order confirmation page, and in the confirmation email.
- Order status page
- Order confirmation page
- Confirmation email — where a lot of customers first notice the mistake
"The confirmation email is really wonderful, because quite honestly that's when a lot of customers realise that they made some sort of an error in their address, or purchased the wrong size. Going in, checking their email, and realising, oops, I made a mistake."
Results the team is tracking
"Since going live with Order Editing, we've had a 60% reduction in our order editing related tickets, which has been absolutely incredible. And going into the holiday season, I feel more confident than ever, because our customers are going to be able to help themselves. Quite honestly, we're going to have much less volume on our team. So everyone's going to win."
What the team did with the time
"It's exceeded my expectations, and it's really freed up a lot of time for our agents to work on projects that are going above and beyond for our customers. Which we always like to do, but we don't always have the time to do."
The reassurance is the product
"I think it's very reassuring for our customers to know that once they do submit their order, there is an option to make modifications if there was any mistake made. Maybe it's, I went in and purchased a medium instead of a large. Instead of them having to go through and do an exchange, they can right there make that adjustment."
"My favourite thing about Order Editing is that it honestly just makes our customers' experience that much better. And that's what my job is all about."
Going into peak
"Currently we're averaging about 1,400 edits per month, and going into the holidays that number is going to increase drastically, because we are somewhat of a seasonal business. So I'm really looking forward to how effective it's going to be in reducing our volume."
How the rollout went
"Onboarding and implementation with Order Editing honestly could not have gone smoother. They have an amazing professional team that is just there for you whenever you need. We have a shared Slack channel with them that we continue to utilise."
"It's a Shopify app. So once we decided we were moving forward, our tech team basically took it over and I was not too involved, but I know that it was very simple, and they made us feel absolutely comfortable before we went live."
Max was also surprised by how little he heard from customers afterwards.
"Since going live with Order Editing, I've been really surprised at just how easy it is for our customers to use. We really have not heard from many customers at all who are confused about the process. It's very straightforward. They just go in and make whatever change they need to make after the fact."
Working with the team
"Working with the Order Editing team has been incredible. They've been a really collaborative partner of ours, and I've come to them with ideas that they've taken very seriously. We just really look forward to this partnership and unlocking all that there is to unlock."
"The best thing for Tommy John since partnering with Order Editing has been the decrease in the need for customers to reach out to us. That has ultimately just led to a better customer experience overall, and it's really saved everyone time."
Would you recommend it?
"Prior to partnering with Order Editing, I had chatted with a number of peers in the space and they all just had the best things to say. It's been incredible to know that it's lived up to the hype, and that it's really exceeded our expectations. So it's really a no-brainer, and I could not recommend it any more."
“I could not recommend it any more.”
