Business Challenge:

The client, a leading retail giant in the GCC, grappled with order cancellations on its e-commerce platform, impacting business and customer satisfaction. Understanding customer experience factors through feedback and journey analysis was crucial. So they approached TurnB to elevate the overall quality of e-commerce services and customer satisfaction across diverse geographies.

Objective:

• Identify the underlying reasons for order cancellations and offer solutions to enhance the order fulfillment rate.
• Comprehend the factors influencing the quality of customer experience in relation to order cancellations.

TurnB Approach:

Background Comprehension: Learned about the client’s e-commerce business. Explored the E- commerce Business Model, Website Architecture, Website Functionalities, Order initiation Process, Payment process, Order processing, Logistics, and Order closure, etc.

Brainstorming & EDA:Engaged in a brainstorming session to identify potential factors influencing partial or full order cancellations, aiming for guidance. Subsequently, delved into data associated with order initiation, the availability and selection of delivery slots, order processing, products ordered, and the availability of their stock.

Cause and Effect Analysis:Exhaustive analysis was further performed on various factors to understand the shortfalls leading to order cancellations. Elements like trends in canceled orders concerning timing, product types, product inventory, efficiency of the delivery process, and customer support were investigated.

Story Design and Client Communication:A story was meticulously crafted to convey the insights derived from the analysis conducted. Communicated insights drawn from the analysis and recommendations to improve order fulfillment and customer satisfaction.

Implications:

• Identified and quantified the root causes while offering insights into the contributing factors.
• Provided clear directions for improving processes associated with contributing factors; Dark stores were introduced as a measure to prevent cancellations stemming from inventory issues.
• Established systems for close monitoring of order cancellations, ensuring efficient implementation.
• The restructuring of processes led to a 10% decrease in order cancellations, effectively minimizing potential opportunity losses.
• The monitoring system supplied timely data on order cancellations, enabling prompt interventions to avert cancellations.