Over the course of the last year Ive been a bridesmaid in three separate weddings, all of which required me to buy a dress from Davids Bridal. In my opinion, Davids Bridal has a ton of problems associated with the customer journey. Some of these include website experience that isnt very user friendly, a lack of documentation on policies for customers, typically unfriendly and impatient staff in store, and so on.
As a consumer, I try to be as understanding as possible because as a marketer I know how hard it is to automate business processes, and also how hard it can be to change them. That being said, Davids Bridal has a serious return policy problem. Not only is the policy frustrating, but the entire process surrounding the policy.
The process:
The most recent time I ordered a dress from Davids Bridal was coincidentally during a crazy busy month at work. I had to make sure a dress got ordered, in case I needed to order a different one. I blindly ordered a dress, hoping it would fit. Once I received the dress, it hung in my closet for about 2 weeks before I finally had a few minutes to try it on. The dress didnt fit. I opened the package it came in, and wasnt able to find any documentation on how I might go about returning it. After scouring my emails (found nothing here), trying to call Davids Bridal without success, and digging through the website for almost an hour, I was able to find a small link that told me to put in my order number and get an RMA number for return. What is an RMA number?
After going through more phone calls and finally discovering that I was outside of the return timeline, I had to beg them to take the dress back, and had to order another one while I was on the phone with the customer service agent to get a refund. But this refund wasnt going to come easy. I finally got the awful email pictured on the right. After calling back again to ask HOW to return it, they informed me that I needed to buy a box, go to the post office, create a shipping label, and then write the RMA number on a package big enough so that the receiving department can find it. OK. To sum this up, I got a refund, but had zero communication from the company regarding receiving my return for over a month.
I believe the biggest fundamental problem with Davids Bridal having a bad policy and overall frustrating customer experience when returning an item is that because the dresses are pricey, and often the consumers dont have any other option than to buy the dress there, the organization has no real incentive to invest in making the process better. In my opinion, there is a lack of understanding of potential future consequence by ignoring a truly painstaking process for customers that could have buying influence over others in the future.
I think that if the returns department and the customer experience department (if that exists) would team up and do a Root Cause Analysis, lay out the customer journey, and then implement a RACI chart, it likely would really help to facilitate making some small changes to improve this experience.
Questions to the class: what do you think Davids Bridal should do first to start to fix this process? Which other tools could they use to facilitate improving this experience? What do you think will be the long term negative effects that they will face unless they fix this?
Filed Under: UncategorizedTagged With: business process, Business Process Improvement
Over the course of the last year Ive been a bridesmaid in three separate weddings, all of which required me to buy a dress from Davids Bridal. In my opinion, Davids Bridal has a ton of problems associated with the customer journey. Some of these include website experience that isnt very user friendly, a lack of documentation on policies for customers, typically unfriendly and impatient staff in store, and so on.
As a consumer, I try to be as understanding as possible because as a marketer I know how hard it is to automate business processes, and also how hard it can be to change them. That being said, Davids Bridal has a serious return policy problem. Not only is the policy frustrating, but the entire process surrounding the policy.
The process:
The most recent time I ordered a dress from Davids Bridal was coincidentally during a crazy busy month at work. I had to make sure a dress got ordered, in case I needed to order a different one. I blindly ordered a dress, hoping it would fit. Once I received the dress, it hung in my closet for about 2 weeks before I finally had a few minutes to try it on. The dress didnt fit. I opened the package it came in, and wasnt able to find any documentation on how I might go about returning it. After scouring my emails (found nothing here), trying to call Davids Bridal without success, and digging through the website for almost an hour, I was able to find a small link that told me to put in my order number and get an RMA number for return. What is an RMA number?
After going through more phone calls and finally discovering that I was outside of the return timeline, I had to beg them to take the dress back, and had to order another one while I was on the phone with the customer service agent to get a refund. But this refund wasnt going to come easy. I finally got the awful email pictured on the right. After calling back again to ask HOW to return it, they informed me that I needed to buy a box, go to the post office, create a shipping label, and then write the RMA number on a package big enough so that the receiving department can find it. OK. To sum this up, I got a refund, but had zero communication from the company regarding receiving my return for over a month.
I believe the biggest fundamental problem with Davids Bridal having a bad policy and overall frustrating customer experience when returning an item is that because the dresses are pricey, and often the consumers dont have any other option than to buy the dress there, the organization has no real incentive to invest in making the process better. In my opinion, there is a lack of understanding of potential future consequence by ignoring a truly painstaking process for customers that could have buying influence over others in the future.
I think that if the returns department and the customer experience department (if that exists) would team up and do a Root Cause Analysis, lay out the customer journey, and then implement a RACI chart, it likely would really help to facilitate making some small changes to improve this experience.
Questions to the class: what do you think Davids Bridal should do first to start to fix this process? Which other tools could they use to facilitate improving this experience? What do you think will be the long term negative effects that they will face unless they fix this?
Filed Under: UncategorizedTagged With: business process, Business Process Improvement