4,200 free-text reasons a quarter, and not one of them appears in a report.
On the returns slip, the customer picks one of eight reasons and writes next to it what actually happened. The reason ends up in the shop system, the free text in a customer service ticket, the photo in an attachment. Anyone who wants to know why one item comes back three times as often as the one next to it has to read through three systems.
4,200returns a quarterThat is how many cases go through the returns portal for one shop category.
8preset reasonsMore than half of the cases end up under the catch-all reason Other.
12named causesThat is how many recurring causes can be drawn from the free texts, such as size runs small.
610cases in the largest causeThat many returns cite the same cause, spread across three items.
Three named causes account for 1,040 of the 4,200 cases. Once the size chart, colour photo and material details on the item are right, these three bring the category a 15% lower return rate.
The 15% reduction in the return rate is this agent's headline figure. The 4,200 returns and the twelve causes identified describe a typical quarter in one shop category; they are not measured values.