Shopify: order_id, product_sku, customer id, customer segment
Returnly: return code, return reason
Zendesk: support text
By breaking down returns by customer segments, you get a better sense of which customers are encountering issues, even when they were expected to be top customers. Let's say the Marketing team thought they found a very lucrative segment. Marketing focuses on KPIs like click-through rates and conversion rates and finds that men aged 18-25 purchase a lot from your company. However, by breaking down returns by Customer Segments, your team discovers that this segment disproportionately returns items compared to order volume. These customers complained that the fit of the clothes felt off. As a result, you notify marketing to adjust their targeting towards other segments that have higher retention and repurchase rates, while also passing along feedback to the Product team about these complaints.