Case Study
In eCommerce, dealing with shipping carriers can be frustrating. Filing claims and chasing down answers—all while customers wait for a resolution—isn’t a great experience for anyone. Oh Polly, an international brand selling women’s clothing, knows this story all too well.
The Challenge
Founded in 2015 by Claire Henderson and Mike Branney, Oh Polly has quickly grown from the founders selling on eBay to a well-known, international brand that employs 1500 people worldwide.
As with any business growth, Oh Polly has learned how to tackle the challenges that have come their way as they’ve expanded and increased sales. And one area they realized needed their attention was the response time their customers encountered when waiting for resolutions to shipping issues.
“Before we added Order Protection to our US site, we would have to contact the carrier to launch an investigation into the delivery to determine the outcome,” said Emily Mcmorran, CX Lead at Oh Polly.
“It would sometimes take up to two weeks before the carrier could conclude their investigation and determine whether we were eligible to submit a claim. This would often lead to the customer chasing a resolution and leaving negative feedback, so we would compensate customers before knowing the outcome of the claim just to provide a better experience,” said Mcmorran.
This was not a sustainable practice for Oh Polly, so they began the search for a solution that would not only improve their customers’ experience but protect their business’s bottom line as well.
The Solution
Oh Polly partnered with Order Protection to relieve their customer service teams of the painstaking process of dealing with carriers to resolve shipping issues.
Since Order Protection handles shipping claims from start to finish, Oh Polly’s customer service agents no longer have to spend time investigating, chasing carriers, and filing claims for orders that are protected by the service.
“We no longer have to raise investigations and claims with the carrier for orders protected by Order Protection, which has streamlined the process and spared time for other priorities,” said Mcmorran.
Prior to using Order Protection, Oh Polly’s customer service agents would spend considerably more time on claims—communicating with the customer and courier, chasing the courier for responses before agreeing on an outcome (a refund or replacement), then processing the outcome.
“Now, if a customer experiences an issue and they’ve purchased Order Protection, we can simply direct the customer to submit a claim through Order Protection, which only takes a fraction of the time,” said Mcmorran.
Once they’ve submitted a claim with Order Protection, customers are responded to within minutes with a resolution. “It’s helped significantly to reduce customer effort,” said Mcmorran. “We don’t have dedicated agents solving shipping issues. Instead, our whole team works across all customer queries or issues.”
The Results
An 84% decrease in full resolution time for shipping issues
Order Protection’s average resolution time: 19.3 minutes
NPS score increase from 17.1 to 53.1
Since introducing Order Protection to their checkout experience, Oh Polly has seen an 84% decrease in full resolution time for shipping issues. They went from a median resolution time of 68.2 hours to 11 hours, with Order Protection’s average resolution time clocking in at just 19.3 minutes.
Oh Polly has recorded 31,268 protected orders since launching the service. And, in addition to freeing up their customer service agents to handle other issues, Oh Polly is seeing an increase in customer satisfaction overall.
In the first half of 2022, they had an NPS score of 17.1 for their North America operations. In the latter half of the year, after launching Order Protection, their NPS jumped to 53.1. While the company has made various improvements to help increase their overall NPS, Mcmorran notes that the Order Protection service has absolutely helped to boost their score and customer satisfaction.
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