Why Journey Maps Miss the Return Refund Touchpoint

In episode 135 of Customer Journey with Fexingo, Lucas and Luna explore a critical but often overlooked part of the customer journey: the return and refund process. They discuss why most journey maps stop at purchase, and how companies like Zappos turn returns into loyalty-building moments. Using data from the National Retail Federation showing that 20-30% of online purchases are returned, they explain why mapping the post-purchase reverse logistics touchpoint can reduce customer effort and increase retention. They also share a simple framework for auditing your own return experience — from the return label to the refund confirmation — and reveal the surprising link between return ease and repeat purchase rates. Plus, a brief note on how listener support keeps the show ad-free. #CustomerJourney #Touchpoints #Returns #Refunds #PostPurchaseExperience #Zappos #ReverseLogistics #CustomerLoyalty #CustomerExperience #JourneyMapping #Ecommerce #Retail #Marketing #BusinessPodcast #FexingoBusiness #Podcast #MarketingTips #CX Keep every episode free: buymeacoffee.com/fexingo