This strategy may work for sectors such as FMCG (Fast Moving Consumer Goods), but customer loyalty still plays a major role for most other industries — and for FMCG marketplaces as well. It becomes especially critical when AI chatbots or automated but opaque systems dominate customer service: when problems arise, customers are often left on their own. Resolving issues after the purchase is a decisive moment for customer retention. If companies fail to deliver here, they risk turning the customer relationship into a flash in the pan.

In this article, Artjom Bruch, CEO of Trusted Returns, shows how retailers can design post-purchase processes efficiently and with a customer-centric focus so that they become a guarantee for customer loyalty.

What really keeps customers loyal

A recent survey by Trusted Returns makes this clear: 30 percent of respondents said they would not shop again with the same retailer after a poor returns experience. This clearly shows how crucial good service is for customer retention. Instead of investing budgets almost exclusively in marketing measures, retailers and manufacturers should view the sales cycle as a whole and also invest in sustainable customer service. Returns are far more than an annoying cost center — they play a key role in shaping the relationship between companies and customers. Those who understand returns as a service moment have the opportunity to build trust and create genuine loyalty. Those who neglect them risk losing customers forever.

What customers expect — and what they often get

Expectations for returns processes are high: customers want clear communication in which every step is explained in an understandable way — for example, transparent information on the current status and quick responses whenever they themselves need to take action. In short, they want to know where they stand at all times, and ideally with as little effort as possible. In reality, however, things often look different. Instead of transparency, there is confusion; responses are delayed, and updates are either missing or so superficial that they provide no real value.

At first glance, this appears to create an enormous workload for customer service. But those who take a holistic view of after-sales service and plan carefully can enable customers to help themselves. If the necessary digital infrastructure is in place so that most customers can find the information they need about their order on their own, both goals become possible: meeting high customer expectations without overburdening customer service. This is exactly where it becomes clear whether retailers truly take service seriously — or whether it becomes an afterthought as soon as the purchase is completed.

How returns become proof of trust

Anyone who sees returns not as a cost factor but as an opportunity can build trust at this stage. What matters most are clear and easy-to-understand processes that provide customers with guidance from the very beginning. Equally important is proactive communication that goes beyond generic status messages and delivers real, relevant updates. If a refund is processed not only quickly but also with a clearly stated timeframe, this conveys reliability and professionalism.

Often, the key to success lies in training in-house service staff: only if they understand the process, act consistently, and use and pass on information systematically can a smooth customer experience emerge. Personal contact is also essential: being available for follow-up questions and not letting the process disappear behind a service black box signals appreciation. Finally, a constructive approach to feedback shows that criticism is taken seriously and contributes to improving the service. All of this makes returns far more than an annoying obligation — they become proof that a company takes customers seriously even after the purchase and builds long-term loyalty.

Conclusion: If you want to save, you need to invest

A good returns process is far more than a cost factor — it is a crucial moment of trust in the overall sales cycle. Those who take it seriously gain not only customer satisfaction, but also credibility and a higher chance of repeat business. The sales cycle only works as a cycle if customers have positive experiences and are happy to return. Satisfied customers come back — and that is exactly what secures long-term revenue, loyalty, and strong customer retention.