Reference table
What each post-purchase record asks of the customer
A table of the records a disappointed customer can leave after a purchase: a return, a chargeback, a public review, a support ticket, a survey response or nothing at all. For each it shows who the customer has to blame, what it costs them and which team ends up seeing it. Ecommerce, CX and research teams can use it to spot the regret their data never captures. Koji interviews customers who took no action to find it.
Where this appears
What's in this reference table
| Record | Who it accuses | Cost to the customer | Team that sees it |
|---|---|---|---|
| Return | The product or the listing | Packaging, a trip, sometimes a fee | Operations, merchandising |
| Chargeback or dispute | You, formally | A call to the bank, some confrontation | Payments, fraud |
| Public review | You, in front of everyone | Time, plus willingness to be seen complaining | Marketing, brand |
| Support ticket | A process or a person | Time, and a conversation they may dread | Support, CX |
| Survey response | Whoever the question names | A minute, if they open it at all | Research, CX |
| Silent keep | Themselves | Nothing | Nobody |
Use this image
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<a href="https://www.koji.so/visuals/post-purchase-records-who-customer-blames-table"><img src="https://www.koji.so/visuals/post-purchase-records-who-customer-blames-table/post-purchase-records-who-customer-blames-table.png" alt="Table of post-purchase records, from returns and chargebacks to reviews, tickets and surveys, showing who each accuses, what it costs and who sees it." width="1200" height="852" /></a>
<p>Source: <a href="https://www.koji.so/visuals/post-purchase-records-who-customer-blames-table">What each post-purchase record asks of the customer</a>, Koji</p>
