Reference table
What one return reason code can hide
A table of how three common return reason codes, doesn't fit, not as described and changed my mind, each cover several causes with different owners, from merchandising and creative to pricing and logistics. Use it to explain why filtering a returns dashboard can't recover the cause, and to plan returner interviews that ask what the customer expected and where that expectation came from. Koji runs those interviews with AI moderation, by voice or text.
Where this appears
What's in this reference table
| The code says | It could mean | Who should act |
|---|---|---|
| Doesn't fit | Size chart is wrong | Merchandising |
| Doesn't fit | Size chart is right, the photography implied a different cut | Creative |
| Doesn't fit | Customer ordered two sizes deliberately | Nobody, this is planned |
| Not as described | The copy overclaimed | Copy and legal |
| Not as described | The copy was accurate but the main image was not | Creative |
| Not as described | The customer read a competitor's spec and assumed it applied | Category strategy |
| Changed my mind | Genuine impulse reversal | Nobody |
| Changed my mind | Found it cheaper elsewhere during the delivery window | Pricing |
| Changed my mind | Delivery took so long the occasion passed | Logistics |
Use this image
Free to use in your docs, decks and posts under CC BY 4.0, as long as you credit Koji with a link to this page. To embed it, paste this into your page:
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<a href="https://www.koji.so/visuals/return-reason-codes-hidden-causes-table"><img src="https://www.koji.so/visuals/return-reason-codes-hidden-causes-table/return-reason-codes-hidden-causes-table.png" alt="Table showing how three return reason codes hide nine different causes, such as a wrong size chart or misleading photos, each owned by a different team." width="1200" height="986" /></a>
<p>Source: <a href="https://www.koji.so/visuals/return-reason-codes-hidden-causes-table">What one return reason code can hide</a>, Koji</p>
