On September 27th, 2023, great eCommerce minds gathered in the Meatpacking District in NYC to share ideas aimed at redefining customer experience through the power of backend systems. Constructing CX was produced by Diff Agency, in partnership with Shopify, Loop Returns and Gorgias.
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The event was graced by the presence of Ben Bradley, Director of Ecommerce at Frances Valentine, and Evan Stanfield, eCommerce Operations Manager at RUDSAK. Guiding the discourse was Vicki Bodwell, Senior Account Executive, Enterprise at Shopify, who moderated the panel. The audience was a tapestry of professionals from various industries united by a common quest for excellence in CX.
The thesis was clear and compelling: "A great customer experience is made possible by a great backend." This statement set the tone for the discussions that followed, underscoring the often silent yet significant role that backend systems play in the orchestrating a seamless customer journey.
The dialogue underscored the necessity for bespoke backend solutions. Customization is not a mere luxury but a requisite for addressing the unique demands of businesses and, by extension, their customers. It's the difference between a good experience and a great one.
The panelists navigated through the intricacies of logistics, highlighting how adept handling of routing and fulfillment could elevate the customer experience from mundane to memorable.
A pivotal part of the conversation revolved around the decision to build custom systems or to adapt off-the-shelf solutions. This choice is a determinant in how responsive and flexible a brand can be in meeting its customers' expectations.
Perhaps one of the most resonant points was the reimagining of returns as an opportunity for customer engagement rather than a setback. A “try it on at home” approach create a high return rate, 40% versus the industry average of 26%. But for high-end customers, this has become the expectation and brands must adapt accordingly.
The event concluded with a series of reflections that reinforced the central thesis. Key among these was the acknowledgment that while the front end captures the customer's attention, it is the robustness of the backend that secures their loyalty. The discussions made it evident that the future of retail lies in the strength of the systems that work behind the scenes.
In the quest for exceptional CX, the Constructing CX event has laid down the blueprint for success. It's a blueprint that calls for innovation, customization, and a deep understanding of the mechanics that drive customer satisfaction. As we move forward, it is these insights that will guide brands in building not just transactions, but lasting relationships with their customers.
"In the ever-changing world of e-commerce, it's easy to get caught up in flashy marketing and pricing strategies. But the real magic? A brand’s back-end process. It's like the backstage crew in a theater production—unseen but indispensable. A smooth back-end operation can turn a one-time shopper into a loyal fan. So, while the spotlight's on the latest trends and marketing, let's not forget the unsung heroes working behind the scenes, making it all come together!"
Vicki Bodwell
Senior Account Executive, Enterprise at Shopify
