Too often, the customer experience is reduced to the support or management of returns. However, at Respire, 1083 or Typology, it becomes a Pillar of growth : conversion, upsell, retention and image lever. The customer experience is no longer a department – it is a product.
Customers more engaged after contact
Typology, a direct cosmetics brand to the consumer, found that customers who have interacted with their customer service (cat or email) displayed a significantly higher rearior rate. A correlation that is found elsewhere: at Decathlon, buyers having used the support tools (Bot cat, Visio with a seller, video content) are also those who leave the best post-purchase opinions.
CX and performance marketing merge
In 1083, transparency on the origin of products and textile traceability are not peripheral CSR arguments: these are conversion levers. By simply explaining manufacturing, slow but responsible delivery, the brand obtains higher reinsurance rates, especially on neo-engaged customers. It is experience content that boosts sales.
Same logic at Respire: routine content, personalized FAQs or educational real formats (e.g. “How to properly use your solid deodorant?”) Have become more efficient than certain conventional advertising assets.
Tests & arbitrations between conversion and image
Should we permanently display barred prices? Respire has deleted any permanent discount mention on its site to Preserve brand consistency. Same observation at Typology: discovery kits are always presented as educational formats, never as “promo” bundles. The objective: to maintain a Value perception While working on cross-sell.
Conversely, Decathlon tests “smart post-purchase” formats via its automated emailing: a recommendation of cleaning products or accessories after purchasing sports equipment, without ever switching to commercial pressure. The user return is measured, as is the impact on the average basket.
Stack CX: tools for instrument
The most advanced brands combine several layers:
- Help desks enriched (Gorgias, Zendesk) To automate simple cases and improve response speed.
- Video content + QR Codes In packages to explain the product product (eg hiking shoes at Decathlon, hair care at Typology).
- CDP platforms (Ex. Skeepers, AB Tasty) to segment the courses according to the real use of the product.
Retail becomes a CX channel again
1083 opened its own shops in several French cities not to make volume, but to Create link with the material. Customers can touch fabrics, understand the manufacturing steps, see prototypes. Result : lower return rate, higher NPSand more loyal customers.
Even logic at Typology with its flagship in Paris, thought as a personalized diagnostic space more than a simple point of sale.
Post-Achat: where it all starts
Unboxing, user guides, follow -up emails are no longer seen as service, but as retention assets. Breathing inserts QR codes in his packages to mini video tutos. Typology sends automated sequences with educational content according to the purchased product. And Decathlon experimented with use monitoring (e.g. reminders to revise an electric bike bought 6 months earlier).
⚠️ CX ≠ after -sales service
After-sales service is one of the bricks. But the CX also includes:
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- Navigation fluidity
- Product pedagogy
- Return policies
- Retail
- Packaging
- The tone of messages
All that influences The perception of the brand at each stage.
The brands that invest in the customer experience do not seek to please: they seek to last.
The CX has become a activation, retention and perception lever as strategic as the PAID Media. And unlike the CAC, it improves over time.
