Enable self-service online returns
Authors:
Michael Wholohan, Holger Lierse
Changed on:
17 Nov 2025
Problem
Customers who purchased online cannot self-initiate returns digitally and must instead contact the call centre to begin the returns process. This creates unnecessary customer friction, increases support costs, and extends the time to resolution. The lack of self-service returns capabilities damages customer experience, creates operational bottlenecks, and prevents retailers from efficiently managing returns at scale.
Example
A fashion retailer required all online customers to call their service centre to initiate returns, creating a bottleneck that extended average call times and frustrated customers accustomed to self-service returns. During peak periods, customers waited on hold for 30+ minutes just to start a return, leading many to dispute charges with their credit card instead. The call centre costs associated with processing returns consumed a significant portion of the returns budget, while competitors offered instant return label generation through their websites and apps.
Solution Overview
Fluent Commerce Order Management eliminates the customer service bottleneck for returns by providing the necessary backend logic to support self-service returns capability.
Fluent achieves this by exposing a secure Returns API that allows the retailer to integrate returns initiation directly into their e-commerce platform. Once initiated, the Returns Management Orchestration automatically validates the request against pre-configured rules and generates the Return Merchandise Authorisation (RMA), providing instant authorisation without requiring staff intervention.
Crucially, Fluent's carrier integration enables Integrated Return Label Generation, instantly providing the customer with a shipping label upon RMA approval. All self-initiated returns are logged for Real-Time Returns Tracking, ensuring both the customer and service teams maintain visibility.
By implementing Fluent OMS for self-service returns, retailers can achieve immediate operational and financial benefits:
- Massive Cost Reduction: Call centre volume related to simple returns initiation is virtually eliminated, significantly cutting operational support costs.
- Improved Customer Experience: Customers gain instant, 24/7 control over the returns process, leading to higher satisfaction and reducing the incentive to initiate chargebacks.
- Accelerated Processing: Faster initiation means inventory is returned sooner, allowing the retailer to process refunds and get items back on sale quickly.
