High-Value Orders customer journey at Amazon India
This project focuses on transforming the post-purchase journey for high-value orders on Amazon India, directly addressing users’ anxiety related to delivery, returns, and customer support, and creating a seamless, trustworthy experience for e-commerce customers.
Project Objectives
To reduce customer anxiety and increase customer loyalty for high-value products (electronics, appliances, premium items).
To solve friction points in the post-purchase phase: delivery uncertainty, returns, refund processes, and support escalation.
To design and launch an integrated system solution, combining real-time tracking, one-tap return scheduling, and proactive support powered by AI.
Key Features & Solutions
Real-Time Delivery Tracking: Provides customers with exact delivery windows and live updates using AR maps, which reduces missed deliveries and stress.
One-Tap Return Scheduling: Simplifies the returns process with instant refund confirmation and easy scheduling, directly addressing major customer pain points.
Dedicated Post-Purchase Support: Offers 24/7 expert support including live chat and localized (multi-language) help for setup, troubleshooting, and installation.
Upsell Opportunities: Creates contextual upselling moments (e.g., accessories for high-value items) post-delivery, enhancing revenue potential.
Achievements
Customer Lifetime Value (CLV): Projected 20-30% increase in CLV for high-value buyers due to reduced anxiety, improved process trust, and higher repeat purchases.
Return Rate Reduction: Expected 10-15% decrease in return rates as simplified processes and instant refunds foster confidence.
Repeat Purchases: Estimated 25-35% growth in repeat purchases among high-value segments, supported by enhanced satisfaction and loyalty.
Customer Satisfaction (CSAT) & Net Promoter Score (NPS): Anticipated 10-15% CSAT and 15-20% NPS improvement signaling stronger brand advocacy and satisfaction.
Operational Efficiency: 10-12% reduction in cost-to-serve through automation and deflection of support work using AI-powered systems.
Accessory Upsell Revenue: 15-20% boost in accessory attach rates facilitated by proactive, context-driven post-purchase engagement.
Impact & Relevance
Enhanced Amazon India’s competitive advantage against Flipkart and Reliance through more precise delivery, AR tracking, and seamless returns.
Addressed market trends demanding better post-purchase experiences – crucial for e-commerce in India projected to reach $200B by 2026.
Delivered system design and wireframes for key modules: delivery, tracking, returns, support, with backend recommendations embracing scalable cloud, API, and AI technologies.
Established measurable business outcomes using north star and supporting metrics, with future-forward recommendations for risk mitigation and process robustness.
Summary
This project demonstrates a comprehensive product management approach, from problem research and user survey insights to solution ideation, prioritized implementation, metrics definition, competitive analysis, and business impact calculation. The solution drove innovation in post-purchase customer experiences for Amazon India directly improving key business and customer metrics, positioning the brand for long-term loyalty, and operational efficiency within a complex, high-growth market.
