Through regular surveys with the Customer Service teams, the second most common reason for customer contact was to check order status (after help with order placement, third was initiation of returns).
Customer-initiated contacts are an opportunity to make the site more effective at answering a customer's questions. About half of customers surveyed said they first attempted to find their answer on the site before they contacted CS.
With top-customer interviews, we worked to get a better understanding of what customers wanted when accessing the 'Account' areas of the site.
As a returning customer, I want to quickly find my order status, because I need reassurance that my order is processing as it should be
VERDICT: latest order information. No longer should the Account be a simple index of pages to view and edit account info, but instead should be an active dashboard with the customer's latest order primary.
One click access:
