What is the need / problem ?
In May 2020 an OFN branded Footer was added to the bottom of Order Confirmation emails. Order confirmation emails are sent to customers who place orders with an Enterprise. The new footer has prominent social media buttons that link to OFN branded destinations. Previously the Footer on this email was drawn from Enterprise variables including the enterprise name and contact details.
Adding an OFN footer below this Enterprise Footer has created confusion for shoppers, who have started emailing OFN when they think they are emailing the Enterprise (eg order changes, payment queries etc)
The OFN footer was added to these emails as part of this Issue:
Add extra (Instagram) social media links to emails sent to customers and users #3509
Who does it impact ?
Shoppers (customers of Enterprises) are impacted as their enquiries are misdirected to OFN when they are intended for the Enterprise.
OFN Customer Support teams are impacted as they need to identify the correct Enterprise, and re-direct the enquiries back to the intended recipient.
What is the current impact of the problem ?
It is inconvenient and a poor customer experience for shoppers. There is a loss of brand equity for Enterprises. OFN is required to be an intermediate between Enterprises and their shoppers, when the shoppers don’t understand who OFN is or why they are part of the conversation.
What is the benefit of focusing on this ?
This was a recent change that was made in order to improve the OFN brand profile, but it has inadvertently created a negative experience for both shopper and Enterprise. As it hasn’t added value - and has potentially created a negative brand experience - it makes sense to reverse the change.
It has been discussed that a wider discussion is warranted, where we review the bigger picture of how Enterprises interact with shoppers, how much control Enterprises should have over these contact points, and how OFN fits into this picture.
I’d like to suggest we raise a separate wishlist item for this broader discussion.
Potential solutions that will solve the problem ?
The issue mentioned above #3509 discusses in detail the change that was made to add this footer (although it specifically references the UK instance).
Resolution options include:
a) removing the footer (effectively reversing the change made in #3905)
b) amending the footer and branding so that it is clear how to contact the Enterprise with whom the order was placed.
Selection of a feature candidate
T-shirt size of our selected feature candidate
The initial GitHub issue to create the footer was labelled as a Good First Issue. This may be also.
Metrics to measure if need is satisfied after feature is implemented
The current footer does not appear in Order Confirmation Emails. It is either removed, or an amended footer appears.