If I were in your shoes, the first thing I would do is create a detailed map of the entire customer journey. I'm not just talking about what happens after a support ticket is created. I mean every single touchpoint, from the social ad that got the first click, to the unboxing experience, to the email they get three weeks after purchase.
In week one, I'd make this my entire focus. The goal is to build that map by talking to people and looking at the data. This is exactly what experts on The eCom Ops Podcast get at when they talk about customer journey mapping. It's about seeing the business through the customer's eyes. You get the real story by listening to customer service calls, reading chat transcripts, and seeing what people say on social media. This gives you a qualitative feel for the friction points that data alone won't show you.
Then, in the first month, I’d use that map to find the one or two things that are having the biggest negative impact on the customer experience. This is where you can bring in the hard numbers. As Vikas Bhambri explained on the 2X eCommerce Podcast, the whole game is about sealing the second purchase. Rising customer acquisition costs mean you can’t survive just by acquiring new customers; you have to retain them. So I'd be looking for the moments that create frustration and prevent that second sale. Is it a confusing checkout? A disappointing unboxing? A slow response to a question? Find the biggest lever and get an early win by focusing the company's attention there.
The trap I would absolutely avoid is letting the role be defined as
