In this insightful episode of Talk Commerce, Brent Peterson invites Tobi Buxhoidt, the co-founder of ParcelLab, a leading Operations Experience Management platform. Boasting a rich background in logistical operations and a passion for streamlining customer experience, Tobi shares forward-thinking insights on the role of post-sales customer interactions in brand success. Born in Germany and based out of Boston, Tobi describes how ParcelLab operates on an international scale with several offices worldwide. The platform aims to revolutionize the way brands engage with their customers with data-driven experiences, an approach he believes can create a notable difference in brands’ relationships with their customers. A large part of the discussion revolves around the role of returns in customer satisfaction. Tobi emphasizes the necessity of having a digitalized, tailored, and customer-centric returns process with varying approaches depending on the customer and the particular product. He cites examples from fashion brand Chico's and electronics company Bose to illustrate the practical application of this approach. Tobi also touches upon the common assumption that returns should be free. While he understands the reasoning behind this, he reveals intriguing data suggesting that about half of consumers are open to paying for returns depending on the context. Finally, Tobi gives a glimpse into the future of e-commerce in 2023, where he predicts a significant shift from customer acquisition to enhancing customer lifetime value. He suggests that brands focus on engaging their customers during the entire post-purchase journey, which he claims is critical for customer retention and building lasting relationships. Tobi invites interested listeners to engage with ParcelLab further through its website, www.parcellab.com. Leveraging his experience and expertise, Tobi aims to help businesses excel in the post-purchase landscape, turning the seemingly mundane process of returns and operational moments into moments of joy. Find Tobi Buxhoidt on LinkedIn [here](https://www.linkedin.com/in/tobi-buxhoidt-26290498/) for more insights and engagements.