How Silver Cross handles high-stakes warranty claims across customers and retailers

The Outcome

By creating a more connected post-purchase setup, Silver Cross has improved both the customer experience and the way its teams work internally. Silver Cross reports:

• An 84% first contact resolution rate, its highest recorded level.
• A CSAT score of 84, also its highest recorded level.
• A Trustpilot rating of 4.4, up from 3.8 at the beginning of the year.
• B2C and retailer warranty claims handled through one platform.
• A structured connection between Claimlane and its e-commerce setup.
• More time for customer service agents to focus on urgent and sensitive cases.

The Problem

For new parents, a faulty product can create more than an inconvenience.

A pram or car seat may be essential for getting around safely. Customers are often tired, time-poor and protective, which means a slow or complicated warranty experience can quickly become stressful.

The products themselves also make the process more complex. Prams, car seats and product bundles can be large and difficult to transport. Customers cannot simply place them in a parcel locker or carry them to a nearby drop-off point.

Warranty claims can also begin through different channels.

Some customers buy directly from Silver Cross. Others purchase through one of its retail partners. When a retailer receives a warranty claim, Silver Cross often takes responsibility for collecting, assessing and repairing the product.

Behind the scenes, resolving a claim can involve customer service, the service department, warehouse operations and finance. Without a connected process, information has to be passed manually between teams, slowing down the resolution for the customer.

Silver Cross needed a process that was simple for customers, retail partners and internal teams.

One process across every channel

Claimlane brings direct customer claims and retailer claims into one structured process.

Direct customers: Customers use Silver Cross’s self-service portal to submit warranty claims and returns. They are guided through the process and provide the relevant product information and documentation.

Retail partners: Retailers can forward warranty claims to Silver Cross, allowing the brand to take ownership of the customer experience and manage the repair directly.

Shopify: Claimlane connects with Silver Cross’s e-commerce setup, helping keep the customer, order and warranty journey connected.

Internal teams: Customer service, the service department, warehouse operations and finance can work through a clearer process with fewer unnecessary handovers.

No matter where the warranty claim begins, it enters one structured system and can be directed to the right team.

What changed

Silver Cross has made the warranty journey easier for both customers and its internal teams.

Customers have one clear place to submit a claim and provide the necessary information. This reduces unnecessary back-and-forth and helps the team reach a resolution faster.

Retail partners can pass warranty cases directly to Silver Cross instead of managing the complete process themselves. Silver Cross can then control the quality of the experience, arrange the collection and work directly with the customer.

Internally, fewer handovers mean fewer delays.

The service department does not always need to update customer service before finance can act. Teams can communicate more directly, and customers can receive automatic updates as their product moves through the process.

Silver Cross also uses AI to handle and direct simpler customer questions. Customers asking how to submit a warranty claim or return are guided to the Claimlane portal, giving the customer service team more time for urgent or sensitive cases.

Most importantly, customers receive a faster and more consistent experience during what may already be a stressful situation.

Supporting customers beyond the warranty period

Silver Cross’s post-purchase operation is not limited to warranty claims and returns.

Customers can also use the Claimlane self-service portal to access donation and recycling flows.

Products donated through the portal are sent to the Silver Cross service department, where they are inspected and repaired. Suitable products are then donated to Baby Basics, which supports families who may not be able to purchase new baby equipment.

Silver Cross also offers spare parts, servicing and car seat recycling, helping customers find the right solution at different stages of the product lifecycle.

For Silver Cross, the goal is not simply to close a warranty claim. It is to support the customer and the product for as long as possible.