The Sunday Mail
Cresencia Marjorie Chiremba
“It is not your customer’s job to remember you, it is your obligation and responsibility to make sure they don’t have a chance to forget you” – Patricia Fripp
When customers are faced with a situation that requires them to return a product, how you handle that situation will determine your level of customer service. It is true that customer service is hard work; some days are rewarding and energizing, while others are challenging and draining.
I have often been in shops that have signs such as “We do not accept returns” or “When you break it we consider it sold”. What I have noticed is that these shops, and probably many organisations out there, is that they do not know that customer service is not only about being transactional, making a sale and forgetting it. It is actually about nurturing relationships that are long-term and able to breed loyalty.
It is in the best interest of any organisation to sweeten its relationship with its customers, through the provision of positive customer experience at every encounter or touch point. For we all know that an excellent relationship with your customers is a guarantee of free word of mouth marketing. Satisfied customers are definitely moving advertisements.
Thus, it is important to have a clear business return policy or process that is in line with your customer service goals. However, before coming up with a policy there are tips that must be put into consideration so that it will be fair to both ends.
Is it worth it?
It is common knowledge that it is easier to lose a customer than it is to gain a new one. So, for most companies they would rather deal with an unhappy customer and retain them than to let them go and then start looking for one. At the end of the day, the ultimate goal is to provide the kind of customer service that will attract customers back to your shop or office for your particular service or product(s).
Does it provide convenience?
When customers are going through their decision-making process, they put into considerations a company’s return policy. There is no way where one would buy a high-end product or service at an organisation that does not have a return policy. Remember, a convenient return policy will sway customers to your shop and if the policy doesn’t add up, it is highly likely that they may choose not to do business with you and go elsewhere.
What kind of return policy will be implemented?
The type of policy to be implemented must be determined. The organisation may decide to have a full refund across the board or have exceptions. It is normal for some products to be sold under a “no return” policy, for instance products like lingerie or items on sale are understandable if they fall under that category. Whatever policy the company chooses to go with, it is all good as long as they apply the policy fairly.
Make it known
Customers need to know if you have a return policy, and the only way they will know about it is when you post it visibly online or physically. In a brick-and-mortar shop, the sign can be pasted on the reception wall or on the receipt. For companies with an online presence the policy can be spelt out on the company’s website and the links to that page must be visible in your site navigation. It can also be put on all social networks signed up by the company.
Your staff should be aware
Making it known does not end there. The people who directly serve your customers should know about the company’s return policy. Your staff should be trained in such a way that they always refer to the return policy when closing a sale. For example, one can say, “If there are any problems with our product or service in the next seven days from date of purchase, you can return it for a full refund only if you bring the item with the receipt.”
At the end of the day, as customers we all want the same thing that you also want when you try to return something you would have bought. And that is to be able to return it and get something better or our money back without being pushed back and forth.
Returning a product should be easy, simple and quick.
*Cresencia Marjorie Chiremba is a marketing enthusiast with a strong passion for customer service. For comments, suggestions and training, she can be reached on [email protected] or on 0712 979 461
