Make it Easy
With so much buying online, customer expect an efficient return system. Amazon set’s a high bar:
For example, I wanted to reduce my cable bill, so I bought an antenae from Amazon for my Smart TV, but by accident bought two. I read online that I could return the extra one to WholeFoods (now owned by Amazon.) I entered the grocery store and on my immediate right was a kiosk with two people to help. After a little coaching, I returned the antennae and, a few minutes later my card was credited.
Lessons
- Returns can be frustrating.
- I suspect many companies make it hard to discourage them. This is so short-sighted. (I have a girlfriend who rarely returns anything because of past hassles. I’ll bet she donates these items so she is not reminded.)
- Amazon enlisted real people to help. This was not self-service.
- Clearly, Amazon had carefully crafted the customer return journey to make it easy.
- These tactics increase word-of-mouth. Look at me! I’m spreading the word.
This is a post as part of my blog series about Earning Customer Loyalty in a Digital World. Along with sharing what I know, I’ll be reaching out to experts for their tips on making the most of digital platforms. Whether you are a solo contributor, small to medium-size business owner or play a role on a Corporate Team (or some combination), I’ll be writing with you in mind. LinkedIn, Instagram, Facebook, Facebook Marketplace, Twitter, etc.—there’s lots to learn!
And, readers, please let me hear from you — Many of you are thought leaders and experts in your own field. Please share your knowledge and call me out when I have something wrong. That way, we can be on this learning journey together!