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.
- 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.