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It
doesn't always work out. You have provided your customer with a
number of merchandising offers and pricing options that seem
favorable and fair. But no matter what you feel is a great offer,
there are times when a customer wants to just return your product.
There are other customers that will have a complaint about delays in
shipping or product appropriateness.
No matter how
clear your return policy is defined on your website, customers feel
that they should return it with a complete refund. No questions
asked. The mega retailers have created this no-haggle return policy,
because they have other avenues to resell these items; namely,
through their discount outlets. But for the small boutique online
retailer, who employs a drop-shipper, returns are usually charged a
restocking fee. That fee is borne by the online retailer. It is then
understandable and reasonable that a customer re-stocking fee is
necessary to recover some or all of the re-stocking and credit card
costs that you bear as the retailer on the initial customer purchase
transaction.
When you are in the Customer
Business, inevitably, you will be required to address a Customer
Problem Situation. So how do you respond to these
unavoidable yet regrettable customer problem situations? What is the
best way to respond in writing to these customers?
These
Eight time-tested tips have helped me write effectively to
Customer Complaint Response Situations over and over
again:
1) Write your response as if your
words will ultimately be posted on the internet. It could
appear, in whole or in part, on someone's BLOG, visible to all the
web world to read and discuss. Remember problem situations are
opportunities to further market your company's trusted image and
extend customer goodwill.
2) These emails or
letters addressing problem situations should never tell the customer
what they did wrong; instead, tell your customer exactly
what they need to do to make the situation right. Detail
the steps the customer must execute to realize the solution. This
"BE POSITIVE"approach was applied many
times over the 30 years when I was a software support manager for
both Hewlett-Packard and Sun Microsystems.
3) Use
your written word to further develop and grow your trust
with your customer. "Active Listening" applies to
the written word as much as it applies to conversation. First strive
to understand, confirm that understanding and then proceed to a
proposed solution.
4) Be fair in your
solution proposal, but don't "give away the farm"
as part of your problem resolution. Think Win-Win. Ask yourself the
question: With what you are offering as a solution, is this likely to
keep this customer as a repeat customer?
5)
Break your 'fix-it' offer into two parts, a current fix and
a future buy offer. Apply some common sense toward fixing
the present situation (partial refund, item exchange or return). Then
entice the customer to come back and buy again with an offer against
future purchases (like an additional 5% discount or free shipping).
6) For a product replacement
situation, this could be an opportunity to "sell
up" your customer to a better product or service.
7) Have a clearly defined Returns
Policy Page on your website. Don't hide the fact that you
charge a re-stocking fee. Always be transparent with your Return
Policy, Shipping Information and Privacy Policy. Nothing hidden in
these areas but rather openly disclosed will build customer trust in
your website and company.
8) Accept that
there will be times when you will lose the customer.
Forever! Sometimes it just doesn't work and you will not be able to
save a customer. Be gracious in your closure - "We had
hoped we could make this mutually beneficial offer work "
and then Let it go. No guilt – No
Regret.
In your journey to continuously maintain
high customer satisfaction, you will discover that "All
Customers ARE NOT Created Equal" and "The Customer IS NOT
always right". Both the Seller and the Consumer have
responsibilities toward ensuring the sales transaction is mutually
beneficial. Encourage your customers to ask questions and get
answers before they buy. Strive for a Win-Win sales
experience.
About the
Author:
Carl Chesal is a
business and channel development consultant, trainer, internet
marketer and professional photographer. He operates BizFare Enterprise Inc,
providing business, marketing, and internet marketing consulting
services. Bizfare Enterprise also operates a number of secure on-line
Professional Services and Retail websites, like Communicate
Innovate.
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