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Love Your Returns!

I hated returns when I was in the catalog business. I viewed returns, not without reason, as margin-killing time-wasters. The returned merchandise was often unsellable due to customer damage, missing items, or shopworn packaging. I had employees who did nothing all day but handle returns. In our lower-margin lines, I calculated I’d have to sell ten more products to make up for the expense of one return. We always kept smiling while we authorized returns, but inside I was cringing. And I wasn’t the only return-hater. Years ago, it was a common practice in some mail order segments to ship products in packaging the consumer had to tear apart to open, meaning that any return involved the added inconvenience of locating new packaging for the return. […]

By |April 19th, 2011|

Maslow, Emotion, and a Hierarchy of Service

Branding expert Denise Lee Yohn proposes a new hierarchy of customer service based on Maslow's famous breakdown of human needs.

By |September 2nd, 2010|