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 [...]

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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.

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