With regards to mutual respect between customers and the company, I would like to bring up the example of L.L. Bean which had to modify its no questions asked return policy. Sometimes, the customers also have to be deserving of good customer service. It’s unfortunate when customers don’t play fair either.
For example, Amazon sells in packs of say four items. Say, the customer received only 3 out of four and calls the Amazon customer service, Amazon’s customer service for some strange reason will offer to refund the whole amount and ask the customer to keep the 3 items. Should a customer accept this or not? At the very least, customer should hesitate before accepting. On the other hand, Amazon should just take the return and either exchange or refund the sale amount as they are actually hurting customers character by tempting them to take advantage of their generous offer. So I guess a good customer base also begets a good company.
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