BACK TO PRINCIPLES

Guarantee absolute consumer satisfaction. Always.

If a customer does not like your product, give them their money back.

It's not just about the money. It's about establishing a brand that is perceived to stand behind its value promise. For many consumers it is the most important promise. It's about believability and fostering a greater confidence that your brand cares about satisfying the expectations of those they serve.

And it extends beyond a simple customer service form.

• Call the unhappy customer.
• Ask what it was about the product they didn't like or what part of the experience did not meet their expectations.
• Thank them for taking a leap of faith with your brand.
• Tell them you will send a new product to test for free, if they are willing to try it again.
• Wish them a great day.

Do this with a smile in your voice.

Unhappy customers are opportunities. Address situations like this with honor and grace. These customers will respect that and feel better about their experience with the brand. The reality today is that consumers are always engaged in conversation. And they share both the good and the bad. In the end, if the product is not right for your customer, it might not be something you can change. However, if handled personally and with dignity, your brand can actually get stronger over time.

With many consumer products, the returns are low. Promising a "100% satisfaction guarantee" has boosted sales significantly for most of the brands we've launched. It's also resulted in significantly fewer customer complaints for the majority of the brands that employ it.