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.
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.