Customers often expect guarantees.
They are an effective tactic as they lessen the purchase risk for potential customers and help with customer retention.
The same goes for email.
Most guarantees have a time period before they expire.
And businesses hope that nothing needs replacing or repairing in that time.
With email, you may get customer feedback to ensure the product or service is meeting their expectation.
But what if you combined the two with a simple twist.
Talking to my friend Carol Jones from Interface she told me about how she uses the guarantee on her products such as Fitz Like A Glove™ (pictured) together with email.
The simple twist
Carol offers a 12 month guarantee, including wear and tear. She is able to include this because of the quality products she sells.
The twist is Carol emails all customers in month 11 to see if the products are still performing and if there are any problems.
If there is a problem, she replaces the product. Since opening her business in 1994, she has uncovered only three problems from over 300,000 customers worldwide.
For the customers her approach is refreshing and simple.
For Carol this approach helps builds trust, aids in reorders, and embraces simplicity. I haven’t heard of too many companies that email or call customers within the guarantee period have you?
Most hope that apart from feedback they don’t raise any problems.
Simplify to thrive
While Carol’s approach applies to guarantees and email, the key point is she took both tactics, added a twist and has a real point of difference.
Whether you sell a product or service if you can simplify you can reduce costs and/or increase revenue.
If you look at Carol’s business, she has taken out extra steps that customers usually have to take if there is a problem by being proactive.
Her approach probably increased revenue with returning customers and reduced costs if you look at the usual process of guarantees.
Simplifying can benefit your business, customers and differentiate your brands.
Adding a simple twist can lead to increased customer retention and revenue.
Over to you: have you simplified your processes to help customer retention? Have you used the simple twist approach to increase the effectiveness of tactics?