Customer satisfaction and loyalty to a product is very important in any company, be it a company that is consumer oriented or a company that sells to other businesses, but is a customer satisfaction guarantee really realistic in business?
What some companies do in order to attract the consumer’s loyalty is to attach a customer satisfaction guarantee behind any product they sell. What attracts consumers to these customer satisfaction guarantee offers is that they are straightforward, easy to understand and you know it to be true.
However – sometimes the more often a company advertises the customer satisfaction guarantee, the more often consumers are turned off by the company. Another important thing that companies have to take into consideration before presenting any guarantees in relation to their products or services is that they should have their attorneys review the guarantee because it might have legal repercussions.
Here are three examples of companies using customer satisfaction guarantees on their products:
1) L.L. Bean trademarked its “Guaranteed, You Have Our Word” motto and beneath it written in smaller lines read that their products guarantee their consumers 100% satisfaction. If, for whatever reason, the consumer did not find it to his satisfaction, he can return the product at anytime as they do not want their consumers to have anything from them that is not at par to their satisfaction. Consumers seem to like this motto a lot as it is straightforward, direct and easy to understand.
2) Lands’ End uses “Guaranteed. Period.” as its motto, and they also went so far as having the motto trademarked. Like L.L. Bean’s, it is also direct and straight to the point. They also that if the consumers do not find the product to their satisfaction, they can also have the item returned at any time so that they can have their money back. This also assures the consumers of money back if they are not fully satisfied. But they also added more text underneath – too much information – thus, confusing the consumers. Unlike the first motto, this company added confusion to an otherwise easy-to-understand motto.
3) Thirdly, Sears created their own motto of “Satisfaction Guaranteed or Your Money Back.” Okay, it sounds very interesting. It simplifies what the other two companies have said and seems to be much more direct. If you are not satisfied with an item, you can have your money back. But written below are more jumbled words that confuse the consumers more! They are asking for the original packaging, original packing slip and order confirmation email receipt before a refund or an exchange of the item. Then more and more words that I, as a consumer myself, think of as being a big mouthful, all lawyerly and all businesslike. Their lawyers and accountants might find these useful, but not your average consumer. What this shows to the consumers is that if a product is not to the satisfaction of the consumer, he is definitely going to have a hard time getting his money back or returning the item for an exchange! Now tell me if this can build loyalty with the consumers? It doesn’t, does it!?
Your average customer will always go for a direct and easy to understand customer satisfaction guarantee. The more words a company places below their guarantee, the more confused a consumer gets. Like any other products, you have to fit your guarantee to the product that you’re selling, but it doesn’t mean that you have to confuse your consumers with how they can get their money back or how they exchange the item if what they purchased wasn’t to their satisfaction. Keep it simple, guys – direct and uncomplicated please!
Steven Taylor is a Marketing Consultant to http://www.Retronix.com – one of the most innovative and effective suppliers to the electronics & semiconductor industries. Services include BGA Rework and De-Bug Services.