If the customer liked the product, he can enjoy it for the rest of his life. However, if he didn’t like it for some reason, than the experience of this customer for this purchase is not terminated. Naturally, this step is very important since the customer’s dissatisfaction is at peak point. The way that the site handles this issue is very critical because it can either change the negative perception or cause it to escalate. No matter how high the return ratios are, the crucial thing is that how to deal with these returns (Afra, Private Shopping (III): Schlüsselfaktor Logistik, 2010).
From customers’ perspective, there are multiple reasons and procedures of returning the product. First one is to give up buying. The member can change his idea and decide to un-buy the product. This is only valid as long as the campaign is still on air. It means that the member can give up of the order before the campaign time is over. In that case, the clients receive the payment back right away.
Second case is if the client does not like the product, or the product does not fit his requirements. The client has the right to return the product in 7 days. In that case the customer fills a form in the support page of the site and as a result receives e-mail about where and how to send back the product. If the product or the timing fit the return policies and if the product is not harmed by the customer, the returned product is accepted. The cost of shipment while sending back the product is paid by the site, and in nearly ten days the price of the product and the fee of cargo is paid back to the customer’s credit card account. However, most of the time, even if the time limits aren’t met, in order to satisfy customer or improve customer experience the sites accept returns (Ertem, 2010).
The third case is the most critical one. It is the case that the product’s size or color is not same as the ordered product or the product is damaged. This is the problem that results with higher dissatisfaction. In that case also, customer fills a form and is told where and how to send the product back. As it is in the second case, the site covers all the costs.
In some critical cases, if the customer’s dissatisfaction is too high, for example the product shipped is totally different, or the box is very damaged than sites send extra bonuses or gifts to the client in order to exceed customer’s expectations, increase the clients customer lifetime value and avoid bad reputation in social media.
Since the dissatisfaction is at it peak point, dissatisfied social customers share their experiences in social media. Complaints can be grouped under two subjects:
• Not being able to talk to someone competent
• Not being paid back.
There are also testimonials that start with dissatisfaction but ends up as a good experience when the customer receives formal apology and/ or a gift from the vendor.
References:
Afra, S. (2010, 05 19). Private Shopping (III): Schlüsselfaktor Logistik. Retrieved 05 20, 2010, from Sina Afra: http://www.sinaafra.com/allgemein/private-shopping-iiischlusselfaktor-logistik
Ertem, S. (2010, 05 22). Online Marketing Manager at Markafoni. (T. Özmen, Interviewer)