A ‘Real World Look’ at Customer Service Policies

Sometimes catalogers need to make fundamental business shifts. Palm Beach Jewelry once was predominantly a costume jewelry marketer. But it later added gold and silver to its product lines. The shift raised its average order value and inspired a complete review of its customer service policies.

Of course, there’s a minority of consumers who take advantage of catalogers’ liberal customer service policies and seek to rip them off. For that, Holody recommended that catalogers maintain necessary controls and measurement.