Handle Returns So That Customers Will Return

Others, however, are doing what I call “save the sale.” They’re working with customers to help them understand the product and how to install or use it. Electronics, software and technical products are far and away the biggest problem areas that could benefit from this approach. For example, in the last two weeks, our firm had lengthy, painful experiences with two of the major U.S. software companies. One of our employees spent five hours on the phone with an India-based call center while trying to install a new version on a laptop. If we had any choice, we would’ve asked for our money back.