Handle Returns So That Customers Will Return

Bill Crutchfield, founder and president of consumer electronics cataloger Crutchfield, learned early on in his business about customer returns. He told one of our benchmarking ShareGroups that he almost quit the business more than 20 years ago because returns were so high. Luckily before he did so, he decided to call many of the customers who were returning products to find out why. What he learned was that customers were frustrated by not being able to install the company’s car stereos in their vehicles. There were no instructions provided by the vendors! He realized he’d have to invest in documenting how to install those products in each and every vehicle.