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Suzi Shopper: Underdelivering Value

Suzi Shopper: Thoughts on business from a consumer’s perspective

Our knife set went with the ex, so I set about searching the internet to find a new one (a knife set, that is)…and I found one…a better one. Same brand, different color, and 14 pieces – 5 more than the old set for the same price. I thought I was getting a great deal.

But I am very disappointed in my purchase.

They didn’t show up razor sharp out of the box like the last set. They are already getting rust spots on them. It turns out I purchased a knife set made with lower-quality metal. While there is a bonus to this (albeit a questionable one)—I’m much less likely to cut myself while using one of them (we won’t talk about the possibility of tetanus, however)—the manufacturer NOR the retailer will get my business next time.

So, how could the retailer I purchased this product from could have made a loyal customer out of me? By warning me of the different quality of the set I was considering. As a retailer, it is your responsibility to your customers to provide on your eCommerce store the “fine print” they need to know before making the decision to spend their money with you.

Customer reviews are helpful, but many of us don’t take the time to give reviews after the purchase, unless it is a bad one. And, honestly, what’s the incentive? How about having your employees test and give reviews of the products you sell? You can control their exposure to multiple manufacturers for an honest review that takes into consideration products the end customer hasn’t been exposed to.

Is your company consistently taking customer feedback and applying it to your systems and processes to continuously improve the customer experience – whether online or in person? How do you test the products you represent and communicate that information to your customers?