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I read an interesting article recently about customers’ expectations on delivery – not surprisingly “allow 28 days for delivery” is out. Remember, a lot of customers take a huge leap of faith in ordering from a company they might not know. They almost expect to be ripped off and, if they don’t hear back from you quickly, a larger percentage than you would expect will start cancelling their payments.
You can now order, pay and download a book, or manual, in seconds. You can order and pay for a physical product and have Amazon deliver it the next day. Customers now expect Express delivery. “Buyer’s Remorse” can set in very quickly and if you can’t get your product out to your clients quickly, expect your refund rate to soar.
One client of ours took orders on line and didn’t want to send his manual as a download on line as this would attract VAT – nearly £40 on a £197 manual. So, he replied to his client by return email saying that their hard copy was in the post but a free download version was enclosed for those keen to get going. Readers preferred the hard copy but liked the idea that they had instant access to the product – everyone’s a winner, except the VAT. Worth checking out that this still holds good as some VAT inspectors might not like to let that pass.
In the long and distant past another client ran two stage ads in the National Press and sent follow-up mailings to the people who phoned in. It was easier to batch the follow ups and send them in the post once a week. They then tested a change in follow ups - they mailed them daily by 1st class post and results jumped by 33%.
It may be worth looking at the speed you respond to enquiries and product dispatch in order to increase response and/or reduce refunds.