It’s easy to say customer satisfaction is very important – but harder to put that into practice.
Most companies segment their markets by customer demographics or product characteristics and differentiate their offerings by adding features and functions. But the consumer has a different view of the marketplace. He simply has a job to be done and is seeking to “hire” the best product or service to do it. Marketers must adopt that perspective.
Clayton M. Christensen, Scott D. Anthony, Gerald Berstell and Denise Nitterhouse
Effective product returns strategies can result in increased revenues, lower costs and enhanced levels of customer service.