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Subject:  Re: What would you do? Date:  8/3/2003  4:20 PM
Author:  jnwillis Number:  7949 of 15031

Any thoughts?

There are a couple ways to look at it.

Scenario 1: Some of your customers aren't happy with the value of the information that they received for what they paid, or they felt the description of what it was they were to receive didn't gel with what they got. Regardless, they (at least in their own mind) felt ripped off, so now they're seeking to make things right. And if say 1 out of 100 of your customers actually requested the refund, how many out of that 100 quietly thought to themselves "well THAT was $ down the drain" (but they never seriously considered requesting a refund just because of the hassle).

Scenario 2: You're exactly right in that this small minority of clients is indeed seeking something for nothing.

Without knowing the specifics of the information you're selliing, I'd guess it could be a little bit of both. What's "new information" to some people might be "old news" to another. And if you do indeed sell someone something they already knew or could have easily found themselves in another source, then you just can't blame them for feeling upset about it.

What I would do is first is ensure you have posted in regular sized font a no-refunds policy on the site. This would help protect you in a legal sense should your credit card processor ever have a client protest a charge. This also would probably encourage a few people to read your offer a little more carefully before they fill out that credit card form.

Second, (and maybe you do this already), make it a point to survey xx% of buyers to see if they were satisfied with the value of the information you provided. (This takes care of that segment that might be dissatisfied, but yet they never say anything). It also shows you care, and not a lot of businesses demonstrate that these days.

And lastly, for that small minority that might still request a refund despite your stated no refund policy, make them jump through a few simple hoops. If they are THAT dissatisfied and do feel that they were taken, then make it clear that you'll make an exception in their case and only their case. Refund their $ in full, but only if they explain why they are so dissatisfied about the service you provided. You might email them a PDF form they can print, fill out and fax back, but make sure that paper form forces them to be specific. If they can take the time to articulate their dissatisfaction in a meaningful way, then you've probably gained some insight into what your customers expect, and that insight may be far greater than the value of the money you're out.


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