The customer is always right. Aren’t they? The politically correct answer to this is yes, of course. The realistically correct answer is no, don’t be stupid. The grumpy old man who devours an entire double scoop ice-cream and then returns to the corner store to demand a refund because it was too cold is not always right. Neither is the woman with two screaming children who threatens to sue you, your head office, and half the population if you don’t apologise this instant for questioning her sellotaped together receipt from 1987, which actually belongs to a different product bought from somewhere else entirely.
Unfortunately, it’s a fact of business life that you will inevitably encounter customers and clients who you can later refer to politely as ‘quite a character.’ The trouble with the ‘customer is always right’ mantra is that it has slipped into the wrong hands – that of the customer. Armed with this get out of jail free card of being able to do no wrong, dealing with one who will try to squeeze you for every cent and ounce of sanity you’ve got can prove to be the ultimate consumer headache. The only way to prepare for this incoming torrent of customer abuse is to dot your Is and cross your Ts when it comes to carefully outlining your working policies in advance.
Whatever product or service you’re selling, having a well constructed and visible set of terms and conditions as to your trading or hire is crucial. Concentrate; here comes the science bit!
Refund policies: If you’re selling online, it is an essential piece of customer service to ensure that your attitudes towards refunds and exchanges are easily accessible to your visitors. Write these clearly and concisely, and don’t leave them open to interpretation.
Additional charges: From p&p to image retouch, if your customer is likely to incur additional costs when purchasing an initial product from you, they must be made aware of this before the transaction occurs. Hidden charges are just asking for trouble.
Payments: One word. Paypal.
Responsibilities: Your T&C is a good place to outline the things your company does and doesn’t take responsibility for. Whether it’s lost, damaged or delayed goods, or the actions of external websites you may be linking to or collaborating with, consider contingency plans for every eventuality of blame.
Retain control: Displaying the sentence ‘We reserve the right to…’ can go a long way.
Hopefully these hints will get you on your way to producing a fire proof set of Terms and Conditions, and remember, the customer is always right… except when they’ve been pre-warned of your policies!
Spotlight on Reem Kanj, 21, designer and model
Having studied at the London College of Fashion, Reem Kanj has had her designs worn by stars of the red carpet, and forged independent success as a model, appearing in high profile music videos and publications. With an ever growing legion of fans, Reem is combining online popularity with business savvy to launch her own boutique label shortly. Keep up with her progress here.
