the “anti seth godin” approach to selling products
Lightspeed venture partners comments that 11-20% of electronic gear is returned.
The breakdown:
| 68% | “no trouble found” — customer found the product confusing |
| 27% | buyer’s remorse — too expensive or spouse didn’t like it |
| 5% | defective |
Sony’s solution? Make the product easier? Find out how to make the product better? Nope! Make the product harder to return!
My mom is a perfect example of a customer who finds many things electronic too confusing. Rather than do the right thing of asking customers for feedback, Sony takes the easy way out and screws the soon-to-be-former customers.
But it seems like Sony is the exception. In the original article, the other companies discussed have a much more enlightened approach.