A recent survey found that reverse logistics companies rank customer satisfaction as their highest objective after sales. Why did these companies rank customer satisfaction higher than product differentiation, cost savings, and revenue generation? Simple. The power of the people.
As consumers we have gotten accustomed to be catered to and to having our needs and wants satisfied in an instant. As consumers we have also turned the sales process on its head. We tune out ads, we research products and services online, and we make decisions on what we want before we engage with a sales person. And we turn to social media to let other consumers know about our experience – good or bad.
Smart companies have realized that the consumer experience they provide can make or break a company. Customer experience and customer satisfaction are effective tools companies can use to grow their business.
My husband and I recently upgraded our phones. He decided to return his phone via our mobile carrier. On the recommendation of a friend I decided to try Gazelle. Our experiences were night and day. His process was long and drawn out. It included a couple of calls to our carrier who was managing the process, boxes, labels, and aggravation. It also included lots of waiting. Waiting on hold, waiting for the right box, and waiting for the refund. On the other hand, my experience was the exact opposite. My experience with Gazelle was fast and easy. The process was so seamless I actually triple checked the returns process to make sure I hadn’t missed a step – I hadn’t. And, when we both had our refunds in hand, mine was bigger.
We were so pleased with my experience that we decided to go through our house and round up old iPods and phones and send them off to Gazelle. My experience with Gazelle was not unique. Gazelle has been written up by The New York Times, Forbes, CNET, MarketWatch, US News and World Report, Cosmopolitaton, Redbook, and many others. Consumers are happy.
Eighty-five percent of certain types of components have nothing wrong with them when they are returned. These components can be turned into revenue. When a reverse logistics company creates a positive experience for the customer they can increase their revenue stream through the sheer number of products returned.
Satisfied customers are good for business.