Another practice for creating awesome customer experiences is providing customers risk-free transactions.

Some companies do this very well. Here are some examples:

Home Depot: Home Depot takes much of the risk away from their customers by providing an exceptional return policy. If you purchase the wrong product or it’s defective, Home Depot will usually refund your money or issue a store credit with few or no questions asked. The process is also very quick and if you purchased via credit card, in most instances, you won’t even need a receipt. They can verify your purchase by reviewing the credit card transaction electronically filed. Canadian Tire and Walmart also comes to mind for hassle-free, solid return policies aimed at serving the customer.

Amazon: Although Amazon doesn’t deal with customers face-to-face, they still offer a rock-solid return policy. If you’re unsatisfied with your purchase for whatever reason, they offer a full refund. Amazon will even refund the return shipping cost. Few online companies do this. The procedure for customers to self-print return shipping labels further facilitates the process.

True Connections Web Development: My own company, a web design and development company, removes the risk by offering a “don’t pay if you’re not 100% satisfied” policy. In the sea of service companies, I understand not every business can offer such a policy. However, from my observations, many could, and don’t. If you believe in your service, why not consider a “don’t pay if not satisfied” policy?

Pub/Restaurants: At a pub a few weeks ago, feeling adventurous, I asked the waiter which beer on the list was “most unusual”. He described the taste of several. Seeing I was hesitant on a particular brand, the waiter offered to bring a taste-sample thus removing the risk of purchasing a beer I may not enjoy.

Removing or reducing the risk for customers is not that difficult especially if you believe you have a good product or service.

As a business owner, what can you do to reduce the risk to the customer? It’s worth putting aside some thinking time, analyzing your business and perhaps come up with ideas to make the customer more at-ease, before the transaction.

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