I was just in conversation with a woman who is a nurse in a dermatologist’s office. She was bemoaning the fact that lately, far too many of her customers have returned their skin care product purchases for a refund. She lost their customer loyalty. The reason? The skin care products made their faces red. For these particular products, the patient’s faces are supposed to turn red.
What happened here? The nurse claims that every one of the patients/customers was informed about the effects on their face after using the products. So who is right? Both parties.
The customer has the responsibility of thoroughly understanding the product they buy. That’s true for any purchase anywhere. Are we all good at that? No. I’ve purchased many an item about which I was largely ignorant. But I digress.
The customer carries a certain level of responsibility to protect their investment and understand if the investment is right for them. The provider has an even bigger responsibility to make sure the customer is educated thoroughly when purchasing their product, especially if it affects a customer’s appearance, well being or health.
If the doctor’s office staff merely “tell” their customers about the details of buying the products, it’s not enough. I don’t call that “thoroughly educated.” In this case, the office did not provide flyers, sheets of information, follow up calls or any other measure to ensure the patients who purchased their wares were completely aware.
What measures is your company taking to take any doubt away that your customers are completely educated and confident about purchasing your products?
