Now, I'm actually not a fan of peppermint, but the whole thing made me smile. Here was a human touch in what is otherwise a faceless, even voiceless exchange. It got me feeling warm and fuzzy about Sensia.com. And that got me thinking about the importance of what you do when you fulfill and send orders. 'Cause you guys know, the sale ain't over till the Fat Lady sings, right? So let's talk about how you make her croon!
I'm not suggesting everybody run out and buy hard candy. But I do want you to consider that the overall sales process does not end when you've got the order. Fulfillment is an essential part of the sale. After all, that's the first time, in most online transactions, your customer can hold and examine the product she ordered. It's the first “real” contact between you. In a store, you get to handle the product, check out the packaging, read the label, give it a test spin, talk to the salespeople - all this before you decide whether or not you want to buy. In the online world, this critical, interactive step comes only at the end. Whether you do the shipping yourself or contract with a third-party fulfillment house, you want to make sure when that box arrives on your customer's doorstep, it is more than just a box; it's a message that conveys everything you want to convey about your business's class act. And not just the box, but everything about the fulfillment process speaks volumes to your customer, so make sure you're saying what she wants to hear.
Begin your communication at the beginning. When the parcel leaves you, notify your customer her order is on its way. Send her an e-mail confirming shipment, and, if at all possible, include a mechanism for her to track the package. Folks like to know where their stuff is. In a store, they're usually going to carry the item they've selected to the register and out to their car. No such sense of certainty when dealing through the ether of cyberspace, so give them the next best thing: timely and complete information by email.
Appearances count, so cultivate a professional appearance! Package your stuff in a box that looks like it was meant for the purpose. It's nice if the box bears your company's name or uses some nifty tape, but at least make sure it doesn't look like it formerly contained your old shoes at the community rummage sale! Your customer is going to get a clear impression of you when she sees that box.
The most important thing you put inside that box, besides the product, is your Return Policy. Your customer doesn't have the luxury of slipping the item back on the shelf and picking out another if she's not satisfied. So you make it clear you are more than happy to be accommodating. At the very least, include a list of your return, exchange and refund policies. If you require the customer to get an RMA (Return Merchandise Authorization number) to send the thing back, then tell her exactly how to do that. You include a toll-free customer service phone number, along with the hours during which she can reach a pleasant and competent human. And you print it all nicely in an attractive font on quality paper, right?
Should you include a Return Label? That depends, but make it as easy as possible for your customer to do what she needs to do. Hopefully, the product is perfection itself, but if it isn't, your customer shouldn't bear the cost of exchange. She wouldn't pay for the exchange in a store, and it would cost her nothing to return an item to the shelves. Yes, it would have cost her some time in the real world, but the reality is customers who have to pay for returns usually don't remain customers for long and typically side step the issue next time around by simply not purchasing from you again. Is that a cost to you? Certainly, and you have to build it into your margins. Is that a big problem? Only if you regularly ship poor quality products or make a lot of shipping errors. And neither of those is something your customer should pay for.