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Customer Service
CASE
Returns Refunds and Adjustments
The advantage of one retail format or channel relative to another with regard to adjustments, refunds and returns is predicated on the supporting supply chain's agility, efficiency and capacity to respond to rapid changes in demand. It is also predicated on the relative financial contributions of the products sold through one channel over another (Stock, Speh, Shear, 2006). Companies including Amazon.com, Zappos and others have successfully used adjustments, refunds and returns as a means to increase service recovery strategies online, earning a reputation for being very customer-centric and trustworthy as a result (Forbes, 2008). All of these factors determine if one retail format or channel is more effective than others in the use of adjustments, refunds, and returns.
Analysis of Retail Channels: Effects of Adjustments, Refunds and Returns
The entire spectrum of retail sales channels from click & ship, brick-and-mortar, clicks & bricks,...
The greater the distance between customers' expectations and experience by channel, the greater the need for closing this gap through effective adjustment, refund and return strategies. Companies have experimented with full-refund and no-refund strategies as a means to segment their markets and generate higher levels of profitability as a result (Chen, Bell, 2012). The net effect of these strategies has been to re-align the buying habits of customers while also creating a very effective approach to spending on adjustments, refunds and returns where the investment will yield the best return (Chen, Bell, 2012).
Creating a unified strategy of adjustments, refunds and returns also is critically important for defining which areas of a multichannel retailing strategy will get the most and least focus over time. There is a common misconception in this area of multichannel retail…
References
Chen, J., & Bell, P.C. (2012). Implementing market segmentation using full-refund and no-refund customer returns policies in a dual-channel supply chain structure. International Journal of Production Economics, 136(1), 56.
Forbes, L.P. (2008). When something goes wrong and no one is around: Non-internet self-service technology failure and recovery. The Journal of Services Marketing, 22(4), 316-327.
Stock, J., Speh, T., & Shear, H. (2006). Managing product returns for competitive advantage. MIT Sloan Management Review, 48(1), 57-62.
Time Warner approaches the issue of returns and service adjustment through a series of escalation paths and programs. These are the first step in averting any potential need for service recovery. When the service disruption is their fault or the fault of weather-related causes the company, Time Warner is quick to provide a refund or at least a credit for lost service. This is consistent with the concept of reciprocation
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