Creative Corner-Play the "Be Your Own Customer" Game (1,128 wor
Step 3: The Delivery
Now you've got the goods. How long did fulfillment take for each order channel? How does the product look? Is it well-packaged, fresh and clean? Is there a "thank you for your order" note enclosed? Is there a bounce-back offer enclosed? Is the receipt easy to understand?
Step 4: The Return
Return or exchange what you've ordered. Are there instructions for this, and are they clear? Is all the necessary information there, such as how long it takes to get your card credited? How does your company handle the credit for the item you paid for by check?
How did you do? I have a special offer for the first 10 people who e-mail me their results. If you see weak spots, I'll give you a free, one-hour, lunchtime Direct Marketing Boot Camp here in New York. Or we can do it in a conference call if you work outside of New York.
LOIS K. GELLER is president of Mason & Geller Direct Marketing, a full-service direct response agency. She can be reached at (212) 697-4477, or via e-mail at