Message & Media: Reputation Guaranteed
Compare this with this Lands' End guarantee: Guaranteed. Period®. If you're not satisfied with any item, simply return it to us at any time for an exchange or refund of its purchase price.
• Name it. Name your guarantee. It adds value and implies a benefit. Call it a Solid Gold Guarantee, Ironclad Guarantee, No-Strings-Attached Guarantee, Money-Back Guarantee, Unconditional Guarantee or something equally reassuring. Reinforce its importance with strong graphics.
• Do it. Advertising your guarantee is one thing, honoring it is another. Whether you are proactive or reactive in resolving customer problems, don't hesitate to admit you made a mistake and are ready to make it right. Orders get filled incorrectly. Emails get sent with links that don't work. Manufacturing runs have problems. How you handle customer concerns large and small is how you earn a reputation for being fair and square with those spending money with you.
Proactively, you can send an email, postcard or letter with your "Oops! We made a mistake!" message. High readership is almost guaranteed because of the nature of the message. And candor is good for your reputation.
Or you can wait to react to a stumble and respond as Keurig did. Here's the story: My first Keurig single-cup coffee maker arrived as a 2009 Christmas gift. After a month of making wonderful coffee-by-the cup, it quit brewing and had to be replaced. During the next 12 months, we continued to have problems. Ultimately, we received three replacement Keurig coffee makers, each with a free box of K-cups and each with a new one-year warranty. Despite the hassles (and caffeine-free mornings), we love our Keurig. And we have no doubt that Keurig stands behind its product and is willing to do whatever it takes to keep a customer happy (and continuing to buy K-cups!)