In our digital age, returning purchased software and getting a refund should be quick and painless. Unfortunately, it often is just the opposite.

Why Customers Want to Return Software

Last week I purchased Norton Internet Security 2008. This security suite for my computer promised “improved performance” and offered the anti-virus and firewall I needed. User reviews for this software were mixed but several online and magazine reviews I had read were very positive and even awarded it the “Editor’s Choice” in some cases.

Nevertheless, after I installed the software and my computer rebooted, every thing slowed to a crawl. Once my applications started loading: poof! My screen went black and my computer froze up. I had to hard reboot my computer by using the power button and then try to quickly uninstall Norton Internet Security before the computer crashed again.

Luckily, I was successful and my computer returned to its normal, happy performance. Did I try to reinstall it again? No way! I was lucky to get it uninstalled before I ended up in a never ending cycle of reboots and crashes.

Lesson learned: Your product must work the first time because that may be the only chance you get with a customer.

After I uninstalled Norton, I downloaded and installed Zone Alarm’s security suite without any trouble.

Lesson learned: If a customer’s first impression of you is a bad one, your competition is right around the corner.

Returning Software for a Refund is Painful

I had recovered from the disastrous software installation but I still had the opened box of Norton Internet Security software that I couldn’t return to the store. Why? Stores almost always refuse to accept returns of opened software. So what am I to do?

Symantec (the makers of Norton) require that I print out a form and mail both it and the software CD back to them. They’ll then take 6-8 weeks to process my refund. This process is too manual, takes too long, and is too painful.

The Better Way

Norton Internet Security already asks for an activation code during the installation. The software thus has the ability to disable and activate itself already built in. The return process should leverage this feature to make customers’ lives easier.

How about this?

Step 1: Give me an option in the software or via the website to return the product. This triggers the software to deactivate itself or even start the uninstall process.

Step 2: Once the software is uninstalled or deactivated, this fact is communicated via the internet to the vendor confirming the end user can no longer use the software.

Step 3: A credit is issued to the customer or a check is processed and sent in the mail.

Done!

The customer can keep the CD, throw it away, return it to the store, or mail it back. Any option they choose, the software is deactivated and the vendor can rest assured no one is pirating a copy.

Customers trust that their orders will arrive in a safe and timely manner. How does your business ensure that nothing bad happens in transit?

Use Proper Packaging

Sir Isaac Newton and his laws of physics will be working overtime against your package as it travels to your customer. It will be thrown, dropped, kicked, smashed, bent, and possibly subject to puncture wounds.

The product packaging for shipping should be commensurate with the value of the product. The more valuable an item, the more care should be given to packaging. Amazon.com always seems to send my orders in just the right size box with an appropriate amount of cushioning from air bags.

Choose a Reputable Carrier

FedEx and UPS come to mind as reputable carriers. I say that as I don’t recall having trouble with them in the past. The United States Postal Service, on the other hand, always seems to mess things up.

A responsible carrier will also offer you the ability to insure your package against loss and provide you with your package tracking information.

Hide Package Contents

Sometimes you ship products to customers that they don’t want the whole world seeing. This could be because it is a surprise gift or something valuable that snooping or thieving eyes don’t need to see.

This past Christmas, I ordered some diamond jewelry for my wife. The jeweler shipped the package in a generic UPS overnight box. The return address label mentioned nothing about diamonds and surely didn’t scream: “hey mail room guy, your wife might want this.” The package’s boring anonymity offered an extra layer of security for my order.

Customer Perceptions

Shipping and delivery are part of the whole customer experience. When an order is placed, your work isn’t done. The customer judges your business and decides if they will buy from you again based on how that order arrives. A small investment in order fulfillment and delivery will help impress customers and encourage repeat business.

When customers make reservations, they fully expect to get what they are requesting. When you combine a reservation with a deposit, or up-front charge, expectations are even higher.

On a recent business trip to Las Vegas, I stayed at Harrah’s on the famous Las Vegas Strip. I had made my reservation well in advance, requested a non-smoking room, and was even charged for the first night.

When I arrived my first evening, I was told no non-smoking rooms were available. What? They knew I was coming, I had paid for the room that already, and there wasn’t a room? Since I was recovering from a cold and have allergies, the smoky room didn’t do me much good that first night.

Fortunately, I was able to switch rooms the next day. However, this was a big inconvenience as I had to run back from my conference at lunch and move all my stuff to the new room.

Deliver on Reservations and Expectations

Customers make reservations at hotels, restaurants, and even when they place orders with your business. Orders are essentially making reservations of products in your inventory. If you tell a customer that their reservation is confirmed, you must be sure to deliver on that promise.

People’s expectations are naturally higher when they feel something should be ready for them. This is your moment to shine and deliver what you promised and make a great first impression on your customers.