The internet is not the only place that refunds are an issue for a retailer. From the point of view of the merchant, customer satisfaction is one of the highest priorities because competition for customer loyalty is fierce, and keeping repeat customers coming back is the fastest and best way to have long term financial success in sales. Offering an iron clad refund guarantee if the customer is not satisfied with their product, sends a message to the consumer that their happiness is at the very top of their priority and that they can shop with you in confidence.
As customers, we want to know if there is a return or refund policy in place. We come to expect that when we get home with a product, that it will be to our satisfaction and the store will stand behind their product and policies, to give us a refund no questions asked, with proof of purchase. Sadly even in retail stores, refund fraud happens all the time. Thiefs and shop lifters bring back stolen merchandise for a refund to exchange what they took for money. There are too many scams like this, so the only solution in the stores is to provide store credits, so that money never leaves the store.
Within the world of Clickbank marketing, we are faced with a similar problem because our products are digital and this gets solved differently. Clickbank offers an iron clad refund guarantee, so unlike wary merchants, there is no "store credit" to protect their funds. Both Clickbank merchants and affiliates must abide by the policies of the marketplace, so if Clickbank gives a refund, so do you.
Clickbank Policy
The problem is there is no such thing as a "return product" because it is a digital product. This means they download the product to the customer, once they have a digital copy, they have it and there is no way to make sure they are not keeping it. With Clickbanks policy, it is too easy for internet thieves and shoplifters to buy and download products, cash in on the policy and just keep getting their money back, so they keep the product and receive their money back meaning a loss for the merchant and a win for the thief..
Clickbank has been trying to solve this problem, for a few years now, but the only solution to cut down on Clickbank refunds taking profits out of our accounts, which we very much deserve to keep is the first line of defense. This of course is legitimate refunds because of customer dissatisfaction. You need to put extra work and effort into your Clickbank products, making sure they are of the highest quality so there is little room for complaint. That is part of it., but the other part is making sure customer perception of the product is accurate.
Customer Relations
On the internet, over promoting a product is almost a way of life, as we always try to sell stuff. We all turn into infomercial merchants and sometimes give the impression that our product might be something it isn't, for example promosing to make them money but results vary. So go back to your website and improve your sales language. It's ok to use good marketing language on those pages but be sure you are telling the customer the truth so there is no reason for them to have a case to say that you sold them something that was not up to what was claimed or promised them something that was not in the product. Have other people read your marketing copy, and get to know the product, so they can confirm that what is being sold is what the customer gets.
Building strong customer relationships and a community of repeat customers, you are more secured not to give out refunds constantly. The best defense against a lose in business is satisfying the customer.
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