Terms and conditions should show that you recognise the customer’s statutory rights. But customers may gain the impression that you are letigious and punitive in your dealings. So how can we address this, and still protect your business?
It can be good to reassure potential customers that business is rarely problematic. And that when difficulties arise you try to resolve them quickly and to the satisfaction of the customer.
It’s helpful if you are willing to go the extra mile. Sounding generous may actually cost little and will earn respect from the new customer.
Information should be provided to inform consumers of your expectations and this shouldn’t be seen to be over-protective of your business or deliberately penalising customers.
giving your customers reassurance
Reassuring people about the use of personal information is important. The Information Commissioner’s survey showed that 62% wanted a clearer explanation of how their personal information was being used.
Charges should be seen to be fair rather than penalising the customer. This is how the UK banks first made themselves very unpopular, by deducting hidden charges without reasonable warning.
It’s important to be clear and upfront with customers and do everything you can to make sure consumers understand what you charge and when.
If you have difficulties drafting a section in your terms and conditions, take a look at how your competitors and other companies have approached similar wording for inspiration. But don't infringe their copyright in your enthusiasm!
Offering a moneyback guarantee will certainly encourage new business and reassure existing customers. However distance selling regulations, to a certain extent, provide this anyway.