Enabling Ease of Use
DS: Product returns have been an issue that’s plagued the industry for a couple of years, especially as products become more complex. What can CEI do to help combat this issue?
Summers: In the research that CE Interactive has done we realized that over half of the products that come back to consumer electronics retailers are “no fault found”—nothing was wrong with them. One of the primary reasons that customers returned products is that the product didn’t operate the way they expected it to operate. They had difficulty setting it up. They couldn’t get the right support. So to be able to provide education on a brand and model specific level with respect to product information, connectivity and support will help ensure that the customers’ products and systems are working properly, thereby reducing “no fault found” product returns.
DS: CEI just formed a partnership with the Consumer Electronics Association. What’s that about and who’s going to benefit most from this?