Several of these actions are already being implemented among a few forward-thinking consumer electronics manufacturers and retailers. The actions include providing rich product information on the Web, positioning the best sales people on support phones, subsidizing installations and set-ups, and provision of “please call us first” sheets.
Reducing the amount of no-trouble-found product returns, and eliminating the associated costs, provide “low-hanging fruit” opportunities that the CE industry should be focused on. The benefits of taking action now will only grow when the economy improves. The extra attention to the returns issue might turn these typical costs from losses to profits.
Terry Steger can be reached at email@example.com.