Regina purchases a television at Best Buy and after watching it for three weeks, decides that she doesn't really like the television. She tries to return it at Best Buy only to find they won't take it back, as she purchased it 21 days ago. Regina gets angry and starts to create a scene resulting in the police being called. This scenario might be plausible considering that at this time many customers believe, "They are always right." However, companies are starting to realize that sometimes these practices are hurting their profitability and putting a strain on their resources. Instead you may see a few companies in today's marketplace taking a different approach to customers such as; only accepting returns with a receipt and limiting the circumstances exchanges can be made. Considering this scenario and the idea that some companies are changing their philosophy of customers always being right, do you think it is still possible for companies to gain long-term loyal customers? How would you interact with Regina and maintain her as a customer before the police have to get involved? Your manager has instructed you that you can't exchange the television, give her store credit, or any type of discount in the future. Respond to all of the following prompts:
1. Do you think it is possible to keep customers that want a company to honor their request over the company's policies? Is it possible to instill loyalty to a brand? Why or why not?
2. Are customers that try to take advantage of store policies for returns etc., actually worth keeping loyal in the long run?
3. Why or why not?