A policy of ''refund if you're not satisfied'' is great except for the clerk who must process the refund when he or she has never heard of or ever practiced good customer service. Businesses must train most employees to be attentive to the customer. Few people are innately good at being attentive to customers if customer service is not their main responsibility. Good, paying, loyal customers are the lifeline of a business. Customers put cash into a business, and all they ask in return is a good product and service at a reasonable price.
Customers still vote with their dollars.
Most customers, whether they are dealing with companies that they visit in person or on the Internet, still want attentive customer service. They will do business over a long time with companies that meet their expectations. One way to find out is to have someone conduct several mystery shopper visits. There are private companies who do this service. Our SBDC office also can do this.