The purpose of a business is to get and keep a customer, they will only stay with you if you perform above and beyond their expectations

We covered examples of poor customer service of ICICI Bank, great service from Rolls Royce, etc. Risk reversal is very important to wow the customer. 100% money-back can be a great strategy that Costco and many coaches use. Return without, Costco does a beautiful job.

Exceed customer expectations. Wow, the customer. Excerpts from this article is covered in the videos https://hbr.org/2010/07/how-i-did-it-zapposs-ceo-on-going-to-extremes-for-customers

Our customer service orientation is also apparent on our website. On many websites, the contact information is buried at least five links deep, because the company doesn’t really want to hear from you. And when you find it, it’s a form or an e-mail address. We take the exact opposite approach. We put our phone number (it’s 800-927-7671, in case you’d like to call) at the top of every single page of our website because we actually want to talk to our customers. And we staff our call center 24/7

When one of our reps found out that because of a death in the family, a loyal customer had forgotten to mail back a pair of shoes she’d planned to return, the rep sent her flowers” Zappos Employee.