I was at the Container Store yesterday returning an item that didn’t quite fit where it needed to go. While with the cashier, I inquired about a powerless push vacuum we had purchased some months ago. It did a decent, but not great, job, and while we no longer had the receipt, I wondered about its return. The reply was interesting and instructive as a business owner. She prefaced it with an encouragement to bring it back and then said:

“I’d hate for you to have to see it in your closet and think, “Ugh, I got that at the Container Store.”

The takeaway? That customer contact points extend way beyond the sale, the support, and areas where employees and systems interact with the customer. It extends to the product and its use, storage, maintenance, and improvement. This particular item didn’t meet our needs, and the Container Store is very interested in making sure what we’ve purchased from them meets our needs. It keeps us thinking positively, “This is practical; it does the job.” It avoids us from thinking negatively, “I wish I hadn’t bought this. Why does it take up space in my home?”

While in the short term they’re taking a loss on this vacuum, long term they’ve strengthened their brand and improved their revenue prospects. Customers return to brands that treat them with respect and most importantly, want to make sure the products used meet (or better, exceed) their needs.

Want your customers to think more positively about your brand? Consider their every interaction, their every touch point, with what you offer.