Apple Reduces Refund Times in Effort to Boost Online Sales and Customer Satisfaction

Apple has improved its return policy, offering faster refunds for customers who purchase items online, reports Reuters. Apple was able to shorten the refund processing time from 10 days to less than a week by using an expedited shipping method to send devices back to the company for return.

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According to retail-intelligence firm StellaService, Apple switched to FedEx 2Day service last November during the holiday shopping season and has continued to use the service, despite the greater upfront cost associated with the faster shipping method. Customers will not incur any additional costs for Apple's decision to use FedEx, notes a source "with knowledge of the new procedure."

StellaService researchers first noted the improvement in refund processing times in November, but chalked it up to a temporary measure for the busy holiday season. The company, which orders items from Apple's website several times a day for research purposes, also discovered that packages were stamped with FedEx 2Day, rather than a Newgistics prepaid label.

Apple is going against the grain by investing in the returns process, an area that companies often trim because it does not help their bottom line. CEO Tim Cook has repeatedly said Apple does not have a profits-first policy, but instead prides itself on delivering a quality experience to its customers.

This focus on the overall experience benefits Apple's brand reputation among consumers as the company routinely leads its competitors in customer satisfaction. Apple recently reclaimed its spot as the highest ranked tablet manufacturer in J.D. Power's latest U.S. tablet customer satisfaction study, earning a 5-star rating and edging out rival Samsung.

Top Rated Comments

noisycats Avatar
97 months ago
Amazon are a pain when it comes to returning. I always try to go else where.

Well than I must be doing something wrong with Amazon returns. I log into my account, go to recent purchases, select return, select item, choose a reason, print the free return label, slap it on the item, place it outside my door. Generally get an email in less than a day that my refund has been issued.

I don't talk to anyone. I don't see anyone. I don't drive anywhere. I can't imagine an easier return process.
Score: 8 Votes (Like | Disagree)
maflynn Avatar
97 months ago
Amazon are a pain when it comes to returning. I always try to go else where.

I never had a problem with Amazon. Very easy, no issues.
Score: 7 Votes (Like | Disagree)
Chupa Chupa Avatar
97 months ago

Other brands should take note (specifically Amazon, which made me jump through so many hoops to try and sort out a recent problem I gave up in the end).

Amazon are a pain when it comes to returning. I always try to go else where.

Surprised because Amazon (that is products sold BY Amazon, not sold ON Amazon; i.e., 3rd P reseller) has always be the epitome of customer service for me.

Refunds: log in, check off the product being returned, state reason, print out prepaid UPS label, drop off at a UPS Store. If the return is due to Amazon's fault or its clothes it ships back free. Refund come anywhere between instantly and 3 days.

Item not rec'd when expected (lost): Amazon ships out another one via next day air.

Now for items sold by 3rd parties on Amazon, yes, avoid those at all cost. They are not part of Amazon and Amazon can't do much for you until X amont of days pass.
Score: 6 Votes (Like | Disagree)
FreakinEurekan Avatar
97 months ago
Amazon are a pain when it comes to returning. I always try to go else where.

Seriously? I've returned a few items and it's always been incredibly simple. They create a shipping label that I print, and as often as not I see the credit issued as soon as tracking shows I sent the return - before they even receive it!

Caveat, I tend to only buy items that are Amazon Prime which means sold or fulfilled by Amazon directly. If you're buying stuff shipped by the 3rd party seller directly, it's basically like eBay or Craigslist, you never know what you'll get.
Score: 6 Votes (Like | Disagree)
goodcow Avatar
97 months ago
Amazon are a pain when it comes to returning. I always try to go else where.

Amazon returns have always been smooth and painless for me.
Score: 6 Votes (Like | Disagree)
bushido Avatar
97 months ago
Anyone who returns an Apple product is a disloyal customer and Apple should not make any effort to satisfy them.

spoken like a true fanboy
Score: 4 Votes (Like | Disagree)

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