“Caveat Emptor”:  Let the buyer beware.  That is a phrase most of us are familiar with as our culture has conditioned us to be suspicious of the people we do business with.  It is unfortunate that our customers do not trust us, but the inherent lack of trust presents an opportunity for the business that will commit itself to customer loyalty.

As Seth Godin points out in his blog today, being willing to “make it right” when a customer has a negative experience with you goes a long way to overcoming the traditional lack of trust that exists between consumers and business.

Most of your competitors don’t have pro-consumer satisfaction policies.  They offer consumers fine print instead.  Trust never goes when you have to refer to the fine print.  Don’t do that to your customers.