Make sure your customers remember your name!

by Neil Moncrief on May 5, 2009

Will your customers remember your business name? Will they recognize it when their credit card statement arrives? If these seem like odd questions, consider how today’s consumers and businesses operate:

  • Brick-and-mortar businesses may have one legal name, but operate under one or more DBA names.
  • E-commmerce businesses may be known by their dot.com addresses, but not by their legal or DBA names.
  • Consumers are using credit/debit cards for more and more routine purchases, so they may have trouble recalling specific transactions.
  • Consumers can shop at trade shows, county fairs, etc., which may be far from a merchant’s physical business location. Those customers may never see a sign or banner displaying the business’s name.
  • Many consumers routinely discard receipts before their statements arrive.
  • Husbands and wives may not know about each other’s purchases, so the one who opens the statement may be caught off guard.

In today’s fast-paced world of plastic and e-commerce, your customers may or may not remember buying from you. And if they don’t recognize your charge on their statement, they are likely to call their credit card company and initiate a chargeback. If you’re a business owner, you already know that chargebacks cost you both time and money. But did you realize you can reduce chargebacks just by helping your customers remember your name?

If your business’s DBA name differs from its legal name, tell your customers what to expect on their statements. A simple counter-top sign and a note on your receipts will work wonders. If you sell online, place a notice on your checkout page and all e-mailed receipts. And make sure your credit card processor submits your business’s phone number to the card issuing banks so it will appear on your customer’s statements. Simply providing a phone number could be the difference in a satisfied customers and an expensive chargeback.

If chargebacks aren’t a concern for your business, consider yourself fortunate. But if you need help getting your chargebacks under control, please give me a call.

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{ 2 comments… read them below or add one }

Jackson Millings July 6, 2009 at 9:20 pm

All good points. I have several small biz, all under different DBA’s. Never thought about how it confuse my customers.

compsulrea December 16, 2010 at 2:52 am

“I have several small biz, all under different DBA’s. Never thought about how it confuse my customers.”
How much is it true?

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