Shep Hyken

By Shep Hyken

A Billion Reasons Why Providing Great Customer Service Can Pay Off

A Billion Reasons Why Providing Great Customer Service Can Pay Off 150 150 Shep Hyken

For a company that provides a great product at a great price, and builds the value of that product with great customer service that inspires confidence among its members, look no further than The Dollar Shave Club.

Dollar Shave Club, in case you are not familiar, was started by Michael Dubin and Mark Levine in 2011. In 2012, they recorded a promotional video and posted it on YouTube. The video is so hilarious that it now has more than 24 million views! In the process, as you can imagine, Dollar Shave Club picked up members, thousands of them. This drove them from a start-up business to a success that would eventually attract the attention of long-established competitors. But sales alone couldn’t make them the success that they are today; they needed to have that good product supported by good service.

As their name implies, they sell a membership for one dollar. When you start your membership, you get your choice of one of their two-, four- or six-blade razors for just a dollar! And, that price includes the shipping. Then each month Dollar Shave Club sends you four fresh blades for as little as three dollars. That’s great value for the money. But great value, as in a low price, isn’t always accompanied by great service. Yet that is not the case with Dollar Shave Club.

Recently my Dollar Shave Club razor broke. The blade would no longer stay on the razor. Since they are an online retailer, I went to their website and clicked on “Contact Us.” I filled out the contact form and described my issue. In just a little while they responded.

Hey Shep,

Sorry to hear about the Handle! Thanks for letting us know. We trust you! I’ve got you covered and will send a couple of new Executive Handles on the house right away. Expect them within 3-5 business days and let us know if you need anything else in the meantime.

Shave on,


It was that easy. It was that fast. Just as easy and fast as when I signed up to be a member. Dollar Shave Club acknowledged my problem and apologized. Then they told me what they were going to do, which was send out new handles right away. And they did it. They didn’t make excuses, try to put the blame me or make it hard on me, such as asking me to return the broken handle. They just took great care of me. That’s what great customer-focused companies do!

So, how easy are you to do business with? When a customer has a problem, do you respond quickly, apologize, accept responsibility and immediately fix the problem, while making the process easy on the customer? Do you handle the issue in such a way that creates even greater confidence in your products and in your business? Everything Dollar Shave Club does creates confidence. Thus, confidence gives them a great reputation and loyal repeat customers – or should I say members.

Dollar Shave Club is the total package. Great value wrapped up with great service. And here’s some proof, they currently have over two million members, and recently, after just five years in business, they sold to Unilever for, are you ready? One billion dollars!