I’m embarrassed. At Palo Alto Software we’ve been offering a no-questions-asked money-back guarantee since sometime in the late 1980s. It should have been obvious, but wasn’t. There was a question we should have been asking all along!
I just read a brilliant idea from John Jantsch of Duct Tape Marketing. He titles it Make Them a One Conditional Guarantee.
When you offer a money back guarantee also clearly spell out that the only condition the buyer must meet in order to receive a full refund is that they suggest to you ways that you could make the product or service better or more in line with what they wanted or expected.
From someone who processes returns, I think this is a great idea!