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If You Don’t Like It, Xerox Will Replace It

September 6, 1990

ROCHESTER, N.Y. (AP) _ A new Xerox Corp. guarantee on all the company’s products promises customer satisfaction, or Xerox will replace the product free of charge.

The ″Total Satisfaction Guarantee″ covers all Xerox equipment delivered after Sept. 5, company officials said at a news conference Wednesday.

″We’re putting the customer in charge,″ said Paul V. Cahn, vice president of reprographics and customer service marketing.

″The customer is the sole arbiter and decision-maker. With virtually every other guarantee or warranty, the company decides whether a replacement is needed.″

The replacement guarantee lasts for three years from purchase or for the full term of financing through Xerox, whichever is longer.

A customer dissatisfied with a product, for whatever reason, can have it replaced with the same or comparable product, entirely at Xerox’ expense, Cahn said.

″We believe this is clearly different from anything that’s out there today,″ he said.

James J. Miller, manager of reprographic product marketing, said the company does not expect the guarantee to be a major expense.

″We don’t think that we’re going to get a lot of machines back,″ he said.

David Schofield, an industry analyst with Duff & Phelps in Chicago, said the guarantee is probably more psychological than anything else.

″I think it would only push people who were already inclined to buy a Xerox product,″ he said. ″I don’t know that it’s going to be a huge boost to sales.″

The terms of the guarantee were developed in extensive intrerviews with selected customers and through surveys sent to 40,000 customers each year, Cahn said.

″They didn’t want a 90-day money back guarantee,″ he said. ″Most things work well for 90 days. The concern was, will it still work for 990 days?″

Xerox already offers three-year warranties covering repairs on most of its low-volume consumer products. Under those warranties, the company decided whether or not to replace a machine, Cahn said.

The new guarantee supplements existing warranties and applies to machines bought, rented or leased from Xerox or an authorized dealer. Customers must have a Xerox service contract.

Xerox also announced Wednesday the introduction of two new small copiers, the Xerox 5034 and the 5011 R-E.

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