Shep Hyken\'s Customer Service Blog

Dollar Shave Club Teaches a Valuable Customer Service Lesson

The Dollar Shave Club continues to impress me with their amazing customer service. I have used them as an example of how to create a membership experience, but now I want to focus on their ability to deliver amazing customer service.

For those that may not know what Dollar Shave Club is, it was started by Michael Dubin and Mark Levine in 2011. In 2012, they rolled out a promotional video on YouTube that was hilarious and went viral. (Currently, there are more than 23 million views!) They immediately picked up thousands of members, moving them from a start-up business to a success that would eventually attract the attention of the business world. But, sales alone couldn’t make them the success that they are today. They needed a good product that was supported by good service.

As their name implies, they sell a membership for one dollar. You get one of their two, four or six place razors, your choice, for just a dollar! And, that includes the shipping. Then each month they send you four fresh blades for as little as three dollars. That’s great value for the money. And, typically great value, as in low price, doesn’t always come with great service. But, that is not the case with Dollar Shave Club.

Recently my 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 a short time 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. They acknowledged my problem and apologized. They told me what they were going to do, which was send out new handles right away. They didn’t make excuses 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 make it easy on the customer? Do you handle it in such a way that creates confidence? Everything Dollar Shave Club does creates confidence. Confidence gives them a great reputation and loyal repeat customers – or should I say, members.

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

Shep Hyken is a customer service expert, keynote speaker and New York Times bestselling business author. For information contact or For information on The Customer Focus™ customer service training programs go to Follow on Twitter: @Hyken

(Copyright © MMXVII, Shep Hyken)



    • Hi Rick – Thanks for the comment. Yes, that may have been an even higher level of service. I had an extra razor to use and was simply appreciative that they responded quickly and shipped me new razors. I was more than pleased with their response. But, how do they make it better? There’s always a way, and you figured it out! Thanks!

  1. In five years – one billion dollars! That is one heck of a turnover, She! Then again – what do you expect from a company that places the customer first – and means that in the best possible way!

  2. A lot of companies are scared to do what Dollar Shave Club did and trust that you weren’t just trying to get free merchandise.

    Companies with generous return and replacement policies know the real secret: only a very few customers will abuse this trust. Most customers, like you, will appreciate them even more for making things easy and re-commit to being loyal.

    Thanks for sharing this story, Shep!

    PS. I wish the comment section on your blog had a notification feature, where you could opt-in to get a message anytime someone else commented or replied. You’re always so great at responding to comments and often attract a lot of other good comments too, but I must admit I don’t always remember to go back and check.

    • Hi Jeff. The way I like to say this is don’t punish honest customers for the sins of the very few. On another note, I’ll check in with you seeing how we can add the ability to be notified when someone leaves to comment. Thanks, as always, for stopping by.

      • Yes, that’s a very good way of putting it!

        For example, I went to REI last weekend. I returned a jacket for a full refund that I had been wearing for two months. The reason for the return was I just didn’t like it. It wasn’t warm enough for me. I probably wouldn’t be able to return it at almost any other retailer since I’d worn it, but REI said no problem.

        The helpful sales associate even gave me several suggestions that led me to immediately buy a replacement jacket that cost the same amount. I also spent double that amount on additional merchandise. My wife went with me and made a purchase too. All because of a great return policy!

        • Thank you Jeff, for that great story. REI is one of my favorite stores. In the story you shared is one of the reasons why. Great merchandise, great service, great people that work there, what else would someone want. Stay warm!

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