VICKIE CARTER
Copy & Creative
VistaPrint Customer Promise
How might we ...
Revisit VistaPrint's satisfaction guarantee messaging to reduce refunds – especially for reasons that had nothing to do with VistaPrint – without damaging customer trust and quality expectations?
Context
VistaPrint had a very clear, bold, and customer-friendly satisfaction guarantee. "Any time, any reason, or we'll make it right." And customers were definitely aware of the "any reason" part – and putting it to good use.
Here's how we did it.
As Copy Director and Copy Strategist for this project, I invited a strong copy partner (Rebecca McGarry) to team up with me on this initiative.
And while this was originally intended as a high-value, low-complexity copy update, we quickly realized that we had a special opportunity to revisit how we discuss customer service at VistaPrint.
What if, instead of talking about what happens when something goes wrong, we focus on all the ways VistaPrint can help a customer make everything go right? Other companies offer guarantees, but what if VistaPrint makes a promise?
We developed an array of multi-channel copy concepts, and then tested and refined based on qualitative and quantitative user feedback and stakeholder feedback.
I presented the creative and addressed questions during feedback sessions at each stage of the project lifecycle, including a presentation and Q&A with VistaPrint's CEO.
Project results & takeaways
Company
Vista / VistaPrint
Year
2024 & 2025
Project Type
Rebrand, Customer Service Messaging
Market / Region
Global
My Role
Copy Director, Copy Strategist, Copywriter
Project Team
Copy: Vickie Carter, Rebecca McGarry | Creative Direction: Annie Chin, Cliff Skeete | Brand: Georgia Cowley, Cathy Marchant, Kate Armstrong | Customer CARE: Paul Harraghy | Project Management: Paul Jumalon
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The final creative was implemented as a global optimization across key customer touchpoints, including but not limited to VistaPrint's website footer, a dedicated customer promise landing page, marketing landing pages, top-priority DTC print campaigns, and all marketing and customer service emails.
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The messaging update was celebrated as a key brand messaging win and brand differentiator.
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VistaPrint is continuing to bring this new "love language" to life in existing and future customer touchpoints.
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This was an incredible mentorship opportunity – after rolling out Phase 1 of this initiative, Rebecca assumed ownership of copy strategy (and invited another member of the global team to get involved).
