Want to delight your customers with a memorable post-purchase experience? With 65% of a company's revenue coming from existing customers, proper post-purchase customer service is critical.
The traditional "marketing funnel" model doesn't work as rigorously anymore. Today's customer journeys are much more complex. Marketers are losing untapped ROI by not paying enough attention to the post-purchase customer experience.
The traditional "marketing funnel" model doesn't work as rigorously anymore. Today's customer journeys are much more complex. Marketers are losing untapped ROI by not paying enough attention to the post-purchase customer experience.
What is post-purchase customer experience quality?
Simply put, post-purchase customer experience quality is the sum of all of a brand's interactions with customers after the point of purchase. It encompasses all aspects of customer service quality after the purchase of a product or service. Emails, refunds, customer service, and satisfaction feedback are all important touchpoints in the post-purchase customer journey.
Why is post-purchase customer service quality important?
The customer journey is becoming more complex every day. Touchpoints have become more non-linear and fragmented. According to an Invesp survey, among them, post-purchase customer interactions are critical for the following reasons:
· It costs 5 times more to attract a new customer than to retain an existing one;
· Existing customers have a 60-70% probability of selling to existing customers, compared to 5-20% for new potential customers;
· A 5% increase in customer retention leads to a 25-95% increase in profits.
· It costs 5 times more to attract a new customer than to retain an existing one;
· Existing customers have a 60-70% probability of selling to existing customers, compared to 5-20% for new potential customers;
· A 5% increase in customer retention leads to a 25-95% increase in profits.
How to improve your customer experience post-purchase
Now we know why it's important to focus on your post-purchase marketing strategy. Let's look at some tools that will delight your customers at different stages of the post-purchase journey:
1. Shipment tracking and order management
Customer expectations are on the rise – 97% of online customers expect to be kept up to date on the order fulfillment process. As e-commerce and "buy in-store and get it delivered to your home" methods become the norm, customers are demanding more transparency.
Providing shoppers with the information they need at every stage is in line with customer expectations. But businesses can also go the extra mile to ensure a seamless fulfillment experience that leaves an impression. This reduces the chances of losing customers to competitors and promotes the brand.
Also, focusing on the order management aspect of customer service after purchase is cost effective. Due to the hectic order fulfillment process, customer complaints pile up. They can be difficult to deal with in the long run and can even affect your bottom line significantly.
2. Customer Feedback
Customer feedback is another important touchpoint during the post-purchase customer journey.
Asking your customers to leave feedback is a great way to show that you value what they have to say. It's important to get the messaging right - customers shouldn't feel like they're being forced to do something tedious. Rather, you need to convince them that their reviews will have a real impact.
Reviews and ratings can be a powerful aid to marketing efforts because they utilize the customer's opinion. This creates social proof, increases recognition from an SEO perspective, and sets your brand apart from potential customers.
3. Customer Service
Poor customer service drives customers away - even faster than you think.
By working hard to provide unforgettable customer support, you'll get exceptional returns. These can be loyal customers who will be active advocates for your brand.
In addition, quality customer service is a huge factor in the growth of companies today. This can be maximized during the post-purchase customer journey as well.
1. Shipment tracking and order management
Customer expectations are on the rise – 97% of online customers expect to be kept up to date on the order fulfillment process. As e-commerce and "buy in-store and get it delivered to your home" methods become the norm, customers are demanding more transparency.
Providing shoppers with the information they need at every stage is in line with customer expectations. But businesses can also go the extra mile to ensure a seamless fulfillment experience that leaves an impression. This reduces the chances of losing customers to competitors and promotes the brand.
Also, focusing on the order management aspect of customer service after purchase is cost effective. Due to the hectic order fulfillment process, customer complaints pile up. They can be difficult to deal with in the long run and can even affect your bottom line significantly.
2. Customer Feedback
Customer feedback is another important touchpoint during the post-purchase customer journey.
Asking your customers to leave feedback is a great way to show that you value what they have to say. It's important to get the messaging right - customers shouldn't feel like they're being forced to do something tedious. Rather, you need to convince them that their reviews will have a real impact.
Reviews and ratings can be a powerful aid to marketing efforts because they utilize the customer's opinion. This creates social proof, increases recognition from an SEO perspective, and sets your brand apart from potential customers.
3. Customer Service
Poor customer service drives customers away - even faster than you think.
By working hard to provide unforgettable customer support, you'll get exceptional returns. These can be loyal customers who will be active advocates for your brand.
In addition, quality customer service is a huge factor in the growth of companies today. This can be maximized during the post-purchase customer journey as well.
4. Customer engagement and retention
Going back to the stats at the beginning of this post, it's easier to turn your existing customers into loyal customers than it is to acquire new ones. Given that the associated costs are almost 5 times higher, it's ideal for brands to focus on customer engagement and retention.
Fully engaged customers contribute more to a company's bottom line. According to a Gallup study, they have 23% higher revenue and profitability than the average customer.
Beyond the numbers, this pool of customers can also positively impact your business in a multitude of intangible ways. If the interaction with customers at touchpoints after a purchase is deep enough, they will advocate for your brand on your behalf. They are usually the ones who leave valuable feedback that can improve your product/service. By using the right incentives to engage your customers, you build trust and loyalty. Ultimately, this increases the value of your brand in the long run.
5. Digital business card
Companies from completely different industries are increasing sales using digital business cards. One such way is to leave an e-business card after a transaction.
Digital business cards are just like paper business cards, they convey information about you, but in the 21st century, they make it more convenient and practical. They work on any device: iPhone, iPad, Android, or computer. Unlike paper ones, being in a smartphone they can't be lost, forgotten, and will never run out. Like a regular business card, a digital business card has its own design, but it can be shared with anyone, anytime, even from a distance.
CardEx is digital business card service. CardEx allows you to evaluate the communication activity of your employees, reduce business card costs and save the environment. To create your own business card, you need to go to the CardEx service - the application is available in AppStore or GooglePlay and register yourself in the service in a couple of seconds. You will be able to add a photo, links to social networks and messengers to your digital business card, as well as place a description of your activity or hobby. Your digital business card is ready!
Going back to the stats at the beginning of this post, it's easier to turn your existing customers into loyal customers than it is to acquire new ones. Given that the associated costs are almost 5 times higher, it's ideal for brands to focus on customer engagement and retention.
Fully engaged customers contribute more to a company's bottom line. According to a Gallup study, they have 23% higher revenue and profitability than the average customer.
Beyond the numbers, this pool of customers can also positively impact your business in a multitude of intangible ways. If the interaction with customers at touchpoints after a purchase is deep enough, they will advocate for your brand on your behalf. They are usually the ones who leave valuable feedback that can improve your product/service. By using the right incentives to engage your customers, you build trust and loyalty. Ultimately, this increases the value of your brand in the long run.
5. Digital business card
Companies from completely different industries are increasing sales using digital business cards. One such way is to leave an e-business card after a transaction.
Digital business cards are just like paper business cards, they convey information about you, but in the 21st century, they make it more convenient and practical. They work on any device: iPhone, iPad, Android, or computer. Unlike paper ones, being in a smartphone they can't be lost, forgotten, and will never run out. Like a regular business card, a digital business card has its own design, but it can be shared with anyone, anytime, even from a distance.
CardEx is digital business card service. CardEx allows you to evaluate the communication activity of your employees, reduce business card costs and save the environment. To create your own business card, you need to go to the CardEx service - the application is available in AppStore or GooglePlay and register yourself in the service in a couple of seconds. You will be able to add a photo, links to social networks and messengers to your digital business card, as well as place a description of your activity or hobby. Your digital business card is ready!
The future of post-purchase customer service
Customer experience is increasingly becoming the most important driver of revenue and business growth. According to Forbes, brands that focus on CX increase revenue by 80% and with nearly 73% of customers making purchase decisions based on customer experience, it's important to do it right.
In particular, the post-purchase aspects of customer service can yield disproportionate returns – as we've seen before. Customer expectations are only going to increase every year and with the advent of interactive technologies for converting physical data into digital data, such as AR and QR codes, brands that provide unique customer experiences through these channels will stand out the most.
In particular, the post-purchase aspects of customer service can yield disproportionate returns – as we've seen before. Customer expectations are only going to increase every year and with the advent of interactive technologies for converting physical data into digital data, such as AR and QR codes, brands that provide unique customer experiences through these channels will stand out the most.
