Let me open up with one of my favorite quotes of Jim Rohn that always keeps me centered at work, – “One customer taken care of could be more valuable than 10,000 $ worth of advertising.”
Now that we have established the tone (kinda)
Let’s jump right in…
First steps – acknowledging the problem
Much like Bruce Kasanoff, I do not believe in traditional sales strategies for they are ineffective in propelling the long-term success. After all, retaining existing customers and building brand loyalty is our ultimate goal and aspiration. Isn’t it?
Instead of trying to push products into customers’ faces, effective marketers should emphasize on serving and meeting customers’ needs. As Bruce put it down in words, beautifully – “Serve, serve, serve is a more profitable strategy than sell, sell, sell.”
Most of the e-Commerce businesses (sadly) do not have a post-purchase journey devised for their customers. Driving traffic to get shoppers click the “buy” button doesn’t end the transaction for the customer, so it shouldn’t be our primary focus either. After a shopper purchases online, they still have to receive the goods. (Duh!)
However, before their parcel arrives there is this communication void between the retailer and the customer a.k.a. “experience gap” and it’s up to marketers to design a positive experience throughout and deliver to the customer (literally and metaphorically).
Continue the conversation
Notably, only about 16% of retailers have marketing tools in place to boost customer retention, even when acquiring a new customer is 5 times more costly than retaining the existing one.
So, what’s the take-away?
First things first, one of the areas of the customer journey, marketers could hone, is – the post-purchase experience. Rather than sending shoppers out to a third-party websites, lot of big brands have adopted a customized shipment tracking solution that provides clarity into the delivery process. Shoppers get notified on the shipment every step of the journey, check shipment status and skim through the cross-sale items, without leaving the retailer’s e-shop. Retailers not only gain more traffic, but also decrease the customer support call volume.
As customers await for their shipment delivery, they are more open to communication with the retailer, especially if the content is personalized. According to a study, 76% of shoppers prefer to buy from retailers that use personally tailored information to create relevant experience. Retailers drive traffic through customized on-site promotions; “you might also like” cross-selling items that are based on shopper’s previous purchase. It does add to the relevance and taps into customer engagement using the post-purchase funnel.
On the flip side, things could go wrong. But it’s okay.
During the “experience gap” there are number of things that could go wrong and displease the customer: wrong item shipped, incorrect shipping address, damaged goods, delivery delayed or whatnot diovan 80 mg. Unexpected things happen all the time, we might not be able to prevent it most of the time, but we can definitely be prepared.
It’s not over – what it means to be customer-centric
One bad experience doesn’t necessarily define a lost customer. It depends on brand’s ability to seize the opportunity by reacting in such situations, in a timely manner. Successful brands collect feedback at the time of parcel delivery, because that’s when problems are most likely to be uncovered. By having the right, end-to-end, post-purchase marketing tools at their disposal, brands oversee the customer behavior and proactively take action to help resolve issues in a quick and timely manner. In my world that is a clear win.
As premium post-purchase experience becomes more entrenched in our industry, retailers should promote the customer-centric attitude within their company teams and ensure that marketing, supply chain, e-commerce, and support teams are synced with the company values, delivering a premium post-purchase experience at all times.
In a nutshell…
Online business owners need to design end-to-end post-purchase experience, so users transform into long-term loyal customers and love not only the product but the whole journey, throughout.