3 Post-Purchase Engagement Tips for Delivering Exceptional Customer Service
Omnichannel shopping’s rise in popularity is causing customer behavior to shift rapidly. Customers are engaging at more touchpoints and expecting more from their interactions, with 73 percent of shoppers regularly using multiple channels whenever they shop.
Retailers successfully engaging shoppers across the spectrum will find themselves far ahead of the competition.
The shift towards a physical-digital or "phygital" shopping experience is increasingly important for retailers. Many are exploring new methods and technologies for bridging this "phygital" divide. One approach? Post-purchase engagement, which offers many ways to connect with customers after they’ve made their purchase.
Identifying and supporting these post-purchase interactions helps cultivate long-lasting relationships.
Benefits of Post-Purchase Engagement
Generating enduring customer relationships is important for boosting revenue, especially since 65 percent of a company’s revenue comes from existing customers. Additionally, acquiring a new customer costs five times more than retaining an established customer. Positive post-purchase experiences, including ongoing communication and little error in shipment and returns, enable companies to nurture a return customer and cash in on the benefits of that relationship. Once you’ve established trust, it becomes easier to sell and deliver on your value.
Satisfied customers remain loyal customers. Retailers committed to keeping the conversation going strengthen the relationship and inspire brand loyalty.
Not sure where to start? First, always stay focused on delivering exceptional customer service. Use these tips to maximize post-purchase engagement:
1. Offer shipment tracking and order management.
Nearly 100 percent of online customers want to be kept in the loop during the order fulfillment process. They expect multiple options to receive their merchandise. Since the pandemic, buy online, pick up in-store (BOPIS) and at-home delivery have become more popular. Another expectation? More transparency on their order status. Sending a text or email with updates alleviates customer questions and worries about when their shipments will arrive.
Retailers should prioritize providing accurate, timely information to customers to deliver a seamless order fulfillment experience. Clearly communicate detailed, reliable tracking information (e.g., location and delivery times) throughout the entire post-purchase acquisition process. Offer an opt-in for notifications for updates and easy product return options.
2. Facilitate good customer feedback.
Customers appreciate when businesses ask for their feedback. Facilitating feedback shows that their voice is valued: 77 percent of consumers think more highly of companies soliciting feedback. In addition, feedback builds social media material, increases SEO visibility, and can make brands stand out from the crowd.
Collecting feedback should be the first step for retailers in the post-purchase process. Create an easy way for customers to access feedback channels, such as a QR code on the receipt or an email follow-up with a link back to a review form. Allow customers to provide feedback via surveys, emails and social media, across channels without requiring them to switch platforms.
3. Prioritize customer service at all stages of the purchase decision.
A top reason driving customers to a competitor? Lousy customer service. Nearly 58 percent of American consumers say they would switch companies because of poor customer service. Going the extra mile to provide exceptional customer support yields solid returns. It shows customers that you care about their experience with your company and want them to return.
The best customer support is proactive and includes:
- Anticipating and addressing customer concerns promptly.
- Prioritizing (and doing what with?) social media surveys.
- Offering self-serve access to knowledge-base articles and instructional videos that can help customers solve problems effectively and efficiently.
- Anticipating customer needs post-purchase and creating support to address those needs.
- Sharing additional resources on owned channels such as email or social media.
Without delivering a robust, positive customer experience, companies won’t succeed long term. With over 70 percent of consumers making purchasing decisions based on customer experience, organizations must prioritize and do it right. Leveraging strategies to elevate the post-purchase experience is an excellent strategy for converting one-time customers into repeat purchasers and building brand loyalty.
Sharat Potharaju is the co-founder and CEO of Beaconstac, responsible for crafting the overall strategy and execution. Sharat is dedicated to achieving Beaconstac’s vision to enable digital connection with every physical object and place on the planet.
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Sharat Potharaju is the Co-founder and CEO of Beaconstac, responsible for crafting the overall strategy and execution. Sharat is dedicated to achieving Beaconstac’s vision to enable digital connection with every physical object and place on the planet. Prior to his entrepreneurial career, Sharat spent a few years working in investment banking at Merrill Lynch in New York. Sharat holds a Master’s in Engineering Management from Duke University and a Bachelor’s degree in engineering from the Indian Institute of Technology (IIT) Madras.