Consumer behavior specialists and marketers are constantly deriving new ways of attracting customers and motivating them to make purchases. Repeat purchase by customers leads to increasing revenue and higher market share, enabling businesses to enjoy profits.
Having said that, what is the one big reason for poor customer satisfaction and low levels of customer retention? It is the way a business treats its customers after a sale. The quality of post sales service is the key differentiator among companies, which can result in creating loyalty or losing a customer for good.
Let’s have a close look at how post-sale services can impact customer loyalty for businesses.
Customer Relationship Building
Giving a customer time and attention post purchase is a sign of trust for customers. Customers become aware that your company is not just looking to sell products but is also interested in building long lasting relationships and enhancing experiences.
Being able to provide solutions to customers post sales, reflects on the company’s nature as being reliable and dedicated to offering continuous support. Customers are more willing to make a purchase when they have the confidence in a company’s support after the purchase, as compared to businesses who will either not help or charge tons of money to solve a problem that was created from their own end to start with. No, that will not generate loyalty.
Consistent Repeat Business
When a customer shows up for help at the customer service platform they select, that is a chance for the company to re-establish a connection. If a customer turns up with a problem and the company is able to find a solution, then they have achieved two things, turned a negative experience into a positive one and also acted effectively on another touch point.
However, if the customer leaves disappointed and angry, then there is a strong chance that he or she will not do business with the company again. Statistics show that “96% of unhappy customers don’t complain, however 91% of those will simply leave and never come back – 1Financial Training services.”
It doesn’t end there, these disgruntled customers will go on to tell others about your service quality and experience offerings. “A dissatisfied customer will tell between 9-15 people about their experience. Around 13% of dissatisfied customers tell more than 20 people.” – White House Office of Consumer Affairs.
When a customer is comforted with knowing that he or she will find support from the customer service department, they are more likely to do business with the same company again, resulting in a higher rate of returning customers.
Collecting Strategic Feedback
Offering post sale services in the long-term is more beneficial to the company than it is for the customer. Instead of never knowing what went wrong with your sales and losing customers, you are able to learn about the problems faced by your customers and fix them. This information can be a source of strong feedback from the customers and can be used to enhance product offerings and fix loop holes and issues with the current products.
If this information is used effectively and changes are made, there is a strong chance that you won’t lose your customers to competition. Utilizing customer feedback and consistently improving service and product standard results in customers valuing your offering and recognizing your company as a customer-centric business.