From the post-purchase experience ‘what-not-to-do’ file:
- After reaching out to T-Mobile support via Twitter to get help with a post-purchase question, a Chicago resident noticed his account name had been changed to “Idiot.”
- After purchasing an indoor plant from a U.K. company, a customer was banned from shopping with the company after asking about the status of an order placed two months previously.
– Warren Buffett
Why are post-purchase experiences not meeting expectations?
While our ‘what-not-to-do’ file contains extreme examples, we know creating positive post-purchase interactions can be challenging. A 2017 CMO Council survey revealed 60% of respondents labeled post-purchase experiences ‘under-whelming.’
We’ve explored reasons why post-purchase CX falls short and learned customers want post-purchase engagement to be as straightforward as the purchase. Companies offer landing pages, express check-out, and one-click ordering, but forget to remove complexity from the post-purchase process.
Areas negatively affecting customer satisfaction noted by the CMO Council include:
- Warranty Cards or Product Registration. One in three customers do not provide companies with this information, making future connections almost impossible.
- Printed Manuals. About two in 10 customers admit to discarding manuals and product records.
- Managing Post-Purchase Activity. Overall, customers don’t want to feel alone post-purchase, and struggle to understand product operating instructions, warranty conditions, and next steps if they want to re-engage with you.
What does a poor post-purchase experience cost?
“If you make customers unhappy in the physical world, they might each tell 6 friends. If you make customers unhappy on the Internet, they can each tell 6,000 friends.” (Jeff Bezos)
Customer frustration has a price. You’ve seen the statistics, and this 2017 survey from YouGov reminds us about the value of good post-purchase experiences.
- ‘Consumers are 4 times less likely to repeat-purchase from retailers who ‘go dark’ on them after a sale.’
- Without accurate information or how-to-guides, a third of those surveyed would not consider a repeat purchase.
American Express measured customer sentiment in 2017, finding that:
- More than half of Americans scrapped a planned purchase because of bad service.
- And 33 percent will consider switching companies after a single experience with poor service.
Steps you can take to ensure high quality CX
How can you create a great post-purchase experience?
- First, recognize your customers’ pain-points in the post-purchase process and address them with relevant, personalized (not annoying) content.
“People will sit up and take notice of you if you will sit up and take notice of what makes them sit up and take notice.” (Harry Selfridge)
- Second, develop, invest in, and execute a customer engagement strategy that works across any channel your customers use to reach you – online, social media and offline. According to Aberdeen Group, this helps companies retain an average of 89% of their customers.
“We take most of the money that we could have spent on paid advertising and instead put it back into the customer experience.” (Tony Hsieh, Zappos)
- Third, provide customers with quick, secure, easy and on-demand consistent access. Your customers live in a 24/7 world and your post-purchase interactions need to be there.
What are customers saying about their interactions with your brand – before, during and after the sale? Do you want to make every post-purchase experience memorable? We can show you how. Call us at 289-729-0709 or contact us online.
Our RESOURCES page offers videos and whitepapers to spark ideas.