How to provide unforgettable after-sales service [7 essential tips]
Learn how to make your customers become true fans of your brand!
Learn how to make your customers become true fans of your brand!
Customer relations must be present in all stages of a business, including after-sales.
Valuing and being attentive to consumers is key so they’ll purchase a brand’s products again. In addition, customers receiving good service may also act as promoters for your products and services, which increases your business’ visibility.
Thus, for digital entrepreneurs, investing in captivating returning consumers is as important as finding new ones, and there’s nothing better than captivating them with the provision of unforgettable after-sales.
Did you know that there are easy but efficient ways of keeping in touch with customers without being annoying?
In this post, we have listed the main ones, and explain in detail how you can create consumer loyalty without overspending.
Check out our 7 tips:
Before we talk about customer loyalty tips, it is important that you understand the concept of after-sales well.
After-sales services are all processes that come after the act of selling itself, such as contact via email, sending purchasing coupons on customers’ birthdays, discounts for a second purchase, among others.
But despite being essential for customer loyalty, after-sales service is a step that is often neglected by most entrepreneurs, since many of them are only concerned about selling a product and thus, end up missing an excellent opportunity of turning customers into recurring buyers.
We’ll give you an example so that you can understand how it works in practice.
Let’s suppose that a certain customer makes a purchase and a few days later, receives an email from the company with tips to better use the product.
This contact is part of the after-sales service, in other words, it is the company seeking to strengthen its ties with consumers, delivering relevant information to them.
When receiving the email, users realize that they are important to the company. This increases the chances that they’ll come back to make purchases or will praise their experience with the brand, which is good for the entrepreneur and especially, for the business.
There are several metrics that entrepreneurs need to keep an eye on, and one of them is the Returning Customers metric, in other words, the number of people that have already purchased a product from you and have come back to make a new purchase.
According to American marketing consultant Philip Kotler, attracting new customers costs 5 to 7 times more than keeping the current ones.
Therefore, it’s worth investing in after-sales to create loyalty in customers that have already demonstrated an interest in you and your product. Because this way, you won’t need to invest more in the acquisition of customers, since those consumers are already part of your base.
Now, we’ll provide 7 ideas that can be applied in your business’ after-sales:
The concept of feedback is simple: reaction to a stimulus. When asked about their experience with the purchased product, customers offer an opinion, which must be considered by the vendor.
Customer feedback serves as an indicator to evaluate the product’s usefulness, the degree of satisfaction, cost-effectiveness and much more.
One good idea is contacting customers a week after they purchase a product and asking them what they thought of the experience if they have any questions or had problems during its use.
It’s work emphasizing the importance of taking into account these opinions and answers provided by customers when thinking about new products or improvements to existing ones.
Everybody likes discounts, right?
One of the most effective ways of engaging customers in after-sales is by offering exclusive discounts and promotions.
In order to obtain better results, you can create campaigns for those customers who have demonstrated interest or have consumed the brand’s products, such as offering coupons for those who visit your page for the first time, thus encouraging them to buy.
Customers are normal people, full of feelings. Brands that contact customers on special dates, such as birthdays, reveal their concern not only with sales but also with the person’s well-being.
Use commemorative dates to give “gifts” to your customers. Exclusive discounts and promotions on such occasions are much appreciated.
If you don’t have sufficient resources to promote marketing actions, a simple “Happy Birthday” message will have excellent results, because it helps to humanize your brand and bring it closer to the buyer.
Frequently sending relevant content strengthens your authority on the subject and shows that your business can solve the problems faced by users.
This is important because when consumers are prepared to make another purchase, they will remember the company that kept in touch with them without asking for anything in return.
And how do we do this?
The answer lies in content marketing!
We have several posts here on the blog that teach how entrepreneurs can generate traffic for their page by merely producing quality educational material. But in order to produce content, it is necessary to be careful.
Ideally, 80% of posts, texts or videos produced by the company should be intended to answer customers’, or potential customers’, questions, and only 20% should be material focused on the product and sales.
This means that the brand must always be nurturing its customers with articles, infographics, videos, and other informative material.
In content marketing, these materials are valuable because they do the work of attracting or entice customers, and of promoting customer loyalty.
Entrepreneurs that really wish to sell must strive to attract customers instead of bothering them with dozens of sales ads.
Email marketing is one of the most cost-effective content marketing techniques, because you deliver content directly to the recipient’s inbox without algorithms limiting your message’s reach, as occurs with certain social media.
Leads, on the other hand, are potential customers who have already demonstrated an interest in the brand, whether purchasing a product or filling out a form on the website, for example.
That’s why email marketing is an essential tool in the after-sales phase to promote customer loyalty and entice customers!
A good email marketing strategy is created in two steps:
It’s also necessary to be careful with the content, frequency, and language to be used.
Rather than simply bombarding subscribers with information-packed emails, you should produce relevant content that truly provides information to recipients and encourages them to continue to relate to your brand.
Promoting releases that prioritize existing customers is excellent for customer loyalty, because it demonstrates that the brand cares and values old customers, giving them first-hand access to news involving new products and services.
Exclusivity is one of the basic elements of customer loyalty.
When customers see themselves as being unique, they feel special. More than a product, they will be gaining an experience that goes beyond a business relationship.
Cases such as the release of Apple products are perfect examples of this strategy, but on a global scale.
In the same manner that companies contact customers, customers also contact companies.
In after-sales support, contact can be related to the use of the purchased product, support and much more. That’s why it’s important for the brand to maintain an open and functional communication channel, which can meet the existing demand.
Abandoning customers after sales is one of the mistakes that cannot be made. They need support in order to get the most out of the purchased product. Not to mention that they might be after information about new products in order to buy other products of the brand.
Remember that a bad experience posted on the Internet can be enough to destroy a brand’s reputation.
(Go ahead and read our post on how to protect your business in a time of crisis.)
By applying these 7 after-sales tips, we believe that you’ll be able to entice your customers.
As you may have noticed, well-nurtured and enticed customers can come back and purchase products, in addition to promoting the brand to family and friends.
Therefore, always provide good customer service during the after-sales step, because this is essential to creating loyalty and attracting consumers, in addition to optimizing your expenses with the acquisition of new customers. After-sales support is therefore beneficial both for the business as well as for consumers.
In order to help you achieve the best results in your after-sales support, make sure you also check out our post that will teach you everything about lead nurturing and see how this strategy will help you increase your sales results.