Transform your Post-purchase Customer Experience
Create an actionable feedback collection survey process.
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While every company believes CX to be the most important strategy to grow their business, most of these companies don’t invest in improving or even monitoring Post-purchase Customer Experience. 56% of customers claim that they are disappointed by the service they receive post-purchase from a retailer’s or an eCommerce site.
As per Accenture, only 17% of customers believe that companies care about their post-purchase experience. And, this data does not look so good, especially when your aim is to improve CX.
The post-purchase lifecycle allows the brand to develop an ongoing relationship with the customers. For 40% of consumers, according to Support, post-purchase experience makes their brand experience more memorable.
It is important for retailers to remember that the Customer Journey does not end at the sale. When customers purchase from you there is an experience gap from when the order is placed until the product is delivered to them.
Seamless tracking of their order, technical support, or return and refund are some aspects of the post-purchase journey that can make or break your brand’s reputation. The Post-purchase care a customer receives influences their opinion about your company and their decision to return or not.
A customer who is impressed by your post-purchase care is more likely to bypass the initial stages of the customer lifecycle – brand awareness and purchase interest – and go straight into their intent to purchase.
Until Amazon Prime post-purchase Experience was a forgotten part of Customer Experience
Amazon stands as a customer-obsessed company that introduced a Prime service – free two-day shipping. This not only increased customer expectations regarding shipping and delivery of their order. But, it also helped the retailers who sell on Amazon to overcome and win the Post-Purchase experience.
Optimized Post-purchase experience impacts customer retention, improves brand reputation and repeat sales.
By delivering a successful post-purchase experience you are increasing your customer retention. Returning customers spend 30% more on a brand than new customers.
Offering product recommendations or a discount coupon during the post-purchase journey can help increase sales and revenue of the company. 1 out of 4 customers clicks on a recommended product when they are tracking their order.
An optimized Post-purchase customer experience also leads to customer advocacy. 92% of customers have said that they trust the product purchase recommendations made by their family and friends.
Improving the post-purchase customer experience involves embracing technology that offers you deep insight into customers and their experience. It also enables you to provide a seamless service and mend the experience gap.
Volvo uses AI to predict when their cars need service and what parts need replacement or a repair. The company scans through more than one million events per week to predict the breakdown rate of each part. According to the data they recommend services and maintenance plans to their customers before the part can cause any bigger issue.
“My Account Page” created for your customer is responsible for 64% of returning traffic. However, the page is ignored by most retailers.
Enrich the page by transforming it into a self-service section where customers have better visibility of their purchase status. Customers have the need to track their orders frequently. Sadly 56% of eCommerce sites fail to merge order tracking within their site.
The My Account Page should be user-friendly where customers can access information regarding their profile information (address, phone no.), wishlist, and order details. My Account Page can be the thread that connects the purchase and post-purchase journey.
The order detail page should provide customer details about the order they placed. It should be easy to navigate so that the user can check the order and shipping information.
The tracking page helps customers receive real-time updates about their orders. It is also an ideal page to offer relevant recommendations of products and discounts.
It should provide the Tracking ID of the order along with a log of the shipping process.
Hassle-free return and refund
Inform your customers about the policy you follow on your return and refund process early in their purchase journey. Make sure customers are aware whether the product is refundable and returnable. They should know the no. of days they have to decide if they need the product or not.
Provide them a step-by-step guide on how to return the product and how the refund process will take place. Customers should be able to follow the guide easily. Also, provide them an update once they initiate the return process.
American Eagle has a very efficient refund and returns policy. They have managed to make the post-purchase experience seem easy. The brand has no time restriction for return. Customers need to provide a receipt of their purchase to get a full refund. If customers don’t have a receipt, they have two options for refund – receive credit score or exchange items for the current price.
Post-purchase is the stage where you can re-engage with your customers using transactional emails and SMS. Update the customers at every step of the shipping process.
Use AI and Analytics to determine what channel your customers prefer to interact with your brand. Use the intel to send the right information at the right time using the right channel. Send them detailed information about the product they purchased, a link to the tracking page, customer care no., and other important details.
A part of the Post-purchase Journey includes gathering customer insight. Use the moment to ask customers about product experience/satisfaction as well as delivery experience/satisfaction.
These insights help you understand how your delivery service fared. You can make better delivery choices and understand the pain point in the second half of their journey. Consequently, improve the post-purchase CX.
Companies often overlook the post-purchase CX and focus on acquiring new customers. They should not forget that the post-purchase experience is a gold mine when it comes to increasing revenue for the company.
Your top 10% customers are the ones who purchase as much as 40% or 50% of the company’s total products purchased. These customers return to buy more from your company if you show them they are cared for especially after they have purchased from you. Post-purchase customer experience makes a significant impact on the company’s growth.