KPIs & Metrics

4 Steps for Your Post-Sales Support Strategy

Time to up your post-sales support game? Here are four ways to get more done.

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Today’s customer experience doesn’t stop when the customer has made the purchase. In fact, your post-sales support strategy offers your brand a key opportunity for differentiation and customer support. What steps matter the most when you’re building relationships with customers after the sale? Here’s a four-point strategy that can help you stand out from the competition.

Order confirmations: When customers make a purchase online, they should immediately receive an order confirmation e-mail. An order confirmation lets customers know that their purchase hasn’t gone into the ether. It makes it easy to follow up on any questions, identify errors in their order, and have details about their purchase to refer back to quickly and easily.

Customer service information: As part of your order confirmation, or separately, let customers know how to reach you if they have a question. A quick primer on the types of customer support you offer—from traditional phone or e-mail to more innovative options like social media or video chat—provides customers with the support they need to get their questions answered. Sharing your customer service information directly with customers, as well as making it easily available on your website, eliminates unnecessary friction from today’s buying process.

Tracking notifications: Shipping can be one area of the purchase process that’s fraught with challenges. Customers often wonder if an order has been shipped or when they can expect it to arrive. Automated shipping notifications let customers have access to the information they need and encourage self-service for simple questions such as where en route a package is. By automating shipping notices, you’ll increase customer satisfaction and lower routine calls to your customer service center.

Hassle-free returns: One of the risks of buying online is that the customer doesn’t like an item when it arrives. It’s not exactly what he or she had in mind, or maybe a clothing item doesn’t fit. Ensuring hassle-free returns is a smart approach to winning customer loyalty. Hassle-free returns start with a return policy; consider accepting returns for 30 days and paying for free shipping on reasonable return requests. Customers who trust that you have their best interests at heart will continue to shop with you over the long run.

For many companies, their focus on customers stops after the sale. However, the dimensions of customer loyalty are changing—and today’s busy customers are looking for solutions that take their interests to heart throughout the relationship. Investing in your post-sales support strategy builds long-lasting profitable customer relationships.