An excellent post-purchase-communication is extremely important for the customer loyalty. If you want to have the same post-purchase-experience than Amazon you have to improve a lot.
Customers are incredibly receptive to post-purchase emails when buying online. That’s why a retailer like Amazon would never let got of their customers after the checkout. However, most retailers don’t take advantage of this crucial part of the customer journey in order to create customer loyalty and additional revenue.
“Thank you for your order” is often the only message a customer receives clicking the buy button.
Post-purchase communication offers huge potential for retailers to serve up engaging and relevant content.
Market studies prove that customers are highly responsive to e-mails after they buy online. Post-purchase communication specialists, parcelLab, report that messages containing order status information have an open rate of over 80%, with 75% of these customers returning to the retailer’s website and a minimum of 4% going on to buy again. Figures like this cannot be ignored and prove that retailers must attach more significance to post purchase communication and the part it plays in the overall sales and marketing strategy.
The customer journey does not end after the order confirmation has been sent. The lack of communication between checkout and delivery is commonly known as experience gap. Once the customer has made that final click, their anticipation couldn’t be higher. Don’t let your logistics partner own this part of the customer journey. Push them to your site or app to follow the order status and even push customer loyalty programmes.
It’s the duty of every retailer to provide their customers with relevant order updates. Dispatch confirmation, delay alerts, confirmation of delivery and even the returns process all need to be communicated effectively. However, this must be done in a customer-friendly manner and not include logistical jargon. Few customers will understand the meaning of a parcel being sorted in hub A and transported to hub B.
It’s simple, the faster and easier the customer receives their order, the more satisfied they are. Try to look at the process from the customer’s point of view and consider additional information which might help them. If they chose to pick up their order from a shop, provide information about its opening hours and perhaps a navigational link through Google Maps.
Get the language right “You must collect your order within 4 working days”. Being honest, letters from the tax office sound friendlier than most retailer communications. Make sure your language and tone of voice is on brand, friendly and informative.
Maximize your customer experience in 2018.Free Download
The average delivery from an online retailer takes 2 days. You can alleviate the wait time and build anticipation by providing the customer with relevant content. If they bought a sofa, offer up some interior design tips. If they ordered a new food processor, why not send them some recipe ideas. You can create a positive purchase experience by providing the right content at the right time.
You can’t expect every purchase goes smoothly. However, the way in which you deal with these issues can transform a negative into a positive experience. Make sure the customer knows that you’re there to help at every step. Clearly communicate your contact information, availability and FAQ pages.
Customer satisfaction should always be your top priority. Give them the opportunity to give you feedback and reward them for their time. This information is vital to improving your quality of service and in turn encourages customer loyalty.
Much like offering up relevant content, this is also a prime time to cross-sell. If the customer bought a bike, offer up safety equipment and clothing. If they bought a BBQ, offer up cooking utensils and recipe books.
Post-purchase-communication doesn’t have to be difficult. If you can keep your customer front of mind and up to date during the shipping process whilst offering up relevant, informative and helpful content, you create brand loyalty.
The majority of post-purchase-communication currently happens via email. Yet the way in which we communicate is constantly evolving. Embracing alternative communication options such as WhatsApp and Facebook Messenger or Amazon Echo will ensure that you stay relevant and ahead of your competition.