5 teams you need to plan a good post-purchase service
Published on: Apr 16, 2018 Updated: Aug 18, 2022
The first research on the topics of Customer Experience after the purchase and shipping communication are completed and you think your own post-purchase service is the next logical step? Wonderful! But what is the best way to get started? Maybe the first step is to convince the management in the company. Then it would be time to draw up a kind of business plan that shows how you want to tackle the challenges in your company.
In order for your strategy to be absolutely clear and understandable, good preparation and organisation is the be-all and end-all. For the beginning, a kick-off meeting with all those teams that would be affected by a new after-sales service is therefore a good idea. Their support and know-how is immensely important - both to present the project convincingly to the top management and to implement it successfully in the company afterwards.
As a little support we have compiled a list of teams that you should bring on board during the planning. Assuming, of course, that your company has so many different teams.
1. customer experience
One of the first teams to be directly impacted by a post-purchase service is the customer experience team. Apart from feedback-based scores, such as NPS (= Net Promotor Score) and CSAT (= Customer Satisfaction Score), it can be difficult to measure the impact of Customer Experience on business profits. Yet today it is more important than ever to keep customers coming back to your shop with a good shopping experience and to find the most suitable customer retention measures for them. This is the task of the customer experience team: to win and strengthen the trust and loyalty of customers. One way to achieve this is to make the post-purchase experience as consistent and individual as possible. The best way to find out what adjustments can be made to optimise the post-purchase experience even further is to ask this team. Input that you should definitely get!
Team #2, which is affected by the post-purchase service is the e-commerce team. They are the ones who embed the code in the website. And they re responsible for all buying movements, including cross-selling, up-selling and the size of the shopping cart. Therefore, you should secure their support as early as possible! You have to convince the e-commerce team that the extra effort will be worth it for them in the end.
It is best to emphasise how the new after-sales service will help them improve and measure their KPIs. On the one hand, communication is likely to improve simply by giving the expected delivery date from the outset. For another a dedicated track & trace page as a new touchpoint in the customer journey will boost sales even further. And if that is not enough: The simpler, more straightforward and seamless the returns management is designed for customers, the more their loyalty increases - and with it the repurchase rate.
Marketing is all about ROI. So get the team well into the post-purchase boat with a proprietary order and returns tracking system. And if you re talking about the customer experience journey anyway, it's best to take the opportunity to ask questions like: How exactly do you currently measure your performance? And what would you improve in the post-purchase experience if you could?
A super way to present your own assets to even more customers and check their development by click-through rates and conversion rates is shipment tracking. For example, offers for newsletter registration can be sent to customers with the dispatch messages . Or links to your own Facebook or Instagram channel to generate more followers. And of course, related products can also be promoted well in the status messages - as long as they are relevant to the customers. For example, if someone has ordered a pair of trousers, you can offer them matching jumpers. Someone who has just bought a bike is probably interested in accessories such as a helmet, bike lock or a nice basket for the luggage rack. The open rate of these messages of more than 70 percent is huge! You can often only dream of this with other marketing measures. Thus, in combination with the integrated Track & Trace page the repurchase rate can be increased by up to 0.5 percent.
4. customer service / call centre
The customer care team can probably be enthused about more post-purchase services with the prospect of fewer WISMO enquiries (WISMO stands for "Where is my Order?"). Our experience has shown that after the introduction of proactive dispatch communication the corresponding customer enquiries have dropped by up to 25 percent in some cases! This makes the work in customer service enormously easier and allows resources to be better distributed. Instead of wasting time and energy on answering basic delivery and return queries, the team can focus on the more urgent and important customer service issues.
5. Logistics / Supply Chain
And of course, you can't leave out the logistics and supply chain team: They maintain the relationship with logistics service providers and want to know how the software integrates with their system. How does it affect their workload? And how does it help them overcome their biggest challenges? To get this team on your side, you can show how the work processes can be improved.
The customer feedback on the shipping process for example, provides important insights into the customer experience with the logistics service providers - and shows where things might not be running quite smoothly yet. Since for customers the tracking always runs the same way, even if several parcel delivery companies are involved, the status gap between "Sent" and "Scanned" is closed. Result: The customer is less confused and logistics can also track the parcels more easily and clearly. Furthermore the work in the distribution centres can be better planned when incoming returns are handled more transparently. And finally, real-time monitoring of the parcel volume also provides more transparency as well as a precise overview of the status of all shipments sent, so that immediate action can be taken in the event of "problem cases".
Everybody on board? Then nothing stands in the way of a good Post Purchase service
If you have finally talked to all the teams mentioned above and managed to convince them of your idea, there is nothing standing in the way of a successful presentation. If you need more arguments and information on why a good post-purchase experience is so important, you can find another blog post on the topic here here.
Create new reasons for people to love your brand. Build standout post-sales experiences tailored to your customers. Deliver personalized touch points that grab attention and spark loyalty.