a 3-minute read
Let’s talk about post-purchase optimization because not enough people do. It’s a step that most businesses seem to forget about. But optimizing post-purchase conversions could be making eCommerce businesses a lot more money than they make right now.
Picture the scene: you’ve identified, attracted, and wooed your lead into pulling out their credit card and making a purchase. You think to yourself that this is a win and think that the customer’s journey has ended there. Most businesses think the “selling” portion of their job is done. And, really, it could be.
If you do stop here, though, you are quite literally leaving money on the table and waving goodbye to future repeat business or referrals. What you should be thinking about is the next stage of your customer’s journey: satisfaction.
Post-Purchase Conversions and Customer Satisfaction
Your goal at this stage is to create positive and memorable experiences for your customers. They aren’t just buying your product or service. They’re also buying the experience and customer service you provide. This ongoing contact is actually what they will be more likely to remember and talk about, even more than the product or service itself.
A fantastic Toronto-based company, Freshbooks, provides cloud-based accounting software. This software is not only functional but also incredible in the user-interface department. With that said, Freshbooks has a number of competitors that provide equally functional accounting software with good UI.
What separates Freshbooks from the rest is their customer support. In other words, how they make the users’ experience in using their product a priority:
- They are exceptionally quick in responding to user questions and complaints.
- Their customers rarely wait more than stwo minutes to talk to someone in support.
- Most of the questions get answered in less than five minutes.
Their speed and attentiveness with our CEO Sina impressed him. This is a reason why we mention them in this article as a prime example of excellent customer satisfaction. It truly does make a difference in how people remember your company moving forward. The experience you give your customers after they purchase is every bit as important as the product or service you’re selling.
Three Tips for Improving Customer Satisfaction
We know that customer satisfaction post-purchase is important. But how do we actually go about influencing it? We want your customers to walk away smiling, so we’ve prepared three tips to make sure that they do.
Pay attention to detail
It’s the little things people remember and talk about, even long after they’ve made their purchase. You don’t need to make any dramatic gestures. Think about how’d you like to be treated if you were in your customer’s shoes.
For example, let’s pretend we’re a cleaning company. A small gesture to our customers could be as simple as writing a short “thank you” note, or leaving some complimentary incense in the bathroom. The point is to engage your customers in a way that will stand out in their minds.
Take a genuine interest in what your customer has to say. Be respectful of their mood when resolving any issues with your company. According to McKinsey, 70% of buying experiences are based on how the customer feels they’re being treated.
Make sure your customer service team realizes the importance of:
- Staying calm,
- Being polite,
- Genuinely hearing what problem or question the customer has
The role of your customer service team is to be there to listen. If you treat your customers with respect and make them feel heard, 9 times out of 10, they will return the favour to you.
Your customer is always right – even when they’re wrong. The best businesses in the world are founded on this principle. Do whatever it takes to make your customer happy because one bad review or word-of-mouth could cost you a lot more than the cost of servicing one unhappy customer.
At the same time, this principle only works if you choose your customers carefully. So know who you’re doing business with and focus on finding customers who make you want to go the extra mile. Because it takes twelve positive customer experiences to make up for one negative experience.
Some Final Thoughts
From us, we hope that this article was a positive experience for you! After reading this, we are ready to help you put any of these tips into action for your business. Get in touch to book a consultation call and let us help you make your customers even happier.