In an offline world, post-purchase engagement usually came in shopping bags, marketing inserts, and mailed brochures. In the digital world, the post-purchase customer experience looks different. Keep in mind that brands must pay attention to their post-purchase customer journey, particularly when consumers have often switched brands due entirely to poor customer experiences. In this article, we’ll explore why eCommerce’s post-purchase customer experience matters.
What is the Post-Purchase Customer Experience?
Suppose your target shopper has purchased a product from your eCommerce store. Perfect! Now what? For numerous brands, the focus is on increasing new sales. However, this approach neglects an essential part of the customer lifecycle – everything that occurs after clicking the “buy” button. The post-purchase phase is how a brand interacts with a consumer after they’ve completed a purchase.
Moreover, the post-purchase journey differs per brand, depending on their target audience and selling channel. This can include email campaigns, personalized text messages, experiential packaging with QR codes, and more. Simply put, customers who receive love and attention after purchasing a product from your eCommerce store will be more inclined to buy from your brand again.
The Value of the Post-Purchase Customer Journey
Imagine you are a customer who has decided to buy a pair of shoes you’ve had your attention on for quite some time. After weeks of researching, you finally buy them. Now you’re ready to track your product order until it safely arrives. A few days go by, and you have yet to receive any tracking information or a support option from the brand. You wonder if your item is on its way. This is an example of a negative post-purchase customer experience. There was a lack of communication or attention during the most vital part of the customer’s journey. This is when they eagerly await their order’s arrival and expect some level of communication.
It’s evident in this scenario that a merchant’s work isn’t terminated with a completed purchase. When companies trim their dialogue after the purchase confirmation, they miss critical opportunities to strengthen customer relationships. On the other hand, it’s more likely that a business will see first-time customers become repeat business when they make an effort to optimize touchpoints after a transaction.
Keeping Your Customers in the Loop with Timely Notifications
Your consumer will have various queries immediately after a transaction. How and when you answer these questions will determine the post-purchase experience. During the post-purchase experience, it’s your responsibility to anticipate their concerns and guide them via the delivery process. In this case, use email or SMS to your advantage. The good news is that this approach will save your brand money and reduce your customer support staff’s time handling customer inquiries.
Overall, excellent customer service is critical for thriving in a competitive eCommerce landscape. Working with an experienced eCommerce web design company such as Adventure Web Interactive will help you determine the best post-purchase customer experience for your business and customers.
Craig Kahl is the President and CEO of Adventure Web Interactive. AWI has been recognized as Baltimore’s Top Web Design Firm by The Daily Record and named one of Silicon Review Magazine’s Top 50 Most Admired Companies in the country. Before founding Adventure Web Interactive in 1997, he was VP of Operations for Campus Concepts, Inc., and the youngest division head in history for Pitney Bowes at age 24. He has a Bachelor of Science in Management Information Systems from the University of Maryland and a Master of Business Administration in Finance from Loyola University. Craig is a member of the International CEO Club and Rolling Road Golf Club and loves spending time outdoors with his wife and son.
