Engaging Customers after their Purchase
You did it! The customer chose your brand after doing their own research to decide which company was best for them. Now what?
Your relationship with the customer doesn’t end after the purchase. Their journey moves to the post-purchase phase. You will create loyal brand advocates if you strategically, and creatively, communicate with them in this phase. Carefully nurturing these customers increases the likelihood they will purchase more goods or services from you.
The post-purchase phase of the customer journey is made up of four stages:
- Adoption – on-boarding, building comfort and familiarity
- Continuation – satisfaction and success with experience
- Expansion – increasing purchase levels and/or variety
- Advocacy – loyalty, passion and evangelism
Customers are more likely to be receptive to your company’s messaging during the post-purchase phase because they are now familiar with your brand and what it offers. It’s important that you continue to be present on your communication channels after the purchase to keep your brand top of mind for future goods or services.
Here are some tips to use when you engage with your customers during the post-purchase phase:
Continue the Converation
Keep in contact with your customers after the purchase. We recommend continuing the conversation through the platform on which the customer originally connected with your brand. If a customer connects with you on Facebook, you will want them to continue seeing your brand. Consistent posting will ensure they do. If you want a repeat customer, they can’t feel like they were forgotten about once they made the first purchase. They also don’t want to receive a message that implies they know nothing about your brand. That is why segmenting your messages based on customers’ behaviors and platform of choice is an ideal tactic.
Provide Relevant Information
In order to continue the conversation, you will need to develop relevant content to put in front of your customers. Provide customers with information they care about (they are your customer now, so you know their general make-up via customer data and profiling), while staying within the realm of your expertise and industry. This may include how-to resources, product tips and tricks, or other product/service recommendations relevant to them and their world.
Balance your Messaging
Customers don’t want to be continually bombarded with cross-selling promotional emails. Mix it up! Make sure you balance your communication with promotions and educational content. Give them information they want and need. Messaging should always provide some sort of value to the customer.
Create an Experience
Provide an experience that your customers want to be a part of. Customer loyalty cannot be assumed; it must be earned. Customers want to interact with and be loyal to brands that create a positive experience at every turn. When customers like you, they share it. If things take a turn for the worse, they will share it loudly. Make sure all of your touch points are creating the best experience possible so you create loyal customers each step of the way.
Customers are in control now more than ever, which is why it is important to focus on the strategy behind your post-purchase marketing. With the right strategy and tools you can turn a first time customer into a loyal customer who returns for more goods and services and brings their friends.