Many e-commerce businesses mistakenly think that their responsibility ends once a customer makes a purchase. This misconception is an error that can negatively impact their e-commerce success.
The post-purchase experience is one of the most critical aspects in the world of e-commerce, and it can substantially boost e-commerce sales. According to statistics, 74% of shoppers believe they are more likely to make purchases if the brand provides an estimated delivery date. This serves as an example of how important the post-purchase customer experience is.
We understand that some of you may still need clarification on how to create the post-purchase customer experience. To help clear any lingering doubts, we’ve prepared this article.
In this article, we will reveal the top strategies you should follow to create a better post-purchase experience. Furthermore, we will also clarify some basic concepts related to the post-purchase experience.
So, without further ado, let’s begin our journey by exploring some fundamental aspects of the post-purchase customer experience.
What is the Post-Purchase Experience?
The procedures and actions that take place after a customer makes a purchase from your online business are collectively known as the e-commerce post-purchase experience. This encompasses all subsequent interactions, such as order notifications, delivery, unboxing, and more, that a customer has with your team and the product itself.
The post-purchase experience comprises several key elements, including:
- Visual elements, such as product packaging and design quality.
- Behavior-based elements, like sharing reviews, referring friends or family members, posting on social media, repurchasing, and more.
- Communication elements, such as seeking assistance post-purchase through customer service chatbots, phone calls, emails, and more.
Why Is Post-Purchase Customer Experience Important?
As mentioned above, the post-purchase customer experience is a hidden gem that can propel your e-commerce business to new heights. In addition to this, there are several compelling reasons why the post-purchase customer experience is crucial for e-commerce businesses.
Here are the primary reasons why post-purchase customer experience holds immense importance for e-commerce businesses:
- A Happy Customer Is A Repeat Customer
Suppose you are satisfied with a brand; you are more likely to become a regular or repeat customer of that brand. The same holds true for most e-commerce buyers who choose to become repeat clients of a business that offers them an exceptional post-purchase customer experience.
One of the best aspects of retaining customers is that it’s less expensive than acquiring new ones, as it doesn’t require extensive promotion. According to Forrester Research Inc., a global research and advisory firm headquartered in Massachusetts, finding a new customer costs five times more than retaining existing ones.
If you’re not new to the world of e-commerce, then you’re likely aware of the importance of customer retention. It has the potential to help you build customer loyalty, ensuring long-term profitability for your e-commerce business.
Remember, satisfied customers are more likely to recommend your product or post-purchase service on social media platforms like Facebook, Twitter, and others, which can encourage others to become consumers and help you reach your goals.
- Better Post-Purchase Experience Means More Brand Loyalty
We understand that you might be wondering how improving the customer experience, especially post-purchase, can lead to greater brand loyalty. The answer lies in McKinsey’s interpretation of the loyalty loop model and the customer’s decision-making journey.
According to McKinsey’s perspective, the customer journey no longer ends at the point of purchase. It now extends beyond the purchase moment into the post-purchase stage, where your customers continue to engage with your brand.
Elements like an exciting unboxing experience, personalized emails, and a customer service chatbot play a crucial role in ensuring customer engagement and creating an exceptional e-commerce post-purchase experience. These elements elevate customer expectations.
As a result, your customers will come to expect a similar post-purchase experience from other brands. Your brand will naturally come to mind when they plan to make a similar purchase from other e-commerce stores. In short, maintaining your customers within the loyalty loop by providing an unmatched post-purchase experience can transform them into loyal advocates for your brand in your industry.
- Satisfied Customers Will Recommend Your E-Commerce Brand To Others
A positive post-purchase experience can encourage your customers to recommend your brand or e-commerce store to their friends and family. When you make it easy for your customers to reach out to someone who can assist them or provide effective solutions when they encounter post-purchase issues, they are more likely to share with others how excellent your post-purchase services are.
How to Optimize the Post-Purchase Experience?
The post-purchase experience comes with the ability to help you get uncountable benefits for your e-commerce store. However, optimizing post-purchase experience is also crucial.
Below are the top 5 methods that you can follow to optimize the post-purchase experience:
- Give Them Tracking Information.
Post-purchase communication plays an excellent and crucial role in influencing the post-purchase experience of your customer. These communications have the potential to keep your customers informed. These communications also have the ability to eliminate abandoned feelings of the buyers that they might experience after sharing their card details.
Giving tracking information to your customers is one method you can use to elevate your customers’ opinions. Remember, online shoppers like to keep in the loop. They are more desperate to know when their online order will arrive at their doorstep. It might surprise you to learn that nearly one-quarter of online shoppers are highly likely to return to an online store that offers real-time tracking.
So, if you want to delight and retain your customers, then you should set up a real-time tracking system that provides your customers with accurate and prompt order updates to improve customer experience.
- Use The Appropriate Dunnage For The Product.
Just as high-quality products are essential, appropriate dunnage is also crucial for enhancing the e-commerce post-purchase experience for your customers. It’s important to remember that without the right dunnage, the likelihood of delivering damaged products increases.
Damaged products can lead to a negative buyer experience, straining your support team’s resources. It often requires replacements and leaves a lasting unfavorable impression on buyers, potentially costing you both time and money while harming your reputation.
For instance, if you are selling products made of glass, investing in bubble wrap or more sustainable paper packaging is essential. The aim in this example is to ensure that the product remains undamaged during transit.
Remember, you should choose the right dunnage that is branded, protective, and comes with the ability to keep your product anonymous. In short, perfect dunnage is crucial to improve customer experience and post-purchase experience.
- Inform Customers About Mishaps
In the realm of e-commerce, various issues can arise. Orders may experience delays, and products can occasionally go out of stock. You might be tempted to conceal these inaccuracies from your clients to protect your brand’s reputation, but it’s essential to be transparent about any mishaps in your business.
It’s important to note that these errors can have financial implications for your online store, affecting profitability, productivity, sales, and efficiency. Keeping customers informed about mishaps is one method to mitigate the negative impact of order errors.
It’s advisable to promptly notify your customers when something goes wrong and explain the actions you’re taking to rectify the situation. Remember that it’s your responsibility to address these issues and demonstrate a considerate approach. Taking ownership of the situation is also crucial.
In short, handling errors effectively is key. By doing so, you can transform a negative post-purchase experience into a positive one.
- Ensuring Fast and Timely Delivery
Statistics show that 67% of shoppers prioritize convenience, and 37% won’t return to a retailer after a poor delivery experience. You might be wondering what constitutes a good delivery experience, so let’s define it:
- Shoppers who prefer last-minute shopping expect to receive their items on time.
- Impatient shoppers anticipate that their orders will arrive as quickly as possible.
It’s crucial to keep in mind that late deliveries can be highly disappointing and may result in negative reviews. Therefore, it’s imperative to prioritize fast and punctual order deliveries.
- Ensure Customers Have Support Even After Buying
Post-purchase support is the key to making customers feel more valued and helping them get the most out of their purchases. Providing omnichannel support, such as using a customer service chatbot like SmatBot, ensures that customers can access assistance whenever they need it.
Additionally, having a customer care representative available across all communication channels, including SMS and social media platforms, can further enhance the post-purchase customer support experience. You should also emphasize post-purchase support by offering personalized product recommendations, product demos, maintaining an easy-to-access user base, and more.
Strategies to Improve the Post-Purchase Customer Experience
In addition to methods to optimize the e-commerce post-purchase experience, there are various strategies that can enhance the post-purchase experience. Let’s explore the top strategies you can employ to improve the customer experience in the post-purchase stage:
- “Thank You” Email
Expressing your appreciation to your customers with a ‘Thank You’ email is an excellent way to enhance the post-purchase customer experience. These ‘Thank You’ emails serve as digital gestures to demonstrate how much you value your customers. Within these messages, you can also include product usage tips or links to tour videos and videos.
Personalizing your emails is crucial to make customers feel special and part of your brand. There’s no doubt that such a small effort can leave a lasting impression on your customers.
- Personalize Your Brand
Many e-commerce retailers have discovered the secret to distinguishing themselves from their competitors, and you’ve guessed it right! Personalizing your brand is the top secret that can help you stand out in the crowded market.
It’s essential to offer products and services that are relevant to your customers and to do so in a personalized manner. These approaches not only lead to greater customer retention but also enhance brand loyalty for your online store or brand.
- Provide Demos And Guides
Simply purchasing a product or service doesn’t guarantee that one can use it efficiently. This is where demos or guides play a crucial role. User manuals or guides instruct people on how to use a product effectively, highlighting the necessary steps to follow.
If creating a guide seems challenging, consider writing a ‘how-to-use’ guide on your blog or establishing a FAQ section on your website. These resources can make the process smoother for customers, addressing their doubts about products and providing them with the opportunity to ask questions. In summary, demos and guides are valuable tools for improving the post-purchase experience.
Post-purchase experiences refer to the experiences that customers have after making a purchase. The post-purchase experience is just as crucial as the pre-purchase experience. By demonstrating your ongoing commitment to your customers even after they’ve made a purchase, you can boost customer loyalty and drive sales.
To make your customers feel valued, consider sending thank-you emails, offering personalized product suggestions, taking responsibility when things go awry, and investing in effective customer service chatbots like SmatBot to support them post-purchase.
These efforts can undoubtedly bring numerous benefits to your e-commerce business. With that, we conclude this guide, hoping that it will assist you in creating a superior post-purchase experience for your users.