Beyond Sales: Elevating Customer Experience with Post-Sales Customer Delight
Shefali Mathur
You just received a big-ticket offer that can substantially up your month-on-month revenue target. They love your product and you are excited to start the journey together.
Fast forward six months and they have raised multiple escalations and concerns that are often delayed or left unresolved. As a result, your customer does not renew their contract and you lose out on a loyal client.
So what is the missing gap here?
Your customers do not feel valued or cared for. Post sales, there is little to no scope for their problems to be prioritised which often ends up in dissatisfaction.
Customer Success teams were established precisely to avoid this situation. Customer delight, in contrast to the popular notion, is not exclusive to the overall sales journey. It is the final wrap to the gift you present your client that ensures their experience with your brand remains top-notch. It is also one that is ever ongoing.
However, not to be confused with customer success, customer delight is the extra mile you go for your customers in addition to the ongoing support that keeps them content with the service your brand continues to provide.
Customer delight includes value-added elements like the extra time taken by the rep to clarify customer’s confusion, birthday vouchers, personalised experience and so much more.
However, a good customer relationship is the base of your customer delight adventure.
Here’s an example for a better understanding.
Use Case: Personalised Birthday Discount OfferEnhance customer loyalty and engagement by sending personalised birthday wishes accompanied by a discount offer, making customers feel valued on their special day. Scenario: A retail clothing company wants to strengthen relationships with its customers by recognising and celebrating their birthdays. Implementation StepsData Collection: Collect and confirm customers’ birth dates and preferences through account sign-up forms or profile updates on the company website. Personalisation and Offer Creation: Design a personalised email template that incorporates the customer’s first name and a warm birthday message. Include a unique discount code for a 20% discount valid for one month from the birthday date, encouraging a purchase while offering flexibility. Delivery Mechanism: Utilise email marketing software to automate the sending of birthday emails at the beginning of the customer’s birth month or on the actual day, based on testing what has a higher engagement rate. Surprise Element: Add a section in the email showcasing product recommendations based on the customer’s previous purchases or browsing history, enhancing the personal touch. Feedback and Engagement: Incorporate a call-to-action inviting customers to share their birthday purchases on social media with a specific hashtag, fostering community engagement. Include a gentle prompt for feedback on the shopping experience or any desired product ranges they’d like to see, promoting interaction. |
1. Acknowledge your customer personally
We understand that it is not easy to say thank you to hundreds of customers personally but you must make it a point to show your appreciation when they choose your product once in a while. One of the best ways to do it is by giving them exclusive birthday discounts (as shared above). This is the perfect birthday gift and a great customer delight that displays a persona ‘straight from the heart’ approach.
Something as simple as a happy birthday email can spread cheer among your customers, letting them know that you value them. Axis Bank Mutual Funds is very prompt regarding their birthday wishes and customer engagement, making mutual funds a little less boring and birthdays a little more fun.
Happiness is linked to a strong customer engagement journey, thereby increasing your brand recall and recognition multifolds.
2. Do not miss out on customer support
We don’t want to hear it but brands often miss out on offering stellar customer support when the deal is sealed. This leaves a bad impression, especially during times of difficulty for your customer.
For instance, if a customer has been attended to, at every step, until he/she was a prospect, only to be dropped post-conversion, it sends a message that the brand lacks customer value and focuses more on monetary gain. There is no harm in taking a for-profit approach if you are an enterprise, however, human emotions are fickle and can be easily tainted with such a withdrawn attitude.
Instead of making post-sales support a reactive measure, how about making it a proactive step in your customer delight lifecycle? One of the best examples of this approach is the iconic brand, Apple.
Apple, in addition to having a widespread reach across multiple platforms, has a very specific element called the Genius Bar where customers receive one-on-one support from knowledgeable technicians who provide personalised troubleshooting, repair services, and advice. This personalised attention ensures that each customer’s unique needs and issues are addressed effectively. Apple also takes a proactive approach to customer support by offering extended warranties and comprehensive care plans.
3. Schedule follow-ups post-sales
Following up in today’s digital e-commerce world is a piece of cake. If you do not have the bandwidth to arrange for a follow-up call to a customer who recently brought your service or products, mediums like WhatsApp are a great way to get their notes.
Brands must schedule this follow-up call a week after the products have been delivered because the purchase memory is still fresh, and in case they have buyer’s remorse, to ease and reassure them of the right decision. This can help reduce returns and cancellations.
An Indian natural beauty brand NatHabit is punctual when it comes to follow ups whether on call WhatsApp or email, enabling users to know that their brand cares about them. These calls can work as feedback, review catch-ups and of course customer engagement with a personal touch.
4. Add the bells and whistles
Adding bells and whistles to your product or service is a great way to show your customers that you’re ready to go the extra mile. For instance, brands like Suzuki are not only great with their services but also with their customer satisfaction. Quick resolutions combined with free services and extended warranties always bring a smile to your customers’ faces.
Another example is from the perspective of a beauty brand that adds something extra when delivering their products to their loyal customers, thanking them for sticking around. A free sample product alongside a substantial purchase will keep the buyer’s remorse at bay and allow them to consider their next purchase from the same brand.
Why should you care about customer delight?
Brands should care about customer delight for several compelling reasons, as focusing on exceeding customer expectations can significantly impact their bottom line and brand reputation.
Here are the key reasons why B2C brands should prioritise customer delight.
1. Increases customer loyalty
Delighted customers are more likely to become loyal advocates for a brand. They’re more inclined to make repeat purchases and less likely to switch to a competitor. Loyalty not only drives repeat business but also reduces the cost of sales, as retaining an existing customer is generally cheaper than acquiring a new one.
2. Enhances word-of-mouth-marketing
Customers who have exceptional experiences are more likely to share their positive feelings with friends, and family through social media. This word-of-mouth marketing is incredibly valuable as it comes with a high level of trust and can significantly influence the purchasing decisions of others.
3. Differentiates from competitors
In crowded markets, where products and prices can be similar, offering superior customer experiences can be a key differentiator. Brands that are known for going above and beyond in delighting their customers can stand out from their competitors, attracting more customers based on service quality alone.
4. Facilitates Customer Feedback and Innovation
Delighted customers are more engaged and often more willing to provide feedback. This feedback can be invaluable for brands seeking to innovate and improve their products or services. By listening to what delights customers, companies can identify opportunities for innovation that align with customer desires.
5. Increases Customer Lifetime Value (CLV)
Delighting customers leads to increased loyalty, repeat purchases, and possibly even higher spending levels over time. This increase in customer engagement and loyalty directly impacts the Customer Lifetime Value, making each customer more profitable over the long term.
6. Reduces negative feedback and service cost
By proactively delighting customers, brands can reduce the incidence of complaints and negative feedback. Satisfied customers are less likely to return products or require extensive support, which can lead to lower service costs and a reduced burden on customer service teams.
The after-sales customer support is a crucial part of the complete sales journey. Understanding the importance of customer delight and its benefits lays the foundation for the next crucial step in enhancing customer experience: the integration of proactive Online Reputation Management (ORM) and social listening.
But how can they help with your post-sales customer delight?
How do proactive ORM and social listening come into play?
While we mentioned that customer delight should be a proactive measure, we do believe that having a proactive online reputation management system, clubbed with social listening can make the job easier.
By managing customer complaints and concerns regularly, brands and their customer success teams can get first-hand intel into what their customers want and how they can improve their existing service.
For instance, if a customer talks about late delivery or broken products in their packages on their Twitter feed, you can immediately DM them, asking them about their issues. As a part of the customer delight program, your team can send gifts as an apology, alongside the right products to make up for the disappointment. Chances are that you will be forgiven quickly.
While it is possible to manage the delight program while your customer base is still growing, it becomes a problem when the clientele scales up and so does the need for their care. To manage this (good) problem, technology becomes imperative.
You need a solution designed not only to monitor what your customers are talking about but also to help you manage sentiments, and ultimately, the brand reputation by responding to queries and concerns almost immediately.
Locobuzz is a unified customer experience platform that is making customer delight a hoot for brands and their consumers. Know what your customers are doing manage their requests immediately and be a value-centric brand with the help of our customisable dashboards that help you view all the data you need to be that friendly brand.
