Sales and Fulfillment
How to market your after-sales services to attract new customers?
After-sales service and customer support are critical to a business’s long-term success. While sales teams focus on landing new customers and closing deals to boost revenue, after-sales customer service and support teams work to keep customers engaged, satisfied, and happy following a sale. This includes resolving any issues that customers may have with the product or service and offering ongoing assistance to ensure a positive customer experience post-sale. After-sales service refers to any support or assistance offered to customers after a purchase has been made; this may include follow-ups with customers, helpdesks, product tutorials, installation support, maintenance and repairs, warranties, feedback collection, and more.
Exceptional after-sales service has been shown to improve customer retention rates by encouraging repeat business, increasing customer lifetime value, boosting brand value, and growing word-of-mouth referrals. This article will explore the relationship between after-sales service, customer satisfaction, and the bottom line, as well as highlight a few popular after-sales service strategies that can help your business stand out.
Why is after-sales service important?
Competent after-sales service practices help to build trust among customers and form lasting relationships with them. It sweetens the customer experience and lets patrons know that they’re dealing with a business that cares about them and their needs. Methodical after-sales service strategies can show a marked increase in a business’s revenue simply by ensuring that customers are happy and retain a positive image of the brand long after the sale has been completed. Let’s take a closer look at some of the benefits of having a well-defined after-sales service strategy in place.
Build and nurture customer relationships
This is the primary goal of after-sales support — the cultivation of long-term relationships with customers to build a loyal fan base. Continuing to meet and even exceed customer expectations beyond a sale greatly increases the chances of repeat business and leaves customers with a lasting positive impression of your brand.
Encourage referrals
Customers who have had a good experience dealing with a brand are more than likely to refer it to their friends, family, or colleagues. Happy customers who let the people around them know about the excellent support offered by your brand offer a great and inexpensive way to grow your customer base.
Boost brand image
An exceptional customer experience that continues till well after the sale builds trust and familiarity between clients and the business. Being perceived as a trustworthy and helpful organisation that looks out for its customers has a positive impact on brand image and encourages repeat business.
Improve customer lifetime value
Retaining existing customers is a lot less expensive than marketing to a brand new customer base. This is why focusing on improving the customer experience has a greater impact on the bottom line than acquiring new, first-time buyers. Higher customer lifetime value translates to more revenue from each customer over time, boosting overall profitability.
After-sales service strategies for success
The following after-sales activities and strategies are designed to build loyalty and trust among your existing customer base by ensuring that the positive customer experience continues till well after the sale.
Send buyers personalised gratitude letters
A simple letter to your customers post-sale, thanking them for their business, can go a long way towards helping your company stand out. Sending thanks either via postcard, email or even text message is an excellent way to leave a lasting positive impression.
Ask for feedback
Following up a sale with surveys or feedback forms gives businesses a clear picture of how customers feel about their products or services. It also offers customers a platform to conveniently raise any issues they may have or offer suggestions for improvement.
Rectify mistakes without delay
Unhappy customers offer businesses the opportunity to highlight their excellent customer service. If a mistake has been made at your end, such as a customer receiving an incorrect or damaged product, ensure that no time is wasted in rectifying these issues by offering a seamless return or replacement policy, as well as an apology. Empathising with customers and ensuring their satisfaction post-sale is a surefire way to build a loyal customer base.
Introduce loyalty and reward programs
Appreciating and rewarding loyal customers with programs that offer them benefits such as freebies, discounts, and other perks gives them the incentive to keep returning. You can also expect customers who are part of such programs to spend more than those who are not.
Incorporate warranty and refund policies
In spite of your best efforts, it may happen that a customer isn’t completely satisfied with their purchase. Warranty and refund policies can help resolve issues in such cases and protect your business’s reputation and brand image.
Offer real-time customer support
While most businesses offer some kind of email support or inquiry forms on their websites, customers generally prefer having access to real-time online customer support. This kind of support may be provided over the phone, across chat, or even on a brand’s social media channels, and it gives customers an easy way to contact and communicate with businesses.
How can Infosys BPM help with after-sales service strategies?
The Infosys BPM After-Sales Offering includes a wide range of after-sales services, including service parts management, warranty management, service revenue management, and more. Reach out to know more about how Infosys BPM can develop personalised after-sales service strategies designed to suit your business.
