Chapter 6

After the Sale

This chapter explores why modern omnichannel retail requires that merchants provide a seamless, consistent and smooth experience for customers, however they buy from you and however they choose to talk to you.

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By Chris Tanner & Derek O'Caroll

What's Inside

In a world where your competitors are just a click away, you need to do everything you can to convince a customer to buy from you. Positive reviews and references from other happy customers are hands-down the best way to convert more sales.

Leading retailers have impeccable customer service, which leads to satisfied customers who promote their brand. A marketing team of thousands.

Modern omnichannel retail requires that merchants provide a seamless, consistent and smooth experience for your customers, however they bought from you and however they choose to talk to you.

From handling a simple “where’s my order” email to detecting an upset customer on social media, to the way you deal with customer warranties, everything matters.

After the Sale

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Imagine you had a hundred staff members, all busy posting on social media, saying how excellent your products were. And a hundred more telling everyone about your brilliant customer service. You’d certainly be making a lot of noise, but coming directly from your brand it would have limited impact. “Yeah yeah, it’s all marketing talk”. And don’t even think about wages for another two hundred people…

Now imagine you had a thousand customers doing the same thing. Each of them reaching out to their own networks, tens of thousands more people. Promoting your products, sharing coupons, spreading the word. That’s way more powerful than a huge marketing team would be.

As well as promotion and advocacy, you can also get customers to generate great content for you. Coming from a customer, a positive review or a compliment on your service is infinitely more powerful than it would ever be if you’d written it yourself.

‘Social proof’ is a well-understood phenomenon, where buyers rely on reviews and comments from others to reassure them that they are making the right decision. There’s no denying its power - the rise of TripAdvisor, TrustPilot and other review sites is testament to this.

“An army of customers doing marketing for you can transform your business, but this advocacy engine needs to be fed with happy customers who are willing to share their positive experience. The journey to advocacy is well understood, and often described as the “customer brand relationship”.

64% of people say customer experience is more important than price when it comes to brand choice. Gartner

So how do you get a customer to like you? Read on to find out why first impressions matter and how you can turn ‘likes’ into an evangelical customer base that loves your brand.

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