It may be easy to think that a retailer’s job is complete once the customer has checked out and completed the transaction. However, this is far from true. As Swetha Amaresan says in a Hubspot article, “Every good customer service professional knows that these days, business is about much more than merely closing a one-time deal with a customer. The best companies build mutually-beneficial relationships with their customers that equate to a higher customer lifetime value – meaning, these customers are going to stick around for a while.”
Customer service doesn’t stop at the payment stage. The companies who differentiate themselves from their competitors and succeed are those who build good relationships with their customers at every stage of the buying process.
Making a customer feel as cared for post-purchase as much as they did pre-purchase, will let them know that your brand cares about their satisfaction and wants to ensure that they are happy with the experience and product. By following a few simple tips, retailers can maximize the customer experience and create strong brand loyalty that keeps customers coming back.
Communicate Through Every Stage of Fulfillment
One of the key ways retailers can make sure customers are satisfied at every touchpoint is to engage with them at all stages of the order fulfillment process. Retailers can utilize automated email, SMS, and push notifications to keep customers updated on critical points of the fulfillment progress that they’re interested in, whether it’s packaging, shipping, or delivery.
As customers patiently wait for their order to be ready, they can feel rest assured knowing that they are being provided with visible insight into the location of their products at any given time with messages on when they can expect to get their delivery or when it’s ready for pick-up. After the order is completed, retailers have an opportunity to reach out to the customer directly to ensure that everything is correct and the customer is satisfied with the order received.
During the post-purchase process, retailers can also encourage customers to complete a survey that gives them the opportunity to provide feedback on their experience. This allows retailers to see what areas they need to improve on and where changes need to be made. By communicating throughout each phase of the customer lifecycle, retailers are showing customers they are valued and cared for, each step of the way.
Assess Real-Time Performance Analytics
Additionally, retailers should always measure how they’re doing and evaluate ways to improve their processes. By analyzing data, stores can make the customer experience even better, taking account each stage and transaction that’s being made. This can be done by assessing real-time sophisticated analytics on current orders, workflows, overall cycling time, location handling, and customer engagement so they can discover the lapses in their fulfillment process and find productive ways to be faster and more thorough.
Having data on a customer’s journey can also help retailers gain a deeper understanding of their shoppers and help them create a more personalized experience for each shopper. It’s important to do this by tracking customer touchpoints and using this data to help inform the broader omnichannel marketing approach.
Shopgate is here to help retailers implement a winning strategy that increases customers’ satisfaction even after the payment has been made. To learn more, schedule a demo with Shopgate today.
Author: Casey Gannon
Vice President of Marketing | Casey is an experienced tech marketer, driven to develop marketing strategies that blend traditional techniques with emerging technology. With over ten years of experience in mobile, she believes that mobile apps are the modern solution in helping retailers directly connect with and impact consumers. When she's not looking ahead to the next opportunity, Casey is a busy mom, soccer player and adjunct professor at her alma mater, St. Edward's University.