The e-commerce landscape is constantly evolving which requires entrepreneurs to adjust quickly. Post-purchase experience which only a few years ago was a trend is now a primary consideration for every e-commerce brand.
According to research by Simplicity DX, average customer acquisition costs (CAC) went up 222% from $9 to $29 in the nine years between 2013 and 2022. With online shopping the preferred method of shopping for most customers now, this trend shows no sign of slowing down. It is going to be more expensive to bring in new customers.
Faced with such a reality, brands need to do all they can to retain the customers they have by offering them an after-sales experience worth their time. Simply put, post-purchase is the new customer retention strategy.
Today’s buyers want to stay in the know about their orders after they’ve completed a purchase. From updates on the order being processed, to when it ships, any delays, and expected delivery date, all this information affects customer perception about your brand.
We understand that figuring out the post-purchase customer experience can be overwhelming considering all the elements it constitutes. Because of that, we’ve prepared this in-depth guide that will introduce you to what is a post-purchase experience and why 76% of consumers say they will not buy again from a brand if it provides a poor delivery experience. We will also discuss how to offer your customers the best e-commerce post-purchase experience and highlight the success story of one of the most reputable clothing brands.
What is Post-Purchase Experience?
Post-purchase experience is the feelings and interactions of a customer towards a brand after making a purchase. The post-purchase experience can be regarded as positive or negative depending on how the customer feels once a transaction is complete and the good or service is delivered.
It is important to understand that post-purchase customer experience does not refer to an isolated aspect of a business but the amalgamation of several factors including product delivery, customer support, product packaging, payment convenience, and follow-up communication among other things that the customer considers important.
The post-purchase experience is a critical factor that affects the customer’s satisfaction with a brand and its product or service. Customer-centric brands invest in post-purchase experience-enhancing strategies to encourage repeat purchases, and referrals, and foster a positive brand image.
Reasons Why Post-Purchase Experience is Important
As noted in the introduction, post-purchase experience is a vital part of business today. Brands that undertake initiatives to provide an exceptional post-purchase experience to customers do so because it;
Decreases Customer Confusion
Buyer remorse, information overload, and lack of familiarity with how your brand conducts business are all factors that contribute to customers having questions or uncertainties about a product or service after making a purchase.
Brands with a seamless post-purchase experience provide customers with clear instructions and helpful resources that help them address any issues they may have immediately. It is also highly recommended to provide accessible support channels where customers can receive personalized support that eliminates any confusion and frustrations they may have.
When a business commits to proactively addressing customer concerns it significantly reduces the likelihood of customers being dissatisfied which has a ripple effect in lowering the number of negative reviews on public review platforms like Trustpilot. Moreover, it helps a brand maintain a positive image.
Minimizes Support Queries
An effective e-commerce post-purchase experience strategy should provide customers with comprehensive tools and information that they need to use a product or service independently without having to contact customer support.
Businesses that invest resources in enhancing the post-purchase experience for customers with tools and resources such as customer service portals help to reduce the strain on their support teams. It also helps to satisfy the wishes of 67% of customers who would rather serve themselves autonomously than contact a brand’s customer support.
Encourages Repeat Purchases
There is no denying that it costs businesses much less to retain existing customers than to acquire new ones. Providing an excellent post-purchase experience is key to high retention rates and dependable post-purchase loyalty.
When customers enjoy a smooth, hassle-free experience after making a purchase, it leaves a positive impression on them which improves the chances of them returning to buy from your brand in the future.
A satisfying post-purchase experience can also turn your customers into advocates for your business through positive word-of-mouth recommendations and referrals to close friends. This helps earn your business more loyal customers and drives repeat business.
Brands that prioritize and consistently deliver an exceptional e-commerce post-purchase experience foster long-term relationships with their customers and increase their lifetime value.
Elements of the Post-Purchase Experience
Although every business will have its unique approach, the following are elements that each brand should aim to provide customers to boost post-purchase experience.
1. Order Confirmation and Thank You Message
Customers want to know if their order was successful. The only way to do this is to send them or display an order confirmation message that also tells them the next step. Your brand stands out if you add a thank you message that shows gratitude to the customer for transacting with your business.
2. Real-time Shipping and Tracking Updates
Customer post-purchase anxiety sets in when they don’t know the status of their shipment. A key element of a good e-commerce post-purchase experience is real-time shipment tracking updates that let the customers know the whereabouts of their orders at any time. It also helps them know when to expect a delivery.
3. Delivery Experience
Providing a positive post-purchase experience to the customer is not possible if your business does not deliver items on time. It is worth noting that delays and missed delivery windows are the cause of a lot of frustration and dissatisfaction with a brand’s service. Most customers will leave a negative review online if they have a poor delivery experience.
4. Packaging and Unboxing
How you package and present a product to the customer has a huge impact on their overall experience with your brand. Businesses that go the extra mile to design amazing packages enhance the perceived value of their products in the eyes of the customers. Additionally, a well-designed package helps to create a memorable unboxing experience. In this modern age of social media and Gen Z consumers, good packaging that is made of sustainable materials may earn you free post-purchase marketing if a customer records a video unboxing the product and shares it online.
5. Product Use and Satisfaction
When the product is delivered to the customer, their experience using it begins. It is important to ensure the product meets their expectations in terms of quality and functionality. Also, provide clear use instructions to ensure a satisfactory experience.
6. Feedback Solicitation
Another element of post-purchase experience that businesses need to double down on is gathering feedback from customers about their purchase experience and the product itself. This feedback solicitation helps your brand gain valuable insights that could be useful in identifying potential areas for improvement and understanding customers’ preferences.
7. Returns and Exchange Processing
Customers today want the option to return a product and get a full refund or exchange if they are not satisfied with it. As a business looking to provide an exceptional post-purchase experience, ensuring a hassle-free returns and exchange process helps you build trust with your customers. It also helps to reassure them that you prioritize their satisfaction even if they encounter an issue with their purchase.
8. Loyalty Programs and Follow-ups
As part of your post-purchase experience initiatives, offer customers incentives such as loyalty programs and follow-up discounts. These encourage repeat purchases and are crucial for fostering long-term relationships with them.
9. Customer Support
Accessible and responsive customer support is the other key pillar of a formidable customer post-purchase experience strategy. It is important to ensure that your customers can easily contact your support team with any questions or concerns they have before, during, and after a purchase. Excellent and courteous customer support significantly impacts the overall post-purchase experience and improves customer satisfaction levels.
How to Build the Best Post-Purchase Experience
To provide the best post-purchase experience, your brand needs to invest in the right technology, track the metrics that matter, enhance customer engagement, and ensure high-quality products and services. The tips below will guide you on the most crucial steps along this journey.
Assessing the Post-Purchase Experience
A popular saying goes, “What does not get tracked, does not get improved.” In building the best post-purchase experience, it is important to monitor the following critical metrics to know what are the customer pain points and optimization opportunities that exist.
1. Customer Satisfaction Surveys
Create surveys that ask your customers to share feedback on and rate their experience with your product or service quality, shipping speed, ease of checkout, and overall satisfaction with your brand. A good tip is to use open-ended questions that allow customers to use their own words. These provide you with invaluable insights into any specific issues and a glimpse into areas that can be improved.
2. Net Promoter Score (NPS)
The net promoter score (NPS) is a simple but powerful measure of customer loyalty and brand advocacy. This score categorizes your customers into promoters (rate your brand 9-10), passives (rate your brand 7-8) and detractors (rate your brand 0-6). The NPS can help you know which customers are more likely to tell their friends about your business, helping you focus on ways to provide a better experience to them and gain insights into how you can turn detractors and passives into promoters.
3. Customer Support Metrics
Customer support functions are key to an excellent post-purchase experience. You can identify areas for optimizing your customer support by tracking vital metrics including response time (how fast your post-purchase customer support team answers customers), resolution time (how quickly customer issues are resolved), CSAT (a measure of how satisfied customers are with the service they got), and first contact resolution rate (how many customer issues are resolved the first time they contact support).
4. Return and Exchange Rates
The return rate measures the percentage of returns against the number of purchases made. A high return rate indicates issues with product quality, inaccurate product descriptions, or general dissatisfaction with the product. On the other hand, the exchange rate measures the percentage of purchases ending up in exchanges. This metric can give you insight into customer preferences and expectations.
5. Repeat Purchase Rates
The repeat purchase rate metric tracks the percentage of customers who return to buy an additional product or pay for a service after the initial transaction. Tracking this figure is vital for knowing how many of your customers are loyal to your business and if they are satisfied with the products and services you sell. Additionally, it is a pointer to how strong your brand-customer relationship is.
Enhancing Customer Engagement at Critical Touchpoints
Your shoppers deserve seamless and memorable experiences at different critical touch points with your brand. The key to such satisfactory engagement is mapping out the post-purchase customer journey through the following.
1. Order Confirmation and Thank You Message
The order confirmation message sets the tone for your customer’s post-purchase journey. The first step here is to reassure the customer that their order was placed successfully by sending them a customized order confirmation message.
Although the main purpose of a thank you note is to show gratitude, it also helps to reinforce a positive sentiment towards your brand when you send it. Adding order details and estimated time of arrival information to these messages builds trust with the customer and enhances transparency.
2. Shipping and Tracking Updates
As a brand, providing real-time shipping and tracking updates helps to keep your customers informed about the status of their orders and reduces their anxiety and uncertainty that often escalate into negative reviews if left unchecked.
By eliminating blurriness in the delivery process, you empower your customers to actively participate in the post-purchase journey. Your brand also demonstrates its commitment to the customer’s satisfaction by proactively communicating any delays or issues in advance.
3. Unboxing and the Initial Impression
The product unboxing process is a crucial moment for any brand to make a lasting impression on the customer. When packages are thoughtfully designed and personalized, it helps to evoke excitement about the product, resulting in customer delight.
You can also amplify your brand’s visibility and help foster a sense of community among customers online by encouraging them to share their unboxing experiences on social media and tagging your business.
4. Product Usage Support
With the product unboxed and ready for use, your brand needs to have a strategy for providing usage support post-purchase. This initiative illustrates your brand’s commitment to customer success which bodes well with customers.
Create tutorial videos, and instructionals and provide comprehensive guides that empower the customer to derive maximum value from the product they just bought. Also, address common pain points and frequently asked questions proactively to enhance customer satisfaction and post-purchase loyalty.
5. Feedback Solicitation
Your brand positions itself as customer-centric with a commitment to continuous improvement when it engages in active feedback solicitation. You need to create avenues such as customer surveys, reviews, and direct communication channels that give the customer a voice and allow them to contribute to future products and service design.
When customers feel a brand acknowledges and acts upon their feedback, it fosters in them a sense of partnership and investment in the success of a business.
6. Customer Support Interactions
Post-purchase customer support plays a crucial role in resolving any issues and concerns that may arise after purchase. Your brand can empower customers to overcome any challenges and navigate the post-purchase journey seamlessly by providing timely and personalized assistance.
Brands should invest in recruiting and training knowledgeable and empathetic support staff who can listen to customer problems and help resolve them. Investing in technology, including AI-powered chatbots can also help customers get support around the clock while helping you learn more about their behaviors to help improve your post-purchase customer service.
Maximizing the Effectiveness of Post-Purchase Experience Tools
Providing customers with stand-out post-purchase services is easier by leveraging different tools tailored to streamline different functions. The most common tools designed for enhancing the post-purchase experience for customers include the following.
1. Email Marketing Tool
An email marketing tool is a must-have in the post-purchase stage of the customer journey. This tool allows you to create personalized campaigns to engage with the customer. You can send them order confirmation emails, shipping updates, and follow-up messages that keep them informed and excited about their purchase. Such emails stand out even more when they incorporate dynamic content that recommends other products the customer may love.
2. Order Tracking Page
When building the best post-purchase experience for your customers, you want to avoid the mishap of redirecting them to a third-party website to track the shipping progress of their orders. Leveraging a tool like TrackingMore’s branded tracking page feature, you can provide a user-friendly interface where customers can easily track the status of their shipments in real-time.
This customizable tracking page can be tailored to match your website’s theme and ensure an on-brand tracking experience. Through the page, customers can enter their tracking or order numbers and get to know information like a package’s location and its estimated delivery date.
TrackingMore’s branded tracking page tool also enhances the post-purchase experience with smart product recommendations that enable your brand to upsell and cross-sell customers as they track their packages.
3. Prompt Delivery Notification
Proactive notifications are crucial for informing customers when their orders have been dispatched, and are out for delivery, and providing an estimated time of arrival (ETA) to help manage their expectations and reduce any anxiety after purchase.
With TrackingMore, you can send automated shipment notifications to your customers via SMS and email. This tool lets you map the notification timeline by selecting the notification triggers you want to keep customers in the loop about. You can also customize the notification template so that it matches your branding.
More than just sending the customer timely notifications, TrackingMore’s shipment notification feature also sends your team instant alerts whenever a delivery malpractice occurs, allowing them to respond to any issue promptly.
4. Return Management Software
It is also important for brands to streamline returns with an easy-to-use online portal that allows customers to initiate returns or exchanges. Ensure that you provide clear instructions and a myriad of options for returning products. You can ensure more convenience for your customers by including prepaid shipping labels.
The post-purchase experience platform of choice should give you access to data insights that help you identify product issues to improve future offerings.
5. Customer Feedback System
Building the best post-purchase experience for your customers relies heavily on you getting to know how they feel about your product or service and the post-purchase journey. You can know their sentiment through surveys, emails, and follow-up messages.
Ensure that you actively listen to customer concerns and suggestions they offer to identify areas you can improve. Furthermore, you can share this information with your product development team to help in research and development.
6. Customer Loyalty System
The most loyal customers who keep returning to buy more from your brand deserve recognition through the implementation of a customer loyalty program. Your brand can offer them incentives such as discounts, freebies, and exclusive access to services, new products, and events.
To make the loyalty program a success, personalize it so that the rewards customers receive are based on their preferences and purchase history.
7. Omnichannel Support
Exceptional post-purchase customer support is the glue that holds together a memorable post-purchase experience for your brand’s customers. The post-purchase support you offer should be seamless across multiple channels including social media, phone, email, live chat, and SMS. The response customers get should be consistent and timely regardless of the channel.
It is also vital to integrate your customer support systems with your post-purchase tech stack for an efficient and unified customer experience.
Creating a Memorable Branded Post-Purchase Experience
A branded post purchase experience keeps customers coming back because they trust in your brand to deliver a high-quality product or service. Creating a memorable branded post-purchase experience is about determining your brand’s values, personality, and promise to customers. Once these are defined and communicated with the rest of your team and to customers, they need to be seen in each interaction at every touchpoint.
From how you engage with your customer community online to how you brand your packaging, provide educational content and resources, and follow up in your communication, your company values need to shine through and delight customers in their post-purchase journey.
Enhancing communication and providing reliable end-to-end tracking is key to creating memorable branded post-purchase customer engagement. Leverage TrackingMore, the number one shipment tracking tool for e-commerce to enhance shipping visibility and ensure maximum customer satisfaction.
Enhancing Post-Purchase Experience: How Shein’s Tracking Services Reduce WISMO Inquiries
Order tracking plays a key role in enhancing the post-purchase experience for customers. From boosting shipping transparency to setting the right expectations and reducing the number of WISMO inquiries, effective shipment tracking ensures that customer satisfaction remains top-notch.
Shein, the world’s renowned fast-fashion brand had previously faced challenges with an increasing number of WISMO tickets as their business grew. In a bid to address the lack of a reliable post-purchase experience solution that was the cause of a negative customer experience, the apparel brand turned to TrackingMore.
Shein used TrackingMore to boost the post-purchase experience for their customers with reliable end-to-end order tracking. When Shein decided to personalize the post-purchase experience for their customers, the effect was a 5X increase in customer service bandwidth and WISMO queries going down by 60%.
Conclusion
How your brand makes the customer feel after a purchase, while waiting for a delivery and when they use a service or product is crucial for ensuring a positive post-purchase experience. Investing in initiatives such as returns and exchanges, shipment tracking, beautiful and sustainable product packaging, and professional and empathetic customer support increases your customer’s satisfaction and gains their loyalty.
TrackingMore is more than a post-purchase experience software, it is the most reliable shipment tracking solution built to serve businesses that want to make the customer’s post-purchase journey a retention magnet. It fits in seamlessly with your business system, allowing you to integrate shipment tracking information from {carrier_number} carriers globally.
You can also set up a branded order-tracking portal on your website to provide customers with a convenient place to track their shipment statuses. TrackingMore also empowers your team to respond to shipping exceptions through automated notifications and sends proactive alerts to your customers to keep them informed about the shipping progress and ease their anxieties.
FAQs
- What factors are associated with the post-purchase phase of the shopping experience?
The key elements of the post-purchase phase of shopping that affect the customer experience include product quality, delivery experience, customer service, customer communication, and ease of returns and exchanges.
- When is a buyer most likely to experience post-purchase dissonance?
A buyer is most likely to experience post-purchase dissonance if the product’s quality and performance fall short of what a brand promised to deliver. Post-purchase dissonance may also arise from external influences including opinions of friends and online reviews about the product or service they bought. Customers who bump into alternatives are also likely to experience some level of post-purchase dissonance.
- How can digital marketers create a positive post-purchase experience and encourage customer loyalty?
Digital marketers can drive customer loyalty by creating a positive post-purchase experience by creating educational content that helps customers maximize the value of a service or product. They can also ensure seamless, consistent, and on-brand post-purchase support through multiple channels, as well as designing and promoting a loyalty program. Continuously gathering customer feedback helps in improving the customer post-purchase journey.