It is not just about selling. The key to long-term success lies in building close relationships with customers in after-sales and gaining their loyalty.
“Converting new leads costs 5 to 25 times more than retaining existing customers and an investment of just 5 percent in customer retention can increase profits by at least 25 percent.“
Harvard Business Review
Even small gestures can have a big impact. The following after-sales strategies can inspire customers and turn them into loyal fans.
1. Understanding customer needs
Let’s start from the beginning. In order to adapt the after-sales strategy to the needs of customers, their expectations and preferences must first be known and understood.
Surveys and feedback
Surveys on satisfaction and possible suggestions for improvement are the best way to obtain direct feedback from consumers. The questions should be as specific and precise as possible in order to obtain reliable data. CRM systems can also help to better understand customers and analyze their preferences in more detail.
Use feedback
But what now? Feedback is only useful if it is analyzed and used to improve products and services. Up-to-the-minute feedback helps to stay up to date and identify problems in good time. If feedback is taken seriously and concrete improvements are communicated, customer confidence can be increased.
2. Excellent customer service
Excellent support is the heart of any after-sales strategy and can set companies apart from the competition. Staff is expensive, which is why companies often try to save money in this area. But when you consider the cost of acquiring a new customer compared to existing customers, an investment in this area is well worth it.
Fast response times enquiries and problems should be dealt with quickly and efficiently. Long waiting times can significantly affect satisfaction.
Competent support team
It makes sense to invest in employee training. They are the figurehead of any company and have a strong influence on its reputation, especially in negative cases.
Accessibility – multi-channel support
Customers should be able to reach a company easily. Therefore, various contact options such as telephone, email, live chat or social media should be offered. There are also different preferences depending on the target group – while older people prefer to call support in person, Gen Z likes to use the chatbot. Ultimately, there is nothing more frustrating than having to spend hours searching for a contact option.
Support services & speed
Being well prepared for known issues is key. In a world where everything happens quickly, customers expect instant results. In fact, more than two-thirds of consumers equate a positive experience with the support service with a quick resolution. So it’s not enough to just solve problems.
“For 85% of respondents, customer service plays a decisive role - across all sectors and age groups - and is a very important criterion when choosing a company.“
Deloitte
3. Personalization
We all like to receive the “princess treatment” we deserve and like to feel special. Personalized messages and services show that companies make an effort to maintain the relationship with customers and take their needs seriously. The prerequisite for this is that companies must know their customers and be familiar with the relevant data.
Individual recommendations
Based on product purchases and services made, customers can be offered suitable further recommendations. If you know that a customer likes to travel, you can offer travel insurance, for example.
Personalized communication
Personal addresses always make a positive impression, because yes, we really do like to hear our own name.
Surprises
There are always events – birthdays, holidays and the vacation season – that offer the opportunity to surprise customers with personalized messages. A timely “Happy Birthday” message (or in our case “Hypa Birthday”😉) will definitely leave a lasting impression.
Training for more complex products
Do you offer a product that is a little trickier? Then it’s worth offering training to help customers use complex products and avoid frustration in advance. Online tutorials, videos or face-to-face appointments can be used for this. Older people, for example, could simply be shown how to use online banking in a video or in person.
4. Loyalty programs and gamification
An effective loyalty program rewards customers for their loyalty and encourages repeat interactions. By integrating gamification elements such as a points system, leaderboards, awards and exclusive offers, the program is made more attractive. Customers collect points for interactions with the company, advance to higher levels and receive associated benefits. These elements turn the loyalty program into a tool that strengthens customer loyalty and gives customers the feeling of being valued.
5. Maintaining long-term customer relationships
A strong customer relationship takes time, patience and needs to be nurtured. It’s not for nothing that there is a tried and tested saying: “Relationships are like gardens – they need care to flourish”.
Regular communication
Customer contact should always be maintained. To this end, relevant information and updates such as newsletters, new products or invitations to events can be sent out on a regular basis.
Involve them in decisions
In order to retain customers in the long term, it can be helpful to involve them in product decisions and further developments can be helpful.
Appreciation
Companies should clearly show their appreciation for the loyalty of their customers. Sending a personal thank you card, similar to what you would send your grandparents at Christmas for their home-knitted socks, can have an amazing effect. The value of a sincere “thank you” should therefore never be underestimated.
6. Rectify faults
Mistakes happen. These should not be hidden, but communicated transparently. This is an opportunity to demonstrate great support. The truth always comes out and damages the customer relationship all the more. However, if you can win over previously unhappy customers with efficient troubleshooting and make them happy again, you have often won over the most loyal customers of all. It is therefore worth investing in this area.
Offer solutions to problems
You should apologize for any inconvenience and respond with understanding. Employees should be given the opportunity to replace orders and add something extra.
Return policy
An uncomplicated returns policy sets companies apart from the competition. It is therefore advisable to simplify the procedure for exchanging or returning items.
Long story short
When it comes to customer acquisition, companies often focus on new customers. In doing so, existing customers are often forgotten, with enormous potential being lost. A well thought-out after-sales strategy should therefore definitely play a role.
Building a long-term relationship with customers not only ensures that existing customers stay and come back, but also turns them into loyal brand ambassadors. This manifests itself in the form of positive word-of-mouth and online reviews, leading to free new customers and a good reputation. Especially because customers who become aware of a company through word-of-mouth are more likely to make use of services and products.
