by Gregory Ciotti from Help Scout
Are you creating “WOW” experiences for your customers after the sale is made?
The lifetime value of your customers and your ability to keep them coming back will be your primary competitive advantage in traversing the new business landscape, where the consumer is armed with plenty of options and tons of information.
One way to do this is to improve your follow-up process; making customers feel special, welcomed, and satisfied with their purchase even after the sale is made.
As with many things in life, the smallest gestures can often leave the biggest impact. So many companies drop the ball with the post-sale experience that there is a huge opportunity for your business to create “frugal wows” for customers that make purchasing from you a true delight.
GLUE = Giving Little Unexpected Extras
If there is one phrase you should ingrain into all of your support, loyalty, and retention efforts, it’s the concept of giving little unexpected extras.
This will become the metaphorical “glue” that will persuade customers to stick around with your businesses; the type of loyalty that every company desires.
When it comes to optimizing your post-sale experience with these delightful little extras, there are 3 big wins you can create with the most minor of changes.
1.) Reduce buyer’s remorse with a real “Thank You”
One of my biggest gripes in the ecommerce space is the lackluster “Thank You” pages that many companies use.
There’s nothing like spending $XXX with a business and then receiving a robotic, cold ‘thank you’ like the one below:
“Here is our begrudging thanks for handing over your hard earned dollars.”
That’s a real shame, because as this study shows, “closure” plays a huge role in satisfaction with a purchase — and we’ve also seen how something as small as a few extra mints was enough to increase customer happiness and the size of the tip left for the waiter!
How much closure do you think a customer gets when they see a thank you page like the one above? That page will literally be in front of every single paying customer, don’t you think we can do more with it?
Even by adding just a little personality and cleaner design, we can make this page feel much more inviting:
Think about your post-sale process — with the mindset that “every single one of my paying customers will see this,” does your page lend a feeling of being sincerely appreciative of their business? It should.
2.) Add personality to behavioral emails
Your email copy might be just as important as the copy you write on your website — because it will scale to thousands of customers, you must get it right.
The use of “behavioral emails,” or automatic emails triggered by a customer action, like a purchase, offer a great opportunity to make a memorable impression.
Look at the types of emails that the lovable Nuts.com family business sends out after you complete a purchase.
A coworker of mine at Help Scout recalled these images immediately when I asked for good email examples; that’s the power of non-robotic copywriting and how it leaves a lasting impression on customers.
A software company that makes great use of this tactic is Planscope, run by Brennan Dunn. The emails they send out are so good that customers have actually done full write-ups on why they enjoyed them. Here’s one from Momoko Price, who details exactly what she enjoyed about Planscope’s “Welcome Aboard!” email:
“What really struck me about Brennan’s email was the amount of social consideration he put into it — a level of “let me put myself in your shoes” thoughtfulness that, incredibly, turned what could have been a stale, repellent sales tactic into a fresh, delightful one.”
Intro emails are very “stale,” and the bar is often so low that you can get customers to take notice just by adding a little something extra that makes them feel truly welcomed, instead of feeling like Consumer #11433.
3.) Getting proactive with customer success via content
Great support should always be available, even when you are not.
This allows help content and other forms of education for customer success to offer great utility to customers long after they have started paying for your product.
It always brings a smile to my face when I see our customers saying things like, “We make every new support hire read your resources and blog posts, it really helps them do their job better!”
Funny how content marketing, which has long been considered an “inbound” method for sales, has so much value for customers even after they’ve paid.
Remember that all content is marketing, so not only blog posts, but your knowledge base, “getting started” videos, and onboarding webinars should all aim to help customers be better at their jobs. Everything that teaches customers should be viewed as a form of proactive customer success.
My favorite way of approaching this? The For Dummies strategy. As a series of books, For Dummies has sold millions of copies because they help readers do one thing: to get from “dummy” —> informed.
To form an effective content strategy that will help customers after they buy your product, plan content in the same fashion — how can you help new customers get from “dummy” —> informed?
For Help Scout, this involves not only using our product better, but also entails “How to deliver great customer support.” We don’t view our customers as dummies, but we recognize that just because they are paying for Help Scout doesn’t mean that they can’t use a little help in providing better email support.
Thus, every piece of “content” we create looks not only at creating inbound leads, but in being an evergreen source of information for paying customers who want to improve their entire support process.
Help Scout is web-based help desk for teams that insist on a delightful customer experience.