The Post-Purchase Experience Is Essential to Retaining Customers

CRM Magazine – It’s a well-established fact that repeat customers are more valuable to businesses than new ones, but e-commerce retailers remain focused on acquiring the latter, according to a recent report from BRP, retail consulting firm.

Online businesses also miss another crucial opportunity, the report finds. Specifically, after customers make online purchases, they enter a period of uncertainty, unsure of whether their products will arrive on time and in one piece. By providing regular updates on the status of the order, retailers can transform this period of doubt into a trust-affirming one. Removing that risk makes customers more likely to make repeat purchases.

For setting expectations before the customer clicks the buy button, Jeffrey Neville, senior vice president and practice lead at BRP, says retailers need to ensure that shipping and return information is “clear, concise, and conveniently displayed.”

Then companies need to provide notifications at the five major stages in the delivery process—order confirmation, item dispatched, in transit, out for delivery, and delivery, the report maintains. Doing so will keep customers engaged and informed.

As for simplifying the return process, Neville states that doing so “increases customer satisfaction and loyalty.” In the report, he points out that including an adhesive, preprinted, prepaid shipping label with every package is essential, though it can also be helpful to let customers generate their own shipping labels through other channels if needed.

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