While yes, attracting new customers is important – what about the ones you already have? Depending on your industry, acquiring a new customer can cost five to seven times more than retaining a current one. It makes sense then, to put more effort into nurturing current customers and building loyalty. One of the most effective ways to do this is with outstanding after-sales service. These are a few ways you can take your after-sales service to the next level and keep customers loyal for longer.
1. Provide proactive support
Support shouldn’t be saved only for when there’s a problem. Proactive support tells customers that they’re not just another sale to you – they matter and you care about their experience. Proactive support could look like:
- Following up with customers after their purchase to check in
- Offering easily accessible resources like troubleshooting guides or FAQs relevant to their purchase
- Automated reminders for service check-ups or maintenance
All these seemingly simple touchpoints are an easy way to build loyalty and will pay off in the long run when customers keep coming back.
2. Offer personalised service
Customers don’t want to feel like they’re just another number – it’s a personal, human connection that makes people feel valued and ensures they think twice about purchasing from your competition instead. Data is often underutilised when it comes to personalised service, but it’s a powerful way to keep customers coming back. From our experience, using customer data to tailor service recommendations that feel personal and relevant to them is a simple, effective way to show a customer that they’re valued. Another way to personalise service is to ensure that customers can contact you in a way that works best for them. Not everyone is comfortable with phone calls, while some people prefer them! Having options is another easy way to show your consideration, whether it be email, phone, or text.
3. Seamless warranty and repairs
Sorting out warranties and repairs should be a simple process for your customers, and there are ways to ensure it goes smoothly every time. Warranty claim processes can be simplified with digital registrations and QR codes – offering an easy way to register their new product and make warranty claims from their phone. You could also offer quick turnaround times on replacements and repairs, and provide transparent pricing and status updates on their service requests. Transparency is key for building trust, so having costs and updates easily accessible means your customer is never left wondering what’s going on or shocked by hidden costs.
4. Utilise customer feedback
One of your most valuable resources when it comes to keeping your customers is their feedback. Regular surveys with small incentives like discounts will provide you with regular feedback on your after-sales service so you know where to improve. If there are issues that are popping up regularly, take the feedback on board and look at how to improve your service processes accordingly. Customers will notice when you make changes based on their feedback, and it will improve the entire experience for them. Alternatively, if customers are taking the time to leave you feedback and it’s never addressed or acknowledged, you risk alienating and losing them.
5. Leverage technology
Luckily, in this day and age there are a lot of great technological options available to streamline your after-sales service even further. Probably the most effective tool is a comprehensive asset management system capable of efficiently tracking assets and scheduling proactive maintenance. Some asset management software will also come with valuable tools like data analytics, warranty management, and inventory management. This type of software helps speed up your operations and improve the overall experience for customers. A win-win. Other technologies worth investigating include AI chatbots, which can provide instant support to customers around the clock, and mobile apps. Apps offer a way for customers to book service requests and track the progress of their requests from their phone – meaning fewer lengthy phone calls with support trying to figure out the issue or get an update. All in all, after-sales service is a powerful tool for creating loyal customers and keeping them long-term. Whether you’re providing proactive support, actioning customer feedback, or utilising technology to improve your customer service, by putting effort into improving this experience for customers, you’re only improving your business and ultimately, your bottom-line. After all, happy customers typically means more sales for you! If after-sales service is an area your business hasn’t invested much into just yet, now is the time to start.