February 21, 2012

Engaging customers after the sale

Do we really need to provide support to our customers after they make a purchase?

This was the question a group of business people were discussing recently. Their answers ranged from an emphatic ‘no’ to an equally emphatic ‘yes’. The qualification seemed to relate to the product or service that was being sold. In the end there was at least a level of agreement that providing post purchase customer support should be part of the marketing plan. However, discussion about their own experiences led to a ‘few shake of the heads’.

The most telling comments came when discussing the follow up received by them from hotels they had stayed in. Few, if any, of the follow up emails received by them made any mention of the experience or asked if they had enjoyed the experience. Almost all of the communication related to ‘a deal we can do for you!’

This got me thinking. Beside an extremely good experience with the manufacturer from which I bought my last car, all of the other attempts to build a relationship with me after a sale have been ‘deal’ related.

I remember a few years ago a new restaurant opened and I was persuaded to give it a try. I enjoyed it and thought I might go back. About a week later I received a card asking me if I enjoyed the food and the service and if I had any suggestions that might help them give better service. I didn’t respond to the card, but I did go back and have been going back ever since. It became one of my favourites! I have never been offered a discount or a ‘deal’, just a warm welcome, my favourite drink and great service! Every now and then as I leave I will be asked, ‘Do you have any suggestions as to how we can give better service?’

This is real engagement.