Many brands focus on attracting new customers, but they forget about the importance of the post-purchase journey
Ask your customers about their experience with your products and services, and what they value most
Let's dive into six actionable tips to improve your post-purchase customer funnel and solidify your brand's reputation
I’m writing to share a story that I think you’ll find interesting. It’s about a D2C brand that started out small but quickly grew to become a success.
Let’s say you have a successful brand with a large customer base of first orders. Let’s also assume that there’s one big problem: your churn rate is high and your lifetime value (LTV) is lower than you’d require.In short, your LTV/CAC < 3. You’ve hit the all-too-common “leaky bucket” problem in D2C businesses. It’s time to fix it.
I know how you feel. Many brands focus on attracting new customers, but they forget about the importance of the post-purchase journey. That’s where true brand loyalty is built.
Now, let’s dive into six actionable tips to improve your post-purchase customer funnel and solidify your brand’s reputation:
Surveys
Get to know your customers better with post-purchase surveys. Ask your customers about their experience with your products and services, and what they value most. This information can help you improve your offerings and create a better customer experience. Hit me a message if you want me to write another note on how I learnt creating surveys at India’s biggest parenting brand.
Email & SMS
Stay in touch with your customers in a way that is relevant and timely. Share more than just order confirmations with them. Let them know about your brand’s story, mission, and values. Create a sense of community that goes beyond the product itself.
Customer Service
Neglecting customer service can lead to frustrated customers and lost business opportunities. Commonly overlooked areas include inadequate response times, impersonal interactions, lack of proactive communication, and unaddressed customer feedback.
Tools like Freshdesk can help you streamline your support process and ensure that you respond to customer inquiries in a timely manner. By providing excellent service, you can build customer loyalty and retention.
Returns & Exchanges
Loop Returns can help you simplify the returns process for your customers, turning a potentially frustrating experience into a positive one. We provide a range of effective strategies aimed at preserving your revenue and ensuring customer satisfaction. These include options such as implementing a proactive delivery assistance team, which conducts regular checks and offers immediate support upon delivery to minimise the likelihood of returns.
Discounts
Show your customers how much you appreciate them by personalising your discounts based on their behaviour. For instance, if you run an online fashion store and a customer frequently purchases shoes, you can offer them an exclusive discount code for their favourite shoe brands or styles.
This personalised discount not only acknowledges their buying habits but also makes them feel valued. Such thoughtful gestures can foster stronger customer loyalty and encourage repeat business, as customers are more likely to return for deals that align with their interests.
Surprise And Delight
Go above and beyond to create memorable customer experiences. This could mean adding unexpected gifts with purchases, sending hand-written notes months after a purchase, or simply going the extra mile to resolve a customer’s issue.
These small gestures can make a big difference in how customers feel about your business and can turn them into lifelong fans. One should also build a VIP community to surprise and delight their selected customers with exclusive product feedback, early launches, trials, and referral bonanzas.
Following these tips in your post-purchase strategy can help you boost customer loyalty, reduce churn, and increase your brand’s lifetime value.
Remember, your brand is more than just products. It’s about building a community of people who share your values and experiences. When you invest in the post-purchase journey, you’re creating a lasting connection with your customers that will keep them coming back for more.
