Aftersales
The customer contact after a purchase has taken place is called after-sales. This can consist of customer service at the initiative of the customer (when they encounter problems). Many companies also have an active attitude when it comes to after sales. By keeping in touch with customers after a sale, it is possible to check whether the customer is satisfied. After-sales can also provide opportunities for new sales(upselling).
Not all dissatisfied customers take the step of reporting their complaints to the customer service department. Aftersales can still identify these problems and ensure that they are resolved. Attention to the customer after the purchase will generally ensure a positive experience with the customer, it creates an image that the company values satisfied customers.
As part of the customer journey, after sales is part of Customer Relationship Management(CRM). The exact interpretation of after sales varies by organization, product and/or service.
Many organizations work with account managers. These can identify additional requirements in dialogue with the customer. This can cause the customer to make an additional purchase, such as an accessory for the product purchased. Keeping the relationship warm also increases the likelihood of a repeat purchase or contract extension.
A few contact moments are often scheduled. The first contact moment may consist of asking if everything went to plan, which may or may not take the form of a phone call or digital survey. As a result, questions can be answered and any problems resolved. A second moment may be offering a discount coupon or personalized offer.
While it makes sense to structure after-sales, it is important that customers still perceive the contact as personal and valuable. Once they get the feeling that they have ended up in a procedure in which they have become a number, well-intentioned efforts can backfire.
