The goal of every business is to make a profit.
Businesses do this by building relationships with customers and enticing consumers to purchase products or services. However, its important to keep in mind that the purchase process continues after your customer goes home with the product. This is called post-purchase behavior.
Post-purchase behavior consists of everything the customer does after purchasing a product or service; This behavior is dictated by the customer’s experience with the purchase. Customers form expectations prior to buying.
After the purchase, if the product or service meets or exceeds their expectations, they will feel satisfied.
If not-You have a problem, don’t you?
You want your customers happy. Satisfied customers continue to benefit the business in the future. These customers then come back and purchase more products or services from the business. Dissatisfied customers can hurt business by spreading word of their dissatisfaction and deterring possible customers from purchasing your product or service.
Take a look at these three tips for manipulating post-purchase behavior in order to benefit for your business!
- Stay in contact with customers.
Have customers sign up on your mailing list so that you can stay in contact post-purchase. This will keep customers aware of deals and promotions going you’re running, as well as encourage them to come back and purchase again. You can do this through sending email newsletters, snail mail, blog posts, or social media updates.
- Offer post-purchase benefits.
Post-purchase “lures” can keep customers coming back as well as help them spread the word to their social circles. These can include warranties, which guarantee customers their money back if they are dissatisfied with the product. This gives customers a sense of trust in the product. Rebates (such as those offered through printed coupons) can give customers some of their money back post-purchase, and referral bonuses reward customers that refer other customers to the business. This attracts new patrons overall, along with satisfying your current clients.
- Put in effort pre-purchase.
Customer satisfaction is all about expectations.
If you want your customers to be satisfied, make sure that their expectations for your product or service are realistic. A customer that expects a luxury product but receives a lower-quality one will be more dissatisfied than a customer that expects and receives a low-quality product.
Make sure that you portray a realistic image of your product or service so that customers know what to expect.
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