Post-purchase reviews (L-R): Facebook, Qoo10, Lazada, Carousell
In the older days, the consumer journey may have ended in the delivery phase, or even the purchase phase. But with the rapidly evolving, and increasingly competitive landscape, brands and businesses need to go beyond a delightful purchase experience in order to delight consumers. The post-purchase phase refers to any interaction that happens after the customer has made the purchase, and received the product. This could come in the form of customer service, community management on social media, or rewards programmes.
The importance of post-purchase engagement with customers should not be overlooked. A Zendesk survey reflected that 94% of customers who have bad experience with a brand's customer service negatively affects their future shopping experience, and 86% saying that a good customer service experience positively affects their future decisions.
Furthermore, numerous research have shown that acquisition of new customers can cost upwards of 5 times that of retention of existing customers, an added incentive for businesses to ensure customer satisfaction.
The consumer journey may look to be broken down into 6 disparate stages, but it is important to keep in mind that the stages need to look seamless to the consumer. What this means is that your content strategy needs to address different needs of different customers, at different stages of the consumer journey.
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