Listen
NEW! Listen to article

Buyer's remorse leads not just to chargebacks, returns, and negative reviews but also churn. When a client slips away with feelings of regret, you won't see the consequences just in your profit and loss statements; your customer lifetime value (CLV) metrics will reflect the loss, too.

That's why it's essential to do everything possible post-purchase to minimize buyer's remorse and maximize buyer satisfaction.

Many B2B companies don't manage or control their post-purchase client touchpoints. So when you concentrate on improving all the elements of the post-purchase experience, you immediately set your company apart.

By making sure your post-purchase moments are rewarding for clients, you affirm their buying decisions and keep regret from creeping into the picture. That, in turn, improves the odds they'll return.

Consider a common scenario: You close a deal with a new client. What happens right after the contract is signed? Does your client's onboarding start immediately with a welcome letter or phone call? Or is there a lag of hours, days, or even weeks?

In some cases, a waiting period may be necessary before the delivery of services begins. But that doesn't mean you can't stay in touch with your client. By constructing a meaningful and positive post-purchase engagement journey, you can maintain and grow your new connection. You can also start establishing a bond based on consistent communication and trust.

What's the outcome of such deliberate post-purchase engagement? You should stop seeing as much client turnover. As client retention edges up, CLV rates should begin to do likewise. You may not see results overnight, but you should see a change over time as more clients stay with you and give you more business.

Where can you start? Begin by following these three steps to enhance post-purchase engagement.

1. Design a remarkable client experience between purchase and delivery

Too often, B2B purchases feel transactional when they could be transformative.

The antidote is to construct a nurturing campaign for the period between the purchase of your product or service and its delivery.

There's just one caveat: You have to make every touchpoint matter, as well as give true value at every step. Therefore, you need to concentrate on ways to stay in contact with clients without wasting their time.

According to performance marketing agency Hawke, timing really is everything. It recommends diving into your existing client data to decide precisely when to deploy thank-you emails, tutorials, video content, and related messaging.

Not sure how to time each piece of content? Rely on products that use AI and machine-learning; they'll enable you to effectively and confidently predict when your clients are most open to hearing from you.

As part of that process, look into what your competitors are doing post-purchase: Where are they excelling? Where are they losing ground? Tailoring your post-purchase experience to feel different from the competition's can give your clients something to rave about—and raving clients tend to come back.

2. Reward clients for being part of your team

Many marketers associate loyalty programs with the B2C marketplace. But those programs have their place in the B2B realm, too. You can just as easily reward your clients with innovative loyalty offers.

For example, Cloud-based loyalty experts at Antavo explain that offering clients experiential perks can be one way of thanking clients. Such perks could include all types of experiences, from free concert tickets to gift certificates to a local restaurant.

The goal is to give something that your clients see as a benefit of choosing your company instead of choosing another one.

Rewarding clients for sending you referrals can fall into this category, too. However, clients may be reluctant to refer you to others until they've been with your company for a while. It may be worth testing post-purchase referral rewards for first-time clients.

Some clients may be willing to be immediate "ambassadors" if they're having an outstanding post-purchase experience with your team.

3. Gather and act on client feedback

As clients begin to move away from the point of purchase and into the onboarding phase, they should start to get more comfortable with your company. That is an ideal time to ask for their feedback.

You shouldn't send out surveys too frequently, of course; but occasionally asking for insights provides clients with yet another reason to stay in touch. Plus, eliciting responses from them makes certain your brand, services, and products stay top of mind.

Clients tend to be busy, so be respectful. Keep feedback surveys and polls from becoming unwieldy by keeping them short and snappy. Ask only for information you can truly use.

Fully 47% of people say they won't finish a survey that's excessively long. A good guideline is to trim all your feedback requests to a few minutes.

Once you've gathered feedback, be prepared to analyze it and implement key findings. Oh, and share outcomes with your clients so they know how their input has affected your company. Again, doing so allows them to feel like integral members of your extended corporate family.

* * *

When your clients feel like they've made a great buying decision by picking your company, they're less likely to disappear. That's good if you're interested in improving and maximizing your CLV.

Start right away by analyzing your post-purchase experience.

More Resources on Customer Retention

Top 5 Keys to Customer Retention

Seven Post-Purchase Email Conversations That Will Foster Customer Trust and Loyalty

Customer Retention Is King: Four Steps to Secure the Throne

Six Steps to Improve Customer Retention

Enter your email address to continue reading

Post-Purchase Engagement: Three Ways to Minimize Churn and Maximize Customer Lifetime Value

Don't worry...it's free!

Already a member? Sign in now.

Sign in with your preferred account, below.

Did you like this article?
Know someone who would enjoy it too? Share with your friends, free of charge, no sign up required! Simply share this link, and they will get instant access…
  • Copy Link

  • Email

  • Twitter

  • Facebook

  • Pinterest

  • Linkedin

  • AI


ABOUT THE AUTHOR

image of John Hall

John Hall is a sales keynote speaker and a strategic adviser for growth marketing agency Relevance.

LinkedIn: John Hall

X/Twitter: @johnhall