Great customer service is the foundation on which a successful business is built. Don’t believe it? Many companies don’t either – until they find that two-thirds of businesses compete based on customer satisfaction.1
Today’s customer wants a unique experience, and they want it to be satisfactory. In fact, 73% of customers base their buying decisions on what the experience promises,2 and 89% of them will move to your competitor if you disappoint.3
After sales service is a key tactic that experienced businesses employ to win the hearts and pockets of consumers. There’s a simple reason why. It shows you’re not just thinking of your customer as a lead to be closed; you view them as a valuable relationship to be nurtured. And customers love being told (and shown) that they matter.
Dedication to top-notch customer support, even after a sale, can catapult your B2B e-commerce business to success. If you’ve not paid much attention to after-sales service before now, or if you’re looking for a way to improve, we’ve written this guide for you. Let’s dig in!
Table of Contents
After sales service includes every process designed to support a customer after a sale. It can include giving proactive advice on maximizing their purchase or simply being there to ensure they enjoy it. Other examples of after-sales services are:
Customers are valuable assets to all businesses, which is why savvy sellers treat their satisfaction as a top priority. After-sales service shows a commitment to providing high-quality products and following up with similarly high-quality sales support. Consumers recognize the value in such efforts, and they constantly reward it with more sales and fanatic brand loyalty.
According to recent statistics, 87% of customers will make another purchase if they had a good first experience.4 They will spread the word about your business and bring their friends, family, and even acquaintances. All of those repeat purchases and referrals will benefit your bottom line, too – you might see revenue boosts up to 95%!5
Quality after-sales services present a great way to distinguish your products and services. Many companies even go so far as to build their entire brand around excellent after-sales offerings.
For example, brands like Tesla don’t simply sell products – they introduce customers to a lifestyle. Tesla customers enjoy free software upgrades that constantly redefine and extend their vehicle's abilities, all for free. Unsurprisingly, the company now sits at the top of the automobile industry with a $986 billion valuation.
You help your e-commerce business stand out from the competition by providing superior after-sales services. Likewise, great post-sales support can boost customer retention and satisfaction, foster repeat sales, and even supercharge employee productivity.
As we’ve seen, after-sales service can be a powerful way to add value to your customers. Even better, since B2B buyers are typically large spenders who dislike change, you can gain their long-term loyalty with great service. But you’ve got to win them over first, and that’s where these tips come in.
Here are five crucial steps to creating market-leading after-sales service.
As with all aspects of business, effective solutions depend on knowing what’s wrong and what needs fixing. While Microsoft reports that 67% of companies plan to improve their customer service, many find that their efforts fall flat.6 And that’s because they don’t take the time to create a winning strategy.
Therefore, the first step to improving your post-sales services is to ask: where are we falling short? Proceed by conducting a top-down audit of your post-sales offerings. This might include asking the following questions:
With an accurate picture of how things stand, you’re better positioned to design improved offerings that customers love.
Having clarified the current picture, it’s time to think about where or how things can improve. And thankfully, you have a secret weapon that can help you accurately pinpoint your next steps: customer feedback.
Customer feedback is a potent improvement weapon because you’re gaining an inside look into your clients’ preferences and satisfaction levels. To demonstrate the effectiveness of this tactic, Garter reports that successful customer-experience projects start out using customer feedback.14
Asking your clients’ opinions and taking them seriously also provides other benefits. For instance, it shows customers how much you value their input and don’t just view them as walking wallets.
With the sneak peek you’ve gained into your clients’ minds, you’re in a great position to move forward. However, while you could implement many after-sales offerings, it’s worth giving priority to offerings that foster unforgettable client experiences.
Here’s why. Customer experience is overtaking price and product as key brand differentiators. Since 79% of customers prefer brands that care about them,15 you can potentially outdistance your competitors with a few well-curated post-sales services.
The following are examples of memorable after purchase services that create loyal customers:
Never be too busy for your clients. When clients meet problems in using your products or services, they expect fast and effective help. So don’t put off their problems till later or provide the support that falls short of expectations.
Implement after-sales measures that entirely satisfy client needs, and they’ll reward you with fanatic loyalty and repeat purchases. Some perks you can offer include:
Lastly, learn to make the most of customer feedback. You’ve done great work that customers love. But if you don’t provide avenues for them to tell their story, other potential clients won’t learn about your excellent service.
Here’s how to effectively collect and generate great feedback:
Overall, excellent after-sales offerings can make the difference between you and your competitors. With the tips we’ve shared here, you’re in a great position to begin planning and designing an after-sales program that gets customers raving.
Alibaba.com supports B2B sellers on the platform with comprehensive and dedicated after-sales offerings, including courier delivery, appliance maintenance, exceptional hospitality, and more.
The platform already gives sellers the tools to cater to a global audience. But with its after-sales offerings, Alibaba.com further empowers sellers to create long-term partnerships that deliver lasting value.
Would you like to also benefit from Alibaba.com’s after-sales capabilities? Then, open a seller account today.