As discussed in “Make It Easy To Get Help,” it’s essential that companies focus on creating great experiences not just at the beginning of their buying journey but post-purchase too. Customers often need support in setting up and using a new product or service, especially when their purchase involves technical components. I was reminded of great CX lessons when buying a new laptop last weekend at the Apple store. I experienced precisely why and how Apple excels in satisfying their customers, and believe it is easy for other brands to replicate. It just requires dedicating company time and resources in DoingCXRight at all stages of the buying journey.
- Help Customers Feel Confident About Their Purchase Decision. Reduce Concerns Upfront. It took me awhile to determine which Apple computer to buy. Not only was the store manager patient in answering all my questions but also educated me thoroughly on the different computer options. By reminding me of Apple’s two-week return policy, he took away the chance of buyer’s remorse. I felt there was no risk in proceeding with my expensive purchase.
- Inform Customers of How They Can Get Help AS THEY PAY. It was reassuring to hear that I could sign up for training sessions immediately at no cost. It made me more confident about buying my new laptop knowing that I’m not on my own to figure out all the features and benefits.
- Communicate With Customers AFTER THEY BUY. Apple sent me several email messages after I left the store. One included a receipt in case I ever lost my paper copy. Another one was a personalized note that included a link to access self-paced online videos specific to the computer I bought. The best part came a few days later offering me a free 30-minute live session with an Apple expert to answer questions and teach me new time-saving skills. It was beneficial in speeding my learning curve, and a key factor on why I am a loyal Apple customer.
Apple is not the only company focused on satisfying customers, especially post-purchase. Another example is FreeConference.com. The company sent me several follow-up emails offering ways to help me get started with my service, including access to free videos and user guides. The option I preferred most was an invitation to a free personalized demo at the time of my choice. Unlike my experience with Apple however, I had issues in scheduling my training session. When clicking on the link from the company email, I received a message on the website indicating “no times are available” and could not choose alternative options after several attempts over a few days. What started as a great experience ended up turning into a dissatisfying one. Companies need to prevent this at all costs!
What experiences have you had that changed your opinion about a company, for the better or worse, when first buying compared to post-purchase?
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