By Aditya Kumar Gupta
Companies are coming up with innovative product solutions which manage to wipe out life?s issues in a flick. There are new advanced technologies which make life easier. Even with such an atmosphere present in the market, companies find it hard to retain customers. As the primary lot has the perception that customer retention resides within the product or service. Yet this is clearly not the case. Customer retention strategies originate on the front lines and extend towards after-sales service, hence giving the customers a wholesome experience, ensuring their return over the course of succeeding purchases.
Importance for buyers and sellers
The development and implementation of a conducive after-sales strategy which takes care of every kind of customer need is of utmost importance in today?s environment. Companies have begun to develop rather distinguished images in the market, primarily on the basis of their after-sales services. The importance of these services extends beyond customer retention. They are very simply a direct means of feedback for the producers who on the basis of responses can modify products for the future in order to ensure that the same mistakes are not repeated once again. Making the most out of after-sales service holds importance for both, the buyer and the seller. As this is the final level that a company can have an impact on a consumer in an environment which is under the company?s control makes this is a further improved opportunity for the company to thrive in this spectrum. Buyers, on the other hand, determine their future endeavours on the basis of this experience, as a bad experience is a definitive reason for a buyer to look for a new seller when the time comes. Aggravating buyers by the lack of provision of a good after sales service is a huge negative for companies as this situation functions like any other. Word of mouth plays a huge role and companies lose out on a huge amount of potential demand due to their lack of adherence towards customer issues.
Companies winning hearts with after-sales support
Companies such as Apple and Amazon have understood the gravity of this particular situation and used it to their advantage. Consumers often associate these two names with an esteemed level of quality in customer service. Amazon has a reputation for solving customer grievance issues at the simple click of a button. Apple?s customer service is publicly known to be highly efficient. Hence, qualities like these are direct motivators for consumers to purchase products of and from these vendors as they are assured of a certain level support after their purchase. Customers are always assured that if they encounter a problem, it shall be tended to in a very short period of time. This assurance is what retains customers with such companies.?
Increasing customers with the after-sales benefit
After-sales service is something which can be marketed very well in order to gain a larger share of market acceptance and confidence. Companies have adopted this practice on a large-scale as is evident through their advertisements promoting action like instant returns and exchanges. This again raises customer confidence in purchasing products as they are assured of the fact they will always have the opportunity of a change in the future.
After-sales service may not always have to begin after a purchase has been made. Customer experience plays an equal role in customer retention; hence the provision of a wholesome experience begins a few paces even before the sale is made. The front lines have a lasting effect on customer minds. The front lines can range from salesmen, cashier, and point of sales terminals to websites. In other words, the front line is where a customer interacts with the provider of the service or product in one form or another. Motivating employees to provide a wholesome experience is an important factor in this respect, along with the provision of complete and useful information. An interactive and responsive website is the counter-part of this practice on the online hemisphere of business.
The last opportunity to influence the customer minds
These terminals serve as the final points of impact for businesses as these are under the direct control of companies. After this point, a company cannot directly influence the minds of consumers. Hence, they play a huge role even when it comes to final sales. For example, a website with poor navigation may lead to a drop in sales, the same goes for a useless and inefficient staff.
This too is another factor which helps in attracting and retaining customers. As along with the satisfaction received from the product itself, customers also look for satisfaction from the experience itself. Making the most out of this opportunity is of prime importance considering that this is something under the direct control of a business.
After-sales strategy making a lasting impression?
Therefore, this is a part of the entire supply chain process which is as important as any other. A primary reason why after-sales service holds higher importance is that it has a lasting impression on the minds of customers. Giving the customers a set of pleasant experiences and memories goes a long way in assuring demand in the future. As previously mentioned, word of mouth plays monumental importance in the industry. Hence a good service shall ensure positive word of mouth, in turn assuring higher sales in the market. These are characteristics which will differentiate companies in the market as is visible in the case of companies like Apple and Amazon, which are associated with great after-sales service a factor which attracts a primary lot of their consumers. Companies must focus on this sphere of activity as it has developed a growing importance over the years.?
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