One of the main goals of relationship marketing — the marketing discipline around which Mediapost 's services and business units operate — is to build relationships between brands and their customers through different actions that result in a long-lasting and profitable bond for both the brand and the customer. Although there are many relationship marketing strategies , after-sales service is one of the most relevant disciplines.
In the field of this type of marketing, customer loyalty is look at the overseas chinese growth in europe essential, seeking repeat purchases and, ultimately, increasing the customer's LTV (lifetime value) , that is, the total net value of the income generated by a customer over the time they remain with the brand.
After-sales service and retention
Retaining customers, far from being complex, is mainly based on being close to them. If we are able to satisfy their needs throughout their life cycle as customers of the brand, we will be able to reduce the churn rate, moving forward in the sales funnel and closing the circle.
To provide good after-sales service, the first thing we need is to know the customer. In this sense, we must have a good CRM that integrates customer data with sales data, in order to know the consumer's interests and purchase history. The more data we have, the easier it will be to get to know our customers and give them personalized and close treatment. From here, we must establish contact with them, either by receiving their calls or messages (inbound) or by sending calls (outbound) . Through techniques such as satisfaction surveys, we can demonstrate our interest in the customer, learn about their concerns and collect interesting data in order to improve our service in future iterations.
After-sales service and brand values
Good after-sales service must be aligned with the brand's values and share its language. Whether this activity is developed internally or outsourced through a contact center, agents must integrate the brand values into their discourse and treat the customer accordingly. In this way, we will be able to unify the customer's purchasing experience and be recognized as a whole, under the umbrella of the brand and the values associated with it.
