Once you or your company has made a sale of a product or service to a customer what do you do next?
Do you know if the customer was satisfied with their purchase?
Did they find value in what they bought?
What's working or not working for them?
What are they telling others about you and your product or service?
Customer experience management and customer satisfaction and retention are still woefully underfunded and underemphasized relative to demand creation, lead generation and sales even though an existing customer is more likely to buy from you again than a new customer is for the first time.
Once a sale is made, let the customer support team know so they can send the new customer a satisfaction survey to learn how the buying process went.
When the company engages with the customer after a transaction, it makes the interaction feel more personal, like a relationship is being formed, rather than a one-time experience.
Get sales, marketing and customer service to sit down and map the customer engagement experience you would like customers to have and then use you marketing automation platform or customer service reps to implement the multiple touch-point program.
Don't stop there. Ask your customers about what they think of your plan.
This will vary depending on the type of product or service being sold, as well as what the customer defines as a positive, or better yet, outstanding customer engagement experience.
Learn when to send a Net Promoter Score survey and how to follow-up on the results of the survey. Have a closed-loop process for handling feedback and resolving all detractor comments.
Determine how many times you should touch a customer who has bought an annual subscription/contract so that they're not just hearing from you in month 11 when it's time to renew.
Mapping the customer experience journey, measuring customer satisfaction and then committing to improve it is a great way to generate more revenue from the same customers and have customers for life.