As marketers, we tend to focus on supporting customers up to the point of sale but then pass the customer experience baton to other teams once a sale is complete. This is a missed opportunity to not only drive more sales but enhance the overall customer experience and foster ongoing customer loyalty throughout their entire journey.
Customers don’t differentiate between internal department hierarchies, and neither should you.
All one has to do is look at the comments section of any commerce website to see that, when an issue arises, there is often a significant disconnect between the intended customer experience and actual customer satisfaction. While customers are often happy to share on social media and talk about purchased products and related brand experiences, unfortunately, it’s even more so the case when something goes wrong. Whether they express their dissatisfaction through ratings, reviews or word-of-mouth, once the damage is done, it is hard to undo, even if the issue is ultimately resolved to their satisfaction…READ ON