Once a sale is complete, it does not mean that your job as a seller is done. If you want to make that one-time customer into a repeat customer, you will have to invest in some after-sale customer service.

After-sale customer service encompasses the various processes successful companies put into place to make sure customers are satisfied with their products and to make sure there was nothing they could have done differently to further meet or exceed their customers’ expectations.

Why after-sale customer service?

Proper after-sale customer service will allow you to utilize one of your company’s most important feedback assets: the customers you already have. By reaching out to your customers after they purchase a product, you will be able to circumvent any negative reviews by reaching out to the customer first and giving them a chance to speak with you before making any concerns or shortcomings public.

After sales service will increase customer retention by making customers feel valued and unique. JJ’s House manager says that even if their purchase went off without a hitch, having the company check in any way will increase the likelihood of continued sales.

“Your customers are your business’ lifeblood and they need to know that. Checking in after sales is a negligible amount of time and money to spend to keep a customer for life.”

After sales customer services also humanizes your company, which will encourage customers to invest in your brand. The longer a customer associates themselves with a company, the more likely they are to act as a brand ambassador. They will encourage others to shop with you and like and share your social media posts because they trust and respect the brand they’ve interacted with.

After sales service doesn’t have to be overly complicated to be effective. While many sales professionals will personally stay in touch, taking calls, emails, and messages and calling once in a while to exchange pleasantries, online companies must use a different tactic.

VeryVoga manager Yvonne says that her company uses a series of automated email messages to check in on customers throughout the sales process.

“We’re careful not to bombard our customers, so what we do is send one email confirming the sale, one confirming the shipment, and another asking how they liked the product and giving them a chance to either review it on our site, tag us on Instagram, or—if they have an issue—speak directly to us.”

By making sure that the customer has the chance to contact the company directly if they have any complaints or concerns, you will prevent negative reviews from spreading online.

If you’re going to focus on after service customer service, you’ll have to make sure you follow through. Nothing will make a customer angrier than if they provide you with feedback about a defective product or bad experience only to be ignored. Take any feedback given seriously and respond personally to disgruntled customers. Even if there’s nothing you can do to remedy the situation, or you weren’t at fault, it’s still important that your customers feel heard.