If you think you're work is done when the sale is closed, you're missing the big picture. Be sure you're growing customer loyalty and retention by ensuring a smooth transition.

1. In Support of After-
Sales Support
You made the sale – great!
Now what?
by Cherie Foo

2. The average company focuses the
bulk of its efforts on closing sales –
fair enough. The funnel starts with the
marketing team, who’s responsible for
generating leads and nurturing them
to the point where they’re ready to
make a purchase.
Getting Started

3. Sales reps step in to pitch the product
or service, once the lead is received
and qualified, and (hopefully!) make
the lead an offer they can’t refuse.
Make an offer they can’t refuse

4. Where many companies fall
short, however, is after-sales
support. This term refers to any
activities aimed at improving a
customer’s post-sale experience.
But…

5. The goal of after-sales support is to
reduce the friction that a customer
faces, and help them get
comfortable with the product.
Reduce the Friction

6. It helps companies achieve a myriad of different
objectives, all of which contribute to an increase
in revenue. Companies which provide great after-
sales support have a higher chance of successfully
upselling or cross-selling their customers.
Why is after-sales support important?

7. It’s 5 to 25 times more expensive to acquire a
new customer than it is to retain a current one!
Companies that nail after-sales support typically
experience an increase in their customer
retention rates as well.
Did You Know?

8. After having a positive experience with a
company, 53% of customers will post about it
on social media, and 77% of customers will
recommend the company to a friend.

9. Want to work on improving your after-sales
support? Here’s a handy three-step guide that
will help you do just that!
Ready to implement?

10. The moment your customer fills out a form or
purchases something on your website, send an
automated email thanking them for their purchase.
This closes the loop and reassures your customer
that their transaction has gone through successfully.
1. Create an automated email campaign

11. Simple – set up an automated email campaign,
and create an acknowledgement email that’s
triggered at the point of purchase. If you’re a SaaS
platform, you can create an email within the
campaign that prompts your customer to create
an account and start using your tool.
How do you do this?

12. Training will help your customers get up to speed,
and get the most out of your product/service.
PS: Worried that training costs will eat into your profit margin?
Instead of relying on in-person training, you can invite your
customers to a webinar, and teach them how to use your
product remotely.
2. Offer training if needed

13. Statistics show that 75% of customers believe it
takes too long to reach a live agent.
Be sure you have enough support reps on standby,
and don’t put your customers through an
excruciatingly long wait.
3. Respond quickly

14. Researchers find that customer satisfaction ratings
for live chat are often higher than for all other
support channels.
If you haven’t already implemented a live chat tool
on your website, now’s the time!
Customer Satisfaction

15. Great businesses see service not as a cost,
but as a sales opportunity and a chance to
grow loyalty. Don’t skimp on providing
after-sales support and service; investing in
this area will bring you plenty of returns!
The Final Word

16. Read the full blog, then share your thoughts! In Support of After-Sales Support

17. SoGoSurvey.com
@SoGoSurvey