First impressions count, but then, they all do don't they?
I recently bought a big ticket item, a leather lounge suite. It was a great sales process, got a good price too. But recently a Fair Go programme called the genuineness of said leather into question. Upon my query to the ‘contact us’ email link on the manufacturers website I was assured from the owner himself (in the space of 12 hours) of the suite’s composition. I was reassured and my purchase felt vindicated all at once.
It gave me reason to ponder on what the critical success factors in managing customers post sales would be. I think getting the most senior person to respond is critical; it shows you take them seriously. Do it quickly, within 24 hours; this shows willing and that you’re treating them with respect. Be honest, be transparent; customers smell bullshit a mile off. As a result you might just end up with the most convincing marketing possible; word of mouth. I’ve told everyone in a mile radius of my positive experience, and that’s marketing money can’t buy.
What Is Open?
Open is a forum for exploring Commercial Intimacy – by looking at what’s evolving in the worlds of consumers, and where this is both challenging and liberating for business.
Get Open By Email
Sign up to get the latest Open articles delivered regularly.