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Follow-up is what builds a relationship after the sale. You should never assume the sale is closed.
Follow-up should take place regularly so your customer knows they can count on hearing from you.
A personal thank-you note or letter is appropriate after the close of the sale. The letter can also include some operational information such as contact information and receipts.
Follow up to be sure everything is delivered as promised. Do your follow-up inside the company and touch base with the customer to be sure everything is to their satisfaction.
Add value to your customer’s business with industry information, white papers, blogs, and newsletters. These bring value to your customer and keep your name in front of them.
Feedback is an important part of follow-up.
Customers can become your best-selling tool with testimonials and referrals.
Customer loyalty pays. It costs more to acquire a new customer than to keep an existing customer.
A customer feedback loop is a formal process for gathering, synthesizing, and acting on customer feedback. Customer feedback loops are most effective when front-line employees have the power to respond to customer feedback to turn “critics into fans.”
Net Promoter Score (NPS) is a closed customer feedback loop that is based on the theory that a loyal customer is one that will recommend the brand to their friends.
NPS is determined based on a brand’s percentage of promoters minus the percentage of detractors.