A comprehensive guide to a burgeoning field, this book shows how to design and implement a future-proof post-sales service program focused on proactively addressing customers’ needs in a personalized way. For too long, companies have detached from customers after the moment of purchase and done post-sales service in a way that is reactive, generic, and not scalable.
Empowered by the boom in data availability and analytics, future-ready companies will offer their customers proactive personalized post-sales service and reap tangible benefits, including higher customer satisfaction and retention and less negative word of mouth – leading to increased sales and customer lifetime value. As the stories in this book demonstrate, companies like Amazon, Adobe, Garmin, and Liberty Global are leading the way, but companies do not have to be global giants to capitalize on the techniques presented in this guide. To excel at customer experience (CX) management, companies need to implement the best customer feedback and data collection and management practices, develop state-of-the-art analytical models, and have the willingness to act.
This book’s strong vision and actionable roadmap, illustrated with real-life success stories, make this a compelling read for CX and customer analytics leaders, practitioners, and students alike.
Author(s): Ivaylo Yorgov
Publisher: Routledge
Year: 2022
Language: English
Pages: 148
City: New York
Cover
Endorsement
Half Title
Title Page
Copyright Page
Table of Contents
Foreword
Introduction
Notes
Section 1 The Foundations of Proactive Personalized Post-Sales Service (PPPS)
1 Value-Creation: A Framework for Marketing
Post-Sales Service Is Imperative for Value-Creation
How Can Companies Support Customers in the Value-Creation Process?
Inspiring Customers
Motivating Customers
Educating Customers
Adjustments On the Fly
Summary
Notes
References
2 The Power of Proactive Personalized Post-Sales Service
Proactive Post-Sales Service
Personalized Post-Sales Service
Proactive, Personalized Post-Sales Service at Scale
PPPS in Practice
Adobe
Garmin
Amazon
Further Ideas
What PPPS Is Not
Summary
Notes
References
3 The Limitations of the Existing Post-Sales Service Initiatives
Adjustments On the Fly: Complaint Management
Why Is It a Good Idea to Allow Or Even Encourage Customers to Complain?
Why You Can’t Rely On Customer Complaint Management to Do PPPS
Adjustments On the Fly: Close-The-Loop Initiatives
Initiatives for Customer Inspiration, Motivation, and Education
Summary
Notes
References
Section 2 A Roadmap for Proactive Personalized Post-Sales Service
4 Is Human Behavior Predictable?
Is Human Behavior Predictable?
Knowing Where You Are
Predicting the Next Hit Song
Predicting Which Images You Would Like
Predicting Stock Markets Ups and Downs and Whether You’ll Default On Your Loan
Getting to Know You By Tracking Your Gaze
A Process of Delivering PPPS
Note
References
5 Roadmap Step 1 – Kick-Off: Set Goals, Plan, and Get Buy-In
What Is the Purpose of This Stage?
Goal Setting and Planning
Getting Buy-In
References
6 Roadmap Step 2 – Input: Collect Customer Feedback
What Is the Purpose of This Stage?
Must-Haves
Advisable-To-Have
Practical Advice On Collecting Customer Feedback
Choosing the Right KPI
Measuring the ‘Why’ Behind Customers’ Attitude
An Open-Ended Question
A Close-Ended Question
Questionnaire Length
References
7 Roadmap Step 3 – Input: Collect Customer Data
What Is the Purpose of This Stage?
Types of Customer Data
Usage Data
Interaction Data
Operational Data
External Data
Customer Background Data
Criteria for Success
Practical Advice On Collecting Customer Data
Note
References
8 Roadmap Step 4 – Understanding: Analyze the Data
What Is the Purpose of This Stage?
Practical Advice On Running Customer Analytics
Descriptive Stage
Customer Feedback
Usage Data
Interaction Data
Operational Data
External Data
Customer Background Information
Have a Look at Cross-Sections of Data
Diagnostic Stage
Customer Research
Linking KPIs to Interaction and Operational Data
Notes
References
9 Roadmap Step 5 – Action: Initiatives for Customer Inspiration, Motivation, Education, and Adjustments On the Fly
What Is the Purpose of This Stage?
Practical Advice On Kickstarting and Running Initiatives for Customer Inspiration, Motivation, Education, and Adjustments On the Fly
Commitment
Technology
Ideas for Customer Inspiration, Motivation, Education, and Adjustments On the Fly Initiatives
Return On Investment On Initiatives for Customer Inspiration, Motivation, Education, and Adjustments On the Fly
References
10 Roadmap Step 6 – Scale-Up: Expand Your Initiatives to Your Full Customer Base
What Is the Purpose of This Stage?
Scaling Up
Action Recommendation Engine
Success Stories
Reference
11 Challenges in Designing and Running Proactive Personalized Post-Sales Service Programs
Motive Uncertainty
Privacy
Lack of Empathy
Time and Frequency of Contact
Customers’ Expectations Will Increase
The Lack of a Single Decision-Maker (In B2B Contexts)
References
Recap
References
Supplemental Material
Q&A
Should I Worry This Much About Post-Sales Service?
Why Proactive Post-Sales Service?
Why Personalized Post-Sales Service?
Do I Need All of This Data? I Worry That It Might Take Me Too Much Effort to Get It
Does This Mean That Complaint Management and Close-The-Loop Initiatives I Have in Place Are Worthless?
What If We Don’t Have a Good Close-The-Loop Program in Place? What If We Can’t Act Quickly Enough On Customer Feedback?
How Accurately Can We Infer Customer Feedback?
Doesn’t This Whole Business With Inferring Feedback and Collecting Data Drain the Soul Out of It?
Is It Legal to Use All This Data?
PPPS Ingredients Checklist
PPPS Compared to Other Modes of Delivering Post-Sales Service
Index
