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After-sales service is important for customer retention and loyalty. It includes activities like installation assistance, training, returns and replacements, and upgrades. Having a strong after-sales process boosts trust, increases referrals, and adds to a brand's value. Businesses should make customers feel valued, streamline service, build a positive atmosphere, listen to feedback, and refine their performance based on monitoring.

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Manoj Kumar Mannepalli
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50 views5 pages

After

After-sales service is important for customer retention and loyalty. It includes activities like installation assistance, training, returns and replacements, and upgrades. Having a strong after-sales process boosts trust, increases referrals, and adds to a brand's value. Businesses should make customers feel valued, streamline service, build a positive atmosphere, listen to feedback, and refine their performance based on monitoring.

Uploaded by

Manoj Kumar Mannepalli
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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After-Sales Strategy for

Businesses: A Quick Guide


M A R C H 1 8 , 2 0 2 0   5 M I N S R E A D

Table of Contents
 What is after-sales service?
 Why does a business need an after-sales process in place?
o Good start to customer retention
o Boosts customer’s trust and loyalty
o Increases chances of referral
o Adds to the brand value
 Examples of after-sales practices
o Pre-installation services
o User training
o Return & Replacement
o Upgrades 
 Best after-sales practices
o Make your customer feel valued
o Streamline your service process
o Build a positive atmosphere
o Listen to your customers
o Monitor and refine your performance

Undoubtedly, finding new customers is important for any business. But you
know what’s more important? The fact that the list of your current customers
must not be forgotten! 

According to one report by BDC, it is 7 times more expensive to sell to a new


customer compared to a returning customer. One of the best times to persuade
your customers for a second purchase is right after a successful sale with them.
Read this article to understand what is after sales and the best practices to make
the best of your efforts!

What is after-sales service?


As the name suggests, after-sales support is a service provided after a customer
has purchased a product. It is usually provided by the seller, retailer,
manufacturer or in some cases, by a third party customer service provider. Some
examples of after-sales service are extended warranty, upgrade in the product,
training, discounts or a gift hamper. 
After-sales service is a part of a company’s overall marketing and retention
strategy. 

Why does a business need an after-sales process in


place?
After-sales service is an important part of modern-day businesses and it is
important for both the buyer and the seller. 
 For a buyer, after-sales service plays an important role to ensure the
maintenance of the product. It also strengthens the buyer’s trust in the
business. 
 For a seller, after-sales service brings in a sense of satisfaction and helps
them make sure that they stay at par or ahead of their competitors
Here are a few reasons to understand why should a business have a proper after-
sales strategy in place:

Good start to customer retention


As soon as your customers make a purchase, they enter this loop of retention!
Remember, a happy customer is the best marketing asset you can have. Be by
your customer’s side at each step like installing a device, setting up the
furniture, getting the car road-ready and so on. 

Boosts customer’s trust and loyalty


Imagine you run a business that sells a device to measure your blood pressure
and pulse rate. After a customer buys the device, how about calling them within
a week and asking them if they have successfully set up the device or need some
help. If not, helping them in-person or over a call for this. Usually, the older age
group finds this difficult. Just a soft nudge can do a lot for your business here! 

Increases chances of referral


If you let your customer leave with a wide smile from your store or your
website and let that smile last long, that customer can at some point be labelled
as an unofficial brand ambassador of your brand. Even after all the advancement
and success in digital marketing, nothing beats the power of word-of-mouth.
One satisfied customer can bring you 10 or more customers with zero money
spent from your end.

Adds to the brand value


Humans are seen to get emotional with brands. An experience worth
remembering can not only help you get a brand evangelist but also make them
keep you on top of their mind. They will increase a connection with your brand
and will keep them coming back to you!
[Also Read The Beginner’s Guide To Acing E-commerce Shipping]

Examples of after-sales practices


Pre-installation services
Usually, a product comes in with a written manual for installation. The
difficulty levels vary from product to product. Some products like ceiling fans,
washing machines etc require technical expertise while a product like
headphones and mobile phones do not. Providing free pre-installation is one of
the best after-sales services. 

User training
Training of the end-user is another part of the after-sales service. This is an
important aspect with a business dealing with industrial machinery. It is
essential for the seller to guide and walk with the customer until they have a
360-degree hold over the product. 

Return & Replacement


Customers love it when they have a return and replacement liberty from the
seller’s end. The entire experience that your business provides during such cases
adds to another important after-sales service.

Upgrades 
Majorly common between software and electronics, ‘upgrading’ software for a
device for a certain period is another type of after service usually adopted by
companies. In a way this also makes your customer get used to the new version
and hence, end up purchasing it! 

Best after-sales practices


Make your customer feel valued
Always, look for ways of providing additional value for your customer- they
expect it! For example, when a customer brings in their bike for servicing, offer
them a free inspection report.

Streamline your service process


Your customer ‘expects’! They expect you to be the master of all trade and
make them a priority. Document all the procedures and train your staff to do
things in a jiffy. This way, even your staff will be more efficient.

Build a positive atmosphere


If you operate out of a store, train your staff to be cheerful and helpful. If you
are an online business, train them to make your customers feel good and
satisfied every time they come in.

Listen to your customers


A business that listens to its customers is the one that understands them. Give
your customers time to explain themselves. You can also get information from
them by doing a real-time survey. 
Monitor and refine your performance
Track your service performance from time to time and have a system in place
that can track and monitor your activities. Keep updating your processes with
the technology and lookout new and exciting ways to keep your customers
engaged. 
For now, that’s it! Delight your existing customers while you invite new ones.

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