What happens after the sale can be even more important than the moment of purchase. A well-structured after-sales service is not just a detail in customer service, but the key to loyalty, growth and differentiation in the market. Currently, in a scenario where consumers expect almost instant answers, those who invest in a solid post-purchase relationship come out ahead.
According to a DT Network study, 64% of consumers expect a real-time response when contacting a company by message. And the reward for those who meet this expectation is high: a quick service can increase the customer retention rate by up to 42%.
Another survey by the consultancy BAIN & Company reinforces the importance of investing in retention: increasing the customer loyalty rate by only 5% can increase the company’s profits by 25% to 95%, depending on the sector. In other words, a well-made after-sales service is not just a matter of service — it is a strategic investment that directly impacts the results of the business.
But how to create an efficient after-sales service, regardless of the size of the business? For Alberto Filho, CEO of Poli Digital, a company specialized in the automation of service channels, the answer lies in personalization and technology.
Alberto cites four steps that help transform the after-sales into a competitive differential: proximity, automation, loyalty and proactive support.
1 – Small business: proximity and segmentation
If the sales volume is not that large, the tip is to bet on a more direct contact. Broadcast lists, for example, are a powerful tool to maintain connection with customers.
“Through this strategy, it is possible to send personalized and relevant messages, offering support, usage tips, exclusive promotions and news.
2 – Big business: automation to scale the service
For companies that deal with a large volume of sales, the technology becomes essential to maintain an efficient after-sales without overloading the team. Integration with the official APIs of major messaging apps allows you to automate processes, such as sending welcome messages, purchase confirmations, payment reminders and satisfaction surveys.
“This automation improves the customer experience, maintains close contact, even on a large scale, and frees the team to focus on more strategic tasks”, highlights the CEO of Poli Digital.
3 – In addition to service: rewards and loyalty
Staying close to the customer is essential, but creating incentives for him to come back can be even more powerful. Loyalty programs with exclusive discounts, special gifts and early access to launches are ways to strengthen the relationship and transform customers into true promoters of the brand.
“A well-structured rewards program not only encourages new purchases, but also generates brand advocates. The satisfied customer not only comes back, but recommends their company to other people”, reinforces Filho.
In addition, collecting constant feedback, offering multiple contact channels and anticipating needs with tips and proactive support are actions that make all the difference in the after-sales service.
4 – After-sales: from cost to competitive differential
The mistake of many companies is to see the after-sales as a cost, when, in fact, it is one of the biggest competitive advantages of a business. Implementing effective strategies can be the decisive step towards turning occasional customers into frequent buyers – and, more than that, into true fans of the brand.
“When well structured and adapted to the needs of its audience, the after-sales not only loyalty customers, but drives growth and differentiates its company from the competition”, concludes Filho.
