What happens after the sale can be even more important than the moment of purchase. A well-structured post-sale process 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 responses, those who invest in a solid post-purchase relationship stand out.
According to a study by DT Network, 64% of consumers expect a real-time response when contacting a company via message. And the reward for meeting this expectation is high: fast service can increase customer retention rates by up to 42%.
Another survey by consultancy Bain & Company reinforces the importance of investing in retention: increasing customer loyalty rates by just 5% can boost company profits by 25% to 95%, depending on the sector. In other words, a well-executed post-sale process is not just a matter of service—it’s a strategic investment that directly impacts business results.
But how to create an efficient post-sale process, regardless of the size of the business? For Alberto Filho, CEO of Poli Digital, a company specialized in automating customer service channels, the answer lies in personalization and technology.
Alberto cites four steps that help turn post-sale into a competitive advantage: proximity, automation, loyalty, and proactive support.
1 – Small businesses: proximity and segmentation
If the sales volume isn’t very large, the tip is to bet on more direct contact. Broadcast lists, for example, are a powerful tool to maintain the connection with customers.
“Through this strategy, it’s possible to send personalized and relevant messages, offering support, usage tips, exclusive promotions, and news. The secret lies in segmentation, ensuring each message makes sense to the customer and isn’t just another generic blast,” explains Filho.
2 – Large businesses: automation to scale service
For companies dealing with a high sales volume, technology becomes essential to maintain efficient post-sale without overloading the team. Integration with the official APIs of major messaging apps allows automating processes, such as sending welcome messages, purchase confirmations, payment reminders, and satisfaction surveys.
“This automation improves the customer experience, maintains close contact even at scale, and frees up the team to focus on more strategic tasks,” highlights Poli Digital’s CEO.
3 – Beyond service: rewards and loyalty
Staying close to the customer is essential, but creating incentives for them to return can be even more powerful. Loyalty programs with exclusive discounts, special gifts, and early access to launches are ways to strengthen the relationship and turn customers into true brand promoters.
“A well-structured rewards program not only encourages new purchases but also generates brand advocates. The satisfied customer not only returns but also recommends your company to others,” reinforces Filho.
Additionally, collecting constant feedback, offering multiple contact channels, and anticipating needs with tips and proactive support are actions that make all the difference in post-sale.
4 – Post-sale: from cost to competitive advantage
The mistake many companies make is seeing post-sale as a cost when, in reality, it’s one of the biggest competitive advantages of a business. Implementing effective strategies can be the decisive step to turning occasional customers into frequent buyers—and, more than that, into true brand fans.
“When well-structured and adapted to your audience’s needs, post-sale not only fosters customer loyalty but drives growth and differentiates your company from the competition,” concludes Filho.
