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 responses, those who invest in a solid post-purchase relationship have the advantage.
According to a DT Network study, 64% of consumers expect a real-time response when contacting a company via message. And the reward for meeting this expectation is high: quick service can increase customer retention rates by up to 42%.
Another study by Bain & Company reinforces the importance of investing in retention: increasing the customer loyalty rate by just 5% can boost the company's profits by between 25% and 95%, depending on the sector. In other words, a well-executed after-sales service is not just a matter of customer service — it is a strategic investment that directly impacts business results.
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 automating customer service channels, the answer lies in personalization and technology.
Alberto cites four steps that help turn after-sales into a competitive advantage: proximity, automation, loyalty, and proactive support.
1 – Small businesses: proximity and segmentation
If the sales volume is not very high, the tip is to bet on more direct contact. Broadcast lists, for example, are a powerful tool to maintain connection with clients.
"Through this strategy, it is possible to send personalized and relevant messages, offering support, usage tips, exclusive promotions, and news. The secret lies in segmentation, ensuring that each message makes sense to the customer and is not just another generic blast," explains Filho.
2 – Large businesses: automation to scale customer service
For companies that handle a large volume of sales, technology becomes essential to maintain efficient after-sales service without overloading the team. Integration with the official APIs of the main messaging apps allows automating processes such as sending welcome messages, purchase confirmations, payment reminders, and satisfaction surveys.
"This automation improves the customer experience, keeps the contact close, even at a large scale, and frees the team to focus on more strategic tasks," highlights the CEO of Poli Digital.
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 creates brand advocates. A 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 after-sales.
4 – Post-sales: from cost to competitive advantage
The mistake of many companies is seeing after-sales service as a cost, when in fact, it is one of the biggest competitive differentiators of a business. Implementing effective strategies can be the decisive step to turn occasional customers into frequent buyers – and, more than that, into true brand fans.
"When well-structured and tailored to your audience's needs, after-sales not only fosters customer loyalty but also drives growth and differentiates your company from the competition," concludes Filho.
