Marketing efforts during the post-purchase stage to build customer loyalty and advocacy are critical for brand growth and resilience.
This month, we are discussing the customer journey and how engagement marketing to a brand’s success is nurturing a potential customer through the “spiral” that the typical journey has become. One of the aspects of this new “spiral” journey that is often overlooked is the fact that it is possible that the journey never ends. It just spirals on and on. IRL, that means that the customer never leaves the relationship. In essence, they become a life-long loyal brand ambassador. This is the holy grail for any marketing professional. The tangible and intangible worth of this customer is immeasurable.
If Loyalty is so Lucrative, Why is it Overlooked?
It’s a very good question. I think the answer is partly that marketers are primarily tasked with driving customers into the spiral (lead generation), and their resources are allocated more heavily to those strategies. The post-purchase stage of a customer relationship is relegated to customer experience teams. While customer service is integral to driving loyalty, other marketing strategies can deepen the relationship. Yet, marketers are not allowed to drive those types of engagement strategies. I think another reason is that building loyalty is a long-term strategy. You won’t see results overnight. That can make it challenging to maintain leadership buy-in and allocate resources year over year.
In this blog, let’s explore why marketing efforts during the post-purchase stage are of paramount importance. Let’s talk about the benefits the post-purchase customer journey and what it could mean to both the customer and a brand. Marketing at the post-purchase stage can be a game-changer. It’s the moment when the seeds of loyalty are sown, and if nurtured effectively, they can lead to a fruitful, long-lasting customer-business relationship. First, let’s set the stage. Here’s how customers experience the post-purchase phases of their journey.
The Post-Purchase Phase
Immediately after purchase, customers assess whether the product or service meets their expectations based on the pre-purchase promises and marketing. Customers evaluate the quality, functionality, and overall satisfaction with the product or service. For physical products, the delivery and unboxing experience can influence the customer’s initial perception. If the product or service requires onboarding, providing guidance and support during this phase can improve user understanding and satisfaction.
Hopefully, they received a thank you message from the brand, expressing gratitude for the purchase. This can enhance the customer’s experience and set a positive tone. The customers should have easy access to customer support in case of issues or inquiries. The brand addresses and resolves any problems or concerns raised by the customers. The brand may ask customers for feedback on their experience through surveys, emails, or other communication channels and encourage them to leave reviews on relevant platforms.
This initial stage sets the tone for the rest of the relationship. Tailor all post-purchase communication to individual customers based on their preferences, purchase history, and behavior. Personalized messages, special offers, and targeted promotions can enhance the customer experience. Offering proactive customer support to address issues before they become problems and providing solutions promptly contributes to a positive experience. Extraordinary customer service and content marketing are critical to making sure the customer is happy with the purchase and will think about the brand first when ready to make another one.
The Loyalty/Retention Phase
This is the stage where a customer has made multiple purchases from a business and has developed a strong, ongoing relationship with the brand. During this phase, the customer is highly satisfied with the products or services they have received and feels a sense of attachment and trust towards the brand.
This phase is an ongoing effort that requires a deep understanding of customer needs and a commitment to delivering exceptional experiences. Businesses that excel in this phase not only retain customers but also benefit from positive word-of-mouth, increased brand advocacy, and a more sustainable revenue stream.
Key characteristics of the loyalty phase include:
Repeat Purchases
Customers in the loyalty phase are repeat buyers. They are not just one-time purchasers but have made multiple transactions with the brand.
High Customer Satisfaction
Loyalty-phase customers are typically highly satisfied with their previous interactions with the company. They’ve had positive experiences and are happy with the products or services they’ve received.
Preference
Loyalty-phase customers actively choose the brand over competitors. They have a preference for the brand’s products or services. The brand is their first choice, always.
Engagement
Engagement with the brand is high. This can involve following the brand on social media, subscribing to newsletters, participating in loyalty programs, and interacting with the brand’s content.
Trust
Customers in the loyalty phase trust the brand. They trust the quality of the products or services and have confidence in the brand’s ability to meet their needs.
Reduced Price Sensitivity
While price may still be a consideration, loyalty-phase customers are often less price-sensitive than new or occasional buyers. They prioritize the overall value and experience provided by the brand.
Customer Retention
Retention rates are a defining feature of the loyalty phase. These customers are retained and continue to do business with the brand over an extended period.
Cross-Selling and Upselling
Businesses often have opportunities to cross-sell or upsell additional products or services to loyalty-phase customers who have a proven interest in the brand.
Feedback and Insights
These customers are your best source for marketing and customer service insights. They can (and would be very happy to) provide valuable feedback and insights into the brand’s offerings. They’ve had enough experience to offer constructive feedback that can inform product development and improvements.
Positive Feelings
Emotions play a powerful role in our purchase decisions and what brands we decide to give our loyalty to. But these feelings can drive us to more than just loyalty. When deep enough, they can turn customers into brand advocates.
Brand Advocacy
Loyal customers who feel deeply connected and engaged with a brand often become brand advocates. They recommend the brand to others and may even leave positive reviews or testimonials. Their word-of-mouth marketing can be a powerful asset for the business. In essence, brand advocates can become a brand’s best sales team.
The brand advocacy stage is the pinnacle of the customer journey, representing the highest level of loyalty and engagement a customer can have with a brand. In this stage, customers not only make repeat purchases but become enthusiastic advocates who actively promote and endorse the brand to others. Brand advocacy is a powerful and organic form of marketing, as satisfied customers voluntarily share their positive experiences, influencing potential buyers and contributing to the brand’s reputation.
Emotional Customer Loyalty
Those positive experiences turn into deep, authentic, and positive emotions. Those emotions create even stronger bonds with a brand. This is called emotional customer loyalty, a deep and enduring connection between a customer and a brand that goes beyond transactional relationships. In emotionally loyal relationships, customers form a strong bond with a brand, often based on shared values, positive experiences, and a sense of belonging. This type of loyalty is characterized by customers who continue to make repeat purchases and advocate for the brand, actively promoting it to others.
According to Gallup, emotionally engaged customers bring 23% more value to a brand in terms of share of wallet, profitability, revenue, and relationship growth when compared to average customers. But these customers bring more than sales; they bring their friends, family, and even people they don’t know through their passionate support. Priceless.
Key characteristics of the brand advocacy stage
Enthusiastic Promotion
Advocates willingly and enthusiastically promote the brand to their network. This promotion can take various forms, including word-of-mouth recommendations, social media endorsements, online reviews, and testimonials.
Referral Programs
Customers in the advocacy stage are often willing to participate in referral programs. They refer friends, family, colleagues, or acquaintances to the brand, contributing to new customer acquisition.
User-Generated Content (UGC)
Advocates may create and share user-generated content, such as photos, videos, or posts, showcasing their positive experiences with the brand. UGC is a powerful and authentic way to influence potential customers.
Defending the Brand
Advocates actively defend the brand in discussions or online forums. In the face of criticism or negative reviews, they may provide positive counterarguments based on their personal experiences. When things go wrong, they give the brand second, third, and fourth chances.
Community Engagement
Some brands foster communities around their products or services. Advocates actively engage in these communities, sharing insights, tips, and experiences with other like-minded customers.
Influencing Purchase Decisions
Advocates have a significant impact on the purchase decisions of others. Their recommendations and endorsements carry weight, often influencing potential customers to choose the advocated brand over competitors.
Long-Term Commitment
Brand advocates exhibit a long-term commitment to the brand. They remain loyal customers and continue to promote the brand even as market trends evolve.
Higher Lifetime Value
Emotionally engaged customers will spend more money in their lifetime with a brand through higher and repeat purchases than non-engaged customers.
Feedback and Collaboration
Brands may seek feedback and collaboration from their advocates. Advocates, feeling a strong connection to the brand, are often willing to provide valuable insights, participate in beta testing, or collaborate on new initiatives.
Brand Ambassadorship
In some cases, advocates may formally become brand ambassadors. This involves a more structured relationship where the brand recognizes and rewards their advocacy efforts.
Creating brand advocates requires a strategic approach to customer experience, relationship-building, and ongoing engagement. Brands that prioritize customer satisfaction, authenticity, and community-building are more likely to foster brand advocates who play a crucial role in the overall success and growth of the business. Brand advocates contribute to a positive brand image, help drive customer acquisition, and create a loyal customer base. Brand advocates are immensely valuable to a business, and they play a pivotal role in shaping the success and growth of a brand. Their value extends beyond immediate sales, influencing the brand’s long-term success and sustainability in the market.
I’ll cover some ideas and strategies for a comprehensive brand loyalty and advocacy campaign in another blog. But meanwhile, would you like to build a brand advocacy marketing campaign? Give me a shout!
