{"id":70193,"date":"2015-11-11T08:46:56","date_gmt":"2015-11-11T08:46:56","guid":{"rendered":"https:\/\/www.strattoncraig.com\/insight\/content-for-the-customer-buying-process-post-purchase\/"},"modified":"2015-11-11T08:46:56","modified_gmt":"2015-11-11T08:46:56","slug":"content-for-the-customer-buying-process-post-purchase","status":"publish","type":"post","link":"https:\/\/www.strattoncraig.com\/us\/insight\/content-for-the-customer-buying-process-post-purchase\/","title":{"rendered":"Content for the customer buying process: post-purchase behaviour"},"content":{"rendered":"

In this last blog in our series looking at content<\/a> for the customer buying process we look at how the messages your buyers are exposed to can greatly influence their post-purchase behaviour. At this stage you have the chance to turn customers into brand champions, and gather vital feedback to improve your product or service.
\nPost-purchase behaviour explained <\/strong>
\nPost-purchase behaviour refers to the action your customers take once they have bought from you, based on the overall buying experience. Everything we have explored in previous blogs on this topic has an impact at this stage, as content helps to shape a customer\u2019s view of your brand and their decision to buy from you again (or not).
\nThe aim here is simple; to convince buyers that they want to do business with you again. Content can help you to do so, while also enabling you to glean helpful feedback from them. Here are two types of content to help achieve this.
\nOrder confirmation email <\/strong>
\nWhen buying from an e-commerce site, the first post-purchase communication will be the order confirmation email. Just because you\u2019ve secured the sale, don\u2019t think that a hastily prepared templated email with only the essential details will do. This is a great opportunity to add value. You should start by making sure the copy is on-brand and speaks with the same voice<\/a> to reinforce the messages that came before.
\nReceiptful, a company that helps firms to optimise their email receipts, has found that those who receive this type of content spend on average 14.8 seconds<\/a>\u00a0studying it. This is around 6.8 seconds longer than other emails, valuable time in which other messages can be seen. Take advantage of this extended attention span by advertising a relevant product, special offers, or promoting related blog posts that demonstrate your expertise. By adding value through complementing content you can strenghten the relationship between brand and customer, building trust and then loyalty.
\nFeedback surveys<\/strong>
\nFeedback from customers allows you to better tailor your product or service to their needs and gain informative insights into the buying experience. A feedback survey is a quick and simple way to gather these details. Brevity is key here. Asking concise but open-ended questions can garner more detail on a specific issue than a multiple choice or scale type question can. Start with a simple question such as \u201cHow did you find out about [company name]?\u201d <\/em>before probing further with questions such as \u201cHow would you improve our customer service?\u201d<\/em>
\nFeedback surveys or forms don\u2019t need to be emailed after a confirmation. You can include them on the confirmation page that opens once an order has been made. Make the tool unobtrusive so that it doesn\u2019t interfere with the user experience and, like a survey, keep things simple. Your customers will thank you for it with prized feedback.
\nWhat do you use?<\/strong>
\nThese are just two types of content that can be called upon to add value to what you\u2019re selling, enhance the perception of your brand, and also get a little more back from your customers. There are plenty of others, so why not share what you use with us by commenting below.
\nThis draws our blog series on content for the customer buying process to a close. You’ll find all the related posts here<\/a>, alongside other valuable insights into content and strategy. Want to talk more about it? Just\u00a0give us a call<\/a>.
\n 
\n <\/p>\n","protected":false},"excerpt":{"rendered":"

In this last blog in our series looking at content for the customer buying process we look at how the messages your buyers are exposed to can greatly influence their post-purchase behaviour. At this stage you have the chance to turn customers into brand champions, and gather vital feedback to improve your product or service. 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