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 get ahead
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 Bain & Company reinforces the importance of investing in retention: increasing the customer loyalty rate by just 5% can raise the company's profits by between 25% and 95%, depending on the sector. That is to say, 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, company specialized in the automation of service channels, the answer lies in personalization and technology
Alberto cites four steps that help turn post-sales into a competitive advantage: proximity, automation, loyalty and proactive support
1 – Small businesses: 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. The secret is in segmentation, ensuring that each message makes sense to the customer and is not just another generic blast, explain Son
2 – Big business: automation to scale customer service
For companies that deal with a large volume of sales, technology becomes essential to maintain an efficient after-sales service without overloading the team. The integration with the official APIs of the main messaging applications allows for the automation of processes, how to send welcome messages, purchase confirmations, payment reminders and satisfaction surveys
This automation improves the customer experience, maintain close contact, even on 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 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 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 recommends your company to other people, reinforces Son
Furthermore, collect constant feedback, offering multiple contact channels and anticipating needs with tips and proactive support are actions that make all the difference in post-sales
4 – After-sales: from cost to competitive advantage
The mistake of many companies is to see post-sales as a cost, when, in fact, he is one of the greatest competitive advantages of a business. Implementing effective strategies can be the decisive step to transform occasional customers into frequent buyers – and, more than that, true fans of the brand
"When well-structured and adapted to the needs of your audience", the after-sales not only retains customers, but drives growth and differentiates your company from the competition, finishes Son
