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How to get post purchase CX right

28 Jul 2022

Retaining online customers

With the cost of living crisis escalating and people tightening their belts and spending less, customer retention is becoming increasingly challenging.

According to the latest Trading Economics statistics, retail sales decreased 5.8% year-on-year in June. Worryingly this is the 3rd consecutive month that UK retail sales have declined.

So what can you do to encourage customers to come back after they've made a purchase?

Startups, the UK's leading independent small business advice platform, has published some helpful tips on how you can retain customers in these difficult times.

1. Understand the customer's pain points - Customers don't like uncertainty; they want to know precisely what they're getting, how much it costs, when it's going to be delivered and how to track it.

2. Offer an easy returns procedure – Hire a Chief Post Purchase Officer (CCPO) to ensure a seamless and efficient returns system.

3. Make sure customers feel confident about their purchase – make sure the image online shows the product clearly.

4. Look after your customers when things go wrong – Nobody's perfect, and mistakes do happen, so make it easy for customers to get the help they need when there's a mistake.

According to Graham Farrugia, CPO at Pasta Evangelists:

"Consumers will proactively choose a merchant whom they know prioritises customer service – and especially a store that makes returns as stress-free as possible compared to a business that doesn't. John Lewis and Amazon are perfect examples of this."

women opening a package looking happy and surprised

5. Give your customers treats – People like treats, so giving your customers something extra, like a small gift or discount code with an order, will make them feel special and valued. They'll be more likely to shop with you again.

You can read Startups' full article here


If you have any questions or need help with your customer experience or CX strategy, get in touch, we're here to help.

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