After-sales: a service as important as sales

An after-sales service is key for companies, though not all the businesses perceive it the same way. Some focus on sales and are called "purchase brands", while others hone in on after-sales and are called "usage brands". Historical brands that have already established themselves, such as Ferrari or Coca-Cola, aim, above all, for sales. Younger brands, which cannot compete with the giants, aim to differentiate themselves by offering more accurate and personalized after-sales assistance.

After-sales service: a crucial strategy

According to recent statistics, appropriate after-sales management has a decidedly positive impact on customers, who become more loyal to the brand, increasing the likelihood of acting as its ambassadors. This strategy ensures the following advantages:

• growth of the retention rate of up to 8%;
• customers are willing to pay a 7% higher price when compared to competitors, if they are sure of receiving adequate after-sales assistance and trust the brand;
• customers tend to generate positive word of mouth among acquaintances, relatives and friends, to the benefit of the corporate image.

In light of these tangible advantages, we at We Are Fiber have prepared strategies for 360 ° customer management, from loyalty to pre- and post-sales support, to build a relationship based on trust and mutual esteem.

How the meaning of after-sales has changed

Once a company sold a product to a customer and the relationship between the two ended there. The after-sales service essentially did not exist, or the customer requested it only when a problem or complaint arose.

Today, the concept of after-sales is profoundly changing, a service required not only in case of difficulties or problems. The after-sales service has now taken on a broader meaning, ranging from greater attention to the customer during all stages of purchase, up to helpful advice on the use of the product.

An after-sales service is an integral part of customer service which, from a cost perspective, turns into an opportunity to increase revenues, strengthen customer loyalty, reduce the risk of abandonment and acquire new customers, an operation that generally requires a great deal in terms of investments.

The fundamental steps of after-sales support

Following coming to understand what after-sales means, it is essential to delve into more detail and look at things from a practical point of view. The service may include these steps:

• follow-up after the sale of a good or service;
• maintenance;
• resolution of a problem or malfunction;
• return or exchange.

These are the most requested tasks, but there are still others such as installing a product, online customer support, consulting, etc. Each service is aimed at the customer, the point around which the whole company "carousel" revolves.

What are the advantages?

After-sales customer service creates a series of "cascading" benefits that encourage the growth of the company. Firstly, the brand identity is enhanced, as the brand is perceived as reliable. The after-sales service is the last point of contact between company and customer, therefore also the one that remains most impressed in the mind of the consumer.

If well managed, after-sales becomes an added value for a company. Customers feel listened to and understood and, if their requests are accepted and their problems solved, they will surely leave positive comments on the company's social pages and speak well of them.

On the other hand, if you ignore a customer's complaints or don't solve their problem, your image will inevitably suffer damage. The customer will litter the web with negative comments and bad-mouth your company, triggering negative word of mouth.

The after-sales service also becomes a tool for building customer loyalty, tipping the balance to one side or the other depending on the quality of the service offered. When a customer has to buy products from two different brands of equal value, the after-sales service becomes a critical factor that can make all the difference.

The quality of the product sold is certainly important, but it is not enough. An efficient after-sales service improves the relationship with customers, increases the conversion rate and optimizes loyalty.

Characteristics of an effective after-sales service

To be effective and successful, an after-sales service must:

• be fast and efficient, that is, provide relevant solutions in a short space of time;
• be simple and personalized, or calibrated to the needs of each customer;
• be professional and of quality, as the customer expects to be supported by qualified and trained personnel.

If yours is a small company or has recently started, after-sales can become your ace in the hole to distinguish you from competitors. We at We Are Fiber are ready to face this challenge by your side. Contact us!