Why getting your customer
communication right is so important
Post-sales material has a huge impact on your customers' perceptions, but it often gets just a fraction of the time and money you spend on acquisition. Your existing customers are worth more to you than any prospect. They're your most powerful advocates - or your loudest critics. It's vital that all your communication with them matches your brand promises, is clear and understandable and wins their loyalty.
POST* is the agency that helps you.
The old axiom is "once you've sold, shut up." It's wrong. Your post-sales material has a massive influence on your customers and clients. Once they've bought, invested or opened an account, the day-to-day admin material is the majority of what they see from you. It's the face of your brand.
Everything you send your customers and clients matters - the statements, the admin letters, the credit control e-mails. But who writes and designs them? Often, because post-sales material passes at least partially out of the hands of the marketing department, control and opportunities are lost.
The lack of investment shows clearly in many cases, giving the consumer the view that once he's through the door, the company is no longer interested. Not the ideal base from which to be cross and up-selling...
At best, customers don't repeat purchase. At worst, they walk to your competitors who are actively trying to poach them.
