{"id":8094,"date":"2024-10-20T12:18:44","date_gmt":"2024-10-20T10:18:44","guid":{"rendered":"https:\/\/www.crmcarecloud.com\/?p=8094"},"modified":"2024-10-24T09:20:03","modified_gmt":"2024-10-24T07:20:03","slug":"master-purchase-follow-up-and-optimize-customer-journey","status":"publish","type":"post","link":"https:\/\/www.crmcarecloud.com\/it\/blog\/trucchi\/master-purchase-follow-up-and-optimize-customer-journey\/","title":{"rendered":"Master Purchase Follow-Up and Optimize Customer Journey"},"content":{"rendered":"

Purchase follow-up provides perfect opportunities to engage and retain customers. Automate these messages, from the most basic to the most complex, and orchestrate the best of customer journeys. With CareCloud\u2019s apps and out-of-the-box workflows, you can start right away.<\/p>\n\n\n\n

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PURCHASE IS JUST THE BEGINNING <\/p>\n\n\n\n

The customer\u2019s first purchase may be the defining moment of their relationship with your brand, but the job is far from done. You don\u2019t acquire customers only to earn quick money. Almost two-thirds of revenue comes from existing, returning <\/em>customers. Therefore, your goal is retention.<\/p>\n\n\n\n

A purchase follow-up message is an efficient solution designed to lead buyers further in the customer journey. It can include upselling, cross-selling, gathering feedback, or simply expressing gratitude for a purchase. In the years to come, it may become the reason customers stick to your brand and not shop with the competition.<\/p>\n\n\n\n

ENHANCE YOUR FOLLOW-UP STRATEGY<\/p>\n\n\n\n

After every purchase, there is traditionally a series of transactional messages: order confirmation, estimated delivery, or loyalty points acquisition. These are perfect opportunities to build up customer relationships further. Here’s how:<\/p>\n\n\n\n

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  1. CAPITALIZE ON CROSS-SELLING<\/li>\n<\/ol>\n\n\n\n

    The best thing about these messages is that you still have the customer\u2019s undivided attention: use it to increase revenue. For example, add a product recommendation to your purchase follow-up as part of a cross-sell opportunity.<\/p>\n\n\n\n

    This CLV boost highly depends on sufficient customer and product data, which fuels AI systems such as CareCloud\u2019s Recommendation Engine. With it, you will ensure the relevancy and novelty of product recommendations. <\/p>\n\n\n\n

    You may also include a freebie or lucrative discount as part of your follow-up. As an added value, the customer will feel understood and cared for.<\/p>\n\n\n\n

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    1. MOTIVATE REPEATED PURCHASES<\/li>\n<\/ol>\n\n\n\n

      You can similarly leverage regularly purchased goods such as fitness supplements, pharmaceutics, or contact lenses. Simply automate messages reminding customers to repurchase the product when their package is running out. Now, customers will buy from you the next time they need to refill.<\/p>\n\n\n\n

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      1. GATHER FEEDBACK<\/li>\n<\/ol>\n\n\n\n

        To grow, you need to know how customers perceive your brand. Send out an NPS (Net Promoter Score) questionnaire to get an approximate idea, or invite your customers to send a more detailed review.<\/p>\n\n\n\n

        Do not underestimate zero-party data! It is the safest and most legitimate way of gathering data precisely because customers willingly send it to you. You can gain useful demographics and profiling data or get customers\u2019 personal product preferences without trouble.<\/p>\n\n\n\n

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        1. EXPAND CHANNELS<\/li>\n<\/ol>\n\n\n\n

          Increase the reach and deliverability of purchase follow-ups. While strictly sent by email in the past, you can send out these transactional messages via any chosen channel to get the message across. Exploit other channels\u2019 near-perfect open rates, such as SMS, WhatsApp, or Viber. <\/p>\n\n\n\n

          Since these options are quite costly, you should reserve the use of these channels to select cases only, supplementing email messages. For example, you can set the workflow to employ other channels only when a purchase is larger (transactional data) or when a highly valuable customer buys (according to RFM). <\/p>\n\n\n\n

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          1. BUILD BRAND IDENTITY<\/li>\n<\/ol>\n\n\n\n

            Purchase follow-up messages present an opportunity to show customers the human side of your brand. Even though mainly informative, these messages should be as thought-out as any campaign: engaging, unique, and with a distinct voice. <\/p>\n\n\n\n

            If you want to be perceived as easy-going and funny, make a smart pun or a silly joke. If you wish to have an atmosphere of luxury, focus on a minimalistic yet sophisticated email template. Be sure to automate a \u201cThank-You\u201d purchase follow-up message to show you appreciate the trust and money that customers put into your brand.<\/p>\n\n\n\n

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            1. PERSONALIZE THE REWARDS <\/li>\n<\/ol>\n\n\n\n

              Personalization doesn\u2019t stop with greetings and occasional product recommendations. CareCloud\u2019s Marketing Automation app allows you to upgrade your purchase follow-ups. React to customers\u2019 every move and reward uncommon purchases. As a CDP, CareCloud turns customer data into actionable insights.<\/p>\n\n\n\n

              Using transactional data, you can reward customers<\/p>\n\n\n\n

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              • for their first historical purchase with an exclusive discount on the next purchase (along with a CTA to subscribe to your customer program).<\/li>\n\n\n\n
              • for especially large purchases, either with a voucher, reward, or additional loyalty points.<\/li>\n\n\n\n
              • for a purchase after a longer period of time. Send a time-limited offer to jumpstart the activity of a customer going cold.<\/li>\n<\/ul>\n\n\n\n

                CARECLOUD GETS YOU STARTED IMMEDIATELY<\/p>\n\n\n\n

                To harness the benefits of post-purchase emails, you need customer data. Customer Data Platform (CDP) provides the most direct, efficient, and cost-effective way to collect and normalize data for automation.<\/p>\n\n\n\n

                CDP & CRM CareCloud has that and much more: campaign creation and sending, marketing automation, analysis, and loyalty program management. With hard data behind you, every opportunity drives profit.<\/p>\n\n\n\n

                Build real connections with CareCloud.<\/p>\n\n\n\n

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                \n\t\tIL SOSTEGNO DELL'UNIONE EUROPEA<\/span>\n\t<\/h4>\n\t<\/div>\n<\/div>\n
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                \n\t\tProgramma di sostegno alla tecnologia AI<\/span>\n\t<\/h2>\n\t<\/div>\n<\/div>\n
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                La societ\u00e0 Cortex, a.s., sta realizzando il progetto Innovation of the Customer Data Platform utilizing artificial intelligence and machine learning, numero di registrazione FX05030120_7895, finalizzato all'innovazione dei servizi e dei prodotti. Il progetto \u00e8 realizzato nell'ambito del programma The Country for the Future del Ministero dell'Industria e del Commercio e cofinanziato dai fondi dell'Unione Europea nell'ambito dell'iniziativa NEXT GENERATION EU.<\/em><\/p>\n<\/div>\n\t<\/div>\n<\/div>\n

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                \n\t\t\t\t\"CZ_financovano_EU\"\n\t\t\t\t\t<\/div>\n\t<\/div>\n\t<\/div>\n<\/div>\n<\/div>\n<\/div>\n\t<\/div>\n\t\t<\/div>\n\t<\/div>\n<\/section>\n<\/div>","protected":false},"excerpt":{"rendered":"

                Purchase follow-up provides perfect opportunities to engage and retain customers. Automate these messages, from the most basic to the most complex, and orchestrate the best of customer journeys. With CareCloud\u2019s apps and out-of-the-box workflows, you can start right away. PURCHASE IS JUST THE BEGINNING  The customer\u2019s first purchase may be the defining moment of their…<\/p>","protected":false},"author":9,"featured_media":8096,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":"","_wp_rev_ctl_limit":""},"categories":[12],"tags":[18,26,13,17,20],"class_list":["post-8094","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-tips-tricks","tag-automation","tag-customer-data","tag-emailing","tag-loyalty","tag-omnichannel"],"_links":{"self":[{"href":"https:\/\/www.crmcarecloud.com\/it\/wp-json\/wp\/v2\/posts\/8094","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.crmcarecloud.com\/it\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.crmcarecloud.com\/it\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.crmcarecloud.com\/it\/wp-json\/wp\/v2\/users\/9"}],"replies":[{"embeddable":true,"href":"https:\/\/www.crmcarecloud.com\/it\/wp-json\/wp\/v2\/comments?post=8094"}],"version-history":[{"count":5,"href":"https:\/\/www.crmcarecloud.com\/it\/wp-json\/wp\/v2\/posts\/8094\/revisions"}],"predecessor-version":[{"id":8103,"href":"https:\/\/www.crmcarecloud.com\/it\/wp-json\/wp\/v2\/posts\/8094\/revisions\/8103"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.crmcarecloud.com\/it\/wp-json\/wp\/v2\/media\/8096"}],"wp:attachment":[{"href":"https:\/\/www.crmcarecloud.com\/it\/wp-json\/wp\/v2\/media?parent=8094"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.crmcarecloud.com\/it\/wp-json\/wp\/v2\/categories?post=8094"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.crmcarecloud.com\/it\/wp-json\/wp\/v2\/tags?post=8094"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}