Importance of an after-sales strategy

O after sales is the stage that begins right after the moment of purchasing a product from a company and is considered one of the phases that most enhances the results of the business. There, the customer can obtain differentiated experiences that enhance or disappoint the pillars of your company.

For a brand to stand out within the market, in addition to tangible attributes such as quality products and branding, the process of consolidating the pillars becomes a fundamental part of the business strategy, using intangible attributes such as MVV (Mission, Vision and Values) and bringing differentiating elements of the brand to attract customers.

According to Alina Wheeler in the book “Brand Identity Design”, today consumers “buy a brand”, not only for the products it offers, but mainly for its character, size, processes, ethics and the trust it conveys.

The strategy of customer loyalty becomes more than consideration for the brand, and begins to turn the results into palpable growth. The service of after sales It is a thermometer to check whether your company lives up to the values it attributes, collect information to improve products, delivery and service and seek a general customer satisfaction index (ISC).

Negative experiences with a customer are much easier for them to remember than an exceptionally good experience, this relationship has been consolidated and named the 20/5 rule. Furthermore, in research carried out by the North American company Glance, it was possible to conclude that 12 positive experiences are needed to compensate for just one unresolved negative experience.

A constant offer of good experiences to your consumers not only stops the company from being a neutral response to your audience's consumption behavior but also helps you generate advocates for your brand. To make your customer loyal to your company, acquire personalized service:

• Train your team;
• Build a solid relationship with the customer;
• Improve the experience with your consumer.

A BelEnergy, from the month of April 2022 launched its new research to feed the Customer Satisfaction Index, containing questions rated from 1 to 5 seeking to innovate and improve solutions for its customers. The aim of the research is to obtain a service feedback to standardize our quality and clearly train our sales method. Thus valuing the customer experience contact our brand.