Chapter 11

Tracking Post-Purchase Behavior

In This Chapter

arrow Solving cognitive dissonance

arrow Looking at post-purchase touchpoints

arrow Discovering problems with cause-and-effect diagrams

You probably think that once a potential customer becomes an actual customer, your job is done. Not so fast! You may have put a lot of effort into getting that customer to make a purchase, but it’s just as important to put additional effort into turning that customer into a repeat and loyal customer. Not only can that customer make additional purchases from you, but he or she also just might recommend your business, which could lead to even more customers.

As soon as the transaction is complete, customers move into a phase in which you provide service, support, and fulfilling the promises made during the pre-purchase process. This phase of the customer journey can be one of the longest, especially for products or services that aren’t purchased frequently. During this phase, customers can move toward being loyal or less loyal, reconsider the competition, and even be negative influencers. This can lead to an improvement in the perception of the brand or its degradation. This outcome of the post-purchase phase ...

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