Lesson Two: The Most Critical Time in a New Customer's Relationship Is Right after Her Immediate Purchase
Psychologically, all new customers require some kind of reinforcement: they need to know they did the right thing by purchasing your product or service. It is your job to alleviate that postpurchase anxiety and make customers feel good about their transaction. Right away.
With e-business, it is very easy to send an e-mail thanking each customer for his purchase as soon as you receive a record of it. Think confirmation and thank you wrapped up in one e-mail response. Most companies doing e-commerce do just that. And in today's marketplace, every company, regardless of size, should be capturing every new customer's e-mail address every which ...
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