The buyer's journey is an important part of Kuno Creative's marketing success. Our strategies continue to evolve based on the buyer's journey for each of our clients. This six-part blog series describes each stage of the buyer's journey and how buyer personas can help facilitate promising strategies and success. This is the fifth blog within the series.
Your buyer made the purchase and the sale closed, so the journey’s over, right? Like all good (and ongoing) relationships, the journey’s never really over.
When someone purchases your solution, it’s not a guarantee they’ll be a customer forever if the experience isn’t right. While there may be a contract in place for a specific amount of time, what happens during that contract will largely determine whether the relationship continues beyond that.
Your new buyers have networks full of peers who are potential SQLs, which means you should consider this stage of the buying cycle to be another sort of entry point for new customers. When delivering support content to new buyers, you’re both working to retain them and market to their networks.
You might consider support to be in the realm of customer service, but customer service isn’t skilled in the art of creating an experience. If your company’s support experience underwhelms, your buyers will tell their peers, and your sales pipeline will suffer.
You can use the same buyer persona interviewing process to gather information about your support experience as you have for the other stages. What you ask will depend on your products and services, but your goal should be to find out how supported your buyers felt post-purchase. For example, you might ask questions like:
Remember, providing support is an ongoing process as your customer navigates through using your products and services. You should remain active even after the sale transaction is complete because you want to create the best experience possible for your client’s satisfaction, future business, and future recommendations.
Do what you can to keep the conversation going with your customer as they make adjustments to fully implement your solution at their company. Be available to answer questions and provide resources to support their efforts. They will continue to need your help as they move into the final stage: retention. Positioning yourself as a source of assistance and support now is crucial to the relationship.
Read Part 1: Buyer Personas
Read Part 2: Awareness Stage
Read Part 3: Consideration Stage
Read Part 4: Decision Stage