Helping Customers Feel Good About Their Purchase Decision

by Hunter Liptrap   Last Updated Last Updated on Aug 20, 2014
Hunter Liptrap

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The feeling of buyer's remorse that is oh, so common these days usually includes negative feelings about a purchase decision — and you know what they say about purchase decisions, don't you?

Seventy percent of buying experiences are based on how the customer feels they are being treated. (McKinsey)

To help customers feel good about doing business with you, you must make them feel happy about their purchase decision. So simple, it might just work.

How To Keep Customers Happy

Forty-eight percent of customers who are unhappy about a negative buying experience, told 10 or more people about it. (Harvard Business Review)

In the new world of customer influence — the world in which social media and online reviews exist — it is very easy for unhappy customers to spread the word about their negative experience. Furthermore, if you run a referral business, you are going to be in trouble. While people still value social proof and reviews they read, if a friend tells them not to do something, they will typically listen.

A common misconception of keeping customers happy is that you must "delight" them, but this is not always the case. Delight doesn't always mean pamper them with all the glitz and glamour of Hollywood. It's also about making it easy on them. The less they have to do to solve a problem, the better off your business will be. It is a key factor in building customer loyalty. Then, when there is a problem a customer brings to your attention that needs to be addressed, LISTEN and act accordingly. A problem remains a problem only when it goes unaddressed.

After all, it's not what you say, but how you make customers feel, that creates lasting relationships. (Mark Kilens)

A Little Something

Now, back to the glitz and glamour you can provide customers who have recently made a purchase decision with your business. It's all about going above and beyond. Going that extra inch that's worth fighting for can make a difference in changing the way a customer feels about their buying experience.

It can be something as simple as making an effort to send them a thank you email after their initial purchase telling them how much you appreciate them. Another good idea is to throw in something free, that is unexpected, after they have already made a purchase. It can vary widely, based on your business, but think about Cracker Jacks.

The first time you had Cracker Jacks, you may not have expected to find a little toy inside. As a kid, something like that can leave a great impression on you and can keep you coming back.

Another example of getting a little extra includes restaurant experiences. Anytime you get a mint with your check, it is awesome, namely Olive Garden. Love those Andes mints. They make me happy to drop $30 on a pasta meal for two.

Service Begins Before the Purchase

Part of the Inbound Methodology is to educate. Believe it or not, educating potential customers is a great way to ease buyer's remorse and create a positive buying experience.

Giving potential buyers the information they crave up front will make them feel better about their purchase decision in the future. Providing the right type of resources to inform the buyer of the best options and why your business is the right choice to solve their problems, is essential. This will create a realistic expectation of what your product or service is and what it does.

Making It Easy

Everyone is usually busy or in a rush, so don't make things harder than they have to be. Do you have landing page forms? Don't make them ridiculously long. Only capture the information you must have. Do you get customer support calls? Solve their problems or get them to someone that can in a timely manner. On support calls, make sure the next person in line knows what is going on to prevent the customer from re-telling their negative story.

Special Recognition

Let your customers know that you value you them. Sending them emails to keep in touch, post purchase, lets them know that you're still there for them, even if another business isn't. Most importantly, be a human. Don't be a machine. When you contact them, you want to make them feel like it's their birthday.

Birthdays are a special time of year - at least when you are under 50, or not on your third 29th birthday. All the attention is on you and, in theory, you get everything you want. Problem is, it only happens once a year. If you treat your customers like it's their birthday everyday, they will be much happier with their purchase decision and you will find you have a new loyal customer indeed. If you do somehow happen to know their real birthday, be sure to send them a special email on that date. You can even include a small gift in there, if you'd like.

All these examples will contribute to helping your customer feel good about the purchase decision they've made with you, and make it more likely they will return and share their positive experience with others.

Photo Credit: birthday

Author
Hunter Liptrap

Hunter Liptrap

Creative Director at Modgility
Hunter is Certified Inbound Marketing, Growth Driven Design, and HubSpot Design. He has a passion for the conversion rate optimization process. With 3 years of experience he has designed and built multiple websites across various industries.

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