Post by account_disabled on Jan 9, 2024 14:04:57 GMT 10
The purchasing process is a whole that can be studied and analyzed from very different perspectives . The II Relationship Marketing Study, prepared by Mediapost with the collaboration of the Marketing Association of Spain and which presented its second phase last Thursday, October 22 online, divides this process into 5 phases: the information phase , that the client presents a need or discovers it; the decision and comparison phase , in which you look for alternatives in order to satisfy it; the purchase phase , both physical and online; the after-sales phase and the loyalty phase. The so-called after-sales phase is very relevant from the point of view of the relationship with the consumer. Although relationship marketing places equal emphasis on all phases of the purchasing process, the post-sales phase has decisive power in the relationship between the brand and the customer .
Due to this, we must take great care of the definition and execution of all the processes related to this discipline or to this moment of the relationship. For correct management of after-sales service , it is key Email Data to have either a series of customer data that allows us to contact them at a specific time, or to have accessible and correctly communicated channels so that it is the customer who contacts with us proactively. From the data point of view, proper CRM management and even disciplines such as data analytics or the implementation of predictive models based on AI can be a great advantage. The II Mediapost Relationship Marketing Study, already in its first phase, asked consumers about their preferences when receiving contact from the brand after having made a purchase of products or services.
Almost half of those surveyed stated that they would like to receive contact from the brand, whether through social networks, SMS, phone calls or email, the latter being the preferred medium for customers. In this second phase, the Study tells us that more than 60% of consumers consider that transferring their data to the brand has advantages from the point of view of purchase and service, and half of the total of those surveyed trust the brand. management of them by companies. Having an omnichannel contact center can make the difference when it comes to building a stable, long-lasting, sustainable and mutually beneficial relationship between the brand and its consumers, both from the point of view of customer service and after-sales service . when carrying out back office tasks that allow managing and completing the brand's databases and having a clean and up-to-date CRM.
Due to this, we must take great care of the definition and execution of all the processes related to this discipline or to this moment of the relationship. For correct management of after-sales service , it is key Email Data to have either a series of customer data that allows us to contact them at a specific time, or to have accessible and correctly communicated channels so that it is the customer who contacts with us proactively. From the data point of view, proper CRM management and even disciplines such as data analytics or the implementation of predictive models based on AI can be a great advantage. The II Mediapost Relationship Marketing Study, already in its first phase, asked consumers about their preferences when receiving contact from the brand after having made a purchase of products or services.
Almost half of those surveyed stated that they would like to receive contact from the brand, whether through social networks, SMS, phone calls or email, the latter being the preferred medium for customers. In this second phase, the Study tells us that more than 60% of consumers consider that transferring their data to the brand has advantages from the point of view of purchase and service, and half of the total of those surveyed trust the brand. management of them by companies. Having an omnichannel contact center can make the difference when it comes to building a stable, long-lasting, sustainable and mutually beneficial relationship between the brand and its consumers, both from the point of view of customer service and after-sales service . when carrying out back office tasks that allow managing and completing the brand's databases and having a clean and up-to-date CRM.