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After-sales 101: Upping your post-purchase game

March 31, 2023

Discover how supporting the full customer journey can create new post-sale revenue opportunities.

Businesses understandably put a lot of effort into winning new customers. Growth is often equated with maintaining a constant stream of new sales and clients. And while it is important to expand your customer base, retaining the ones you already have is of equal importance for brands looking to scale over the long term.  

We all have brands that we default to for certain purchases and products because we like their product range, buying experience, or customer service. Once a connection between customer and brand forms, it can be hard for another brand to break that bond without the initial relationship souring for some reason.  

However, building and maintaining these relationships in today’s competitive marketplace can be challenging. But one key differentiator more and more brands should exploit is not what happens leading up to the sale. It’s what comes next. The opportunities offered by the after-sales experience are vast, but what is after-sales? And what should you do to take advantage and create stronger product experience management?

How will after-sales impact manufacturing?

Download our latest ebook, A new era of opportunity in manufacturing to find out.

What is after-sales?    

The simplest definition of after-sales is any follow-up support, resources, purchases, maintenance, or repair that brands provide to their customers following the initial purchase.  

These services might not be immediately evident to the average customer. However, if you have ever bought a product that malfunctions, found it difficult to talk to a company representative about an issue, or even been unable to find spare parts or pieces, you’ve experienced poor after-sales.  

What kinds of services count as after-sales? 

There is a huge range of activities that count as after-sales. Any service or support you provide to customers after their initial purchase is after-sales. For retail shoppers, this may mean customer support, news on the latest promotions, or discounts on additional purchases. For industrial buyers, after-sales could be product training, technical support, or ongoing maintenance.  

What provides the most value to customers varies significantly by industry. For example: 

The point is that your business can tailor the after-sales it provides to match both the type of products you provide, as well as the needs of your customers. We all want simplicity and convenience, whether we are procurement managers at a small manufacturer or simply looking for a new personal smartphone. After-sales helps ensure that your customers always think of you first.  

maintenance workers fixing solar panels

The importance of retaining customers 

Investing in winning new customers is important, but it is also expensive. For many companies, there is a significant amount of potential value to be created from trying to drive repeat sales from existing customers. First, you already know that they understand your brand and your products. Second, you already have their email address and other contact information.  

But just because a customer buys from you once before doesn’t mean you are guaranteed additional business from them. In fact, nothing sends people running to a competitor as fast as poor customer service. If your customer is left on hold for extended periods of time when they are trying to find one piece of product information or they really have to work to send a product back, they are unlikely to return.  

On the flip side, a customer who always prioritizes your business will also promote your brand to their peers and be willing to consider additional services from you too. 

Integrating digital marketing with after-sales service

Incorporating digital marketing into your after-sales service approach can significantly enhance customer retention efforts. Utilizing personalized email campaigns, social media engagement, and targeted promotions, brands can maintain a strong connection with their customer base post-purchase. These digital touchpoints keep customers informed about new products, special offers, and loyalty programs, reinforcing their relationship with your brand. This proactive engagement strategy not only boosts customer satisfaction but also maximizes the potential for repeat business and long-term loyalty.

Is after-sales just about providing support? 

For your customers, after-sales makes their lives easier, helps them get the best out of their product, and gives them confidence that your brand is available if a problem arises. For businesses, offering this additional support helps cement brand loyalty – but it can also have other benefits.  

Loyalty programs are a great example of how a sophisticated after-sales strategy can turn into additional sales and even open up new revenue streams. Personalization is now an expectation of brands and a key benefactor of stronger after-sales processes. Customers are often more responsive to marketing messages if they feature tailored recommendations based on previous purchases. 

In short, there is a lot of room for innovation in the world of after-sales. 

Data is the key to a great after-sales strategy

Offering a seamless purchasing experience that transitions into fantastic ongoing customer care and support isn’t simple. It takes the right tools, processes, and data. One thing that makes setting up these care and support streams even trickier is siloed customer and sales data across different systems, making it difficult to assemble an accurate picture of a customer’s journey. 

To help solve these issues, the inriver solution consolidates all product-related information in a single source of truth, accessible across any organization for those who need it. This is the foundation to create market-leading after-sales services, whether you’re selling clothes, cars, or combine harvesters.  

want to see the inriver PIM in action?

Schedule a personalized, guided demo with an inriver expert today to see how the inriver PIM can get more value from your product information.

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frequently asked questions

how can a small business implement a good after-sales service strategy to enhance customer experience?

Implementing a good aftersales service strategy in a small business involves several key steps. First, ensure that your sales team is trained to handle after-sales inquiries effectively. Utilize customer feedback to continuously improve your service offerings. Integrate a robust marketing strategy that includes follow-up emails, personalized recommendations, and loyalty programs. By prioritizing customer satisfaction and addressing issues promptly, your small business can build a strong relationship with happy customers who are more likely to return and recommend your brand.

how can a B2B sales process benefit from a strong after-sales strategy?

In B2B sales, the sales process is often longer and more complex. A strong after-sales strategy can significantly enhance the overall customer experience by providing ongoing support, training, and maintenance services. This not only ensures that clients get the most out of your products but also fosters long-term relationships. Additionally, a well-implemented after-sales strategy can create new revenue opportunities through upselling and cross-selling, further solidifying your position as a trusted partner in the industry.

what role does the sales team play in delivering a good after-sales service?

The sales team plays a crucial role in delivering a good aftersales service. They are often the first point of contact for customers experiencing issues or needing additional support. By ensuring that the sales team is well-informed about the products and trained in customer service best practices, businesses can provide a seamless customer experience. This proactive approach helps in resolving issues quickly, maintaining happy customers, and encouraging repeat business. Furthermore, the sales team can gather valuable feedback to refine the marketing strategy and improve the overall sales process.

Expanding the possibilities of PIM

Product information management software is often seen as a key tool for sales and marketing teams. But as the demands on product information evolve, so too does the scope of what PIM software can offer forward-thinking brands, manufacturers, and retailers. From sourcing and design through to after-sales services and recycling, PIM is the complete solution for the entire product journey.

  • Johan Boström

    Co-Founder & Board Member

    Johan Boström is one of the founders of inriver and a senior business leader with two decades of experience leading international technology companies.

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