You know that feeling when you arrive home to a package waiting on your front porch, or return from the store with a new product in hand? The excitement and giddiness to dive into your new product becomes top priority. This moment signals the beginning of the “post purchase experience”. This pivotal time allows companies the opportunity to deepen their relationship with customers and build brand loyalty, ultimately trying to convert one-time buyers into lifelong brand advocates. This touchpoint is almost as important as the decision to make the purchase; therefore, companies should not overlook the opportunity to impress.
Sixty percent of customers say they have an underwhelming post-purchase experience, leading to the $62 billion that is lost annually simply because of poor customer service. A way that brands can combat this? By shifting away from the mindset that a customer simply receiving a product is enough, and rather focusing on creating a “Nice to Meet You!” moment–one that shows that you truly care about how the customer interacts with their new product in those first crucial moments. This way, you can connect with your customer and start the relationship on the right foot.
What Makes for a Good Onboarding Experience?
In today’s competitive market, 55 percent of consumers are willing to pay more for a better customer experience. By putting extra thought and effort into the following four important aspects of onboarding, companies can vastly improve consumer perceptions, and increase their revenue along the way.
- Don’t Overlook the Packaging
The majority of product packaging today is just brown or white boxes. By simply changing the color and design or adding company branding creates a more recognizable and brand-specific first impression. Take Loot Crate for example; By simply customizing its boxes with hashtags and QR codes, the customer now has the opportunity to not only enjoy their unboxing experience but also engage with the brand personally.
- Ensure a Logical Layout and Ease of Use
When a customer opens a box for the first time, the last thing they want is to feel overwhelmed or confused by the contents. A clean and compact presentation accompanied by clear explanation of the contents and their uses makes for a positive first impression and interaction with the brand. Apple has set the standard when it comes to straightforward boxing. From the size of the box to the organization of the accessories, all aspects of unwrapping an Apple product leads to a favorable experience and brand impression. An even better way to decrease the chances of information overload? Provide your new customer with a mobile experience that can be easily activated through a text code or QR code that includes easy set-up and install instructions. It decreases that paper clutter, and increases their chances of falling in love with your product from the start.
- Capitalize on the Marketing Opportunity
With the rise of the digital age, purchasing products is often an impersonal experience. Consumers are becoming more and more dynamic and taking ownership in navigating the purchase journey how they see fit. Traditional touchpoints may no longer be relevant, so why aren’t companies capitalizing on previously overlooked opportunities–such as the onboarding moment? By making the experience interactive with digital engagement opportunities, not only will the consumer have the opportunity to really delve into the product and the brand but also the company is expanding social buzz in a somewhat organic way. Encourage your customers to post pictures of their new product on social media by including a hashtag that will drum up some excitement–and allow them to quickly find an online community that has your product in common.
- Add a Personal Touch
Sixty-one percent of customers say they never received a “thank you for purchasing.” It costs six to seven times more to attract a new customer rather than retaining existing ones. Customers who feel valued and appreciated are more likely to not only become brand loyalists, but also share these opinions with friends.
The customer onboarding experience has become intricate, influential and most importantly interactive. In order to be a valued and respected brand by consumers you must create a consumer experience that is unlike any other, one that doesn’t stop when they swipe a card or press “order now.”