Tuesday, November 3, 2009

Ever felt guilty after a pricey or delicate purchase?

Ever felt guilty after a pricey or delicate purchase? Think of the last time you bought a car, or bought a nice pair of shoes. You unavoidably felt a certain level of discomfort.

It’s normal, it’s post-purchase cognitive dissonance. Essentially, it’s that moment of doubt where we wonder if we did the right thing. As marketers, it’s our job, when we offer shopping or specialty products to reduce that discomfort by validating the customer’s choice. You can do that by continuing the dialog with your customer after the purchase.
  • Follow up satisfaction rating survey by phone, email or direct mail
  • Welcome package by mail
  • Pro-active after service
  • Inclusion in a special VIP club

If you can reduce the dissonance, you will increase your odds in getting repeat business from your customer and build on that all important equity.

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