Post-Purchase CX Amidst the Rise of eCommerce
eCommerce sales grew 39% in the Q1 of 2021, with nearly $1 in $5 spent on retail coming from online orders. – Digital commerce 360
To keep up with the rise in eCommerce and the sound change in consumer behavior, businesses need to put post-purchase CX at the center of their growth and retention strategies.
Unfortunately, for most eCommerce businesses, there is very little control over the post-purchase phase of the customer journey.
The post-purchase CX gap (as it is called) is a result of businesses like yours losing control over the experience you provide to your customers after parcels have been handed over to third-party shipping carriers/partners, who may not share the same level of commitment towards ensuring a delightful and frictionless delivery experience.
The Big Post-Purchase CX Gap in Online Retail (And What It Really Means to Your Business)
Businesses get 6-8 touchpoints in the post-purchase to interact with customers and engage with them. These critical touchpoints are opportunities to strengthen customer relationships, build trust, and brand loyalty.
The post-purchase journey is of high importance because it takes up 50% of the overall order experience.
However, when you do not pay heed to your customers at this stage, you leave them at the mercy of your shipping carrier. Which in turn has a domino effect, widening the CX gap between you and your customers, resulting in far more consequences.
The Impact of Post-Purchase CX Gap on Consumers
High customer anxiety before order delivery
Although the post-purchase phase is the most exciting phase of the customer journey, it can also be the most anxiety-inducing phase of the customer journey.
The excitement of receiving an order coupled with the distress of any potential delivery issues such as delays can keep customers really really anxious.
An average customer tracks their order 6-8 times before delivery, making the post-purchase phase the most anxious stage of the shopper journey.
Irrespective of who your shipping carrier or partner is, customers expect YOU (the business) to take responsibility to keep them informed about their order delivery status and mitigate any delivery-related issue with their parcels.