Undoubtedly, finding new customers is important for any business. But you know what’s more important? The fact that the list of your current customers must not be forgotten! 

According to one report by BDC, it is 7 times more expensive to sell to a new customer compared to a returning customer. One of the best times to persuade your customers for a second purchase is right after a successful sale with them. Read this article to understand what is after sales and the best practices to make the best of your efforts!

What is after-sales service?

As the name suggests, after-sales support is a service provided after a customer has purchased a product. It is usually provided by the seller, retailer, manufacturer or in some cases, by a third party customer service provider. Some examples of after-sales service are extended warranty, upgrade in the product, training, discounts or a gift hamper. 

After-sales service is a part of a company’s overall marketing and retention strategy. 

Why does a business need an after-sales process in place?

After-sales service is an important part of modern-day businesses and it is important for both the buyer and the seller. 

  • For a buyer, after-sales service plays an important role to ensure the maintenance of the product. It also strengthens the buyer’s trust in the business. 
  • For a seller, after-sales service brings in a sense of satisfaction and helps them make sure that they stay at par or ahead of their competitors

Here are a few reasons to understand why should a business have a proper after-sales strategy in place:

Good start to customer retention

As soon as your customers make a purchase, they enter this loop of retention! Remember, a happy customer is the best marketing asset you can have. Be by your customer’s side at each step like installing a device, setting up the furniture, getting the car road-ready and so on. 

Boosts customer’s trust and loyalty

Imagine you run a business that sells a device to measure your blood pressure and pulse rate. After a customer buys the device, how about calling them within a week and asking them if they have successfully set up the device or need some help. If not, helping them in-person or over a call for this. Usually, the older age group finds this difficult. Just a soft nudge can do a lot for your business here! 

Increases chances of referral

If you let your customer leave with a wide smile from your store or your website and let that smile last long, that customer can at some point be labelled as an unofficial brand ambassador of your brand. Even after all the advancement and success in digital marketing, nothing beats the power of word-of-mouth. One satisfied customer can bring you 10 or more customers with zero money spent from your end.

Adds to the brand value

Humans are seen to get emotional with brands. An experience worth remembering can not only help you get a brand evangelist but also make them keep you on top of their mind. They will increase a connection with your brand and will keep them coming back to you!

[Also Read The Beginner’s Guide To Acing E-commerce Shipping]

Examples of after-sales practices

Pre-installation services

Usually, a product comes in with a written manual for installation. The difficulty levels vary from product to product. Some products like ceiling fans, washing machines etc require technical expertise while a product like headphones and mobile phones do not. Providing free pre-installation is one of the best after-sales services. 

User training

Training of the end-user is another part of the after-sales service. This is an important aspect with a business dealing with industrial machinery. It is essential for the seller to guide and walk with the customer until they have a 360-degree hold over the product. 

Return & Replacement

Customers love it when they have a return and replacement liberty from the seller’s end. The entire experience that your business provides during such cases adds to another important after-sales service.


Majorly common between software and electronics, ‘upgrading’ software for a device for a certain period is another type of after service usually adopted by companies. In a way this also makes your customer get used to the new version and hence, end up purchasing it! 

Best after-sales practices

Make your customer feel valued

Always, look for ways of providing additional value for your customer- they expect it! For example, when a customer brings in their bike for servicing, offer them a free inspection report.

Streamline your service process

Your customer ‘expects’! They expect you to be the master of all trade and make them a priority. Document all the procedures and train your staff to do things in a jiffy. This way, even your staff will be more efficient.

Build a positive atmosphere

If you operate out of a store, train your staff to be cheerful and helpful. If you are an online business, train them to make your customers feel good and satisfied every time they come in.

Listen to your customers

A business that listens to its customers is the one that understands them. Give your customers time to explain themselves. You can also get information from them by doing a real-time survey. 

Monitor and refine your performance

Track your service performance from time to time and have a system in place that can track and monitor your activities. Keep updating your processes with the technology and lookout new and exciting ways to keep your customers engaged. 

For now, that’s it! Delight your existing customers while you invite new ones. 

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Khushali is a content marketer at Razorpay. A logophile, traveler and inbound marketing enthusiast, she loves questioning the 'why' and 'how' of almost everything.

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