Consumers say retailers and manufacturers of B2C products could most improve the post-purchase experience by offering better technical assistance, according to recent research from the CMO Council and LiveTechnology.
The report was based on data from a survey of 2,000 consumers in the United States age 25 and older.
Most respondents (60%) rate their post-purchase experiences with product manufacturers as underwhelming, and 56% say they are generally disappointed with the post-purchase service they receive from retailers or e-commerce websites.
Some 51% of consumers say better technical assistance would improve the post-purchase experience; better warranty/claims processing ranks as the next most-desired improvement (38% cite), followed by better repair/maintenance (35%).
Consumers say the elements that are most essential to a satisfying post-purchase experience are a well designed product (47% cite), painless installation/setup (46%), and efficient delivery (46%).
Some 38% of consumers say one of the most frustrating things about getting products fixed or learning how to use products is when the retailer does not provide service; 28% say one of the most frustrating things is when retailers won't accept returns/warranty claims.
About the research: The report was based on data from a survey of 2,000 consumers in the United States age 25 and older.
Continue reading "The Post-Purchase Experience: What Consumers Want" ... Read the full article
MarketingProfs provides thousands of marketing resources, entirely free!
Simply subscribe to our newsletter and get instant access to how-to articles, guides, webinars and more for nada, nothing, zip, zilch, on the house...delivered right to your inbox! MarketingProfs is the largest marketing community in the world, and we are here to help you be a better marketer.
You may like these other MarketingProfs articles related to Customer Relationships:
- Boost Your Sales With Strategic Gifting [Infographic]
- How to Use Empathy in Your B2B Brand Storytelling
- The Role of Customer Empathy in the Future of Marketing
- How to Offer More Value to Your Crisis-Stricken Customers [Infographic]
- Planning Your COVID-Related Communications: A Flowchart [Infographic]