The role of after-sales service in turning your customers into your advocates

By Dong Wong Lee LG Electronics East Africa Managing Director.

Consumers today are inundated with options. Wherever they turn – their phones, newspapers, TV, and even roadsides – they see the same products from many different manufacturers. In the market where consumers have a multitude of options the key to long-term success for businesses lies in creating long-lasting relationships with their customers. This goes beyond the initial sale. The post-purchase experience, often overlooked, is a critical differentiator between the good companies and the great ones.

Simply put, after-sales service encompasses a range of activities a business undertakes to support customers after they’ve purchased a product or service. Getting it right showcases the commitment a business has to ensuring customer satisfaction.

The importance of after-sales service cannot be overstated. It is the cornerstone of customer loyalty and building advocates within the market who always campaign for your brand regardless of price. When a customer invests in a product, especially a big-ticket item, they are entering a relationship with the brand.

A good after-sales experience reinforces the customer’s perception of the brand as reliable, trustworthy and customer-centric. When a customer is spoilt for choice when purchasing a product, that currency is often the difference between giving a brand repeat business and only having a one-and-done purchase. If a customer gets a negative experience in the aftersales, their perception of the brand is eroded and they take their business elsewhere.

In the electronics industry, aftersales services are particularly crucial. Electronic devices are complex and sometimes encounter issues that require professionals to address. Offering robust after-sales assistance to customers not only helps address the technical issues promptly, but also communicates to customers that they can rely on the manufacturer. That instils confidence in the brand.

Marketing professionals trace a customer journey that goes from awareness, to consideration, and then purchase. The next stage, retention, is where businesses need to place emphasis after making a sale. The customer will remember the relationship that they have with the business when their friends and family ask for recommendations to buy products in a similar category. By providing good afters-ales services, businesses then turn customers into advocates – which is the final step of the consumer journey.

Good after-sales services can be a powerful word-of-mouth marketing tool, because satisfied customers are more likely to recommend the businesses they buy from. In the digital age, many customers check reviews online and on social media where their peers talk about the product and their experience with the company. A negative experience can spread like wildfire and cause significant damage to a company’s image and bottom line.

LG works tirelessly to make it easy for customers to access warranty repairs, troubleshooting, maintenance, technical support, and general customer service after they have purchased from us. We have a large number of customer service centres across the country, multiple online and offline customer touchpoints, and even a mobile repair van that roams from town to town, helping customers with their LG products.

We understand that delivery of high-quality aftersales service is dependent on investment in robust support infrastructure. This includes having well-trained repair professionals, courteous customer service teams, and easily accessible customer touchpoints. Further, they need to have the right policies and internal consumer journeys that make it easy for customers to reach them, and access post-sales services. They must also be open to feedback and be willing to improve their service offering.

To deliver exceptional after-sales service, electronics manufacturers must invest in robust support infrastructure, including well-trained customer support teams, efficient repair processes, and easily accessible resources. They must also prioritize customer feedback and continuously strive to improve their service offerings.

For continuous growth and success, businesses need to look at after-sales service, not only as a mere add-on, but a strategic imperative. It is the key to unlocking customer loyalty, building a strong brand reputation, and earning repeat business. Investing in after-sales services will ensure that your business thrives in today’s competitive market.