By Paul Bruce, Digital Marketing Manager, Field2Base
Aside from the movie Titanic, I don’t have much knowledge about icebergs. However, you hear the phrase all the time - the majority of every iceberg is under water, out of sight for most people. It’s a common fact that 90% of an iceberg’s mass is below the surface, and this fact can be related to most things in life. Ninety percent of the people you meet and interact with everyday are agreeable/pleasant to be around, and some would argue that 90% of communication is body language and non-verbal.
This statement can also be applied to consumer products and services in the world today. Whether you’re purchasing a new cell phone, automobile or new software for your business- what happens after the initial sale, i.e. the tip of the iceberg, is one of the most critical aspects to your customer’s long-term experience. It is what’s underneath the iceberg, the remaining 90% (or post-sales experience), that matters the most.
Think about your last big purchase, maybe it was a new car. Did the sales representative contact you after the sale to make sure everything was OK? Did you get a call from anyone in management thanking you for the purchase? Many organizations are constantly searching for ways to increase revenue but frequently do not execute simple steps, after the sale, to improve long term retention with customers they already have.