Is there a reason to return?
The next purchase starts with what the product does for the customer. A reminder works better when there is already something worth coming back for.
FEDJA POROBIC / RETENTIONONE TOPIC. SEVERAL PERSPECTIVES.
Customer retention.
The customer came back. Was it for the product or the next discount?
I like businesses where customers have a natural reason to return. That reason needs to exist in the product and the experience, well before the next email. What was it like to choose, buy, get help and actually use what arrived?
I write about repeat purchases, customer service and the discounts we train people to expect. What are we telling loyal customers when first-time buyers always get the best deal? And what have we really made more efficient if AI closes the ticket while the customer still has the same problem?
MY STARTING POINT
The questions I keep coming back to.
Are we rewarding the right behaviour?
When the best offer always goes to someone who has never bought from us, we need to ask what that teaches our existing customers.
Did the customer actually get help?
A fast response and a closed ticket do not tell the whole story. Customer service has to understand the problem and help the customer solve it, even when AI does part of the work.
FEDJA’S JOURNAL / SELECTED
Read the perspectives.
Articles by Fedja Porobic.
Repeat purchase starts before the first order.
I like brands where the customer has a natural reason to return. That reason needs to exist in the product and experience long before the next discount email.
READ ARTICLE
Why does someone who has never bought from you get your best deal?
Five purchases, a recommendation to a friend and worse terms than someone who has never heard of you. Strange way to build loyalty.
READ ARTICLE
The customer is waiting for a discount. Who taught her that?
The customer has learned to wait for the next code. It would be decent of us to ask who ran the training.
READ ARTICLE
Customer service shows whether you mean it.
You can buy reach. The customer still notices when you just want to close the ticket.
READ ARTICLE
AI closed the ticket. The customer is still pissed off.
If your automation makes closing a ticket easier than solving the customer’s problem, you made the wrong thing efficient.
READ ARTICLEPOROBIC GROUP / GROWTH SERVICES
How we work on it.
These are the decisions we work on when we run marketing and ecommerce.
03 / EXECUTION
Marketing & ecommerce
We run acquisition, conversion and retention. We track how customers find the store, what gets them to buy and why they come back.
EXPLORE THE SERVICE02 / THE ENGINECreative Performance
We find out what customers need to understand before they buy. Then we make ads, test the ideas and build on what sells.
EXPLORE THE SERVICE