Customer Service Training:
Customer Service Workshop: Post Purchase Reassurance - What's Your PPR Strategy?
The Strategy of PPR (Post Purchase Reassurance) is based on the premises that the appreciation that your customers have for your product and or service provided begins to diminish after the point of sale or service. Another way of stating that is, the highest level of appreciation for your offering is at the point of sale or even before the point of sale.
Let's analyze this statement is practice. A great example of this is the building industry. Research shows that people building houses reach the highest point of excitement when they are planning the building of their house not when the house is actually finished. The whole process of thinking about building, finding the right block, discussing how each tiny aspect of the house will come together ranks as the most exciting part.
The excitement on completion can be overridden by the frustration involved throughout the building process or at least diminished. So the strategy of PPR is about maintaining that excitement not only during the product or service delivery but also after completion for as long as possible.
Our builder friend for example, decided to re shape his company factoring in this knowledge. Issues such as the customer payment process which can be a big problem for many builders was skewed heavily to the early stages of the project when most work was being done and the client was most excited. The whole payment process was clearly defined to the client up front with specific dates for payment provided certain checking points were met. The builders would then reinforce everything that had been done to date; all the good things they had done and why the products used so far were the best. The client would then sign a progress report, the builders would be paid and they would move onto the next stage.
And that is what PPR is really about. It's about re in forcing all the good things you have done for your customers. That may be before the product or service is completed, it may be at the point of sale, and it will most likely always be after the product or service is provided. Always reassure your clients after completion that they made the right decision in choosing you... unless of you mucked up their job!
What you can do to reinforce in your customer's minds that they made the right decision in choosing you or your product. Then think about how you can best communicate this message to your customer. A simple thank you card is a start. Very easy but how many of us actually do it! Now create a protocol on how you can implement this into your business as a system that is followed consistently.
Source:
Andrew Oldham:
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Article Content: Customer Service Workshop
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Customer Service Training:
Customer Service Workshop: Post Purchase Reassurance - What's Your PPR Strategy?
