From the course: Marketing Foundations: The Marketing Funnel

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Increase brand affinity

Increase brand affinity

From the course: Marketing Foundations: The Marketing Funnel

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Increase brand affinity

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- For most customers, the post-purchase experience is the biggest driver of brand affinity and thus brand advocacy. Once you've completed the sale, you have an opportunity to create an incredibly valuable relationship. First, you need to be certain that you've met or exceeded the customer's expectations. Whatever claims were made before the sale must be met after the sale. Any deviation here will immediately weaken that relationship. Secondly, you need to immediately focus on the touch points after the sale. Your customer is special. They're different than everyone else in your funnel. So treat them that way. If your customer feels no differently after aligning with your brand, they'll immediately realize you have zero interest in them. Customers appreciate brands that treat their customers differently than their prospects. And this is often tough. You're staring at the potential to make money, your funnel full of…

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