Tuesday, July 25, 2017

The Post-Purchase Experience: What Consumers Want

From MarketingProfs:
Consumers say retailers and manufacturers of B2C products could most improve the post-purchase experience by offering better technical assistance, according to recent research from the CMO Council and LiveTechnology.

The report was based on data from a survey of 2,000 consumers in the United States age 25 and older.

Most respondents (60%) rate their post-purchase experiences with product manufacturers as underwhelming, and 56% say they are generally disappointed with the post-purchase service

The CMO Council report, titled Product Ownership: Lasting Satisfaction or Painful Distraction confirms that the aftermarket ownership experience remains dramatically under-served by most retailers and manufacturers in a landscape in which chief marketers are more focused on demand generation, customer acquisition and product sales—despite the fact that the aftermarket has shown to be a lucrative area.

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