Chapter 20: Buy The Customer

Timeless principles. Real-time signals. The thinking stays the same, the tools don't.

Core Principle: Acquisition Cost Means Nothing Without Retention Value

Chapter 20 emphasises that winning customers is just the beginning. The real profit comes from building relationships that turn one-time buyers into lifetime advocates through exceptional post-purchase experiences.

📧 Post-Purchase Communication

Klaviyo - Automated lifecycle email marketing

Why now: Post-purchase email campaigns generate 370% higher revenue than promotional emails

Use case: Create a welcome series and educational content that builds brand connection

Sendlane - Behavioural trigger automation

Why now: Triggered emails based on customer behaviour convert 50% higher than batch campaigns

Use case: Send personalised follow-ups based on purchase history and engagement

🎁 Surprise & Delight Programs

Gorgias - Customer service with personal touch automation

Why now: 73% of customers fall in love with brands due to friendly customer service

Use case: Send personalised thank you messages and surprise offers through support channels

BoxUp - Branded unboxing experiences

Why now: 40% of consumers share unboxing experiences on social media

Use case: Create memorable first impressions that encourage social sharing

📱 Customer Experience Platforms

Zendesk - Unified customer experience management

Why now: 86% of customers will pay more for a better customer experience

Use case: Provide seamless support across all touchpoints and channels

Intercom - Conversational customer engagement

Why now: Live chat increases conversion rates by 40% on average

Use case: Proactively engage customers during critical journey moments

🔄 Retention & Win-Back Tools

ChurnZero - Customer success platform

Why now: Reducing churn by 5% can increase profits by 25-95%

Use case: Identify at-risk customers and intervene before they churn

Rejoiner - Email-based retention campaigns

Why now: Win-back campaigns can recover 12-15% of churned customers

Use case: Re-engage inactive customers with personalised offers

🎯 Personalisation Engines

Dynamic Yield - Personalisation and optimisation platform

Why now: Personalised experiences increase customer satisfaction by 20%

Use case: Customise website experience based on purchase history and behaviour

Yotpo - User-generated content and reviews

Why now: 79% of consumers trust user-generated content as much as personal recommendations

Use case: Encourage and showcase customer reviews and photos

Customer-First Framework

Onboarding Excellence: Do new customers understand how to get maximum value from their purchase?

Are you setting proper expectations about delivery and support?

Does your welcome sequence build excitement rather than just inform?

Ongoing Relationship: Are you providing value between purchases?

Do customers feel heard when they reach out for support?

Are you anticipating needs before customers ask?

Loyalty Building: Do you recognise and reward customer milestones?

Are long-term customers treated better than new ones?

Do customers feel part of an exclusive community?

Customer Retention Strategies

Proactive Communication: Order confirmations with educational content and next steps

Shipping updates with brand storytelling and product tips

Delivery follow-ups asking about experience and offering support

Value-Added Content: How-to guides and tutorials for purchased products

Industry insights and expert advice via email newsletters

Exclusive content and early access for loyal customers

Milestone Recognition: Anniversary emails celebrating customer relationships

Purchase milestone rewards and exclusive offers

Birthday messages with special discounts or gifts

Feedback Loops: Post-purchase surveys to understand satisfaction levels

Product review requests with incentives for participation

Community forums where customers can share experiences

Emerging Retention Trends

AI-powered customer success: predicting and preventing churn

Community-driven retention: building brand communities that create belonging

Subscription models are adding recurring revenue to traditional purchases

Video-based support: providing face-to-face assistance for complex issues

Social proof automation: showcasing customer success stories in real-time

Retention Performance Metrics

Customer Lifetime Value: Average revenue per customer over their entire relationship

Cost to acquire vs. lifetime value ratios

Repeat Purchase Behaviour: Time between first and second purchase

Frequency of subsequent purchases over time

Engagement Indicators: Email open and click rates for different customer segments

Website return visits and time spent on site

Satisfaction Scores: Net Promoter Score tracking over the customer lifecycle

Customer satisfaction ratings for support interactions

Quick Retention Audit

First Impression - Does your unboxing experience create excitement?

Support Quality - How quickly and helpfully do you resolve issues?

Value Delivery - Are customers getting more than they expected?

Relationship Depth - Do customers see you as a brand they love or just buy from?

Communication Frequency - Are you staying in touch without being annoying?

Customer Retention Mistakes to Avoid

Treating all customers the same regardless of their value or preferences

Only communicating when you want to sell something

Not following up after purchase to ensure satisfaction

Ignoring customer feedback and not acting on insights

Focusing solely on acquisition while neglecting existing customers