An after-sales funnel is essential to complete all the steps that will ensure the customer’s success when consuming the company. It is necessary to understand their stage, actions and responsible to continue generating a positive experience to delight and retain consumers.
Those companies that think that, after the sale is made, the relationship with the customer should be in the background, are mistaken – a lot –.
After all, the money has already come in, the consumer already has the product and, in theory, satisfied and with their problems solved.
It’s a mistake to think that way for a couple of reasons.
- Increasing customer retention leads to an increase of up to 25% in company profits;
- Selling to someone who is already a customer costs 5x less than selling to a new one;
- 80% of profits come from 20% of your customers.
So the focus should be on providing a continually positive experience for your customers. Do we agree?
Within this reality, making use of an after-sales funnel is smart and strategic.
It is to ensure, step by step, that the company will continue to deliver value to the customer and pave the way for customer loyalty and make them a true evangelizer of the brand.
But how to do it?
Well, today’s article brings everything about after-sales funnel: steps, activities, actions, content (in hyperlinks), responsible and much more.
Good reading!
After all, what is an after-sales funnel? And what is it for?
After-sales funnel, or customer success funnel (CS), is a strategy that companies use to organize and continue the customer experience with the company.
This strategic model has the steps, actions, activities and people necessary to keep the standard of customer service always high.
It is a process aimed at ensuring that the consumer will have all the resources and arsenal to get the most out of what they just bought.
It also serves to build loyalty and/or ensure a new sale with cross-selling and up selling strategies, for example.
For companies that sell products, it’s time to send out a satisfaction survey. Or a discount coupon for an upcoming purchase.
For those who sell services, the after-sales funnel is even more important.
It is he who will guarantee, step by step, the correct use of the service by the users.
Representatives will contact you to understand the difficulties and help you overcome them.
Good content will be sent. Training will be done. All in order not only to avoid a churn but also to really retain this consumer who trusted the company.
After-sales funnel: steps, activities, responsible and much more
Every company has its process – and it adapts to the customer and their needs. so it has to be
The model we will share from now on is aimed at SaaS companies, which sell software as a service.
But, of course, it is possible from this model to adapt to the reality of your consumers and make stages that really make sense to them.
This is a format for you and your team to guide. More than that, to understand the importance of having an after-sales funnel and steps and activities that really focus on the customer.
It is a process, by the way, that can and should be managed within your sales CRM. Please note, however, that it does not limit you in creating multiple funnels.
Unlike other funnel types such as pre-sales or sales, this is a pipeline that will require a longer time between the first and the last stage.
After all, it is necessary to “release” the customer only when he is really ready, prepared and fully understanding the contracted service.
“Let go”, yes, in quotes because the company will in fact never leave you alone. He will always have the support team and customer success reps to turn to whenever he needs it.
The quotes represent the maturity level required for the card to reach the last stage of the after-sales funnel. That’s when the customer will be officially approved.
That said, there are 7 steps in this funnel:
- Demand Analysis;
- Customer contact;
- Deployment/Feedback;
- 30 Days of Follow-up;
- 60 Days of Follow-up;
- 90 Days of Follow-up;
- Approved Customer.
Let’s detail each of them from now on:
1 – Demand Analysis
What is this step?
Moment to analyze and adapt the client to the CS process. The opportunity will be distributed to the responsible consultant or automatically to anyone on the team.
Step activities
Analyze the lead and identify the signed plan;
Check if it has a phone or email;
Distribute the lead to the responsible consultant or to anyone on the team.
Who is responsible for the step?
Responsible consultant.
Settings within CRM
Opportunity stagnation alert at this stage (1 day).
Automatic actions within CRM
Create activity (Analyze customer demand).
2 – Contact with customer
What is this step?
The first contact with the customer in the after-sales funnel. It serves to explain the post-sales/success process.
Step Activities
Send initial post-sales email with consultant information and contact options;
Call to the customer (if there is no return email).
Who is responsible for the step?
Responsible consultant.
Settings within CRM
Opportunity stagnation alert at this same stage (5 days).
Automatic actions within the CRM
Automatic email trigger (Welcome + options for contact;
Create activity (Call after 2 days without contact).
3 – Deployment/Feedback
What is this step?
Step for initial follow-up and collection of first feedbacks from the customer.
Step activities
Follow the customer in the use of the service;
Question doubts and schedule a meeting to resolve them;
Check pending issues, solutions and set deadline with the client;
Set goals for new contact after 30 days of use.
Who is responsible for the step?
Responsible consultant.
Settings within CRM
Opportunity stagnation alert at this same stage (30 days).
Automatic actions within CRM
Create activities (Fill customer needs).
4 – Follow-up (30 Days)
What is this step?
Step to check customer satisfaction. Collect feedback on service usage during the past 30 days.
Step Activities
Sending a 30-day follow-up email;
Call to the customer if there is no answer;
Schedule a doubt meeting if necessary;
Set goals for new contact after 60 days of use.
Who is responsible for the step?
Responsible consultant.
Automatic actions within the CRM
Automatic email trigger (30 days of use template);
Create activity (Contact after another 30 days of use – that is, 60 days total).
5 – Follow-up (60 Days)
What is this step?
Step to check customer satisfaction. Collect feedback on service usage during the past 60 days.
Step Activities
Sending a 60-Day Usage Follow-Up Email;
Call to the customer if there is no answer;
Schedule a doubt meeting if necessary;
Set goals for new contact after 90 days of use.
Who is responsible for the step?
Responsible consultant.
Automatic actions within the CRM
Automatic email trigger (template of 60 days of use);
Create Activity (Contact after another 30 days of use – that is, 90 days total).
6 – Follow-up (90 Days)
What is this step?
Step to check customer satisfaction. Collect feedback on service usage during the past 90 days.
Step Activities
Sending a 60-Day Usage Follow-Up Email;
Call to the customer if there is no answer;
Schedule a doubt meeting if necessary;
Achievement of the goal and dragging the opportunity to the next step.
Who is responsible for the step?
Responsible consultant.
Automatic actions within the CRM
Automatic email trigger (template of 90 days of use).
7 – Approved Customer
What is this step?
Final step when the customer is satisfied using the service. It will be transferred to the customer relationship team.
Activities of the stage
Achieving the goal of 90 days of use;
Gaining the opportunity;
Send customer to the relationship funnel.
Who is responsible for the step?
Responsible consultant.
Automatic actions within CRM
Change opportunity (automatic gain when entering the step);
Duplicate opportunity for relationship funnel.
–
Ah! It is important to highlight one point.
Even if the customer says in the 4th stage of the after-sales funnel that everything is fine with the use of the service, the other contacts (60 and 90 days) must occur.
It is important to check if everything is really ok. After all, new employees always join companies.
And your team needs to make sure everyone is comfortable and using the contracted service.
So, how can we help you?
Enjoy and read two articles that will help your team to retain and retain more customers every day.
The first talks about the importance and how to implement a CRM culture in companies.
The second one goes a step further and addresses how a customer- focused CRM strategy works.
Good sales!
