Offcuts Ep 139: Special Live Podcast: Is Post Purchase Your CLTV Secret Weapon?
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Feb 6, 2025 Rosie Duffy, Head of Customer Care at luxury brand ME+EM, and Hannah Bennett, Head of Digital at Paul Smith, delve into the power of post-purchase communication as a key driver of customer lifetime value. They discuss the importance of a robust tech stack and personalized customer experiences, emphasizing loyalty's connection to post-purchase strategies. The duo highlights the benefits of AI and optimized returns processes, showcasing how these elements can enhance customer satisfaction and retention.
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Warehouse Shutdown
- Rosie Duffy faced a major challenge when a warehouse shut down in a previous role.
- Open communication with her team, even without all the answers, built trust and was appreciated.
Split Shipment Challenge
- Hannah Bennett discussed challenges with a new 'Fulfill from Store' feature.
- Split shipments led to increased customer contacts due to lack of clear communication in the checkout process.
Rising Importance of Post-Purchase
- Post-purchase experiences are often poor, but their importance is rising due to increasing customer acquisition costs.
- Rosie Duffy highlighted the need to care for customers after acquiring them, using data and cost per contact to demonstrate value.