CRM: how to engage after a purchase

CRM is the process that creates a relation between a customer and a company through a product/service and describes how this relation should be managed

Usually everyone focuses on the first phase when you have to attract the customer and increase the conversions and therefore sales. 

After the purchase everything seems to be around the word “Support” and most of the companies believe that through a good Support and Service we can keep the customer.

This is definitely true but it is a necessary condition but often not sufficient.

Purchase is a human decision let’s try to analyze what happens in the human mind during that process.

Mostly of the purchases are emotional with a little rational component related more on things like an affordable price, features but undoubtedly the emotion rules the purchase process.

We consider the purchase like the decision to marry someone. We noticed each other, we dated to know each other a little bit, we fall in love and finally we marry.

The first period after the marriage is a honeymoon. So everything is perfect, if there are problems we can go over them, but after a while the excitement fades away a little bit.

The customer bought your product/service and he has been using it for a while. At the beginning there was excitement but after some time customer changes relationship with the product/service. He begins to criticize it if it doesn’t perform very well, the relation with the company is more  demanding, he cannot forget the little troubles he could have.

So how the company should react to that?

We believe support and service must be different for a new customer and an old one.

A new customer aims is to keep the excitement so relation must be mainly emotional, we need only to avoid disappointments but it is easy to manage. This is the also best period to try to sell something new. We need to think to that customer like a honeymoon: avoid disappointment, be enthusiastic, have fun. 

An old customer is different, he is more rational, he is demanding more, he begins to think that the first love is gone, he wants more reasons to stay with the company. He could be happy but he is not in love anymore, so he can criticize and sees the things without the filter of the honeymoon.

Now he is asking attention and we must provide it very fast otherwise he begins to look around to see if he can find something better.

To the new customer we can try to sell any new product we have. To the old one we need to sell only what he needs.

We need to make able the support process to act differently based on the customer we have in front of us.


  • Keyword: excitement
  • Support: fast to avoid afterthought
  • Focus: selling
  • Emotion Focus: joy and gratitude
  • Support Role


  • Keyword: disappointment (also without reasons)
  • Support: rational and effective
  • Focus: taking care 
  • Emotion focus: hope and appreciation
  • Support role: caregiver


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