How User Feedback Enhances Your After Sales Efforts

After sales efforts play a crucial role in customer satisfaction and retention. Not only do these efforts help generate loyal customers but also give an overall boost to your brand value. It is a direct reflection of your service and therefore compels customers to start believing in the brand and stick around for longer. So what is that you – as a retailer – can do to give your after sales efforts an extra boost?

In the final post of our three-part ecommerce series, which also includes tips on optimising the research and check-out process, we want to show you how you can use user feedback to enhance your after-sales efforts in a way that helps you achieve your ultimate goal: a more successful ecommerce business.

After Sales Management

After Sales Management is part of CRM (Customer Relationship Management) and includes various marketing measures that take place after the actual sales moment. Well-thought-out after sales efforts are crucial for a successful and strong customer loyalty in ecommerce.

The after sales phase primarily uses the natural touch points between sales and customers in order to inspire the buyer to purchase more products or connect them to your brand in the long term. This means that you, as a webshop owner, cannot sit back and relax after the customers have completed the purchase. Because after-sales is just as important as new sales if you want to maintain a good and long-lasting relationship with your customers.

The ecommerce customer journey doesn’t end with the sale

After sales efforts are an important, but often neglected part of the e-commerce Customer Journey. After we have already analysed the various contact points during the research and checkout phases, we must ‘close the circle’ of the customer journey with the after-sales phase. In order to gain additional economic and strategic advantages, it is worthwhile to inspire the market with well-developed after-sales processes.


Anyone who has read the last few blogs knows that we at Mopinion like to think practically. In order to get to know the various after-sales contact points and measures, we put ourselves in the shoes of the consumer…

Since we have been working from our home offices for several months now, we want to continue improving the home office atmosphere and have therefore purchased a humidifier / aroma diffuser with the matching essential oils via an online marketplace.

We will discuss the following after-sales efforts you should be making and how you can optimise them with the help of email feedback in order to offer your customers the unique customer experience they desire:

  • Email: Suggestions for similar products
  • Email: Inquiries for product reviews and shipping
  • E-Mail: Newsletters
  • E-Mail: Net Promoter Score (NPS)

Note: There are – of course – many other valuable after-sales emails you can utilise. However, today we will focus on which measures you can best optimise with user feedback and feedback analysis.

How to improve after sales with customer feedback

After sales efforts are often carried out through your email campaigns. Let’s take a look at some of the best moments to collect email feedback:


Suggestions for similar products

Pretty soon after your purchase you will receive an email from the online marketplace with recommendations on similar products to your Aroma Diffuser. You will probably also find recommendations for essential oils and similar products that fit with the theme of your purchase, such as scented candles, daylight lamps or incense fragrance sticks. These personalised emails can help webshops leverage consumer behaviors to create tailor-made emails which are particularly relevant and valuable for customers.

In order to improve your product recommendations or just see if you’re ‘hitting the mark’ with your content, you can collect feedback within these emails. A simple, embedded feedback survey with a question like “Are these product recommendations relevant to you?” including the options thumbs up / thumbs down will do wonders. This feedback will not only help you improve your strategy but also help you discover what your customers really want. This is how you measure their actual interest and consumer behavior.

Inquiries for product reviews and delivery reviews

A few days later you receive an email asking you to review your recently purchased product. This after sales tactic is really all about feedback. Product reviews do not only help to increase trust in your webshop, but also to increase traffic: Reviews actually help with SEO.

With product reviews and a feedback form for your deliveries you can improve internal processes and evaluate your products.

atrify measures all-round customer satisfaction with customer feedback

Read how atrify adapts its cloud-based platform to the needs of customers with Mopinion Feedback.


Another useful after sales method is the newsletter. Although many have given up hope in newsletters, numbers show differently. According to various researches email marketing still brings the most ROI for marketers. Gathering feedback for email campaigns is vital for creating a good newsletter. You can easily add a feedback button to your emails: How do you like this newsletter?

Email newsletter feedback for aftersales
Source: Mopinion

Net Promoter Score (NPS)

A question that we have all seen before: “How likely will you recommend this business to your friends or colleagues”. This metric is known as Net Promoter Score. NPS is a popular way of collecting feedback, whether on the website or via email. To measure customer loyalty, NPS is indispensable as an after sales tactic.

NPS used for after-sales
Source: Mopinion

In a nutshell…

Now that you’re familiar with how to collect feedback within your after sales processes, we want to leave you with some key takeaways:

Focus on frequency. Don’t send too many emails. Find the right number of emails through feedback. Less is more.

Collect feedback. Constant evaluation of feedback should be a fundamental part of your after sales efforts.

Maintain your creativity. Stay open and creative to development according to the market. You don’t have to reinvent the wheel, but keep up with trends.

And remember, tailor-made product recommendations, excellent customer service and positive after-sales feelings lead to the expansion of a loyal customer base and increase customer lifetime value. We hope you can now see how feedback improves your after sales strategy. Now it’s time to put these to practice!

Ready to see Mopinion in action?

Want to learn more about Mopinion’s all-in-1 user feedback platform? Don’t be shy and take our software for a spin! Do you prefer it a bit more personal? Just book a demo. One of our feedback pro’s will guide you through the software and answer any questions you may have.