Online Retailers Should Care More About the Post-Purchase Experience
Harvard Business Review
MAY 24, 2016
In 2005 A.G. Lafley, who at the time was CEO of the world’s largest advertiser, Procter & Gamble, introduced a marketing concept he called “the moment of truth” for building brand loyalty. At the same time, customers receive recommendations, deals and educational content to keep them excited about their purchases.
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