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Online Retailers Should Care More About the Post-Purchase Experience

Harvard Business Review

MAY 24, 2016

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. Yet it’s important for brands to remember this is not the end of the journey for the customer.

Retail 10
Retail Supply Chain Loyalty Reis 10
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The Customer Support Hierarchy of Needs

Harvard Business Review

DECEMBER 6, 2013

He explained why his company was just not ready to go social, and why he believed it would be far too risky to allow his customer service onto public forums or leave his brand open for user generated debate. As Apple has shown, an engaged community can drive the brand forward, even as the support load gets offloaded between customers.

Insurance 9
Insurance Maturity FAQ Media 9
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