This document discusses how to retain customers in the post-purchase journey. It emphasizes that brands must focus on consistency, flexibility, personalization and using data to understand customer behaviors at each stage. Failing to do so can result in losing customers within 10 days of their initial purchase. The key is balancing cost, connecting with customers and delivering value throughout the entire customer journey and lifetime.

1. How to lose a customer in 10 days
Mumbrella360
BLINK Consulting

2. We would like to acknowledge the Traditional
Owners of the land on which we are meeting
today. The Gadigal people of the Eora Nation.
We pay our respects to all Elders past, present and
emerging and would like to extend our respects to
any First Nations people here today.

3. 3
Minsun Collier
National Head of Data
and Technology
Karleitia Bodlovic
Director of Ecommerce
Helping Mediacom clients shape
their marketing & ecommerce
capabilities and create elevated
digital experiences that meet the
customer needs of tomorrow with
BLINK Consulting.
Karleitia has 15 years experience,
and to date built 20 end-to-end
retail ecommerce capabilities &
teams for local and international
brands such as Calvin Klein, Tommy
Hilfiger, Rimmel London, Casella
Wines and Mosaic Brands.
With over 20 years experience, in
digital, Minsun is responsible
for driving the digital, data and
technology transformation
agenda for Mediacom’s clients
by focusing on education, thought
leadership and advice to help
clients ‘See the Bigger Picture’.
Minsun is also a member of
Mediacom's BLINK Consulting; a
third millennium Consultancy
designed to unleash the full
potential of digital transformation.

4. Every marketer wants to make the
consumer’s path to purchase easier
and more efficient…
4

5. But what happened to the
post-purchase journey?
5

6. 6
Adaptability and pivoting has
been key and seen ecommerce
go from strength to strength
Ecommerce
growth
increased in
Australia by
29%
People are
consuming
experiences
differently – across
multichannel
Focus on
personalisation
& tech to
deliver
1 2 3

7. 7
52 %
Increased online
shopping
frequency by
Consumer adoption of e-commerce across all product
categories and retail channels since the start of the global
pandemic has been incredible
200k
New shoppers
entered the online
market
24%
Digital Marketing
spends increased
YoY by

8. 8
But consumers
have now
formed new
purchasing
behaviours and
brands need to
pivot.
79%
now say the
experience a
company provides
is as important as
its products and
services
66 %
now expect
brands to
understand their
individual needs
and expectations

9. 9
Thinking consumer-first shifts how we think about roles across the entire
Consumer Journey
Discover Explore Educate Buy Advocate
CLASSIC
ECOMMERCE
ACTIVE BROWSING PRODUCT COMPARISON VALUE PURCHASE CUSTOMER FEEDBACK
Planned Search
Need-based active
search of a product or an
item
Rational Discovery
Comparison on products
that offer similar
functional benefits.
Discount & Events
Choose whether to wait
for a seasonal discount or
promotion.
Share or Not to Share
Decide whether to leave
feedback on your
purchase.
Shopper
Characteristics
SOCIAL
COMMERCE
FOLLOW TRENDS BROWSE & BOOKMARK BUY NOW, THINK LATER REDEEM & RECOMMEND
Unplanned Exposure
Consumers discover new
trending products from
influencers and peers.
Fear of Missing Out
Bookmarking and
managing a shopping
cart that is always full.
Instant Gratification
Consumers are rewarded
with having first access to
limited distribution
products endowed by an
influencer or celebrity.
Rewarded for Show & Tell
Offered benefits that tie
them into a social first
loyalty program.
Shopper
Characteristics

10. 10
There is now a fundamental desire for consumers in the category to buy
through new channels, with new habits
CLASSIC
ECOMMERCE
SOCIAL
COMMERCE
ACTIVE BROWSING PRODUCT COMPARISON VALUE PURCHASE CUSTOMER FEEDBACK
Shopper
Characteristics
FOLLOW TRENDS BROWSE & BOOKMARK BUY NOW, THINK LATER REDEEM & RECOMMEND
Shopper
Characteristics
Discover Explore Educate Buy Advocate

11. Brands must combine
the balance between
cost of customer ,
connecting with the
customer and
delivering value.
11
Customer
c
o
s
t
value
c
o
n
n
e
c
t
i
o
n

12. 12
The traditional path to purchase
funnel has been flipped on its head
to focus on post-purchase journey.
“

13. 13
76 %
expect consistent
digital interactions
across brand and
customer service
lines-of-business
must be
completely
aligned
51%
of online traffic is
made up of
returning users
across all industries
on average
80%
expect companies
to have
accelerated their
digital initiatives
since the start of
the pandemic

14. 14
Decisions about acquisition and retention shouldn’t be
driven by cost alone —they should be based on
future value.
18%
Retention
Focused
44%
Acquisition
Focused
38 %
No
preference

15. 15
Your best customers aren’t just loyal,
they’re adventurous – and have a
higher customer lifetime value.
“

16. 16
Customer behaviour is demanding
personalisation and an individual
approach, this includes when and
why they leave you…

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The focus on predictive data
targeting of customers before they
cancel their relationship is
true future proofing.

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Identify opportunities in the data for future proofing
Challenge
Opportunity
1 2 3
Identify the key journey
milestones and segment
data into specific group
behaviours. Reimagine the
relationships for growth
Target high churn rates
before customers leave
Increase post-purchase
revenue
Unlock new capabilities
and channels by
understanding customer
expectations of your
brand – adopt hyper
personalisation
Defining budget to spend
on post-purchase
engagement
Identify CLV to develop
clear objectives and value
of the conversation and
where to invest

19. 19
CX should be considered
like dating…

20. 20
Desire to know that you are working
toward a “next step” can also be
applied to relationships with
customers
“

21. 21
Customer Expectation
Customer Segment
Customer Journey
Customer Lifetime
Value
Customers

22. 22
CX should be timely, relevant,
entertaining, engaging,
multichannel and ultimately a
continuation of the storytelling the
customer has engaged with
initially.

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Consistency builds trust with
customers
“

24. 24
How’s your data strategy?

25. 25
The digital, data and
technology ecosystem is
reaching an inflection point.

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Impacts of a cookieless future
on the post purchase
will be great.

27. 27
A clearer view of
each audience
member
Moving away from
cookies will shift focus
toward collecting &
utilising first party data.

28. 28
A clearer view of
each audience
member
Brands invest in Private
Identity Graphs.

29. 29
A clearer view of
each audience
member
Brands invest in
marketing technology
and talent.

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The glaringly obvious…

31. Adjusting the goals and
KPIs YoY alone is not the
answer in fact it’s the
biggest roadblock when it
comes to keeping
customers. Connect
customers to what they
want, not the other
way around
Outdated
Strategies
Weak
Operations
Eliminate legacy
operations policies and
procedures, platforms and
thinking. Audit your
operations each year.
Measure customer
operational efficiency,
engaging innovation
from the get-go
Your customer needs
change therefore your
operations need to
reflect that.
Customers are not the
same YoY so why is
your strategy the
same?
Dated Loyalty
programs
The most disliked factor
about these programs is
the time it takes to redeem
and build up a reward.
Invest in innovative tech to
deploy and increase
Reconsider what's
important to your
customers not what's
cheapest for your
brand. This builds true
loyalty.
Non-existent
Data analysis
Measure, track
performance and analyse!
understand the value
these metrics can bring to
all facets of your business.
Make decisions and
investment based on
real-time data. Unify all
customer-facing
functions including
analysis and your
tech stack
Mediocre
Customer Teams
Outdated and
unreasonable customer
service is a sure killer for a
return purchase. Build
flexible, thoughtful
customer ordinated
policies & practices.
Give your teams
resource and decision
making to satisfy
customers in real time.
Creating frictionless post-purchase experiences isn’t difficult – here are 5
areas to start

32. 32
DO
STOP Being
Inconsistent
with your CX
Inflexible,
legacy return
& exchange
policies
Taking too
long to
engage
Reducing
service &
experience
based on
price
Redirecting
blame -
Indifference
will escalate
the situation
Consistency
builds trust and
loyalty
Empower your
customer to
shop again
Be prompt! and
engage in the
channel they
contacted you
on
Bring value
regardless of
the basket size
- What is your
unique value
proposition
Provide a
solution
regardless
of the
significance of
the issue
Now for the basics…

33. 33
DO
STOP Trying to sell
again when
they leave
Ignoring the
feedback
Being
generic
With pushy
sales tactics
Waiting till the
customer
leaves for
feedback
Review
learnings from
this to stop
repeating the
mistakes
Listen - Review
your strategy
and implement
changes
quickly
Treat each
customer like
an individual
and not a
number
Have honest
interactions &
provide value
Ask them in
every step of
their buying
journey
Now for the basics…

34. 34
5 winning ways to trailblaze the
post-purchase journey
1 2 3 4
Obsess about your
customer across all
facets of your
business – treat them
as if you’re dating!
Expectations are high
- Use data to
understand how they
behave at each step
of the journey.
Combine the
balance between
cost, connecting
and delivering
value – know your
CLV.
5
Have a solid data
strategy of how
you will collect,
connect and
communicate.
Invest in
technologies and
people that obsess
about delivering
the best customer
experiences.

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a digital transformation consultancy from mediacom
we help our clients shape their marketing capabilities, and create
digital experiences that meet the consumer needs of tomorrow

36. How to lose a customer in 10 days
Mumbrella360
Thank you