There are ways to prevent postsale problems. The key is conscientious follow-up to be sure everything has been handled properly. Get to know the people who operate your shipping and installation department. They are responsible for getting the right products shipped and installed on time, and it is important that they understand your customers’ needs.

Become acquainted with people in the credit department. Be sure that they maintain a good, business-like relationship with your customers. This is a delicate area; even small mistakes (e.g., a “pay now” notice sent too early) can cause hurt feelings. If your company uses a customer support staff to resolve postsale problems, be sure to get acquainted with people who provide this service.

Schedule regular account reviews to determine the level of customer satisfaction. The focus of these reviews should be key decision makers. Are there lingering service-type issues that make you vulnerable to the competition? You want to be certain there are no open doors for your competitors. If you discover a problem, act quickly to resolve it. In some cases, these formal account reviews will uncover opportunities to improve customer service. You will also become more of a consultant in the eyes of the customer.23