Great Innovators Focus More on Post-Purchase than Pre-Purchase

The post-purchase phase of consumer behavior is critical for innovation management. Consumers have invested time, money, and emotional commitment into a product and may question their decision. If the product surpasses expectations, the consumer is delighted, and if it meets expectations, the consumer is satisfied. However, if the product falls short, the consumer may accept it or become dissatisfied. Innovators must take action based on the customer's reaction, such as congratulating them on a great choice, delivering on brand promises, and making it easier to repurchase. If the customer is dissatisfied, innovators must identify the root cause and make it right to salvage the relationship. The post-purchase phase is the moment of truth for creating and keeping a customer.