Version 1.0
Prepared by: @Lorraine Sebata
Approved by: @Feli Capron
Reviewed date: 2025-07-24
Next review date: 2026-07-24
This SOP details the step-by-step process for engaging and following up with new online customers after their initial purchase or sign-up. Its purpose is to ensure a consistent, positive customer experience, encourage product adoption, foster loyalty, and identify opportunities for upselling or cross-selling.
This SOP applies to all Customer Excellence Officers, Customer Experience Officers, and Finance Officers involved in post-acquisition customer engagement for all online products and services offered by the company.
New Online Customer: Completes initial purchase or sign-up.
Customer Excellence Officer: Primary point of contact for post-purchase support, onboarding assistance, and issue resolution.
Communications Officer: Responsible for automated communication flows, content creation, and campaign performance monitoring.
Finance Officer: Engages with customers identified as high-potential for upsell/cross-sell opportunities.
5.1.1 Immediately upon successful purchase/sign-up, trigger an automated welcome email (Template: "Welcome Email - New Customer").
5.1.2 This email should confirm the transaction/sign-up, provide initial access details (if applicable), and offer clear next steps or links to getting started resources.
5.1.3 Include a link to the customer support portal or FAQ section.
5.2.1 Send a follow-up email [e.g., 24-48 hours] after the welcome email (Template: "Getting Started Guide" or "Product Tips").
5.2.2 This email should focus on demonstrating immediate value, highlighting key features, or providing a quick-start guide to encourage product/service usage.
5.2.3 Include a clear call-to-action (e.g., "Watch our tutorial," "Explore Feature X").
5.3.1 Monitor customer engagement metrics (e.g., login frequency, feature usage, content consumption) via the CRM or analytics platform.
5.3.2 For customers showing low engagement after [e.g., 7 days], trigger an automated "We Miss You" email (Template: "Re-engagement Email").
5.3.3 For customers encountering common issues (identified via support tickets or analytics), proactively send targeted tips or solutions.
5.4.1 Approximately [e.g., 14 days] after sign-up/purchase, a CSR will send a personalized check-in email (Template: "Personalized Check-in").
5.4.2 This email should inquire about the customer's experience, offer assistance, and invite feedback.
5.4.3 If no response is received within [e.g., 3 days], a follow-up email can be sent.
5.5.1 Based on engagement data and customer feedback, identify customers who may benefit from additional products or services.
5.5.2 Marketing will trigger relevant automated campaigns (e.g., "Upgrade Your Plan," "Discover Add-ons").
5.5.3 For high-potential leads, a Sales Representative may initiate a personalized outreach (call or email) to discuss advanced solutions.
5.6.1 Continue to send regular newsletters, product updates, and relevant content to all active customers.
5.6.2 Implement loyalty programs or exclusive offers for long-term customers.
5.6.3 Solicit reviews and testimonials at appropriate milestones.
CRM Records (Customer profiles, communication history, engagement metrics)
Email Templates: (see LMS)
Welcome Email - New Customer (see LMS)
Getting Started Guide / Product Tips
Re-engagement Email (see LMS)
Personalized Check-in
Upsell/Cross-sell Campaign Emails
Customer Feedback Forms/Surveys
Analytics Reports (Engagement, Conversion)
All Customer Excellence Officers, Customer Experience Officers, and Finance Officers involved in online customer follow-up will receive mandatory training on this SOP and related policies annually or upon significant revisions.
This SOP will be reviewed annually by the Customer Success and Marketing Departments to ensure its continued effectiveness, compliance, and alignment with business objectives and customer satisfaction goals.