After a little holiday break, we’re back. This time with a look at the post-purchase experience. Recently, I was out wake surfing and during a set I somehow popped a fin loose from my board. What a great excuse to not only get a replacement but look to see what else is out there that will help me finally get that bigger air or fully complete the 360.

I came across Jack’s Surfboards online. I remember visiting one of their shops in LA. I recall the experience of having everything I could ever need for surfing in one place. It was an impressive store.

I was researching wake surf fins. There are Rake, Neutral, and Pivot profile fins and it’s crazy impressive how these fin manufactures develop these fins for different feel, speed, and control. Honestly, it was somewhat overwhelming at first but then it became puzzle to solve and find that perfect fin for my style of wake surfing and for the board performance I was looking for.

So, during this personal shopping journey, I realized there is not a lot of discussion on the post-purchase experience. Unless, of course your order is late, lost, or ended up at an address on Mars. So here goes. Let’s embark on an experience I found to be very engaging and pleasantly surprising.

First. We hopefully realize by now that each of our own shopping journeys is different. The way we engage with brands can at best be modeled at a macro level. Micro segmentation is difficult due to the ever-changing nature of technology (Thanks AI!) and our own behaviors.

Next, the post-purchase can do much good (or harm) in creating that bridge to lifetime customer value.

THUNDEROUS ROAR of Applause!!

This note not only made me laugh but also made me feel unique. Valued! After all, if I can make Alan smile, that must really mean I am special.

Continue the pandemonium…

The surprise of the 10% is well-timed and generated a sense of urgency to an immediate call to action…BRILLIANT!

So, what did I do?

I shopped around of course…and found…

What a great way to keep the conversation going… quick email and text – written in human-like language that made me feel like I was talking directly with the brand, or in this case… Jack himself! After all, he did address the note earlier 🙂

Yay! My order is on the way! BEWARE: Long graphic below…

Hmmm! Just locked in a surf session for Tuesday. I hope the new fins arrive in time…

Check this out! Perfect timing. From the date I ordered them to the date they arrived on my door step. About 5 days. Not too bad. What I really liked was the personal message I received via text… “Kevin! Check your door! Guess what I did once I read that text? Yep! stopped everything and ran to the door. There they were! The fins that were to advance me to the next level.

But the conversation didn’t end here

A day or two later I get this text… Just checking in on me! How nice and considerate. I felt connected to Jack throughout the post-purchase journey. I can buy products related to wake surfing from other places. However, I will now always make sure I stop by Jack’s Surfboards and check them out. The experience was personal to me. I feel I know Jack, and Allan. So, I now want to find a new way to make him smile!

Please let me know what you think of my experience. Would be interested in your comments below. Overall, I give Jacks a major Thumbs Up!