"Cognitive dissonance" is the academic term for post-purchase anxiety. (Professors use big words to impress their students.)

It sounds something like this: Should I have bought this? Should I have shopped around more? Should I have asked more questions? Could I have done better? And on and on.

Post-purchase anxiety can potentially deter customers from making a return visit to you. It can certainly reduce their willingness to refer others to you. They may fear that their perceived mistake will be called out.

The thing is, it's not because you've done anything wrong! Nevertheless, it's in your best interest to anticipate it and reduce it.

Provide reassurance (with evidence, documentation or other support) early and often in the shopping process. This isn't just good for reducing post-purchase anxiety, it may also nudge fence-sitters into buying when they would otherwise chicken out.

If you want to make the customer experience thoroughly enjoyable, keep in mind their potential for worry and doubt. Find ways to alleviate it -- give them peace -- and everybody wins.

Labels: customer service, differentiation, marketing, messaging, salesmanship