By The Sydney Morning Herald
Publication Date: 2025-12-04 21:43:00
Repurchase the new battlefield
As AI becomes increasingly important before the checkout process, it becomes even more crucial afterward. Post-purchase customer support has traditionally been slow, fragmented and heavily reliant on human teams. However, today it is one of the most important phases of the customer journey.
“Post-purchase support is the ultimate moment of truth,” says Rossato. “A customer just gave you their money and their anxiety is at their highest about the order status. If they have to wait two days for a human to answer a simple tracking question, that friction hurts the brand experience.”
Marcus Rossato, Marketing Manager APJ for Klaviyo.
AI is reversing this dynamic. For example, Klaviyo’s customer agent can immediately respond to tracking requests, manage delivery changes, and initiate returns. This speed has become a basic expectation for customers. For retailers, this represents a huge opportunity. “If retailers use AI to manage these interactions instantly, they will have a moment of…
