Post-Purchase Questions & Behaviour
What is an example of post-purchase behaviour?
Renewing a subscription, leaving a review, upgrading a plan, or sending a product back are all post-purchase behaviour - concrete evidence of satisfaction that goes beyond what a customer says in a survey.
The simplest example: someone uses a product and then decides whether to buy it again. Say a customer signs up for a subscription, sets it up, uses the main features, reaches out to support with a question, and later renews. A physical product tells the same story differently - someone buys a coffee machine, tries it for a week, then posts a good review because it was easy to use. That same person might recommend it to friends, buy more capsules, or send it back if it disappoints. In SaaS specifically, it looks a bit different again - a company buys a plan, invites the team, uses the core features, contacts support, and eventually upgrades or cancels.
Other post-purchase behaviours worth tracking:
- Leaving a review
- Recommending it to a colleague or friend
- Returning it
- Requesting a refund
- Upgrading to a higher plan
- Cancelling
- Purchasing an accessory or add-on
Every one of these actions tells you something about satisfaction, perceived value, and where the friction is. Businesses study post-purchase behaviour to understand retention, loyalty, product adoption, and friction in the customer journey - and it's particularly valuable because it shows what customers do, not only what they say when you ask them.
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