David Morin is VP of Customer Strategy, at Narvar, leading several functions. Narvar customer experience-first post-purchase platform - the first to focus on what happens after a customer clicks "buy", looking at how to support and engage customers throughout that journey. Narvar’s North Star is helping retailers increase customer lifetime value by improving post-purchase engagement.
David brought his expertise to the CX Summit. Let’s get his insight:
This interview has been edited for clarity.
Gabe Larsen: What’s one of the most overlooked moments in the post-purchase journey that brands might not be paying enough attention to?
David Morin: I’ll give you two. First, many brands still view post-purchase as disconnected from the rest of the journey. Acquisition and retention get most of the investment and personalization, but post-purchase is often treated as an afterthought. That’s changing, but there’s still a lot of opportunity to integrate post-purchase more fully into the overall customer experience strategy.
Second, I’d say estimated delivery dates at the pre-purchase stage. Giving customers an accurate promise upfront sets the tone for everything that follows. This becomes essential in managing expectations and avoiding the dreaded “Where is my order?” (WISMO) inquiries.
Gabe Larsen: I love that. So much of post-purchase is still siloed. On that note—WISMO still feels like a top support driver. What’s the best way you’ve seen brands tackle that without losing the human touch?
David Morin: It starts with using automation strategically. Most people don’t want to call support if they can avoid it. Tools like AI-powered tracking updates and proactive messaging are incredibly helpful. If there’s a delay, let the customer know before they ask. Self-service options are ideal for simple issues and free up human agents to handle more complex, high-touch interactions.
Gabe Larsen: Transparency really is key. You mentioned consumer expectations earlier. Do you think people are starting to expect Amazon-level experiences from every brand?
David Morin: Amazon sets the standard for speed, but not every brand can—or should—compete on speed alone. What you can do is make a clear promise and deliver on it. Recent research from McKinsey and Salesforce shows that most consumers are willing to wait a few days if it means avoiding shipping fees. Real-time tracking and transparency are more important than raw speed for many shoppers today.
Gabe Larsen: That’s a helpful distinction. So if someone’s just getting started with optimizing their post-purchase experience, what do you see as table stakes—and what takes it to the next level?
David Morin: Table stakes today include making tracking information easy to find and offering some form of proactive communication—usually through email.
To take it to the next level, think about personalization. Not every customer or order requires the same level of communication. Someone spending $2,000 on gifts may want frequent updates. Someone buying a $10 pair of socks likely doesn’t. Smart segmentation can go a long way.
You can also start using post-purchase touchpoints as revenue drivers. Customers engaging with tracking pages or emails are more likely to convert again. Show them relevant products, upsell opportunities, or personalized content that adds value.
Another differentiator is channel flexibility. Different customers prefer different forms of communication—email, SMS, push notifications, chatbot. But all of those channels should be in sync so the experience is consistent no matter how they engage with you.
Gabe Larsen: That last point really resonates. I’ve definitely had that moment where tracking updates don’t align across channels and it’s frustrating. Let’s switch gears a bit—AI is the hot topic right now. Where would you suggest companies start if they want to integrate AI into their post-purchase process?
David Morin: A great starting point is using AI to generate accurate delivery dates at checkout. At Narvar, we use a massive data set from over 1,500 global customers to power that. Another area is AI-driven support for common issues—like tracking status or order lookup—via chatbot or IVR. These use cases reduce pressure on support teams and improve the customer experience at the same time.
Gabe Larsen: That’s smart—start with high-volume, low-complexity use cases. Alright, last question. There’s a lot of change happening right now: AI, customer expectations, economic uncertainty. What’s one piece of advice you’d leave for CX leaders navigating all this?
David Morin: View the post-purchase experience as an opportunity, not a challenge. One area where that mindset really matters is returns. Returns are not a problem—they’re your final moment to build trust. If you can surprise and delight at that stage, especially when something has gone wrong, customers will come back.
In uncertain times, consumers will be more discerning about where they spend. They will choose brands that not only deliver value but make them feel seen and supported—through every stage of the journey.
Gabe Larsen: That is such a powerful perspective—challenges can become the biggest opportunities.
Closing thoughts
David highlights the often-overlooked power of the post-purchase experience in building long-term customer loyalty. Brands have a major opportunity to stand out after the sale with things like proactive communication, accurate delivery promises, and AI-powered personalization. His message is clear: treat post-purchase as a core part of the customer journey, not an afterthought. When done right, it becomes a powerful driver of trust, retention, and lifetime value.
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