If you’ve been following Amazon-related news, you know there are big changes afoot to the kinds of information you can use to personalize Buyer-Seller messages and review solicitations (Read “Changes to Amazon MWS API Data to Affect Buyer-Seller Messages” for my full explanation of the new policies.) And you may worry about how this will impact your ability to build brand equity and loyalty with buyers.

That’s a fair concern, but I want you to know that building a brand is so much more than using someone’s first name in an email.

Think about the companies from which you love to buy. What do you love about them? I’d venture that it’s one of two things (and perhaps both of them): either their products delight you, or their buying experience does.

Commit yourself to delight your customer.

I will assume that your products are of high quality every time. And having great products for a competitive price will definitely help you build a great customer base. However, it’s easy to forget that the customer’s experience with your brand doesn’t end once the product is in the hands of the delivery carrier.

There are lots of opportunities to delight the customer after they click “buy.” It is these opportunities that will build a relationship with a buyer, and make them a loyal customer. And I’ve got a few examples to help you truly commit to delighting your customers that are easy and attainable for you – now.

1. Use automated messaging to give them timely alerts.

Sending a message to let customers know updates to their order status (in a more personal way than Amazon does) helps to both delight the customer and associate your business name with a positive feeling. Seeing your name with a timely message will delight the customer to know their product is on the way.

Since buyers ostensibly open status emails with anticipation (since they’re expecting a shipment update), it becomes a missed opportunity if you aren’t doing this. And naturally, Feedback Genius makes this incredibly easy. So don’t miss this chance to drive your business name home at the most exciting time in the buying journey.

2. Send messages that improve their initial experience with the product.

Most of our customers use automated messaging in Feedback Genius to ask for reviews, but a growing number are telling me about how they use automation to educate and support their buyers. Triggering an email out to a customer that is focused purely on helping them better use the product – whether, with tips, ways to contact you for help, or even a link to an instructional video can be a great step to associate your business with customer delight. It assures your buyer that you are there – even if things get a little confusing – and want them to be happy.

3. Respond to negative feedback immediately – and directly.

Whether on Amazon or off, it sometimes seems only the angry customers want to speak about their buying experience. Regardless, know that when you receive a negative review, potential buyers may see it – but will be more swayed by a swift and supportive response by you. Even more powerful is if the angry customer updates his or her review with a more positive one based purely on your service. More tips >

4. Make delighting your buyers every time easy with automation.

Make sure you’re using tools that help you make the commitment to delighting your customers more easily. Not yet automating communications that delight your buyers? Get started with Seller Labs Pro – the comprehensive seller plan that includes Buyer-Seller Messaging and other brand-building tools.