Chapter 12:Designing and managing

How can goods marketers improve customer-support

services?

By:Kartik SinglaIndian Institute of Technology(BHU), Varanasi

Equipment manufactures earn huge profits from the product-support

services they offer.

Manufacturers must identify the services customers value most and their relative importance:

Pre-sale servicesPost-sale services

Pre sale services

Facilitating servicesValue-augmenting

services

“For expensive equipment, manufacturers can offer

‘Facilitating services’ such as installation, maintenance and repair.”

“Some companies offer

‘Value-augmenting service’ that extend beyond the functioning and

performance of the product itself(Warranties and Guarantees)”

Post sale services

Customer service evolution

Customer service imperative

“These slides were prepared by ‘Kartik Singla’

as a part of an internship done under ‘Prof. Sameer Mathur’ (www.IIMInternship.com).”

Disclaimer