How can goods marketers improve customer support services ??

Identifying & Satisfying

Customer Needs

•

Downtime: Longer the downtime, higher the cost borne by customer

Out-of-pocket loss: Amount incurred on regular maintenance and repair

T o p r o v i d e b e s t s u p p o r t , m a n u f a c t u r e r s m u s t

i d e n t i f y t h e r e l a t i v e i m p o r t a n c e c u s t o m e r

a s s i g n s t o e a c h s e r v i c e .

• Facilitating services: installation, staff training, maintenance and repair services.

• Value-augmenting services: those that extend

beyond the functioning of the product. • Service-contracts: extended warranties at a

contract price.

Post Sale Service Strategy Quality of customer service departments varies greatly. Some just forward the call dispassionately while others proactively contact customers to provide service.

Customer Service Evolution

Manufacturers usually run their own parts and

service department. They earn profits by selling parts

and services at premium prices.

Independent service firms also emerge and offer a low

price or faster service.

Customer Service Imperative

Customer-service choices are rapidly increasing.

Manufacturers find it difficult to sell their parts owing

to an increase in never-fail equipment.

Larger companies find it convenient to have own

service people on-site.

Disclaimer