Designing and managing services

Based on the book, marketing management by Kotler et. Al.

How goods marketers improve customer-support services ?

• Products are made & sold, but is that the end ?

• no! customer support services are just as important as point of sales services.

• Many industries such as the automobile industry benefit immensely from such second points of contact!

John deere makes significant profits from support service

Identifying and satisfying customer needs

1. Reliability & future frequency

Product must be as reliable as the ‘wall’.Stability must decrease exponentially at max

2. downtime

3. out-of-pocket costs

Post sale service strategy

1. Customer service evolution

Manufacturer’s own parts shop

Authorised service centre

Independent local service centres

2. The customer-service imperative

Credits & References

• Flickr.com • Images.google.com• En.Wikipedia.org

Created by Dhananjay Goel, IIT Delhi, During an Internship by Prof. Sameer Mathur, IIM Lucknow.

www.IIMInternship.com

PROF. SAMEER MATHURIIM LUCKNOW

DHANANJAY GOELIIT DELHI