After Sales in a product failure scenario

Webinar by EnSci

Enabling Execution Effectiveness www.ensciglobal.com

Hari Talupur Head Marketing & Marketing Services in.linkedin.com/in/talupurhari/

Excellent Superior Perfect

Product Faster market acceptance Increased sales Bulging topline

How do we sustain it?

• Product performance • Positive word of mouth • Product

recommendation • Repeat business • Increased opportunities

from same client

Steady

BOTTOM LINE

Customer Service

Care Satisfaction

Management Relationship

.

.

Delight!

After Sales

Business thrives on

What do customers expect?

• Maximum attention • Rapid response • Product relevance • Product awareness • Right pricing • Transparency in order status • Delivery in top condition • Quick and efficient

installation • Always available service • Minimal product down time • • • • • • and the list is …well almost unending

After all this . . .

Let us say…

Product Fails (Stops working, Low efficiency, does not perform as per specs)

Product Failure

CEO gets a call Everyone is running around

Problem to be solved now Entire system is stressed

What… Happened?

Are the causes? Makes it go wrong?

Needs done? Is required?

What… Happened?

Old product - part broken

Product stopped working

Customer process is stopped

Hazards? People / Property?

What… Are the causes?

Engineering?

Manufacturing?

Wrong Selection?

Abuse?

What… Makes it go wrong?

• Under pressure?

• Shortcuts used?

• Process missed?

• Proper training provided?

A week 6th day 5th day 4th day 3rd day First 2 days

Prob

lem

• Service person reaches Site

• Initial survey done

• Faulty part identified & replaced

• Call for expert to identify the cause

• Expert reaches site

• Conducts survey across user group

• If the replacement is not available then logs for one to be sent from nearest location

• Expert analyses the cause and input available

• Records the findings and submits a report to company

• Company informs customer on due course of action

• It is a old configuration and the part is not there

• New product flown in as standby and is up

• Delivery timeline for faulty part replacement is very high

• Abuse is the cause

• Warranty clause initiated by vendor

• Training program initiated to ensure non recurrence

• Advanced part solution service invoked

• Timeline confirmed to customer

• Customer is informed on the due course for warranty

• Payment / invoice initiated

• Issues start coming up

• Blame game starts

• Documents come into play

• Training questioned

• Accuracy of report questioned

• Product performance doubts raised

• Overall system under more stress

• Vendor is losing money

• Customer satisfaction takes a hit

• Product still is a good one, but just has failed

• Competition pitches in

• Provides its solution and piece of mind

• Gates opened???

What…

What… Needs done?

Analyse

Solve the problem on hand

Get quick fix

Make product run

Get permanent solution

Determine cause

Confirm with internal

stakeholders

Inform customer

Affirm whether it is abuse Warranty clause

What… Is required? (as a team)

• On site presence

• Analytical ability

• Strong understanding on product

• Manufacturing process knowledge

• Plant design expertise

• Application engineering acumen

Then…document

Document

Write procedure

Start Stop Overall operation Maintenance

Provide training

Procedural Training videos

Training assessment

tools

Get the anxiety down

Illustrated Parts lists Contacts Enable faster

reach

What can help?

• IT enablement • Customer complaints • Customer feedback • Demand Planning • Communication framework

Are we aligned to future needs?

• Expansion plans – piping, tailings pond shift, pipeline shift

• Need for engineering? • Need for small detailing?

Can we go beyond our limits?

Thoughts?