how can goods marketers improve customer support services ?
TRANSCRIPT
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