5.how can good marketers improve customer support services

DESIGNING

AND

MANAGING

SERVICE

How Can

Good Marketers

Improve

Services ?

PRODUCT-SUPPORT SERVICE

IS BECOMING

A MAJOR BATTLEGROUND

FOR

COMPETITIVE ADVANTAGE

SOME COMPANIES MAKE

SIGNIFICANT PERCENTAGE

OF

PROFITS

FROM

THESE

SERVICES

In global markets ,

companies that make a

good product

but

provide poor local service

support

are

seriously disadvantaged

Identifying And

Satisfying

Customer Needs

Worries Customer

have

regarding

product

services

are :

RELIABILITY

AND

FAILURE FREQUENCY

SERVICE DEPENDABILITY

OUT-OF-POCKET COSTS

All buyers

estimate

life cycle

cost

Manufactures Offer

Facilitating Services

And

Value-augmenting

Services

Manufacturers charge

for product-support services

in different ways

Service Contracts Extended Warranties

Companies Must

Understand

Their

Strategic Intent

And

Competitive Advantage In Developing Services

Post-sale Service

Customer

Service

Evolution

Manufacturers start by running

their own

parts-and-service departments

where…

Equipmentcharged low

Parts-and-services charged high

More repair

and

maintenance service

to

authorized dealer

Intermediaries

Are close to customers , operate

in more location and offer quick

service

Independent service firms

will emerge and

offer a lower price Or

faster service

Customer Service

Imperative

Customer-service choices are increasing rapidly

So , Equipment Manufacturers Should Figure Out A Way To

Make Money On Their Product

Customers are less inclined To pay 2%-10% of purchase price every year

for a service

Identifying And

Satisfying Customer

Needs

Post-sale Service

Strategies

RECAP :-

A presentation by-

Prasad Vadnere V.J.T.I. , MUMBAI

 during an internship by Prof. Sameer Mathur , IIM Lucknow.

www.IIMInternship.com