Chapter 12 : Designing and managing
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Chapter 12:Designing and managing
How can goods marketers improve customer-support
services?
By:Kartik SinglaIndian Institute of Technology(BHU), Varanasi
Equipment manufactures earn huge profits from the product-support
services they offer.
Manufacturers must identify the services customers value most and their relative importance:
Pre-sale servicesPost-sale services
Pre sale services
Facilitating servicesValue-augmenting
services
“For expensive equipment, manufacturers can offer
‘Facilitating services’ such as installation, maintenance and repair.”
“Some companies offer
‘Value-augmenting service’ that extend beyond the functioning and
performance of the product itself(Warranties and Guarantees)”
Post sale services
Customer service evolution
Customer service imperative
“These slides were prepared by ‘Kartik Singla’
as a part of an internship done under ‘Prof. Sameer Mathur’ (www.IIMInternship.com).”
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