Chapter 12 : Designing and managing
How can goods marketers improve customer support services
Aug 15, 2015
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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
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