5.how can good marketers improve customer support services
TRANSCRIPT
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