How can goods marketers improve customer-support services?

2. 5 HOW do good marketers improve
customer support services?

3. Manufacturers of equipment—small
appliances, office machines, tractors,
mainframes, airplanes—all must
provide product-support services.

4. Some companies make
significant profits from
product-support services.

5. Customers have three specific
worries about product service:
Reliability
and Failure
Frequency
Downtime- when
equipments go
down
Out-of-
pocket
Expenses

6. Customer estimates the life-cycle cost

7. Where reliability is
important,
manufacturers or
service providers
can offer guarantees
to promote sales

8. Many companies offer
service or extended
warranties

9. A manufacturer must identify the services
customers value most and their relative
importance.

10. Product companies must
understand their strategic intent
and competitive advantage in
developing services.

11. Postsale Service
Strategy

12. 1 Customer
service
evolution
May charge low for equipment
prices but high prices for
parts and service

13. Manufacturers are diverting
more maintenance and repair
service to authorized
distributors and dealers

14. 2Customer-
service
imperative
Equipment manufacturers
increasingly trying to have profit
on their equipment, independent
of service contracts

15. Customers are less inclined
to pay 2 percent to 10 percent
of the purchase price every
year for service

17. Credits
• http://7-themes.com/6976536-aeroplane.html
• http://dakselfstorage.com/wp-content/uploads/2014/10/kicthen-appliance-storage.jpg
• http://3.imimg.com/data3/MJ/DO/MY-803487/electrical-home-appliances-500x500.jpg
• http://blog.syncsort.com/wp-content/uploads/2014/07/Syncsort_mainframe_offload.png
• http://thesaleshunter.com/wp-content/uploads/2012/02/high-profit-selling-money.jpg
• http://states.aarp.org/wp-content/uploads/2015/05/empty-pocket-clipart-marketing-empty-
pockets.jpg
• http://blog.zenoss.com/wp-content/uploads/2013/02/scheduled_downtime.png
• http://lawyernomics.avvo.com/files/2012/07/Lifecycle_CRM.jpg
• http://parknparty.com/images/Tailgate%20Photos/guarantee.gif
• http://cdn.shopify.com/s/files/1/0212/8106/files/CFBP---Competitive-Advantage.png?28812
• http://www.majesticpet.com/assets/114442223-man-driving-fork-lift-truck-isolated-on-white-
thinkstock.jpg
• http://ecx.images-amazon.com/images/I/410EDdnrMcL._AC_UL320_SR312,320_.jpg

18. DISCLAIMER
•Created by ANURAG JAIN, NIT ALLAHABAD,
during an internship by Prof. Sameer Mathur,
IIM Lucknow.
• www.IIMInternship.com