1. DESIGNING
AND
MANAGING
SERVICES

2. HOW CAN GOODS MARKETERS IMPROVE
CUSTOMER-SUPPORT SERVICES?

3. 3TRADITIONAL
WORRIES ABOUT
PRODUCT
SERVICE

4. 1.THEY WORRY
ABOUT RELIABILITY
AND FAILURE
FREQUENCY
2.THEY WORRY
ABOUT DOWNTIME
3.THEY WORRY
ABOUT OUT-OF-
POCKET COSTS

5. TO IDENTIFY AND SATISFY CUSTOMER
NEEDS MANUFACTURES PROVIDE 2
TYPES OF SERVICES
1 . PRE-SALE SERVICES
2 . POST-SALE SERVICES

6. PRE-SALE SERVICES
• FACILITATING
SERVICES
• VALUE-AUGMENTING
SERVICES

7. FACILITATING SERVICES
SERVICES SUCH AS
INSTALLATION , SELF
TRAINING ,
MAINTENANCE AND
REPAIR SERVICES ,
AND FINANCING…

8. VALUE-AUGMENTING SERVICES
SERVICES THAT EXTEND BEYOND THE
FUNCTIONING AND PERFORMANCE OF THE
PRODUCT ITSELF……

9. POST-SALE SERVICES
• CUSTOMER – SERVICE EVOLUTION
• CUSTOMER – SERVICE IMPERATIVE

10. CUSTOMER – SERVICE EVOLUTION
“MANUFACTURES STARTS RUNNING THEIR OWN PARTS-AND-
SERVICE DEPARTMENTS. THEY WANT TO STAY CLOSE TO THE
EQUIPMENT AND KNOW ITS PROBLEMS”

11. CUSTOMER- SERVICE IMPERATIVE
“ THE INCREASE IN DISPOSABLE OR NEVER – FAIL
EQUIPMENT MAKES CUSTOMERS LESS INCLINED
TO PAY 2 % TO 10 % OF THE PURCHASE PRICE
EVERY YEAR FOR A SERVICE “

13. CREATED BY ELDHOSE ALIAS ,
MEC ERNAKULAM ,DURING AN
INTERNSHIP BY PROF .
SAMEER MATHUR , IIM
LUCKNOW
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