Customer Care - Before, At-the-point of Sale and After Sales Service.

1. Customer Service
From: Program on Customer Care & After Sales Service
Ajoy K Guha

2. A Subject Very Easy To Talk, Very Hard To WalkThe New Business Scenario
Customer
Is
Business Number One
If you are a customer, I am a customer as well.
All about YOU and ME – Dr. N H Atthreya
THE EPISODE HIDDEN BEHIND TWO WORDS
1. CUSTOMER
2. SERVICE
While everybody wants it, most don’t want to give it.
Buck Rodgers – The IBM Way

3. THE SYMPHONY
Jugalbandhi

4. Customer Service: 1
What customers need Before-Sale-Is-Made
1.Basic information about product. Or Advertisement
2.Technical information - how does it work – product literature and catalog
3.Image - status of the organization and product
4.Trust – demonstration and application testing
5.Appropriate pricing and information for economic cost / benefit analysis
6.Conformity - others seems to be buying it, maybe it's time to jump on band
wagon.
7.Human contact - to ask specific questions, to be reassured, etc.
8.Situational information - will it work for me in my situation
9.Information on where and how to buy the product
All About FIRST impression.

5. Customer Service: 2
What customers need During-the-Transaction
1. Stock level – off-the-self product availability
2. Ability to back order.
3. Elements of order cycle (execution)
4. Timeliness–on the spot resource commitments for
delivery, installation, training, etc.
5. Leasing, Hire-purchasing and other special financing
arrangements for small and large capital equipment
6. Trans-shipment (transit-sale)
7. Part-Shipment
8. System accuracy
9. Order convenience
10.Product substitution
There's no traffic jam on
the extra mile

6. Customer Service: 3
What customers need After-the-Sale is made:
1. Installation and Commissioning
2. Warranty service or Standing By Your Commitment
3. Out-of-Warranty repair
4. Initial and ongoing customer training
5. Technical support (i.e. engineering, hotlines to contact, documentations, etc.)
6. Spare parts kits and ongoing maintenance.
7. Preventive maintenance
8. Repair service centres
9. Parts standardization
10. Stocking of obsolete replacement parts
11. Product upgrades and updates.
12. Complaints Management
 Can you sell a product without talking about it’s benefits,
features & advantages
 In reality, selling and service are inseparable.
 Good Selling Is Good Service – Good Service Is Good
Selling

7. An example of DELIVERY NEEDS
1. time
2. spec
3. quantity
4. undamaged
5. location
6. hassle-free
An example of PRICE AND RELATIONSHIP
1. Reducing quality
2. Raising prices without a good reason
3. Playing games with prices
Customer Service Examples:
CUSTOMER SERVICE OR CUSTOMER CARE
IS AN ATTITUDE……………not a department
Attitudinal Issue
“ Creating a culture of consumer trust is the single most important
aspect of the successful adoption of CRM. It has nothing to do with
software. It has everything to do with attitude.”
-Don Peppers, guru of CRM.

8. THE END
Ajoy K Guha
Consulting & Training
Co-author of the book:
Cash Before You Crash