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DESIGNING AND
MANAGING
SERVICES
HOW CAN GOODS MARKETERS IMPROVE CUSTOMER-SUPPORT SERVICES?
3 TRADITIONAL
WORRIES ABOUT
PRODUCT SERVICE
1.THEY WORRY ABOUT RELIABILITY AND FAILURE FREQUENCY
2.THEY WORRY ABOUT DOWNTIME
3.THEY WORRY ABOUT OUT-OF-POCKET COSTS
TO IDENTIFY AND SATISFY CUSTOMER NEEDS
MANUFACTURES PROVIDE 2 TYPES OF SERVICES
1 . PRE-SALE SERVICES
2 . POST-SALE SERVICES
PRE-SALE SERVICES
• FACILITATING SERVICES
• VALUE-AUGMENTING SERVICES
FACILITATING SERVICES
SERVICES SUCH AS INSTALLATION , SELF TRAINING ,
MAINTENANCE AND REPAIR SERVICES , AND FINANCING…
VALUE-AUGMENTING SERVICES
SERVICES THAT EXTEND BEYOND THE FUNCTIONING AND
PERFORMANCE OF THE PRODUCT ITSELF……
POST-SALE SERVICES
• CUSTOMER – SERVICE EVOLUTION
• CUSTOMER – SERVICE IMPERATIVE
CUSTOMER – SERVICE EVOLUTION
“MANUFACTURES STARTS RUNNING THEIR OWN PARTS-AND-SERVICE DEPARTMENTS.
THEY WANT TO STAY CLOSE TO THE EQUIPMENT AND KNOW ITS PROBLEMS”
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 “
CREATED BY ELDHOSE ALIAS , MEC ERNAKULAM ,DURING AN INTERNSHIP BY PROF . SAMEER MATHUR , IIM LUCKNOW
www.IIMInternship.com
