5.how can good marketers improve customer support services
TRANSCRIPT
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DESIGNING
AND
MANAGING
SERVICE
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How Can
Good Marketers
Improve
Services ?
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PRODUCT-SUPPORT SERVICE
IS BECOMING
A MAJOR BATTLEGROUND
FOR
COMPETITIVE ADVANTAGE
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SOME COMPANIES MAKE
SIGNIFICANT PERCENTAGE
OF
PROFITS
FROM
THESE
SERVICES
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In global markets ,
companies that make a
good product
but
provide poor local service
support
are
seriously disadvantaged
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Identifying And
Satisfying
Customer Needs
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Worries Customer
have
regarding
product
services
are :
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RELIABILITY
AND
FAILURE FREQUENCY
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SERVICE DEPENDABILITY
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OUT-OF-POCKET COSTS
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All buyers
estimate
life cycle
cost
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Manufactures Offer
Facilitating Services
And
Value-augmenting
Services
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Manufacturers charge
for product-support services
in different ways
Service Contracts Extended Warranties
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Companies Must
Understand
Their
Strategic Intent
And
Competitive Advantage In Developing Services
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Post-sale Service
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Customer
Service
Evolution
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Manufacturers start by running
their own
parts-and-service departments
where…
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Equipmentcharged low
Parts-and-services charged high
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More repair
and
maintenance service
to
authorized dealer
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Intermediaries
Are close to customers , operate
in more location and offer quick
service
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Independent service firms
will emerge and
offer a lower price Or
faster service
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Customer Service
Imperative
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Customer-service choices are increasing rapidly
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So , Equipment Manufacturers Should Figure Out A Way To
Make Money On Their Product
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Customers are less inclined To pay 2%-10% of purchase price every year
for a service
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Identifying And
Satisfying Customer
Needs
Post-sale Service
Strategies
RECAP :-
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A presentation by-
Prasad Vadnere V.J.T.I. , MUMBAI
during an internship by Prof. Sameer Mathur , IIM Lucknow.
www.IIMInternship.com