How do good marketers improve customer support
- 2. 5 HOW do good marketers improve customer support services?
- 3. Manufacturers of equipmentsmall appliances, office machines, tractors, mainframes, airplanesall 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.
- 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
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- 18. DISCLAIMER Created by ANURAG JAIN, NIT ALLAHABAD, during an internship by Prof. Sameer Mathur, IIM Lucknow. www.IIMInternship.com