Description
The objective ppt is about After market development in B2B space.
After markets in B to B space
Widest & most efficient use of time, resources & brand investments
?After Sales Services ?Replacement of defective goods ?Returns of goods sold ?Debt Collection ?New Product Development
?Very broadly applicable
?From Aircraft Engine service to a trouser stitching correction
?Basic Ingredients
?Training of customer’s employees ?Maintenance/ Follow Up ?Defects elimination
Customer Expectation
?No one expects the offerings to be perfect ?Everyone expects fixing up Quickly Comprehensively ?Quality at this level leads to perception of quality inspire repeat purchase or migration from the existing vendor
Benefits to the Organisations
?Low risk revenue stream over time ?Increased sale of parts and components
much cheaper than finding new customers
?A potential source of differentiation
in the age of homogenisation of offerings
?Gaining deeper knowledge of the customer
technologies, plans and processes
a sustainable competitive advantage
Services in the Business-to-Business Market
Two distinct groups:
1. Products supported by services
• The wide range of service elements that accompany the physical product are frequently as important as the technical solutions offered by the product itself. 2. Pure services • Those that are marketed in their own right without necessarily being associated with a physical product.
Professional Service Firms Marketing Programs
1. Pre-establish a relationship with a client.
2. Advance its reputation as a leader in the field.
3. Strengthen its relationships with existing clients.
Services are Different
?Deeds ?Processes ?Performances ?Services are intangibile
A useful tool. The continuum suggest that there are very few pure products or pure services.
Business Product-Service Classification Based on Tangibility
Unique Service Characteristics
The Dimensions of Service Quality
• Customers focus on five dimensions in evaluating service quality. • Among these dimensions, reliability--delivery on promises-is the most important to customers.
Supply chain parameters
Parameters Nature of demand SKUs Inventory management Turnovers Manufacturing supply chain After sale supply chain
Predictable, can Unpredictable, be forecast sporadic Limited Maximise velocity 6 to 50 Large
(15 to 20 times)
Pre-positon of resources One to four
Customer Satisfaction and Loyalty
Customer-Linking Processes
1. The basic elements of the product or service that customers expect all competitors to provide.
2. Basic support services, such as technical assistance or training.
3. A recovery process for quickly fixing product or service problems.
4. Extraordinary services that so excel in solving customers’ unique problems or in meeting their needs that they make the product or service seem customized.
?Different post-sales techniques for different scenarios
?On the basis of
?Urgency ?Products/Industry ?Vitality ?Profitability
Service Recovery
1. Encompasses the procedures, policies, and processes that a firm uses to resolve customer service problems promptly and effectively. 2. Service providers who satisfactorily resolve service failures often see that their customer’s level of perceived service quality rises.
Segmentation
First, service segments are often narrower. Second, service segmentation focuses on what they business buyers expect as opposed to what they need. Third, segmenting service markets helps the firm to adjust service capacity more effectively.
Six Steps for Managing Service Networks
? Identify the products to be covered
Decide the support for complementary and competing products
? Create a portfolio of service offerings
position as per response time and price
? Select a suitable business model ? Modify the structure
provide focus, visibility and incentives
? Design and manage the supply chain
locations, priorities and contingencies
? Monitor performance
against set benchmarks
Models for After Sales
Service Priority Business Model Terms Example Owner
None Low Medium high
Disposal Ad hoc Warranty/ Lease
Failure or Blades updatation Pay per T.V.s need Fixed time Vehicles
base pricing & option
Consumer Consumer Consumer /Lessor
High
V. High V. High
Cost plus
Discuss margin
Performan Based on ce based performance Pay per use Aero Engine Manufacture Hourly
Constructi Consumer on Aircraft Consumer
Creating the Offerings
Customer Field site Facility Regional Facility Central Facility
High
Mediu m
Platinu m
Gold Silver
End Product
Module Sub assly Part
Low Fast Mediu Slow
doc_445400947.ppt
The objective ppt is about After market development in B2B space.
After markets in B to B space
Widest & most efficient use of time, resources & brand investments
?After Sales Services ?Replacement of defective goods ?Returns of goods sold ?Debt Collection ?New Product Development
?Very broadly applicable
?From Aircraft Engine service to a trouser stitching correction
?Basic Ingredients
?Training of customer’s employees ?Maintenance/ Follow Up ?Defects elimination
Customer Expectation
?No one expects the offerings to be perfect ?Everyone expects fixing up Quickly Comprehensively ?Quality at this level leads to perception of quality inspire repeat purchase or migration from the existing vendor
Benefits to the Organisations
?Low risk revenue stream over time ?Increased sale of parts and components
much cheaper than finding new customers
?A potential source of differentiation
in the age of homogenisation of offerings
?Gaining deeper knowledge of the customer
technologies, plans and processes
a sustainable competitive advantage
Services in the Business-to-Business Market
Two distinct groups:
1. Products supported by services
• The wide range of service elements that accompany the physical product are frequently as important as the technical solutions offered by the product itself. 2. Pure services • Those that are marketed in their own right without necessarily being associated with a physical product.
Professional Service Firms Marketing Programs
1. Pre-establish a relationship with a client.
2. Advance its reputation as a leader in the field.
3. Strengthen its relationships with existing clients.
Services are Different
?Deeds ?Processes ?Performances ?Services are intangibile
A useful tool. The continuum suggest that there are very few pure products or pure services.
Business Product-Service Classification Based on Tangibility
Unique Service Characteristics
The Dimensions of Service Quality
• Customers focus on five dimensions in evaluating service quality. • Among these dimensions, reliability--delivery on promises-is the most important to customers.
Supply chain parameters
Parameters Nature of demand SKUs Inventory management Turnovers Manufacturing supply chain After sale supply chain
Predictable, can Unpredictable, be forecast sporadic Limited Maximise velocity 6 to 50 Large
(15 to 20 times)
Pre-positon of resources One to four
Customer Satisfaction and Loyalty
Customer-Linking Processes
1. The basic elements of the product or service that customers expect all competitors to provide.
2. Basic support services, such as technical assistance or training.
3. A recovery process for quickly fixing product or service problems.
4. Extraordinary services that so excel in solving customers’ unique problems or in meeting their needs that they make the product or service seem customized.
?Different post-sales techniques for different scenarios
?On the basis of
?Urgency ?Products/Industry ?Vitality ?Profitability
Service Recovery
1. Encompasses the procedures, policies, and processes that a firm uses to resolve customer service problems promptly and effectively. 2. Service providers who satisfactorily resolve service failures often see that their customer’s level of perceived service quality rises.
Segmentation
First, service segments are often narrower. Second, service segmentation focuses on what they business buyers expect as opposed to what they need. Third, segmenting service markets helps the firm to adjust service capacity more effectively.
Six Steps for Managing Service Networks
? Identify the products to be covered
Decide the support for complementary and competing products
? Create a portfolio of service offerings
position as per response time and price
? Select a suitable business model ? Modify the structure
provide focus, visibility and incentives
? Design and manage the supply chain
locations, priorities and contingencies
? Monitor performance
against set benchmarks
Models for After Sales
Service Priority Business Model Terms Example Owner
None Low Medium high
Disposal Ad hoc Warranty/ Lease
Failure or Blades updatation Pay per T.V.s need Fixed time Vehicles
base pricing & option
Consumer Consumer Consumer /Lessor
High
V. High V. High
Cost plus
Discuss margin
Performan Based on ce based performance Pay per use Aero Engine Manufacture Hourly
Constructi Consumer on Aircraft Consumer
Creating the Offerings
Customer Field site Facility Regional Facility Central Facility
High
Mediu m
Platinu m
Gold Silver
End Product
Module Sub assly Part
Low Fast Mediu Slow
doc_445400947.ppt