Description
It takes automobiles and laptop industry examples.
Industrial Marketing
After Sales Service
AFTER SALES SERVICE
After-sale services include not only the customer claim and warranty management, but also the maintenance operations, education, training the spare parts planning and logistics, and all the operations with a lasting effect on customer satisfaction.
Why AFTER SALES SERVICE
• Sales services have a strong impact on customers’ satisfaction and consequently on the repurchase rate of a product because a customer who is experiencing a problem with an after-sales product will tend to switch to another product. • After-sales service is part of the product’s “Brand Promise” and it is up to service to ensure the reality of the value proposition promised by product managers to customers. • Reliable and robust after-sale services can increase the acceptance rate of a new product by making mainstream customers much more secure to adopt an innovative solution. • A sound and consistent after-sales offer often contributes to a sustainable competitive advantage, less easily duplicable than just a product.
Importance of after sales
Spare Parts
• Accuracy of demand forecasting is crucial to the success for Spare parts. • A vast majority of high-tech firms managed to grow successfully during the recent economic downturn by developing their after-sales services.
Training & Education
• Involves provide complete after sale support like :– training to the staff on how to use the technology, – training to their customers. – updating and maintenance of machines and applications. – Empowering customers
3 groups of customers
• Demanding customers • Price Sensitive
• Basic level of after-sales services
Developing profitable after-sales services
There are three options: • Flat fees for unlimited services • Fixed prices for specific services • Time and materials billing
Pricing after-sales product and services
Various pricing tactics for after-sales solutions Number of alternative suppliers
Few/None Some Market Price Value Value Many Market Price Market Price Market Price
Consequences Low of failures for customers Medium
High
Cost + Margin Value Value
Case Study
CONTENTS
• Hyundai Always Around • Do It yourself • Customer Meet • Movie Show • Smiles & Miles Rally • Free Car Care Clinic • Monsoon Checkup Camp
Hyundai Always Around
• • • “Always Around” the Customer Free car check-up at the Customers Doorstep. To maintain a good customer relationship & achieve customer satisfaction through superior service. Identify the need of customer for new car purchase or Exchange of existing car. To Carry out the 17 Point Vehicle check up.
• •
Hyundai Always Around
Hyundai Always Around
Do It Yourself
Do It Yourself Program • To educate the customer on the maintenance requirement of the vehicle. • To contact customers for feedback & get a better understanding of their expectations
Do It Yourself
Customer Meet
Customer Meet in JDP Cities • To convert JDP Dissatisfied experienced customer in to satisfied.
Movie Show
Miles & Smiles
Miles & Smiles • To build confidence of the customers about fuel economy performance inn the product. • Motivate the customers to best fuel average performance.
Free Car Care Cleanic
Free Checkup camp in all dealers of Hyundai • To Strengthen relationship with the existing customers. • More effort to maximum customer satisfaction.
Free Car Care Cleanic
Unique Initiatives by Dealer • 20% DISCOUNT OFFERED ON: OVERCOAT • 50% DISCOUNT ON SELECTED WHEEL RIMS & SEAT COVERS. • ONE LABOUR FREE SERVICE ALONG WITH WAX POLISH (WORTH RS. 750/-) ON RENEVAL OF INSURANCE. • 10% DISCOUNT ON LABOUR & 5% DISCOUNT OF ACCESSORIES FOR NEXT 1YR ON BUYING EXTENDED WARRANTY (PREVILEGE CUSTOMER.) • 25% DISCOUNT ON BUYING ANNUAL MAINTENANCE CONTRACT.
Monsoon Chuck-Up camp
Case Study
About HP
• HP, the undisputed technology leader, a Fortune 11 company, with $86 billion in revenue and 156,000 employees, HP does business in more than 170 countries around the world, with more than 2,10,000 sales partners. In India, HP serves its customers through 1266 retail points and more than 600 resellers in 200 cities • 8 major SI partners and 3 Large Wholesale Distributors
•
Largest service network with onsite support at more than 600 locations
• Best of technology products manufactured in state-of-the-art ISO 9001 certified factory at Pantnagar, Uttaranchal
Spoke and Hub facility
• Some selected locations of upcountry are eligible to enjoy this facility, where user has to call toll free instead of visiting SVC along with unit for breakfix. And HP will manage to pick a unit from user’s doorstep and after solving problem, unit will be delivered back to customer’s place. • Objective : Inspite of geographical distances Customer will enjoy flavor of ON-site support.
LAPTOP DROP FACILITY
•On case to case basis, in the A-Class cities, Once unit is fixed, SVC will manage delivery of unit to customer within a city instead customer to visit & pickup unit.
Objective : Customer is eased by saving effort & time of unit pickup.
26
LAPTOP HANDLING AWARENESS
•After fixing of an issue, at the time of taking delivery of unit SVC will share a list of battery care tips and DOs & DON’Ts to optimize product experience and to eliminate incidences of malpractices. •Objective : User’s awareness of product handling will lead to increment of product durability and functionality.
HARDWARE CHECKLIST & FEEDBACK
•At a time of unit delivery, CE will share a list of points checked in a unit other than compliant, covering almost each feature and functionality of hardware. Same time customer will be given an opportunity to document his feedback about his service experience. •Objective : Adherence of checklist will decrease re-repair as well increase customer’s confidence in attention to the complaint. Documentation of feedback will help in matching CU’s expectation as well addressing improvement area if any.
LAPTOP SPARE STOCKING
NSP has stocked high demanded spare based on last 6 months’ part consumption trend, So utilization of spare for replacement will happen from NSP’s local stocked inventory
Objective : Improved spare TAT and reduced down time of system
29
Educating Partners & Customers
Case Study
Avaya Global Connect Company Overview
• Leading communication solution provider in India. • Spin off from Lucent and AT&T Bell Labs. • Company offers comprehensive suite of solutions for leading Contact centers, BPO’S and 90 % of Fortune 500 companies all across the globe. • Major offerings are :- IP Telephony, Unified communication, Video Conferencing, Contact Center Solutions etc. • Major functions in the organisation :Marketing. Pre-Sales. Sales. Finance – (Collection). After – Sales ( Support). • Company Turnover – 800 crores with 800 professionals,30 offices across the country with 50 system integrators ,channel partners and dealers and 6000 customers.
Customer Orientation
• Vision Statement:- To be recognized as the Most Customer Responsive Company. • Customer Responsiveness can be best shown by providing effective customer services – Exactly what Avaya GlobalConnect is doing. • Although being a product company AGC wants to become the most customer service oriented company by providing innovative intelligent communication solutions to the customer and help the customer install, integrate, upgrade, maintain their communication infrastructure. • AGC understands the customers requirement to communicate efficiently and effectively. Hence Company help customers choose the right technology to meet their business imperatives, get value out of their existing technology, and ensure their communications environment secure and manageable. • Company gives the customers flexibility to select one service or an entire suite of services to match their particular needs ,technical expertise and the kind of the solution the customers have.
After Sales Service
To enjoy our best-in-class services, simply ask for the menu! 1. Maintenance Services:
a) Round-the-clock Service Helpdesk; b) Remote diagnosis by experts; c) Onsite diagnosis & repairs by certified engineers; d) Round-the-clock spares availability; e) Proactive software support management (Patch management, Service Packs, Fixes etc.); f) Detailed call analysis report; g) Periodic service reviews; h) Expert System (Remote Alarm System)
After Sales Service…Contd
Project Management & Installation Services:
a) Implementation and Integration Services; b) Project Management; c) Project Consultancy; d) Site Inspection; e) Project Reporting & Documentation; f) Helpdesk for Operations Transition
After Sales Service …Contd
Managed Services:
a) Facility management; b) Program management; c) Onsite helpdesk services; d) Managed services for Voice infrastructure; e) Voice application usage & support helpdesk services; f) Real time monitoring & support services; g) Operation management & reporting helpdesk
After Sales Service …Contd
Education Services:
a) Classroom User Experience training; b) Advance level – Call center manager training; c) User level & administration level VoIP technology training; d) Product Training on Avaya IP office; e) Product training on OKI IP stage; f) Product Training on Data products; g) User level & administration level training on PBX system.
AGC Maintenance Service Pack Options
Mission Critical Service Pack
•24 * 7* 365 •2 hrs response time •Special pricing for Crash kits •Expert System deployment •Restoration Commitment
Accelerator Service Pack • 8 * 6 Support
• 4 hrs response time
Comprehensive Service Pack
• 8 * 5 Support
• 6 hrs response time
Service Delivery Model
Customer Locations in India Voice Support Desk
Avaya Global Cennect Customer Care Center( 24 * 7 )
Reg. Support
OTHER OEM’s
Tier II Support
-- National Product Specialist
Tier III Support
-- Support from OEM
DIRECT SUPPORT CUSTOMERS – AGCL Call flow :
24 * 7 Basis – Mission Critical Support Backed up by RMI & expert system
Call escalated & status informed to SC No
Customer call forwarded to CSR via IVR
Email /SMS Alert - RCTSE / CM Email /SMS AlertCM /RTSC
CSR opens ticket & informs number to customer CSR allots call to SC in region and informs on Same Time/CUG. Immediately a system generated mail and SMS sent to concerned engineer
Call Resolvable
Yes
by RMI
No
Resolve d Yes
SC allots the call to RCTS Engineer
RMI done at CCC
Engineer to Inform SC/ CCC. Close Call on SAP SAP sends Email to customers intimating on call closure
Call escalated to RCTS/ CTS
No
Yes
Call closed
Call Completed
Problem Resolve d
Cummins Incorporation (India)
Cummins Inc.
Cummins India Ltd. (CIL) Cummins Sales and Service (India) Ltd. (CSS) Cummins Auto Service Limited Tata Cummins Limited (TCL) Cummins Turbo Technologies Ltd Fleetguard Filters India Pvt. Ltd. (FFPL) Valvoline Cummins Ltd. (VCL) KPIT Cummins Infosystems Ltd. Cummins India Foundation
Cummins Research and Technology India Limited (CRTI)
Cummins Generator Technologies India Ltd. Cummins Exhaust India Ltd. (Nelson)
Making People's Lives Better by unleashing the Power of Cummins
Cummins In India
Cummins Sales and Service India Limited
Profile: Wholly owned subsidiary of Cummins India Limited, Incorporation in 1952 Territory: India, Nepal and Bhutan
Providing products, packages, services and solutions that enable the uptime of our customers equipment EVERY TIME
Business Objective: • Be a Best-in-Class solutions and service provider by
– Ensuring uptime. – Reducing cost of ownership. – Creating value for customers.
• Creating wealth for all stakeholders.
Cummins Sales and Service India Limited
2007
Markets they serve
Strategic Tie - Ups
They have various strategic tie ups with different companies to offer complete business solution to our customers. These tie ups are in form of Joint Ventures, Authorised Distributors or Marketing. Following Products are offered through such type of tie ups:
• Lubricants
• Automotive Engine Spares
• Turbochargers • Filters • Fuel Injection Pumps • Heat Recovery Systems • Additives • Battery
Customer Support via
Customer Support via
Customer Support via
doc_273240491.pptx
It takes automobiles and laptop industry examples.
Industrial Marketing
After Sales Service
AFTER SALES SERVICE
After-sale services include not only the customer claim and warranty management, but also the maintenance operations, education, training the spare parts planning and logistics, and all the operations with a lasting effect on customer satisfaction.
Why AFTER SALES SERVICE
• Sales services have a strong impact on customers’ satisfaction and consequently on the repurchase rate of a product because a customer who is experiencing a problem with an after-sales product will tend to switch to another product. • After-sales service is part of the product’s “Brand Promise” and it is up to service to ensure the reality of the value proposition promised by product managers to customers. • Reliable and robust after-sale services can increase the acceptance rate of a new product by making mainstream customers much more secure to adopt an innovative solution. • A sound and consistent after-sales offer often contributes to a sustainable competitive advantage, less easily duplicable than just a product.
Importance of after sales
Spare Parts
• Accuracy of demand forecasting is crucial to the success for Spare parts. • A vast majority of high-tech firms managed to grow successfully during the recent economic downturn by developing their after-sales services.
Training & Education
• Involves provide complete after sale support like :– training to the staff on how to use the technology, – training to their customers. – updating and maintenance of machines and applications. – Empowering customers
3 groups of customers
• Demanding customers • Price Sensitive
• Basic level of after-sales services
Developing profitable after-sales services
There are three options: • Flat fees for unlimited services • Fixed prices for specific services • Time and materials billing
Pricing after-sales product and services
Various pricing tactics for after-sales solutions Number of alternative suppliers
Few/None Some Market Price Value Value Many Market Price Market Price Market Price
Consequences Low of failures for customers Medium
High
Cost + Margin Value Value
Case Study
CONTENTS
• Hyundai Always Around • Do It yourself • Customer Meet • Movie Show • Smiles & Miles Rally • Free Car Care Clinic • Monsoon Checkup Camp
Hyundai Always Around
• • • “Always Around” the Customer Free car check-up at the Customers Doorstep. To maintain a good customer relationship & achieve customer satisfaction through superior service. Identify the need of customer for new car purchase or Exchange of existing car. To Carry out the 17 Point Vehicle check up.
• •
Hyundai Always Around
Hyundai Always Around
Do It Yourself
Do It Yourself Program • To educate the customer on the maintenance requirement of the vehicle. • To contact customers for feedback & get a better understanding of their expectations
Do It Yourself
Customer Meet
Customer Meet in JDP Cities • To convert JDP Dissatisfied experienced customer in to satisfied.
Movie Show
Miles & Smiles
Miles & Smiles • To build confidence of the customers about fuel economy performance inn the product. • Motivate the customers to best fuel average performance.
Free Car Care Cleanic
Free Checkup camp in all dealers of Hyundai • To Strengthen relationship with the existing customers. • More effort to maximum customer satisfaction.
Free Car Care Cleanic
Unique Initiatives by Dealer • 20% DISCOUNT OFFERED ON: OVERCOAT • 50% DISCOUNT ON SELECTED WHEEL RIMS & SEAT COVERS. • ONE LABOUR FREE SERVICE ALONG WITH WAX POLISH (WORTH RS. 750/-) ON RENEVAL OF INSURANCE. • 10% DISCOUNT ON LABOUR & 5% DISCOUNT OF ACCESSORIES FOR NEXT 1YR ON BUYING EXTENDED WARRANTY (PREVILEGE CUSTOMER.) • 25% DISCOUNT ON BUYING ANNUAL MAINTENANCE CONTRACT.
Monsoon Chuck-Up camp
Case Study
About HP
• HP, the undisputed technology leader, a Fortune 11 company, with $86 billion in revenue and 156,000 employees, HP does business in more than 170 countries around the world, with more than 2,10,000 sales partners. In India, HP serves its customers through 1266 retail points and more than 600 resellers in 200 cities • 8 major SI partners and 3 Large Wholesale Distributors
•
Largest service network with onsite support at more than 600 locations
• Best of technology products manufactured in state-of-the-art ISO 9001 certified factory at Pantnagar, Uttaranchal
Spoke and Hub facility
• Some selected locations of upcountry are eligible to enjoy this facility, where user has to call toll free instead of visiting SVC along with unit for breakfix. And HP will manage to pick a unit from user’s doorstep and after solving problem, unit will be delivered back to customer’s place. • Objective : Inspite of geographical distances Customer will enjoy flavor of ON-site support.
LAPTOP DROP FACILITY
•On case to case basis, in the A-Class cities, Once unit is fixed, SVC will manage delivery of unit to customer within a city instead customer to visit & pickup unit.
Objective : Customer is eased by saving effort & time of unit pickup.
26
LAPTOP HANDLING AWARENESS
•After fixing of an issue, at the time of taking delivery of unit SVC will share a list of battery care tips and DOs & DON’Ts to optimize product experience and to eliminate incidences of malpractices. •Objective : User’s awareness of product handling will lead to increment of product durability and functionality.
HARDWARE CHECKLIST & FEEDBACK
•At a time of unit delivery, CE will share a list of points checked in a unit other than compliant, covering almost each feature and functionality of hardware. Same time customer will be given an opportunity to document his feedback about his service experience. •Objective : Adherence of checklist will decrease re-repair as well increase customer’s confidence in attention to the complaint. Documentation of feedback will help in matching CU’s expectation as well addressing improvement area if any.
LAPTOP SPARE STOCKING
NSP has stocked high demanded spare based on last 6 months’ part consumption trend, So utilization of spare for replacement will happen from NSP’s local stocked inventory
Objective : Improved spare TAT and reduced down time of system
29
Educating Partners & Customers
Case Study
Avaya Global Connect Company Overview
• Leading communication solution provider in India. • Spin off from Lucent and AT&T Bell Labs. • Company offers comprehensive suite of solutions for leading Contact centers, BPO’S and 90 % of Fortune 500 companies all across the globe. • Major offerings are :- IP Telephony, Unified communication, Video Conferencing, Contact Center Solutions etc. • Major functions in the organisation :Marketing. Pre-Sales. Sales. Finance – (Collection). After – Sales ( Support). • Company Turnover – 800 crores with 800 professionals,30 offices across the country with 50 system integrators ,channel partners and dealers and 6000 customers.
Customer Orientation
• Vision Statement:- To be recognized as the Most Customer Responsive Company. • Customer Responsiveness can be best shown by providing effective customer services – Exactly what Avaya GlobalConnect is doing. • Although being a product company AGC wants to become the most customer service oriented company by providing innovative intelligent communication solutions to the customer and help the customer install, integrate, upgrade, maintain their communication infrastructure. • AGC understands the customers requirement to communicate efficiently and effectively. Hence Company help customers choose the right technology to meet their business imperatives, get value out of their existing technology, and ensure their communications environment secure and manageable. • Company gives the customers flexibility to select one service or an entire suite of services to match their particular needs ,technical expertise and the kind of the solution the customers have.
After Sales Service
To enjoy our best-in-class services, simply ask for the menu! 1. Maintenance Services:
a) Round-the-clock Service Helpdesk; b) Remote diagnosis by experts; c) Onsite diagnosis & repairs by certified engineers; d) Round-the-clock spares availability; e) Proactive software support management (Patch management, Service Packs, Fixes etc.); f) Detailed call analysis report; g) Periodic service reviews; h) Expert System (Remote Alarm System)
After Sales Service…Contd
Project Management & Installation Services:
a) Implementation and Integration Services; b) Project Management; c) Project Consultancy; d) Site Inspection; e) Project Reporting & Documentation; f) Helpdesk for Operations Transition
After Sales Service …Contd
Managed Services:
a) Facility management; b) Program management; c) Onsite helpdesk services; d) Managed services for Voice infrastructure; e) Voice application usage & support helpdesk services; f) Real time monitoring & support services; g) Operation management & reporting helpdesk
After Sales Service …Contd
Education Services:
a) Classroom User Experience training; b) Advance level – Call center manager training; c) User level & administration level VoIP technology training; d) Product Training on Avaya IP office; e) Product training on OKI IP stage; f) Product Training on Data products; g) User level & administration level training on PBX system.
AGC Maintenance Service Pack Options
Mission Critical Service Pack
•24 * 7* 365 •2 hrs response time •Special pricing for Crash kits •Expert System deployment •Restoration Commitment
Accelerator Service Pack • 8 * 6 Support
• 4 hrs response time
Comprehensive Service Pack
• 8 * 5 Support
• 6 hrs response time
Service Delivery Model
Customer Locations in India Voice Support Desk
Avaya Global Cennect Customer Care Center( 24 * 7 )
Reg. Support
OTHER OEM’s
Tier II Support
-- National Product Specialist
Tier III Support
-- Support from OEM
DIRECT SUPPORT CUSTOMERS – AGCL Call flow :
24 * 7 Basis – Mission Critical Support Backed up by RMI & expert system
Call escalated & status informed to SC No
Customer call forwarded to CSR via IVR
Email /SMS Alert - RCTSE / CM Email /SMS AlertCM /RTSC
CSR opens ticket & informs number to customer CSR allots call to SC in region and informs on Same Time/CUG. Immediately a system generated mail and SMS sent to concerned engineer
Call Resolvable
Yes
by RMI
No
Resolve d Yes
SC allots the call to RCTS Engineer
RMI done at CCC
Engineer to Inform SC/ CCC. Close Call on SAP SAP sends Email to customers intimating on call closure
Call escalated to RCTS/ CTS
No
Yes
Call closed
Call Completed
Problem Resolve d
Cummins Incorporation (India)
Cummins Inc.
Cummins India Ltd. (CIL) Cummins Sales and Service (India) Ltd. (CSS) Cummins Auto Service Limited Tata Cummins Limited (TCL) Cummins Turbo Technologies Ltd Fleetguard Filters India Pvt. Ltd. (FFPL) Valvoline Cummins Ltd. (VCL) KPIT Cummins Infosystems Ltd. Cummins India Foundation
Cummins Research and Technology India Limited (CRTI)
Cummins Generator Technologies India Ltd. Cummins Exhaust India Ltd. (Nelson)
Making People's Lives Better by unleashing the Power of Cummins
Cummins In India
Cummins Sales and Service India Limited
Profile: Wholly owned subsidiary of Cummins India Limited, Incorporation in 1952 Territory: India, Nepal and Bhutan
Providing products, packages, services and solutions that enable the uptime of our customers equipment EVERY TIME
Business Objective: • Be a Best-in-Class solutions and service provider by
– Ensuring uptime. – Reducing cost of ownership. – Creating value for customers.
• Creating wealth for all stakeholders.
Cummins Sales and Service India Limited
2007
Markets they serve
Strategic Tie - Ups
They have various strategic tie ups with different companies to offer complete business solution to our customers. These tie ups are in form of Joint Ventures, Authorised Distributors or Marketing. Following Products are offered through such type of tie ups:
• Lubricants
• Automotive Engine Spares
• Turbochargers • Filters • Fuel Injection Pumps • Heat Recovery Systems • Additives • Battery
Customer Support via
Customer Support via
Customer Support via
doc_273240491.pptx