Today Competition Focus Is Not On Product Price And Features But More On After-sales Services

By Author: Rakesh Kumar
Total Articles: 33
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We have now stepped ahead from what was once a ‘perfect competition’ to the times of cut-throat competition. So far, manufacturers have tasted success with focus on two prime factors - Product Quality and Product Price. But in recent times, both consumerism and competition have donned new roles. Customers look for a variety of things. They have the option to choose from a combination of rich features + best quality + cost effectiveness + promise of unfailing after sales customer support. Remove any one module and customers have a fair chance to move to your competitor.


Now only a few companies compete merely on price and features, majority of them compete on after-sales service. Indeed, consumers often shun even a quality product because of poor after-sales support.


The future-looking companies have nerves on the market and realize that an excellent after-sales service can take them ahead of their competition. Hence manufacturers are doing their bit to ensure that their customers experience a wow factor with their post-sales and convert themselves into referrals and repeat customers.
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After-sales service has become integral to a brand’s success. Even than its cost-effectiveness, because the consumers are ready to spend an extra buck, only if they are guaranteed exemplary after-sales service. So it is about performance and guarantee, both.


This brings us to a discussion - what exactly constitutes excellent after-sales? When manufacturers see a need in the market, they make products to fulfill that need. Exemplary customer service is thinking about the consumers after their need has been met. It is the treatment of your customers after the sale is made. Here are few examples of companies that take after-sales seriously.

A mobile manufacturer using a service automation tool to ensure that their service/repair operations are carried out in timely and streamlined manner

An inverter and battery manufacturer providing their customers with a stand-by unit while they repair the faulty equipment

A repair center ordering parts from another repair center in real-time to meet out any pending repair case and maintain permissible TAT.

Offering immediate, precise and complete support in cases where complaints are being logged

For walk-in/carry-in customer support scenario, a service centre building confidence with the customers that their product will be serviced or repaired in time. This means, avoid delays and ensure repair in promised TAT (Turn-Around-Time). In case of delays, inform customers of the delay before the deadline exceeds

For onsite or field service scenario, alert & contact customers every time their regular maintenance/service is due

Maintain customer support interactions through Happy Calls just to know about the product performance and quality of after-sales services rendered to them irrespective of the product being In-Warranty / Out-Warranty.

Customer service is not an obligation to be fulfilled; rather it is a visionary thought process and way to lead the market by walking extra miles. Companies now realize that after sales customer service not only boosts their bottom line but also enhances their Brand reputation as a customer-faced company. They have recognized that every happy customer is their Brand Ambassador, a loyal customer, and a powerful but free source of sales promotion and marketing.

Rakesh Kumar is an after-sales service process optimization expert and associated with Zed-Axis Technologies Pvt. Ltd & Zed-Service? - A 360 Degree Service Management Software & Repair Management Software - one of the flagship products of Zed-Axis Technologies Pvt. Ltd. For any queries/feedback Please visit www.zed-service.in