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Analysis of a product failure scenario and what can help companies in this situation
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After Sales in a product failure scenario
Webinar by EnSci
Enabling Execution Effectiveness www.ensciglobal.com
Hari Talupur Head Marketing & Marketing Services in.linkedin.com/in/talupurhari/
Excellent Superior Perfect
Product Faster market acceptance Increased sales Bulging topline
How do we sustain it?
• Product performance • Positive word of mouth • Product
recommendation • Repeat business • Increased opportunities
from same client
Steady
BOTTOM LINE
Customer Service
Care Satisfaction
Management Relationship
.
.
Delight!
After Sales
Business thrives on
What do customers expect?
• Maximum attention • Rapid response • Product relevance • Product awareness • Right pricing • Transparency in order status • Delivery in top condition • Quick and efficient
installation • Always available service • Minimal product down time • • • • • • and the list is …well almost unending
After all this . . .
Let us say…
Product Fails (Stops working, Low efficiency, does not perform as per specs)
Product Failure
CEO gets a call Everyone is running around
Problem to be solved now Entire system is stressed
What… Happened?
Are the causes? Makes it go wrong?
Needs done? Is required?
What… Happened?
Old product - part broken
Product stopped working
Customer process is stopped
Hazards? People / Property?
What… Are the causes?
Engineering?
Manufacturing?
Wrong Selection?
Abuse?
What… Makes it go wrong?
• Under pressure?
• Shortcuts used?
• Process missed?
• Proper training provided?
A week 6th day 5th day 4th day 3rd day First 2 days
Prob
lem
• Service person reaches Site
• Initial survey done
• Faulty part identified & replaced
• Call for expert to identify the cause
• Expert reaches site
• Conducts survey across user group
• If the replacement is not available then logs for one to be sent from nearest location
• Expert analyses the cause and input available
• Records the findings and submits a report to company
• Company informs customer on due course of action
• It is a old configuration and the part is not there
• New product flown in as standby and is up
• Delivery timeline for faulty part replacement is very high
• Abuse is the cause
• Warranty clause initiated by vendor
• Training program initiated to ensure non recurrence
• Advanced part solution service invoked
• Timeline confirmed to customer
• Customer is informed on the due course for warranty
• Payment / invoice initiated
• Issues start coming up
• Blame game starts
• Documents come into play
• Training questioned
• Accuracy of report questioned
• Product performance doubts raised
• Overall system under more stress
• Vendor is losing money
• Customer satisfaction takes a hit
• Product still is a good one, but just has failed
• Competition pitches in
• Provides its solution and piece of mind
• Gates opened???
What…
What… Needs done?
Analyse
Solve the problem on hand
Get quick fix
Make product run
Get permanent solution
Determine cause
Confirm with internal
stakeholders
Inform customer
Affirm whether it is abuse Warranty clause
What… Is required? (as a team)
• On site presence
• Analytical ability
• Strong understanding on product
• Manufacturing process knowledge
• Plant design expertise
• Application engineering acumen
Then…document
Document
Write procedure
Start Stop Overall operation Maintenance
Provide training
Procedural Training videos
Training assessment
tools
Get the anxiety down
Illustrated Parts lists Contacts Enable faster
reach
What can help?
• IT enablement • Customer complaints • Customer feedback • Demand Planning • Communication framework
Are we aligned to future needs?
• Expansion plans – piping, tailings pond shift, pipeline shift
• Need for engineering? • Need for small detailing?
Can we go beyond our limits?
Thoughts?