Chapter 12:Designing and managing

How can goods marketers improve customer-support

services?

By:Kartik SinglaIndian Institute of Technology(BHU), Varanasi

Equipment manufactures earn huge profits from the product-support

services they offer.

Manufacturers must identify the services customers value most and their relative importance:

Pre-sale servicesPost-sale services

Pre sale services

Facilitating servicesValue-augmenting

services

“For expensive equipment, manufacturers can offer

‘Facilitating services’ such as installation, maintenance and repair.”

“Some companies offer

‘Value-augmenting service’ that extend beyond the functioning and

performance of the product itself(Warranties and Guarantees)”

Post sale services

Customer service evolution

Customer service imperative