After Sales Service
After sales
service refers to various processes which make sure customers are satisfied
with the products and services of the organization.
The needs and demands
of the customers must be fulfilled for them to spread a positive word of mouth.
In the current scenario, positive word of mouth plays an important role in
promoting brands and products.
After sales
service makes sure products and services meet or surpass the expectations of
the customers.
After sales
service includes various activities to find out whether the customer is happy
with the products or not? After sales service is a crucial aspect of sales
management and must not be ignored.
After sales
service refers to all the things you do for the care and feeding of your valued
customers after they buy your product. This type of customer aftercare is
important for any business, but especially for small businesses where every
client counts.
What Is After Sales Service?
After-sales
service, also called after-sales support, refers to the services and support a
business offers to the customers as part of its customer satisfaction and
customer retention policy after the offering / products is sold.
This
after-sales service definition can be divided into three parts for better
understanding:
1. Services
and support provided to the customers: After-sales services include all the services provided to
the customer by
the manufacturer, retailer, or a third-party customer service or training
provider concerning the offering / product.
2. As part
of customer satisfaction and customer retention policy: After-sales services form a part of
the marketing strategy targeted to increase customer satisfaction, brand
loyalty, and word-of-mouth-marketing by fulfilling what’s promised to the
customers.
3. After
the offering is sold: Such
services are provided after the customer has paid for the offering.
Types Of After-Sale Services
After-sales
services constitute all the services and support provided after the product
sale.
These
include –
1. Usage: Guidance on how to use the offering.
2. Education: User training, courses, etc.
3. Assurance: Guarantee, Warranty, Upgrade,
Return, Replacement, etc.
4. Assistance: Product configuration, installation,
reinstallation, relocation, etc.
5. Support: Online and offline support,
6. Reward: Loyalty rewards, offers, referral
rewards, etc.
Importance Of After Sales Service
Complex
products, expensive products, or products with long lifespan often require the
seller’s involvement to aid the customers in setting up and/or using the
offering. Sometimes, marketing efforts also require the seller to provide the
customers with some guarantee of usage and product lifespan to aid the sales.
All these
constitute after-sale services and are important towards the fulfilment of the
short-term and long-term goals of the organisation, like:
1. To get more
customers on board.
2. To prove
that the product is worth buying.
3. To reaffirm
customers’ decision of relying on the brand.
4. To retain
customers and make them buy from the brand again.
5. To build
relationships with the customers.
6. To enforce
referral and word of mouth marketing strategies.
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