Why does a business need an after-sales process in place? (Service Marketing 15.06.2021)

Why does a business need an after-sales process in place?

After-sales service is an important part of modern-day businesses and it is important for both the buyer and the seller. 

A. For a buyer, after-sales service plays an important role to ensure the maintenance of the product. It also strengthens the buyer’s trust in the business. 

 

B. For a seller, after-sales service brings in a sense of satisfaction and helps them make sure that they stay at par or ahead of their competitors

 

Here are a few reasons to understand why should a business have a proper after-sales strategy in place:

1. Good start to customer retention

As soon as your customers make a purchase, they enter this loop of retention. Remember, a happy customer is the best marketing asset you can have. Be by your customer’s side at each step like installing a device, setting up the furniture, getting the car road-ready and so on. 

 

2. Boosts customer’s trust and loyalty

Imagine you run a business that sells a device to measure your blood pressure and pulse rate. After a customer buys the device, how about calling them within a week and asking them if they have successfully set up the device or need some help. If not, helping them in-person or over a call for this. Usually, the older age group finds this difficult. Just a soft nudge can do a lot for your business here. 

 

3. Increases chances of referral

If you let your customer leave with a wide smile from your store or your website and let that smile last long, that customer can at some point be labelled as an unofficial brand ambassador of your brand. Even after all the advancement and success in digital marketing, nothing beats the power of word-of-mouth. One satisfied customer can bring you 10 or more customers with zero money spent from your end.

 

4. Adds to the brand value

Humans are seen to get emotional with brands. An experience worth remembering can not only help you get a brand evangelist but also make them keep you on top of their mind. They will increase a connection with your brand and will keep them coming back to you.

 

5. Thanking your Clients Immediately After their Purchase

If your customer has just made a purchase then they deserve a thank you, whether by sending an automated email after their purchase or a thank you note added to the invoice (especially if it’s written by hand). You make your customer’s experience more attractive and you show that he chose well by doing business with you. In addition, with the name of a person to contact in case of questions, you reassure the buyer that your company is doing everything they can.

 

6. Contact your Customer After 1-2 Weeks

One or two weeks after the purchase, it is advantageous to contact your customer to ask them if they are satisfied, received good service or if they have any questions. This contact serves only as a mark of attention, not to sell them more. The goal is to know his appreciation of the product or service sold.

 

7. Maintain Communication

You can continuously maintain communication with your client by sending an e-newsletter to inform them about topics that affect them, or by offering information through articles, videos, guides and webinars to help advise them on needs. You will show, by maintaining communication, your professionalism and expertise. If you give them all the information they need, they will be much less likely to go elsewhere.

 

8. Suggest a Second Sale

Now that your customer has confidence in you, it’s the time to offer another sale. Offering them a new product, service or something related to their previous purchase.

 

9. Ask for Recommendations

If your client appreciates you, there is no reason not to recommend you. Happy customers will be eager to help you offer your services or products to those around them. Their opinion will be more taken into consideration than an advertisement.

On the web, there are several ways to provide after-sales services to your customers, including newsletters and email marketing. With an automated sequence of personalized emails, you can easily follow-up with your customers and will give you the best chance to retain them and make other sales.

How to identify opportunities on after-sales services (Service Marketing 14.06.2021)

How to identify opportunities on after-sales services

After–sales service is a key element for many companies. Every time a sale takes place, we have the opportunity – or the obligation, depending on how we look at it – to offer customers a service. By taking advantage of this opportunity, we gain a better understanding of our customers’ needs and motivations.

 

The objective of after-sales service is to build a relationship of mutual trust and knowledge with our customers in order to ensure their continued satisfaction. At the same time, generate new sales opportunities.

 

In fact, from this perspective, a sale is a process that never ends.

 

After-sales strategies can be divided into two types.

The first are activities focused on the product, which we call technical services.

The second type are activities that focus directly on the customer, which are purely sales-oriented.

(A) Product-focused opportunities

Some examples of opportunities focused on the product or on technical support are:

 

1. Product installation: operations required for product setup are often the first point of contact with our customers and therefore can define their first impression of us. These can also be a way to identify new sales opportunities.

 

2. Repairs: these services may or may not be included in the initial price. In terms of opportunities, here we can establish different types of contracts with different levels of coverage or options in order to meet the needs of customers in various market segments.

 

3. Periodic maintenance: periodic visits to keep the product in good working condition give us an excellent opportunity to continue improving our relationship with the customer. These can include for example systematic inspections, cleaning, or part replacement. Through these visits, we can continuously demonstrate the quality of our service and the added value we offer the customer. They are also another excellent chance for us to identify new sales opportunities.

 

We can see then that technical services offer us an excellent opportunity to develop and improve our relationship with our customers.

 

(B) Customer-focused opportunities

Among the customer-focused opportunities or business services opportunities, here are some examples:

 

1. Complaint management: this can be a decisive point, as customer satisfaction is at stake when we are dealing with any complaint about the product or service. Sometimes this can be the difference between keeping a customer and losing one.

 

2. Training in the use of products: in this case the service must be simple and personalized in order for the customer to get the most out of our product.

 

3. Promotional campaigns: these include strategies such as discounts, offers, events, or mailings. These are campaigns tailored to our customers, with an emphasis on segmentation. The opportunity in these cases is to be able to relate them to the rest of examples already analysed.

 

4. Loyalty: finally, and perhaps most importantly, all actions aimed at customer loyalty are the key to making the customer aware of our interest in them and to finding out how we can improve. We have a number of tools available for this purpose, such as surveys, applications for further information, or periodic visits.

 

We can see then that by using strategies focused on the customer as well as those focused on the product we can increase the effectiveness of the after-sales area, maximize its strategic position within the company, and generate more profits.

After Sales Service Examples (Service Marketing 12.06.2021)

After Sales Service Examples

The rise of competition in every industry has resulted in the rise of various types of after-sales services that are both customer and niche specific. Here are some examples of the best after-sales services offered by top brands.

 

1. After Sales Support – Lenovo Vantage

Lenovo is a famous computer and laptop brand that offers after-sales support in the form of Lenovo Vantage – an application pre-installed in Lenovo devices to help users update their drivers, run device diagnostics, request support and discover apps.

 

The application makes it easy for the users to diagnose the problem with their system and even connect with the Lenovo help centre from the same application if they face any difficulties.

 

2. Guarantee and Warranty – CamelBak

Camelbak deals in adventure products like backpacks, bottles and accessories. The company boasts the quality of its products and to prove this, provides after-sales support in the form of The Got Your Bak™ Lifetime Guarantee scheme.

 

3. User Training – GetResponse Courses

GetResponse is an online platform providing solutions for email marketing, landing page, webinars hosting and more. As a part of its after-sales service, the company provides its customers with specialised courses that help them learn the importance and intricacies of the online marketing techniques and how they can use the company’s offering for the same.

 

4. Free Installation – Air Conditioner Retailers

Air conditioner brands and retailers often offer a free installation service to customers. This service is usually charged for when ordered otherwise.

 

5. Return & Replacement – Amazon

Amazon, to enhance customer satisfaction and boost online sales, offers a free return and replacement service where the customers can return and/or replace the products if they don’t meet their expectations. This after-sales service strategy has really helped Amazon in tapping new markets that were devoid of ecommerce.

 

6. After sales service

After sales service refers to the treatment of customers in the aftermath of a sale. For example, after being sold a bike, after sales service may involve free bike maintenance for a number of weeks.

 

After sales service is an important part of non-price competition often found in oligopoly. After sales service can be a way to encourage people to buy the product in the first place; it can be used to justify a higher price for the good. It also influences the long-term reputation of the firm and can influence future sales. However, it also imposes costs on firms.

 

Examples of after sales service

a) Warranty. A common example of after sales service is the provision of a warranty for the good. A warranty allows the good to be repaired or replaced if it breaks down within a certain period of time after purchase.

 

b) Free service after six months (e.g., car/bike)

 

c) Advice on how to use the product (Apple care)

 

d) Firms following up with a phone call to the customer asking how the product is working out.

 

EXAMPLES OR TYPES OF AFTER-SALES SERVICES

 

1. Warranty and Guarantee

A warranty expressed in a written document is a promise or guarantee made by a business to its customer that certain conditions, such as the quality and lifespan of the product, would be met. Depending on the provisions in the document, a product can be returned, repaired, or replaced if it fails to meet any of the promised conditions. Note that the difference between a warranty and guarantee is only a question of word choice.

2. Customer Support

Customer support is another type of after-sales service that collectively represents a range of services aimed at assisting customers. These services can include maintenance, troubleshooting, responding to feedback and inquiries, and assistance regarding proper product disposal. Customer support can be coursed through phone, the Internet, email, chat, social media, or on-site. The services can be provided through direct human interaction or automation.

 

3. Mailing List Inclusion

Somehow similar to customer support, a mailing list intends to keep communication and maintain a relationship with the customers. It involves a business sending customers regular messages to customers about new products, discounts, and other special offers via traditional mail, email, or other communication channels.

Note that a mailing list is not only a type of an after-sales service but also a specific example sales promotion, and part of marketing promotion through email marketing.

 

4. Loyalty Program

Although considered as an example of sales promotion,  a customer loyalty program can also be considered another type of after-sales service because it can help maintain a relationship with the customers and foster loyalty.

To be specific, a loyalty program features privileges, discounts, and special offers, among others given to customers beyond the point of sales. It is typically coursed through membership using a loyalty or reward card or via a mailing list subscription.

 

5. Freebies

Freebies can include free product samples or services related to a particular purchased product. Providing such overlaps with other examples or types of after-sales services such as warranty and guarantee, customer support, mailing list inclusion, and loyalty program. Specific examples include free repair within a specified period, cost-less delivery charge, insurance, product information such as manuals, and free complementary products, among others.

 

Importance of After Sales Service (Service Marketing 11.06.2021)

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 organization, like:

 

1. To get more customers on board.

 

2. To prove that the product is worth buying.

 

3. To reaffirm (once again) customer’s 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.

 

7. Good after sales service helps improve firms long-term brand image and brand loyalty.

 

8. Offering after sales service can help to convince consumers to trust the firm and buy the service in the first place.

 

9. Sales affected by word-of-mouth recommendation. Good after sales service can make difference. In an era of social media – poor after sales service can be damaging to reviews and reputation of firms.

 

10. After sales service imposes extra cost on firms. For firms, they need to strike a balance between keeping the customer happy and not being burdened with expensive maintenance. For example, a firm may offer one free service, but then have a clearly defined price for future service.

 

11. The provision of after sales service varies in importance depending on the type of good. For example, after sales service and extended warranties are important for goods like electrical goods and new cars.

 

After sales service can also become an opportunity to sell related products.

 

Importance of After Sales Service

Customers are the assets of every business. Sales professionals must try their level best to satisfy customers for them to come back again to their organization.

 

After sales service refers to various processes which make sure customers are satisfied with the products and services of the organization.

 

1. 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 products and services.

 

2. After sales service makes sure products and services meet or surpass the expectations of the customers.

 

3. 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.

7 Types of After Sales Service to keep your Customer Satisfied (Service Marketing 10.06.2021)

7 Types of After Sales Service to keep your Customer Satisfied

The concept of after sales service is as important as sales. While it does not generate any revenue for the company, it surely does increase the goodwill of the organization in the market and amongst the customers.

 

After sales service is very important to not only retain the customers but also to bring back lost customers. After sales service could be defined as the processes which are followed post the sale of the product. The nature of the services includes maintenance, guidance, repair etc.

 

The nature of after sales service depends entirely on the industry and the product. While some may require installation, others may require cleaning every couple of months.

7 most common types of after sales service

1) Pre-Installation services

Whenever a product is bought it comes with a manual for installation. Depending on the nature of the product the installation may vary. While some products have very specific installation steps other products are customer friendly. Products like a ceiling fan, air conditioner, washing machine etc. require technical expertise for installation other products like mobile phones does not. Providing free pre-installation is one of the after sales services.

 

Most of the companies provide this for free of cost where very few companies may charge. Providing good installation services starts in the customer and customer service relations on a good note. Industrial machinery, electric household items, Copier machines, require technical expertise installation. Providing a demonstration is also a part of installation wherein the customer service team install the product and demonstrate the functions of the product.

2) User training

Training of the end user is another part of after sales service. In the case of industrial machinery, this is a very crucial part. Even in case of surgical equipment’s which are used in the operation theatres, it is very essential that the doctor has to get trained on the machine. It is very essential that user training is provided propositions user is going to be handling the product.

3) Warranty services

This is perhaps the most common type of after sales service provided by almost every company for almost every product. Warranty services include repairing replacement of selected parts for a selected period of time. For example, Apple provides complete care of iPhone for a period of one year from the date of purchase. That is included in the Apple care. Customers have the option of extending the warranty by purchasing Apple care before the end of the official warranty.

 

In some cases, there could be selective warranty services like After sales service of the air conditioner. Many companies offer free repair and service for one year from the date of purchase but they charge if there is a replacement of any plastic components,

 

Similarity television will have a warranty of about 5 years but the remote of the television with having only year warranty of 1 or 2 years depending on the company.

 

In such a way different companies have different policies for their products. Warranty services are perhaps the best types of after sales service. Some companies provide a service of extended warranty wherein the customer can pay a little extra and get the warranty extended for a limited duration. Extended warranty is useful in the case of electronics.

 

4) Online support

E-Commerce companies have started providing online support for any of the product related queries. There is a dedicated helpline for customer service wherein the grievance redressal mechanism is carried out according to the standard procedure of the company. The customer may call the online support or chat as per his comfort, discuss the problem and get it resolved.

 

Online support is very effective for software services and laptop support. The customer service can share the screen and resolve the problem immediately in most of the cases

5) Return / Replacement

For a Limited period of time companies provide free replacement of the product in case of any queries. However, this is with certain terms and conditions. In some cases, replacement may be of the entire device, or in other cases, replacement may be only of the defective part.

 

In case of returns, the product is returned to the company and the customer is issued with either the store credit or replaced product or the amount is refunded. The rules may vary according to the company.

 

For example, Amazon provides returns for almost all products but a replacement for the limited products.

6) Features and benefits

One of the Types of after sales service, some companies provide additional features for example replacement of a part for a lifetime, for free counselling for the entire duration of the product. A perfect example of this would be when Google provided free unlimited storage of photos on Google photos for all the pixel devices.

 

However, this comes with the condition of the free storage extending to a limited time. Similarly, Apple provides exchange or upgrade of old mobile phones with new mobile phones in the US.

 

Storage devices like Western digital that provided a lifetime warranty for the external hard disks. If for any reason, the hard disks are corrupted they are replaced for free of cost if within the limit.

7) Upgrades

This usually works with software and electronics. Upgrading a software for the device for a limited period is one of the Types of After sales service followed by companies. The upgrades are for a limited time owing to the fact that the hardware remains the same throughout the years and it may not be compatible to run new software after a period of time.

 

For example, Apple follows the policy of providing Over-The-Air (OTA) upgrades for iOS software’s for about 4-5 years, a post which the upgrades stop. The customer may still use their devices but it won’t be supported by the latest software.

 

Same is followed in the case of Android phones. The mobiles get the software upgrade for a few years – depending on the model – a post which, the upgradation stops. This is also considered a great marketing strategy to ensure regular upgradation of phones by customers.