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Chapter 12 : Designing and managing

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Page 1: How can goods marketers improve customer support services

Chapter 12:Designing and managing

Page 2: How can goods marketers improve customer support services

How can goods marketers improve customer-support

services?

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

Page 3: How can goods marketers improve customer support services

Equipment manufactures earn huge profits from the product-support

services they offer.

Page 4: How can goods marketers improve customer support services

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

Pre-sale servicesPost-sale services

Page 5: How can goods marketers improve customer support services

Pre sale services

Facilitating servicesValue-augmenting

services

Page 6: How can goods marketers improve customer support services

“For expensive equipment, manufacturers can offer

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

Page 7: How can goods marketers improve customer support services

“Some companies offer

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

performance of the product itself(Warranties and Guarantees)”

Page 8: How can goods marketers improve customer support services

Post sale services

Customer service evolution

Customer service imperative

Page 9: How can goods marketers improve customer support services
Page 10: How can goods marketers improve customer support services

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