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Approach For After Sales Service For A White Goods Manufacturer

The document discusses an approach for after sales service for a white goods manufacturer. It outlines the objectives of after sales service which are to improve customer retention, enhance brand loyalty, and meet customer expectations. It then describes the after sales service supply chain which involves a customer care service center as the first point of contact, field technical assistance that visits customers, and spare parts distribution. Metrics for measuring the three components of the after sales supply chain are also provided related to customer service, field technical assistance, and spare parts distribution.

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Soumendra
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74 views4 pages

Approach For After Sales Service For A White Goods Manufacturer

The document discusses an approach for after sales service for a white goods manufacturer. It outlines the objectives of after sales service which are to improve customer retention, enhance brand loyalty, and meet customer expectations. It then describes the after sales service supply chain which involves a customer care service center as the first point of contact, field technical assistance that visits customers, and spare parts distribution. Metrics for measuring the three components of the after sales supply chain are also provided related to customer service, field technical assistance, and spare parts distribution.

Uploaded by

Soumendra
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PPTX, PDF, TXT or read online on Scribd
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Approach for After Sales

Service for a White Goods


manufacturer
OBJECTIVES OF AFTER SALES SERVICE
 After Sales: Marketing Strategy designed to improve Customer Retention and enhance Brand Loyalty
 The main objective of After Sales is to make sure products and services meet customer expectations
 Good After Sales service creates a positive word of mouth
 After Sales Service greatly determines the image of the organization
 Consumer consciousness about quality and after sales services have also increased over the past years
 White goods are goods like Washing Machines, refrigerators etc that are owned by almost everyone
 Purchase of these products is mainly governed by the product attributes, rather than external influences
 Hence, White Goods Manufacturers are focussed heavily on R&D etc.
 Many White Good manufacturers have After Sales Department in their organization while others have it
outsourced.

Source: https://apjor.com/downloads/2709201610.pdf
AFTER SALES SERVICE: SUPPLY CHAIN

Customer Care Service Field Technical Assistance

Spare Parts Distribution

 The first step of After Sales is setting up a Customer Care Service Centre, which should be the first point of contact for
customers facing an issue
 The Customer Care Centre should contact the Field Technical Assistance (FTA), which should go on the site to check the
product if required.
 In case replacement is needed or a new part is required, the FTA should get it from the Spare Part inventors/ warehouse
 The FTA will again go to the customer and replace/ add the new part
 This entire process can be Outsourced/ In- house
Source: https://www.researchgate.net/publication/223174838_Configuring_the_after-sales_service_supply_chain_A_multiple_case_study
METRICS FOR MEASURING AFTER SALES SERVICE
Metrics pertaining to Customer Service are:
1. Time taken to attend a particular complaint
2. Language and Communication Skills of Customer Care executives
Customer Care Service 3. Domain Knowledge of Customer Care Executives
4. Defined System which creates ownership if a particular complaint to one
Customer Care Executive and one Field Technical Assistant

Metrics pertaining to FTAs are:


1. Language, Communication and Soft Skills of FTAs
2. Technical Knowledge of FTAs
Field Technical Assistance 3. Average Time Taken by FTAs at every site should be optimised
4. FTAs should have clear communication with Spare Part Warehouses/
Inventory staff to resolve the complaint in an optimal manner

Metrics pertaining to Spare Part Distribution are:


1. Inventory of spare parts should be maintained suitably, depending on
Forecasted demand of each spare part
Spare Parts Distribution 2. Location of warehouses should be strategically planned, cost of transportation
vis-a’-vis fixed cost of new warehouses should be considered
3. Transportation Costs can be optimised as well

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