Decoding Customer Expectations about Service ...

Decoding Customer Expectations about Service Recovery

Author Name : Dr. Shashi Singhal, Dr. Deepali Malodiya

ABSTRACT

It has been globally acknowledged that after-sales service strategies are used as a tool to consolidate sales and enhance customer experience. It helps stakeholders get a better understanding of customer needs and aids clearer positioning of an organization's brand in the market.

After-sales can also be a burden on a company's bottom line due to the increase in operational expenses if it is not planned in an efficient manner. Company should plan the exercise in such a manner that it is well aligned with the core customer problem.

The present study looks at the experiences of three companies - Philips, Micromaxand Volkswagen- that have made radical changes in their after-sales servicemodels over the last two years or so and are seeing the results pouring in. The experiences of the three companies were different - the first two decided to outsourcepart of the service function while the last decided to spruce up its act by throwing in its might for more in-house work. But all three realized that it would be fatal to let things be.