Fokker Services: total integrated solutions

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www.myfirstfokker.com
FOKKER SERVIES !"tt#:$$www.fokker.com$1%&'1$Services."tml( is t"e service organisation t"at
#artners owners and o#erators of its aircrafts. )lt"oug" Fokker* t"e manufacturer of t"e Fokker
air#lanes is +ankru#t* t"e service organisation w"ic" was taken over +y Stork* is "ig"ly successful.
In t"e early years after t"e +ankru#tcy* many airlines were not too #leased wit" t"eir Fokker aircraft*
+ut currently t"ey are ,uite #ositive. K-. in &//% even said it wis"ed it "ad more Fokker 1//s and
Fokker 0/s.
1"e ac"ieved customer satisfaction level is t"e result of t"e a##roac" of FOKKER SERVIES. Since t"e
organisation o#erates se#arately from an airline manufacturer it "as +een a+le to +ecome customer
centric in stead of a #roduct and tec"nology dominated organisation. 1"e main o+2ective is no longer to
sell more #lanes +ut to solve customer #ro+lems and to take care of customers. 3arts sales and lease
maintenance service and tec"nical e4#ertise "ave +een com+ined in one offering to customers.
It is a com+ination of #roducts and services t"at is uni,ue for t"e industry and allows FOKKER
SERVIES to #rovide integrated maintenance solutions. ) ma2or reorganisation stands of t"e service
organisation stands at t"e +asis of t"is new a##roac". urrently* account managers form t"e to# of t"e
organisation and make it truly customer oriented. 1"ey re#resent all #arts and services t"e
organisation can deliver and do not re#resent one of t"e +usiness units !om#onents 5 .aterial
Services* 1ec"nical Services and )ircraft Services(. 1"ey are rewarded for t"e contri+ution t"ey make
to t"e success of t"eir clients. E4tensive investments "ave +een made in training of t"e account
managers to im#rove t"eir knowledge and customer orientation. 6ew de#artments "ave +een created
t"at su##ort t"e account managers wit" logistical tec"nical knowledge* during sales #rocesses and
during t"e delivery of services.
FOKKER SERVIES distinguis"es +etween customers t"at want modular services !#arts* tec"nical
e4#ertise and maintenance( and customers t"at #refer a total solution. ustomers are also segmented
in terms of #rice sensitivity. In total it services more t"an &0/ clients* among t"em commercial airlines
and military organisations.
Several creative dedicated solutions "ave +een invented +y Fokker for its total solution customers.
Abacus* for e4am#le is a win7win 8win conce#t: on a world wide scale* customers and FOKKER
SERVIES* s"are t"eir s#are #arts stock. FOKKER SERVIES takes care of t"e lease stock* forward
e4c"ange and com#onent recondition services.
1"e result is a significant reduction in costs and increase in efficiency. Furt"er more* airlines can lease
t"e #arts t"ey store on t"eir site and do not "ave to +uy t"em. 3arts t"at are removed during re#air
work are sent +ack to t"e FOKKER SERVIES re#air s"o# for re#air or remanufacturing. FOKKER
SERVIES also "el#s its customers +y organising an online #arts trading market w"ere t"ey can +uy
and sell #re7owned service #arts.
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Source: Fokker won the CRM Excellence Award 2004; the case is based uon inter!iews and the "ur# reort$ E$ %eelen$$
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Recently* t"e organisation also invented an e4tranet* named .yFokkerfleet.com* for ma2or clients 8
mainly Fokker aircraft o#erators and owners. 1o +e a+le to offer t"is service* t"e organisation "ad to
define customer #rocesses and to align its #rocess wit" t"em. 1"e ric"ness of t"e .yFokkerfleet.com
information assists o#erators in t"eir daily work.
1"e e4tranet also allows o#erators to #lace orders for s#are #arts and to give feed+ack. 1racking and
tracing functionalities "el# customers monitor t"e #rocessing and t"e delivery of t"eir order.
Information can +e e4c"anged wit" t"e re#air s"o# and ot"er de#artments. Furt"er* t"e knowledge
+ase wit" tec"nical e4#ertise is made availa+le to customers on e4tranet. )ll tec"nical e4#ertise* a
ma2or com#etitive resource of t"e organisation* is readily accessi+le to key clients o solve t"eir s#ecific
in7service #ro+lems. Eac" customer fully customised information related to t"eir aircraft modification
status.
1"e e4tranet is t"ere to assist t"e customer at t"e critical moments in t"e relation. Since t"e account
managers are connected to t"e e4tranet as well and receive s#ecified e7mail wit" alerts w"en t"eir
clients are considering a #urc"ase* t"ey "ave real7time information to act on. 1"ey know t"e 9critical
incidents 9in t"e relations"i# and can +e t"ere to assist at vital moments 8 not in t"e role of #arts
salesman* +ut #rimarily wit"in t"e aim of su##lying care.
1o serve t"e migration of aircraft from one airline to anot"er* FOKKER SERVIES invested in
remarketing #rogrammes name Future100 and Future50. 1"ese #rogrammes aim to increase t"e
marketa+ility of t"e Fokker air#lanes and to give new +uying airlines confidence in t"e ,uality and
relia+ility of t"e #lanes in o#erations. 1"e Future #rogrammes #rovide customers wit" a full service
#ackage and "ave su##orted* amongst ot"ers* Germania Airlines, Helvetic Airways and Australian
Airlines in t"eir c"oice of Fokker #lanes. :iving new and switc"ing customers s#ecific attention is
commercially attractive* +ut does not com#letely matc" wit" a customer relations"i# management
orientation. FOKKER SERVIES* t"erefore* also launc"ed a .yfirstFokker.com we+site to offer Future
full service #ackage to e4isting customers t"at s"ow interest in a total solution.
Questions
1. When talking about the business markets we can istinguish between three ma!or
categories. How can we classi"y the market o" Fokker service#
&. ;"at are t"e different customer segments of Fokker service and "ow does Fokker
serve t"em<
$. What is the ae value Fokker can guarantee its customer in orer to strengthen
relationshi%#
&. Account management is use as a tool "or business to business service %roviers, how
is this tool hanle in the Fokker case an what role o account managers %lay#
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