Advertising

Advertising can influence consumer decision making in many ways. It can appeal to a cultural value, and lifestyle desire or the consumers need to belong to a higher social class. Example: Promoting an item like ice cream as 'classy' in advertising, can influence a consumers decision making process to want to belong to a more prestigious group. It has an impact on a consumers 'affective choice' and it makes them 'feel' a certain way. Consumers use different decision rules (conjunctive, disjunctive, elimination by aspects, lexicographic and compensatory) for some purchases (not affective choices), if you work out where the product fits against other competitors in the decision rule the consumer is most likely to use, you can use advertising to strengthen the position of your product. There are so many different ways that I could write a book, so just look at an ad and think what could that be appealing to, to increase the chance of a purchase.

2 answer
How Important is the After Sales Process in consumer durable industry?
Posted on: Mar 26, 2010

Have you experienced the pain a customer would feel on getting delayed services? The frustration when the customer executives say It will still take time, mam and your customer returns home agitated?

In business, keeping the existing customers happy is equally important to getting the new customers in. So when you keep the front door open for the new customers, it is also essetial not to loose customers from the back door. Else, howsoever aggressive your marketing activities be, if your present customers arent happy with the after-sales support, there is no point winning new customers. So remember, Winning trust and Providing Best Customer Support is more important! Whatever the product, a certain percentage of all of them is likely to be returned for repair. While some products experience the aftermath of wear and tear, some may just die down during the warranty period. It is apparent that customers would want all the utility products to be repaired as soon as possible. Hence manufacturers pay superior attention to repair and deliver the products in minimum turn-around-time. So how would you ensure that the repair cycle is on track or it seeks improvement? If you rely on emails and phone for a humongous process like repair and service, which randomly includes Job creation/ Work Order Creation, Warranty Management, Part and Service Claim handling, Escalation Mechanism and complete management of overhaul process, you are risking your business and loosing to the competition until now!

Web based Repair Management Systems are specialized software designed for the repair/servicing industries that require automated tools to keep track of repairs. Few of the key features and benefits of a Service / repair Management system are:

Features:

Call Logging & Allocation

Warranty Tracking

Inventory Management

Forward & Reverse Logistics Handling

Escalation Mechanism

Performance monitoring of Repair Channel

Product Performance Monitoring

Part & Service Claim handling

Benefits:

Determines Spare Parts Requirement

Streamlines Maintenance, Repair and Overhaul Processes

Reduces and enables ability to track Turn-Around Time (TAT )

Repair/Service Management System are up and running in the market, and it is very likely that your competitors are using it to streamline their after-sales! A well tested and tried Service/repair Management application offers end-to-end to solution for service center automation that let manufacturers gain greater control of their service executives and the jobs they are allocated to. Reduction in TAT and informed customers subsequently strengthen Client-Customer Relationship!

After sales service should be an integral part of any companies sales strategy. A good After Sales service can with its excellence help you gain market share, reduce after-sales related overheads on products and services sold and most important of all key to customer retention. Most customers will not make a repeat purchase or continue with a company's services in case of a bad experience.

Many companies underestimate the potential After Sales has for giving you a competitive advantage. Customers expect a high-quality customer service, especially as they focus on getting good value for their money and are willing to spend more with those that deliver the best.

According to American Express Customer Service Barometer buying decisions of 89 per cent of consumers are influenced by convenience and 90 per cent of them attach importance to value-for-money propositions, almost 90% of consumers make their purchases based on the quality of after sales customer service.

The process of managing products after they have been sold has many names, such as After Sales, Reverse Logistics, Returns/Service Management, After Sales Service, and Customer Care.

Some Facts About After Sales Service:

1. 6% of all items sold are returned (Returns Logistics, 2009). 2. 68% of returns have no technical fault (Accenture report, 2007). 3. The average loss related to a return is 19 (Newgistics, 2007) 4. Processing returns costs four times as much as processing the original order 5. An average of one consumer phone call is made per return

Today many companies operate in complex value networks, but they lack the end-to-end control and visibility to effectively manage the discrete activities that make up the process, and they do not know how well these activities are being performed.

A number of solutions are now available for the after sales process using Cloud processes. Service providers using this technology are able to provide effective management of their after sales business process network with the help of automated procedures. Other benefits are continuous visibility of entire operation in real time and quick access to all important data pertaining to after sales management. The cloud process confers entire control in your hands and improves efficiency while saving cost, with les human involvement for administration purposes as the processes are streamlined.

The cloud process facilitates better planning of assets and displays excellent forecasting capabilities with efficient inventory management and finance management roles. The process is easily accessible through mobile and web interfaces which is a great advantage to the mobile customer.

In todays highly competitive world the cloud process has the power to make your after sales process a huge success. With its flexible qualities and intelligent features it enables company better detailing and increased customer retention.

Sample Marketing Questionnaire for Customers:

Name: __________________ Sex: ________________ Date of Birth: ______________________ Address: ____________________ Telephone no.: ___________________ E-mail id: ___________________________ 1. How did you get to know about our products and services? a) Newspapers advertisements b) Magazines advertisements c) Television commercials d) Internet e) From a friend or relative 2. What is your monthly budget for this particular product? a) $100 to $200 b) $200 to $300 c) $300 to $400 d) $400 to $500 e) $500 and above 3. How often do you feel the need to use this product? a) Everyday b) Once in a week c) Once in a month d) Once in three months e) Once in six months f) Once in a year 4. How would you rate your experience of using our product? a) Excellent

b) Good c) Average d) Bad e) Terrible 5. Where do you usually shop for our products? a) On the internet b) Exclusive showroom c) Factory outlets d) Any particular shop e) Shopping mall 6. What is the best thing that you like about our products? a) Price b) Packaging c) Quality d) Easy Availability e) All of the Above f) If anything else please specify?

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