CG AFTER SALES SERVICE

Whats competition doing?

USHA CARE Observations

Prominent mention of toll free number on the webpage Offline registration section for leaving messages Toll free number and website now visible on TV Ads In complaint registration form clear distinction of within/outside warranty section and nature of complaint

Bajaj Helpline
Baseline Inspired by your satisfaction No online complaint registration form

Havells Connect
Separate complaint registration for consumer and dealer Option to receive messages from Havells thereon

Philips Observations
Separate complaint registration for consumer and dealer Option to receive messages from Havells thereon

LG Observations
Separate complaint registration for consumer and dealer Option to receive messages from Havells thereon

CG
Calls it After Sales Service Nature of complaint and warranty period inquiries missing from the customer complaint form Toll free number not prominent

Modus Operandi
Bajaj

Philips
Asks to choose a language Asks to choose a category 1. DVD/Audio/Video 2. Domestic appliances/Personal care products 3. TV 4. Oven 5. Mobile 6. Lighting Connects to representative post choosing the category Asks for problem and then name, address & contact number The technician will visit the place within 48 working hours post lodging the complaint

Crompton Greaves
Asks to choose a language Puts on hold for more than a minute Asks for problem and then name, address & contact number The technician will visit the place in 3 working days

Asks to choose a language Asks if you are a dealer or a direct consumer Connects to representative Asks for problem and then name, address & contact number The technician will visit the place within a day(next working day) post lodging the complaint

OBSERVATIONS
PHILIPS The representative from Philips showed genuine care and apologized for the fault in their product. The technician will call the customer before visiting to confirm if he is present during the time of visit. BAJAJ Bajaj fast in registering and resolving complaint.

CROMPTON The toll free number of CG shows error in connection and also disconnects just when the representative comes on call. Had to call thrice before actually reaching to the representative.

All three wont charge for the visit if we produce the bill. Also, the technician will check the product first, post which they can confirm the amount of time it will take to solve the issue in the product.

Consumer touch points

Media Purchase at dealers store Dealing with complaints

Current After Sales Service

Toll free number available in catalogue, warranty card, stickers at the Dealers stores 24*7 online registration of complaint

Current After sales service perception

Low customer awareness about toll free number ( 90% within warranty complaints and rest outside warranty) Consumer perception that outside warranty service not available or will have high charges

Objective
To empower the CG After Sales service as a key differentiator in the consumer durables category Crompton should provide after sales service like LG o LG expertise lies in complaint resolutions and quality of service

Key Messages
Speed of service (based on response and rectification) Quality of service (based on customer satisfaction post resolution) Other messages: Genuine spares Reasonable changes Deals within and outside warranty

CG response time
Response in 6hrs and resolving in 72hrs Internally CG strives to resolve 90% complaints in 48hrs and 100% in 72hrs

6,00,000 customers interact with 2000 technicians of CG each year

Requirements
1. After Sales Service Name e.g Usha Care, Bajaj Customer Care 2. Baseline 3. Design signboard, ASC certificate, uniform ASC, ID card (technician) , Interior design, Branding 4. Projection of toll free no.

Media touch points

1. Dealer/Retailer boards 2. Catalogues, warranty card, manuals, internal print media, packing carton 3. External media print + tv 4. Branding ASC 5. Free service camps