{"id":895,"date":"2024-06-04T12:32:54","date_gmt":"2024-06-04T12:32:54","guid":{"rendered":"https:\/\/vidwaan.simapt.com\/cxo-blog\/?p=895"},"modified":"2024-06-04T12:32:55","modified_gmt":"2024-06-04T12:32:55","slug":"service-champions-dont-cut-corners","status":"publish","type":"post","link":"https:\/\/vidwaan.simapt.com\/cxo-blog\/service-champions-dont-cut-corners\/","title":{"rendered":"Service Champions Don&#8217;t Cut Corners!"},"content":{"rendered":"\n<div class=\"wp-block-group is-nowrap is-layout-flex wp-container-core-group-is-layout-1 wp-block-group-is-layout-flex\">\n<p>Author: Ashok Jaiswar<\/p>\n\n\n\n<ul class=\"wp-block-social-links is-layout-flex wp-block-social-links-is-layout-flex\"><li class=\"wp-social-link wp-social-link-linkedin  wp-block-social-link\"><a href=\"https:\/\/www.linkedin.com\/in\/ashok-jaiswar-20558411\/\" class=\"wp-block-social-link-anchor\"><svg width=\"24\" height=\"24\" viewBox=\"0 0 24 24\" version=\"1.1\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" aria-hidden=\"true\" focusable=\"false\"><path d=\"M19.7,3H4.3C3.582,3,3,3.582,3,4.3v15.4C3,20.418,3.582,21,4.3,21h15.4c0.718,0,1.3-0.582,1.3-1.3V4.3 C21,3.582,20.418,3,19.7,3z M8.339,18.338H5.667v-8.59h2.672V18.338z M7.004,8.574c-0.857,0-1.549-0.694-1.549-1.548 c0-0.855,0.691-1.548,1.549-1.548c0.854,0,1.547,0.694,1.547,1.548C8.551,7.881,7.858,8.574,7.004,8.574z M18.339,18.338h-2.669 v-4.177c0-0.996-0.017-2.278-1.387-2.278c-1.389,0-1.601,1.086-1.601,2.206v4.249h-2.667v-8.59h2.559v1.174h0.037 c0.356-0.675,1.227-1.387,2.526-1.387c2.703,0,3.203,1.779,3.203,4.092V18.338z\"><\/path><\/svg><span class=\"wp-block-social-link-label screen-reader-text\">LinkedIn<\/span><\/a><\/li><\/ul>\n<\/div>\n\n\n<div class=\"wp-block-post-date\"><time datetime=\"2024-06-04T12:32:54+00:00\"><a href=\"https:\/\/vidwaan.simapt.com\/cxo-blog\/service-champions-dont-cut-corners\/\">June 4, 2024<\/a><\/time><\/div>\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<p><strong><em>\u201cYou sell it and they may forget you\u00a0You serve well and they may remember you always<\/em><\/strong><em>.\u201d\u00a0<\/em><\/p>\n\n\n\n<p>This has been source of great inspiration for me as Sales &amp; Marketing person working to create great memorable experiences in lifecycle journey of customers.\u00a0<\/p>\n\n\n\n<p><strong>Any customer buying a product considers 3 types of brands: &#8211;\u00a0<\/strong><\/p>\n\n\n\n<ul>\n<li><strong>Corporate Brand<\/strong>\u00a0&#8211; based on premise of trust, legacy, social equity which has been created so far.<\/li>\n\n\n\n<li><strong>Product Brand<\/strong>\u00a0is purely about the product features, how one associates, uses &amp; gets satisfied with product.\u00a0<\/li>\n\n\n\n<li><strong>Service Brand<\/strong>\u00a0is how a customer gets service post purchase.\u00a0<\/li>\n<\/ul>\n\n\n\n<p>How brands create assuring ecosystem support so that the consumer doesn\u2019t have to worry about the service or repair &amp; eventually enjoys gratifying ownership experience is very important.&nbsp;<\/p>\n\n\n\n<p>It feels amazing when customers <strong>feel assured<\/strong> to buy your product or service. There cannot be a better reward for a company than a satisfied customer who goes out &amp; advocates about the product or brand.&nbsp;<\/p>\n\n\n\n<p><strong>GREAT EXPERIENCE &#8211; HAPPY CUSTOMER &#8211; LOYAL CUSTOMER &#8211; BRAND ADVOCATE- MORE LOYAL CUSTOMERS \u2013 MORE SALES \u2013 HIGHER PROFITS&nbsp;<\/strong><\/p>\n\n\n\n<p>Especially in mechanical products the post purchase service is important part of buying decision. Usually companies prepare their fleet of aftermarket teams to ensure all functional issues are addressed timely &amp; efficiently.<\/p>\n\n\n\n<p>With increasing mechatronics &amp; growing digitalisation, this calls for new set of skills &amp; capabilities to ensure the product is up &amp; running with an uninterrupted performance, <em>always<\/em>.<\/p>\n\n\n\n<p>When it comes to <strong>service marketing<\/strong> one needs to find alternative ways of <strong>getting closer to the customer<\/strong> &amp; educate the customer about genuine service so that the product enjoys long life. Adulteration or fixing up alternate parts not fitting well in the original design scheme of the product, can hamper working of the product &amp; impact heavily on product ownership cost.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"415\" src=\"https:\/\/vidwaan.simapt.com\/cxo-blog\/wp-content\/uploads\/2024\/06\/14.png\" alt=\"\" class=\"wp-image-896\" style=\"width:472px;height:auto\" srcset=\"https:\/\/vidwaan.simapt.com\/cxo-blog\/wp-content\/uploads\/2024\/06\/14.png 800w, https:\/\/vidwaan.simapt.com\/cxo-blog\/wp-content\/uploads\/2024\/06\/14-300x156.png 300w, https:\/\/vidwaan.simapt.com\/cxo-blog\/wp-content\/uploads\/2024\/06\/14-768x398.png 768w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/><\/figure>\n\n\n\n<p><strong>What makes Service critical pillar of the business strategy?<\/strong><\/p>\n\n\n\n<p>Service is crucial part of any business strategy but most of the times it gets a huge miss. Many companies get myopic and keep most of their focus on the product sales, top line revenue and continuous chase of execution. It doesn\u2019t work in long run. Selling isn\u2019t enough &amp; without robust support of service &amp; aftermarket care, any product may not be able to sustain for long.&nbsp;<\/p>\n\n\n\n<ul>\n<li>So, what do winning companies and brands do to provide superior usage experience for their product?\u00a0<\/li>\n\n\n\n<li>How do they manage to get quick service done, build great relationships, generate referrals and in turn reduce the cost of sales?<\/li>\n\n\n\n<li>How can we prioritize our focus depending on overall serviceable population in the market?<\/li>\n<\/ul>\n\n\n\n<p><strong>Here are few things one can do with reference to Service Marketing:&nbsp;<\/strong><\/p>\n\n\n\n<ol>\n<li><strong>Reach out<\/strong> to them over messages, calls, meets or at your service centres\u00a0<\/li>\n\n\n\n<li>If customer is busy or can\u2019t come to nearest service centre, provide <strong>service at door step<\/strong>. One may not use this often, but it\u2019s always a great assurance to the customer that he won\u2019t be left stranded &amp; company will take care.<\/li>\n\n\n\n<li>Sensitize importance of regular service to prolong product life and remove any concern related to product usage.\u00a0<\/li>\n\n\n\n<li>Share <strong>maintenance tips<\/strong> and educate how to take care of products.\u00a0<\/li>\n\n\n\n<li>Communicate about new service facilities, schemes &amp; warranty offers.<\/li>\n\n\n\n<li>Communicate about benefit of regular maintenance, cost savings etc\u00a0<\/li>\n\n\n\n<li>Invite them to service camp, garage meets, workshops etc.\u00a0<\/li>\n\n\n\n<li>SMS\/ WhatsApp messages on service reminders for customers in database.\u00a0<\/li>\n\n\n\n<li>Share testimonials @ happy ownership experience &amp; build pool of advocators.<\/li>\n\n\n\n<li>Leveraging service history, prioritize &amp; consumer behaviour to upsell &amp; cross sell value added products.\u00a0<\/li>\n\n\n\n<li>Work around following parameters &amp; communicate appropriately \u2013 Trust, Transparency, Accessibility, Friendliness, Genuine care, Availability of wide range of parts, Affordable parts, Quick Repair, Critical repairs &amp; Value for Money.<\/li>\n<\/ol>\n\n\n\n<p>Most of automobile companies generate their revenue through service, while sales function usually takes care of the overhead costs.&nbsp;<\/p>\n\n\n\n<p><strong>What do Service Champions do differently?<\/strong><\/p>\n\n\n\n<p>Attaining prowess in service calls starts from deep-seated philosophy of care which usually is part of the DNA of these brands. They are obsessed with customer requirements &amp; go extra lengths to not just meet their basic needs but to ensure they are happy &amp; satisfied. They aren\u2019t knockdown even by the lockdowns &amp; always do things with great passion &amp; discipline. The ecosystem is built around customer\u2019s convenience &amp; usually available at arm\u2019s length of customer.&nbsp;<\/p>\n\n\n\n<p>They are driven by what Katie Stabler aptly puts across \u201c<em>A customer\u2019s praise can light up your day but a customer\u2019s complaint can illuminate your entire understanding<\/em>\u201d<\/p>\n\n\n\n<p><strong>Champions are obsessed with customers &amp; they actively practice the following:<\/strong><\/p>\n\n\n\n<ul>\n<li><strong>Listen<\/strong>: Study the recorded Customer calls, Service track records to understand what are their clear requirements &amp; design programs accordingly for service &amp; parts.<\/li>\n\n\n\n<li><strong>Enable<\/strong>: Create customised package for fast moving parts &amp; bundle them at lucrative offer, which can be communicated to allure customers for service.<\/li>\n\n\n\n<li><strong>Stay True<\/strong>&#8211; Live up to the \u201cThere for You\u201d service philosophy &amp; provide alternate products till the time any major repair is done (substitute vehicles in automobiles)<\/li>\n\n\n\n<li><strong>Help<\/strong>&#8211; Reach out programs with advisory on how to prolong life by regular maintenance tips.<\/li>\n\n\n\n<li><strong>Honesty<\/strong>-Display the NPS (Net Promoter Score) prominently in service back office area &amp; let that be reminder to foster actions for entire team.<\/li>\n\n\n\n<li><strong>Appreciate<\/strong>&#8211; Reward service staff for improving their S2S score \u2013 <strong>S<\/strong>ales through <strong>S<\/strong>ervice.<\/li>\n\n\n\n<li><strong>Agility<\/strong>-Address quickly any service complaint. Around 70% of service complaints are lesser severe in intensity &amp; most of this can be resolved just over 1<sup>st<\/sup> connect. Delays in attending the case dampens spirit &amp; creates negative perception for the brand.<\/li>\n\n\n\n<li>\u201c<strong>Train<\/strong>&#8211; Observe-Improve-Train\u2013Repeat\u201d is only way to upskill &amp; create proficient teams who can do more for the brand in long run. If this is continued, there is drastic improvement in the overall service performance &amp; revenue.<\/li>\n<\/ul>\n\n\n\n<figure class=\"wp-block-image size-large is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"728\" height=\"1024\" src=\"https:\/\/vidwaan.simapt.com\/cxo-blog\/wp-content\/uploads\/2024\/06\/Quality-Service-728x1024.jpg\" alt=\"\" class=\"wp-image-897\" style=\"width:283px;height:auto\" srcset=\"https:\/\/vidwaan.simapt.com\/cxo-blog\/wp-content\/uploads\/2024\/06\/Quality-Service-728x1024.jpg 728w, https:\/\/vidwaan.simapt.com\/cxo-blog\/wp-content\/uploads\/2024\/06\/Quality-Service-213x300.jpg 213w, https:\/\/vidwaan.simapt.com\/cxo-blog\/wp-content\/uploads\/2024\/06\/Quality-Service-768x1080.jpg 768w, https:\/\/vidwaan.simapt.com\/cxo-blog\/wp-content\/uploads\/2024\/06\/Quality-Service-1092x1536.jpg 1092w, https:\/\/vidwaan.simapt.com\/cxo-blog\/wp-content\/uploads\/2024\/06\/Quality-Service-1456x2048.jpg 1456w, https:\/\/vidwaan.simapt.com\/cxo-blog\/wp-content\/uploads\/2024\/06\/Quality-Service-scaled.jpg 1821w\" sizes=\"(max-width: 728px) 100vw, 728px\" \/><\/figure>\n<div class='watch-action'><div class='watch-position align-left'><div class='action-like'><a class='lbg-style1 like-895 jlk' href='javascript:void(0)' data-task='like' data-post_id='895' data-nonce='006bb6bfb1' rel='nofollow'><img class='wti-pixel' src='https:\/\/vidwaan.simapt.com\/cxo-blog\/wp-content\/plugins\/wti-like-post\/images\/pixel.gif' title='Like' \/><span class='lc-895 lc'>0<\/span><\/a><\/div><div class='action-unlike'><a class='unlbg-style1 unlike-895 jlk' href='javascript:void(0)' data-task='unlike' data-post_id='895' data-nonce='006bb6bfb1' rel='nofollow'><img class='wti-pixel' src='https:\/\/vidwaan.simapt.com\/cxo-blog\/wp-content\/plugins\/wti-like-post\/images\/pixel.gif' title='Unlike' \/><span class='unlc-895 unlc'>0<\/span><\/a><\/div> <\/div> <div class='status-895 status align-left'><\/div><\/div><div class='wti-clear'><\/div>","protected":false},"excerpt":{"rendered":"<p>\u201cYou sell it and they may forget you\u00a0You serve well and they may remember you always.\u201d\u00a0<br \/>\nThis has been source of great inspiration for me as Sales &#038; Marketing person working to create great memorable experiences in lifecycle journey of customers.<\/p>\n","protected":false},"author":1,"featured_media":904,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[145],"tags":[30,29,58,48,60,47,10,64,11,12],"_links":{"self":[{"href":"https:\/\/vidwaan.simapt.com\/cxo-blog\/wp-json\/wp\/v2\/posts\/895"}],"collection":[{"href":"https:\/\/vidwaan.simapt.com\/cxo-blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/vidwaan.simapt.com\/cxo-blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/vidwaan.simapt.com\/cxo-blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/vidwaan.simapt.com\/cxo-blog\/wp-json\/wp\/v2\/comments?post=895"}],"version-history":[{"count":2,"href":"https:\/\/vidwaan.simapt.com\/cxo-blog\/wp-json\/wp\/v2\/posts\/895\/revisions"}],"predecessor-version":[{"id":901,"href":"https:\/\/vidwaan.simapt.com\/cxo-blog\/wp-json\/wp\/v2\/posts\/895\/revisions\/901"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/vidwaan.simapt.com\/cxo-blog\/wp-json\/wp\/v2\/media\/904"}],"wp:attachment":[{"href":"https:\/\/vidwaan.simapt.com\/cxo-blog\/wp-json\/wp\/v2\/media?parent=895"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/vidwaan.simapt.com\/cxo-blog\/wp-json\/wp\/v2\/categories?post=895"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/vidwaan.simapt.com\/cxo-blog\/wp-json\/wp\/v2\/tags?post=895"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}