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The Vital Differentiator

http://www.channeltimes.com/story/the-vital-differentiator/

In the last few months there has been a spurt in the number of manufacturers vying with each other to introduce initiatives that will improve their after-sales service and support infrastructure.

In fact, the trend started late last year, with Toshiba initiating “Talk-2-Toshiba”, a two-step process for users to reach Toshiba directly for service support solutions. Microsoft followed with its toll-free service program in January 2006.

Taking a cue from Hitachi GST’s doorstep pickup and replacement service, Western Digital recently announced the launch of “WD Express” door-to-door hard disk warranty service. ECS is the latest to join the bandwagon with its pathbreaking “30-Minute Instant Service” policy for its 865G-M8 motherboards.

Cost no longer seems to be the all-important criterion. Value has emerged as the key selling point. An aware customer today no longer thinks twice before buying a high-end LCD monitor or digital camera or the likes. Quality is a virtue customers today take as a given. Even warranty is no longer a key criterion as most manufacturers have similar policies. Those that don’t adhere to industry norms are bound to lose out.

Service, on the other hand, has emerged as the one factor that can today make or break a company. Even if a manufacturer has managed to convince the customer about his products’ superior quality and competitive pricing strategy, customers are likely to decide against purchasing it if they come across negative reports about its service support.

A classic case would be the home user’s preference for assembled PCs. Today, the price difference between a branded and an assembled PC is next to negligible. However, factors like doorstep service and faster response time has worked in the assemblers favor becoming their USP. Manufacturers seem to have realized the crucial role such factors play in influencing buying decisions, and hence the beeline for support initiatives targeted at end-users.

Superior service and quicker turnaround time could prove to be the vital differentiator between the winner and the loser. And the best part is that customers are willing to pay a premium for hassle-free service.

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