Creating a successful aftersales strategy to reduce costs, improve customer service and increase sales
London and Philadelphia
Publisher’s note Every possible effort has been made to ensure that the information contained in this book is accurate at the time of going to press, and the publishers and authors cannot accept responsibility for any errors or omissions, however caused. No responsibility for loss or damage occasioned to any person acting, or refraining from action, as a result of the material in this publication can be accepted by the editor, the publisher or any of the authors. First published in Great Britain and the United States in 2009 by Kogan Page Limited Apart from any fair dealing for the purposes of research or private study, or criticism or review, as permitted under the Copyright, Designs and Patents Act 1988, this publication may only be reproduced, stored or transmitted, in any form or by any means, with the prior permission in writing of the publishers, or in the case of reprographic reproduction in accordance with the terms and licences issued by the CLA. Enquiries concerning reproduction outside these terms should be sent to the publishers at the undermentioned addresses: 120 Pentonville Road London N1 9JN United Kingdom www.koganpage.com © Dr David Brock, 2009 The right of Dr David Brock to be identiﬁed as the author of this work has been asserted by him in accordance with the Copyright, Designs and Patents Act 1988. ISBN 978 0 7494 5641 2 British Library Cataloguing-in-Publication Data A CIP record for this book is available from the British Library. Library of Congress Cataloging-in-Publication Data Brock, David, 1962 Feb. 26– Aftersales management : creating a successful aftersales strategy to reduce costs, improve customer service and increase sales / David Brock. p. cm. Includes bibliographical references. ISBN 978-0-7494-5641-2 1. Retail trade– –Management. 2. Returning goods. 3. Quality of products. 4. Customer service. 5. Customer relations. I. Title. HF5429.B6636 2009 658.8’12– –dc22 2009017061 Typeset by JS Typesetting Ltd, Porthcawl, Mid Glamorgan Printed and bound in India by Replika Press Pvt Ltd 525 South 4th Street, #241 Philadelphia PA 19147 USA
1. Aftersales Aftersales costs Why is it important? The ‘unnamed’ hole in retail ﬁnances Isn’t this just customer services? What about quality managers? Operating principles The book structure and who it is aimed at Summary 2. History and common practice General practice Service standards Suppliers Lessons to be learned Management buy-in Summary 3. Legal matters Key points Legal principles Limitations Why the confusion? ‘I know my rights!’ Exchanges Repair versus replacement Refunds Guarantees and warranties Duration of guarantees and legal rights Consumer rights in the United States and Canada
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Consumer rights in the rest of Europe Consumer rights in Australia and New Zealand Summary 4. What do customers want? Overview Building a reputation Managing perceptions Difﬁcult customers and practices like ‘deshopping’ Summary 5. What do sales staff want? Key messages So what do they want? How do you give them what they want? Summary 6. What does the rest of the business want? Marketing Logistics Finance Purchasing Human resources The Board Summary 7. Problem resolution timescales Basic principles Reasonable timescales Why time is so critical Scale of tolerance Repeat repairs Mr and Mrs Angry Summary 8. Proposition design Common sense Timescales Diagnosis and fault resolution Parts availability Multiple failures Guarantee term
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Loan equipment and products Compensation ‘Sorry!’ Summary 9. Supplier management and reverse logistics Basic principles Supplier...