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December 16, 2006
DUH: With Increasing Product Parity Among Copier Brands, Sales and Service Become More Important to Customers
In its November 2006 report on customer satisfaction in the business copier industry, JD Power noted the growing importance of sales and service on the overall satisfaction with a brand. It is an interesting report because so many of the current leaders in the copier/multifunction systems category remain fixated on product-centric marketing and technology-focused development.
Factors like the sales experience, product reliability and service quality were major factors in differentiating major manufacturers. Once particularly interesting note was when asked to define the major reasons to consider switching copier brands, product reliability (not surprisingly) was mentioned by one-half the respondents. This shows how critical after-sales service and support are in determining repeat purchases. As I have noted before, management of the post-sale customer experience has never been more important in ensuring stable long-term business growth, since it is the primary lever to solidifying the existing customer base.
Posted by jcioban at December 16, 2006 2:32 PM
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