Haier Beyond Sales: Why after-sales services matter, and how to do it well

In the world of business, gaining new customers and retaining old ones remain a challenge. The problem is not only lie on the quality of the product or service, however. Based on studies, after-sales services also play a critical part.

The way service center frontliners deal with customers can make or break a brand’s name. Word of mouth plays an important role in promoting brands. Facebook, Twitter, and other social media have made it easy for consumers to spread their positive or negative feedback on products and services.

“The positive perceptions and attitudes of the target customers towards the quality-elements offered by the firm, leads to both attraction of new customers, thanks to word-of-mouth (WOM) communication and recommendations of the existing customers,” according to a study by the Athens University of Economics and Business, Hellenic Open University, and University of the Aegean in Greece.


The empirical study published in the Journal of Service Theory and Practice showed that the quality of after-sales services affect satisfaction and the relationship between buyers and sellers. Consumers look beyond price and functionality. The researchers noted that they also consider the appearance, attentiveness, kindness, and friendliness of staff, as well as the way they provide advice and instructions.

Customers who are satisfied with after-sales services repurchase the same brand, and even recommend it to friends and relatives, the study said.



Addressing customer needs after purchase

Despite product durability, factors such as power surges or the user’s own failure to follow the instruction manual speed up the breakdown of appliances.

 Some of the common mistakes in handling appliances include putting dirty clothes in the washing machine without clearing the pockets of items, as well as failing to clean the coils of refrigerators on a regular basis.

 “The competition has become tougher as consumers consider not just the price and functionality of appliances, but the quality of a brand’s after-sales service as well,” said Nobuhito Hayashi, Haier Philippines, Inc (HPI) president and CEO.

“Today, business operations revolve around satisfying customers and meeting their needs,” Hayashi said.

“Customers can rest assured of good quality products with warranties beyond industry standards, along with excellent after-sales services. With the aid of the internet, Haier also aims to create a ‘zero distance’ relationship with its customers by quickly responding to queries and concerns,” Hayashi added.

 In the Philippines, customers can join the Haier Club for exclusive services by signing up through its website (http://user.haier.com/ids/ph/haier_login.jsp). Haier further offers a 2-year warranty for all its appliances, and an additional 5-year warranty for its window-type air conditioners. To meet customer needs after the purchase, HPI has 157 authorized service shops nationwide. Its service centers are located in Balintawak, San Fernando, Iloilo and Davao. It also has a Roving Supervisor in Cagayan De Oro, Naga, Tacloban, and Dagupan. Employees in these centers underwent intensive technical and product training based on international standards

According to a study published in the Journal of Applied Science, after-sales service technicians who show care and concern to customers reduce negative emotions from product issues.The impression that service personnel leave impacts a customer’s perception of an appliance brand.

Last year, HPI’s monthly after-sales customer satisfaction rate ranged from 94.22 percent to 98.60. In January this year, HPI surpassed its 97.53 percent target with a satisfaction rate of 98.7 percent.

The rates are based on “happy call” surveys conducted by Haier’s Customer Support team.

Hayashi said, “Through customer satisfaction surveys, we are able to monitor the performance of our after-sales services staff and ensure that our Filipino customers are able to get their money’s worth.”



Share this

Related Posts

Previous
Next Post »

April 28, 2016

Haier Beyond Sales: Why after-sales services matter, and how to do it well

| |

In the world of business, gaining new customers and retaining old ones remain a challenge. The problem is not only lie on the quality of the product or service, however. Based on studies, after-sales services also play a critical part.

The way service center frontliners deal with customers can make or break a brand’s name. Word of mouth plays an important role in promoting brands. Facebook, Twitter, and other social media have made it easy for consumers to spread their positive or negative feedback on products and services.

“The positive perceptions and attitudes of the target customers towards the quality-elements offered by the firm, leads to both attraction of new customers, thanks to word-of-mouth (WOM) communication and recommendations of the existing customers,” according to a study by the Athens University of Economics and Business, Hellenic Open University, and University of the Aegean in Greece.


The empirical study published in the Journal of Service Theory and Practice showed that the quality of after-sales services affect satisfaction and the relationship between buyers and sellers. Consumers look beyond price and functionality. The researchers noted that they also consider the appearance, attentiveness, kindness, and friendliness of staff, as well as the way they provide advice and instructions.

Customers who are satisfied with after-sales services repurchase the same brand, and even recommend it to friends and relatives, the study said.



Addressing customer needs after purchase

Despite product durability, factors such as power surges or the user’s own failure to follow the instruction manual speed up the breakdown of appliances.

 Some of the common mistakes in handling appliances include putting dirty clothes in the washing machine without clearing the pockets of items, as well as failing to clean the coils of refrigerators on a regular basis.

 “The competition has become tougher as consumers consider not just the price and functionality of appliances, but the quality of a brand’s after-sales service as well,” said Nobuhito Hayashi, Haier Philippines, Inc (HPI) president and CEO.

“Today, business operations revolve around satisfying customers and meeting their needs,” Hayashi said.

“Customers can rest assured of good quality products with warranties beyond industry standards, along with excellent after-sales services. With the aid of the internet, Haier also aims to create a ‘zero distance’ relationship with its customers by quickly responding to queries and concerns,” Hayashi added.

 In the Philippines, customers can join the Haier Club for exclusive services by signing up through its website (http://user.haier.com/ids/ph/haier_login.jsp). Haier further offers a 2-year warranty for all its appliances, and an additional 5-year warranty for its window-type air conditioners. To meet customer needs after the purchase, HPI has 157 authorized service shops nationwide. Its service centers are located in Balintawak, San Fernando, Iloilo and Davao. It also has a Roving Supervisor in Cagayan De Oro, Naga, Tacloban, and Dagupan. Employees in these centers underwent intensive technical and product training based on international standards

According to a study published in the Journal of Applied Science, after-sales service technicians who show care and concern to customers reduce negative emotions from product issues.The impression that service personnel leave impacts a customer’s perception of an appliance brand.

Last year, HPI’s monthly after-sales customer satisfaction rate ranged from 94.22 percent to 98.60. In January this year, HPI surpassed its 97.53 percent target with a satisfaction rate of 98.7 percent.

The rates are based on “happy call” surveys conducted by Haier’s Customer Support team.

Hayashi said, “Through customer satisfaction surveys, we are able to monitor the performance of our after-sales services staff and ensure that our Filipino customers are able to get their money’s worth.”



0 comments:

Tech-related Tags

abenson abs-cbn mobile abs-cbn tv plus acer adspark airborne technologies alcatel allphones allwinner amd amlogic android android one ansons AOC apple arc mobile asus audio technica avant axions ballistic beyond the box blackberry Blackview bluelounge boompods braven brother bs mobile cannice canon carmudi cd r king cherry mobile cherry prepaid ckk mobile cloudfone cloudpad cmk cellphones coloud corning cubix dell devant digital walker digits trading ding ding technology dropbox dtc easy taxi edge hd ekotek exynos facebook firefly mobile firefox os fortinet fujidenzo fukuda gigahertz gionee globe grab grabexpress grabheli grabjeep grabtaxi hanabishi hisense honeywell honor hoomia hoomia earphones hooq hotel quickly hp htc huawei hyundai ibm idc iflix infinix infocus instagram intel ios iphone itunes jabra jobstreet kalibrr karbonn kata ken xin da kickstart ventures kimstore kingcom kirin konsulta md lamudi lazada leadcore lenovo level-up games lg line link messenger marshall mec mediatek meizu memoxpress microsoft microsoft lumia move msi-ecs myphone neo netflix nikon nokia novo 7 tech o+ olx philippines onda onemos onkyo oppo paymaya pc worx philips pineng pldt fibr pldt home power mac center powerocks prestigio prestiz promate pyxis qnet mobile qualcomm qube razer redfox remix mini remix mobile rockchip royqueen samsung shopify siena mobile skk mobile smart smart bro sony Soundfreaq spinnr spotify starmobile sun cellular talk n' text TCL tdk tech21 techbox philippines telego the diff thl tm torque twitter uber urbanears viber10 villman wellcom western digital widget city windows WSI xiaomi yoobao z h & k mobile zopo ZTE zuk