Sales and Fulfillment
The critical role of after-sales solutions in the manufacturing sector
Be it inconsistent product delivery updates, unclear returns policy, or unhelpful customer service, a subpar after-sales solution can become frustrating for the customer and damage the business’s reputation. Most customers will choose another brand, leave a bad online review, and take away what could have been high-quality word-of-mouth referrals.
A study suggests that 73% of B2B buyers consider post-sales experience crucial. In the manufacturing sector, the stakes and investments are high. A practical solution for after-sales in manufacturing can turn your customers into brand advocates and lower the cost of acquiring new B2B clients significantly.
This article explains how after-sales solutions transform manufacturing and the reasons to have a customer-facing portal.
After-sales services and the bottom line?
Within B2B manufacturing, there are several steps a manufacturer can take to polish their after-sales game. These may include a robust warranty program, return and exchange policy, training programs, repair and upgrade, and cross-selling and upselling opportunities. Some of the ways it transforms the manufacturing bottom line are:
- Boost the turnover: Acquiring a customer is a long-drawn process, which makes retention crucial. A single B2B customer loss takes away years of potential revenue and the initial investment in acquiring them.
- Reduce product returns: According to a top global accounting firm, 33% of B2B buyers return their products due to incomplete information and poor quality. By providing upfront after-sales support, they can mitigate product returns. For example, a customer may buy a product without knowing that they need additional accessories and may feel frustrated when the product does not work.
- Faster production time: With robust after-sales service management, the manufacturer gets a bird’s eye view of the demand and customer expectations. Using this information, they can streamline the production process and save time. As the relationship between the manufacturer and the B2B buyer develops, the manufacturer understands the expected standards and can produce the items faster, provide top-notch technical support, and provide priority maintenance and repair support.
- Efficient operations: Once the manufacturer understands the buyer’s product configuration, they become a reliable partner that will act immediately and be available 24/7 to address any operational and technical concerns. This is one of the top priorities for a B2B buyer that does not want to chase the manufacturer.
According to a leading management consulting company, after-sales service management in manufacturing could generate up to 50% of the profits after the initial sale. This extra profit comes through upselling, cross-selling, promotions, and maintenance and repair services.
Product returns are logistically expensive and require massive resources, especially in the manufacturing sector. Moreover, the returned stock ends up wasted. A robust returns policy and upfront information can save a manufacturer from this headache.
Reasons to have an after-sales customer-facing portal
Industrial OEMs are under pressure to manufacture with precision and provide excellent after-sales service management. A self-help customer-facing portal is a great way for B2B buyers to access information without contacting the customer service desk. Here are some reasons for having a customer-facing portal:
Customer satisfaction
B2B customers can routinely access their information, including past orders, payments, quotations, delivery receipts and acknowledgements, and much more, with a customer-care platform. They can access up-to-date product manuals, identify the Bill-of-Materials (BOMs), access product guides, get proactive maintenance reminders, and so on. This is dynamic and much better than a long static PDF that is difficult to read and update.
The customer portal becomes a one-stop shop for all after-sales needs. This saves the time spent on contacting the customer service desk and significantly enhances the experience.
Recurring revenue
Industrial OEMs can offer a range of products and services related to the primary item that the customer buys. These include spare parts, accessories, upgrades, enhanced servicing plans, and parts subscriptions to make a recurring source of revenue. Once the OEM understands their customer-base well using the after-sales solution, they can generate additional opportunities.
Service efficiency
Through a customer-facing portal, OEMs can automate reminders for service and maintenance, track orders, and automate parts ordering. This reduces the manual workload on the service staff AND reduces the number of emails, quotations, and purchase orders. The manufacturer can also keep updating the latest product pricing on the portal.
Communication
After-sales customer-facing portals are excellent for communication including announcements, product updates, safety standards, standard operating procedures, and service alerts. The portal opens a continuous cycle of communication and gathers feedback regularly.
Customer loyalty
Manufacturers can build unparalleled customer loyalty by making it easy to access services and support without calling an executive. OEMs can also use a customer portal to form strong relationships, build trust and loyalty, and get repeat business with positive referrals.
How can Infosys BPM help?
The manufacturing after-sales services at Infosys BPM include warranty management, service revenue management, after-sales, inventory optimisation, service parts management, and more.
Read more about after-sales service in detail.
