Financial Daily from THE HINDU group of publications
Wednesday, Dec 10, 2003
Financial Daily from THE HINDU group of publications Wednesday, Dec 10, 2003 |
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Marketing
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Customer Relationship Management Samsung unveils campaign to boost after-sales service Richa Mishra
New Delhi , Dec. 9 WITH a focus on strengthening the satisfaction level of the consumer, Samsung India Electronics Ltd (SIEL) has launched its 3S — Speed, Smile and Sure — campaign. As part of this customer service programme, the company is working on a two-pronged strategy, said Mr R. Srikanth, General Manager-Customer Satisfaction, SIEL. This involves: one, improving the service infrastructure by setting up customer service plazas in key metro locations; and two, improving the skill levels of technicians by setting up a training school with a technical evaluation system for after sales service engineers. ``Till now, most of the players in the sector have been professing that it's the relationship with the customer that matters. However, with the competition increasing, customer satisfaction is fast becoming a core issue,'' an industry analyst pointed out. He further stated that Samsung's current effort ``will also strengthen its customer base as most of the players claim that 60 per cent of their sales is repeat purchase.'' Meanwhile, the Samsung Training Institute for service engineers will be coming up in Noida in the first quarter of 2004 and the company expects to have at least 180-200 engineers certified per year in each product category. ``We will be investing $1.5 million towards setting up the institute,'' states Mr Srikanth. In terms of service infrastructure, the company plans to set up four more customer service centres and special prestige service centres in A class cities for servicing hi-end products. To improve service accessibility, Samsung is also setting up call centres in eight locations across the country. In the pipeline is also a dedicated home appliance workshop in 18 major cities. ``We plan to expand even further in the coming year,'' says Mr Srikanth.
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