售后服务多棱镜

After-sales Service : the New Focus of Competition in Construction Machinery Industry

作为工程机械营销的重要组成部分,售后服务不仅是一种经营,更是一种文化、一种理念,是体现企业对客户的人文关怀与情感,是生产商与客户沟通、联系的一个纽带。生产商可以通过它加强与客户的联系,树立企业的形象,提高产品的信誉,扩大产品的影响,培养客户的忠诚度。同时,售后服务又像一把双刃剑,既可以对产品销售、市场推广、品牌影响及企业信誉超列有力的支持和促进作用;也可以使产品滞销、品牌信誉下降,甚至可以使品牌的威信扫地。

After-sales service is not only a kind of management method but also a kind of culture and emotion.It embodys the humanistic concern and feelings of enterprises to customers and the ties of communication and connection between manufacturers and users. At the same time,it is a double-edged sword that plays both the positive and negative roles in the sales, promotion, brand-name influence and credit of products.