Final Customer Purchasing from the Product Producer

Maintain Steps: Maintain steps include all activities required to keep the product in working order. These steps include the costs the customer incurs to diagnose and correct product problems.

C.
Experience: Enhance the experience the customer has with the product

3. Increase the customer's sense of security with the product

a.
Warnings and advice

No.	SIC	Year	Note
1	0	1989	Repairing customers' products and responding adequately to complaints can generate increases of 25 percentage points or more in repurchase loyalty, the research shows.
2	0	1987	Extraordinary customer service helps American Express earn the fattest gross profit margins in the credit card business. American Express has a service tracking report to monitor its level of customer service.
3	0	1987	Lifetime guarantees breed good will and good publicity. They can bring in business for other product lines.
4	0	2000	For automated phone services, it is important to have informed and empowered backup personnel because they must be able to defuse an upset customer's anger with real solutions. When a call is transferred up to managers and supervisor, costs climb not only in terms of employee's time, but also in terms of customer expectations.
5	3571	2000	As Compaq learned years ago, any push into computers that run entire corporations demands big-company organization, service and support. Dell's selling servers and data-storage will demand a more complex and costly organization. Dell is relying on outsiders for help on service and support.
6	3711	1991	Market research says: Luxury owners appreciate status and prestige but buy reliability.
7	7378	1997	Among consumers, support is far less important than price & features, and length of warranty is even less important. Yet in the corporate market, service & warranties affect purchases much more.

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