Impact of After Sales Service on the Sale of Apples Products



The current global market is increasingly being filled with products with similar attributes, features and offerings. As a result, companies are finding it extremely difficult to differentiate their products on the basis of attributes and features alone. Fierce competition as well as diminishing profit margins from sales of products has forced companies to think of out-of-the-box marketing and promotional tactics in order to survive in this competitive market. Customers too are opting for brands that provide better offerings and a comprehensive package. So, companies have started implementing after-sales services as well as associated activities as a relevant source for profit and key differentiating strategy. Profits and revenues generated from these services are often found to be higher than traditional product marketing. Various surveys on impact of after sales services have also revealed that these may shoot up profits to three times higher than the original turnover calculated in a product’s entire life cycle. However, there is a need for dramatic shift in traditional perception regarding after sales services, from being perceived as a necessary evil to a customer-centric approach (Gaiardelli, 2007). With increasing competition in the global environment dominated by rising costs of customer recruitment, loyalty of customer has become the marketplace currency in this 21st century. Companies are implementing various service solutions based on technology such as, CRM (Customer Relationship Management).