Manufacturers Focus on After-Sales Service to Retain Car Buyers

Last year a survey by Bain & Co. (US), suggested that automakers can improve their business performance by focusing more on the customers they already have in these tough times for the industry. Source says, one of the most powerful techniques for converting buyers into die-hard fans is providing exceptional after-sales service. (Source: Businessweek)

In India, similar efforts are being done by different manufacturers but after-sales-services are still pathetic. The buyers do not get proper services at critical time when they need it. Some comments from Indian car buyers are:

“The car is excellent, I have no doubt about it. The only thing that is stopping me from buying this model is its bad reputation about its “after sales service”. (read more similar comments here)

Manufacturer needs to focus on after sales services. It helps sustain car manufacturer’s loyalty. They need to be in contact with customer at critical time when most people are weighing their next vehicle purchase. (as source says).

Excellent service not only reinforces relationships with customers who already feel loyal to a brand. It can also defuse ill will that causes disaffected customers to bad-mouth the brand.

There are some recent news of improvement from some manufacturers. Ford India has introduced “Quick Service Station” in Gurgaon to give comfort to customer for quick service. BMW India opens service outlet in Coimbatore. BMW India will further expand operations in 10 additional cities by end of 2010 (source: The Financial Express).