After Sales Service: A competitive advantage
The interconnected network of business partners with their relevant IT systems make up a company’s value network. Being a multi-enterprise the value network tends to cover the industries as well as the numerous e-commerce partners as well as banks and other financial institutions, tax authorities that participate in an end-to-end collaboration for the success of any business enterprise. Understanding the unidirectional flow in the chain of mutually dependant activities, like sourcing, manufacturing, distribution, and aftermarket processes helps to understand what is a value of the network. Production is definitely a core competency of the parent organization but managing products for sales and after sales involves external enterprises from the organization’s value network long with the internal depts.
Considered as a non-core activity, the after sales service process is given a low priority by most organizations. Known under different names- Reverse Logistics, Returns Management or Customer Care, excellence in this field can provide organizations a competitive advantage with a higher market share, higher customer retention capacity and reduced overheads. However, controlling the activities in the value network is not an easy option. Though organizations gain from the expertise and efficiency of outsourced partners, it significantly diminishes the end-to-end control and visibility in the value network.
However, the technological innovations and advent of cloud processes, has facilitated the integration and automation of the business processes of the entire value network. Besides providing end-to-end visibility, it provides a real-time access to key business information. The digital management of the after sales service provides improved customer satisfaction through reduced lead times, online real-time order visibility and integrated customer satisfaction surveys. Further, with a streamlined processes aimed towards a centrally driven smarter global planning and less troubleshooting, it reduces costs by 10-50% and lead times by 20-50%. This process also paves way for increased efficiency, utilization of asset through real-time visibility and increased control.