After Sales Management. Marketing - Logistik - Organisation by Michael Baumbach, Alexander Titus Stampfl

By Michael Baumbach, Alexander Titus Stampfl

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B. Airlines). Solution-Provider Der Leistungsumfang von Solution-Providern ist hoch, weil sie sich auf den Business-Support (Leistungsebene 4) konzentrieren. Dieser Anbietertyp gestaltet sein Leistungsangebot so, dass sich die Kunden auf die Nutzung der Primärgüter konzentrieren können. Hierbei ist eine hohe Kundenintegration möglich und erforderlich. 38 After Sales Marketing ➽ Xerox (,,The Document Company") ist ein typischer Solution-Provider. Das Unternehmen stellt nicht nur die Kopiergeräte und den Instandhaltungsservice, sondern auch den erforderlichen Toner und das Papier für die Kunden bereit.

Ihre Ansprechpartner bei den Kunden sollten Personen mit hohem Entscheidungseinfluss auf verschiedenen Stufen, insbesondere Mitarbeiter aus technischen Bereichen, Beschaffungsbereichen und der Geschäftsleitung (Buying-Center, MultiLevel-Selling), sein. Inspektionen stellen einen günstigen Ausgangspunkt für eine qualifizierte Kundenberatung dar. Die Beratung lässt sich im Gegensatz zu den meisten anderen After Sales-Leistungen im Allgemeinen nur schwierig separat verrechnen, führt aber häufig zu Folgeaufträgen und festeren Kundenbeziehungen.

Bei ihnen ist die Gründung einer vollständig isolierten Kundendienstmarke in der Regel nicht sinnvoll, insbesondere dann, wenn der Service zur Differenzierung der Primärleistungen beitragen soll. Ansonsten könnte dies zu einer hohen Kostenbelastung und zu Irritationen bei den Kunden führen. Dadurch kann der Primärleistungshersteller die absatzwirtschaftlichen Synergiepotenziale mit den Primärleistungen nicht vollständig ausschöpfen. Bei Primärleistungsherstellern kann eine Kundendienstmarke ohne Bezug auf die Primärleistung oder Dachmarke zu Kundenirritationen bezüglich ihrer Herkunft, Zugehörigkeit und Verantwortung führen.

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