JUNE 20199Creation of an effective feedback mechanismis an effective tool in making the changesin product & services. This aids understanding the real impact that utility is making in the market. Regular Training sessions by the utility service providers for its users by providing good quality educational / support material also helps to increase customer retention. Offering free training, webinars, video tutorials, and product demos ­ whatever it takes to make the customers feel comfortable and informed will compliment quick acceptance in the market.Utility service must be aimed to maximise the profit, In other words tools and training given to the users should be such that it reaps commercial benefits to the user ­both in short as well as long term. This can only happen once the utility service demonstratesits full potentialand its user friendliness in all respects so that all customers are securely on board on long term basis.Hence one must strongly, empathically and thoroughly SHOULD1. Know the customer needs and ways for fulfilment of these2. Keep analysing & segregating customers - the cash cows from the less reliable ones & serve them to the best of the capabilities to fetch the utmost benefits3. Provide Timely first point response followed by service delivery by a competent service team ­ A stich in time saves Nine4. Aim to design methodology to resolve complex problems with effortless flair and simplicityIt is worth remembering that besides product quality, the importance of customer service in keeping customers by your side can hardly be underestimatedWeightage of various factors which adds to customer's bad experience-Customer service/ After Sales Ser-vice support topples the list.Way Forward1. It is worth remembering that be-sides product quality, the impor-tance of customer service in keeping customers by your side can hardly be underestimated.2. Communicate with customers and involve them with your products, improve your customer service levels and make sure they see what they are gaining if they stay with you, rather than stray away from you.3. If utility is also a manufactur-er and is an engineering intensive company it must diversify to devel-op expertise as a service provider on its own.4. Proactive service support is es-sential to improve user confidence. This gives long term stability to busi-ness relationships.5. Offer users a good IRR by engagement with a single entity which is capable of providing end to end solutions. This gives a sense of responsi-bility & urgency in keeping the cus-tomer's experience at the top of the pyramid and retain them as a high integrity customers.
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