Product Support Services

Customer service is another element of product strategy. A company's offer to the marketplace typically includes some services, which may be a minor or a major part of the entirety offer. Later on, in the chapter, we will talk about services as products in themselves. Here, we described product support services- services that augment definite products. More and more companies are using product support services as a major tool in achieving competitive advantage.

A company should design its product and support services to profitably meet the requirements of target customers. Primary step is to survey customers periodically to assess the value of present services and to get ideas for new ones. For instance, Cadillac holds regular focus group interviews with owners and vigilantly watches complaints that come into its dealerships. From this careful monitoring, Cadillac has predicated that buyers are very disappointed by repairs that are not done accurately the first time.

Once the company has assessed the value of many support services to customers, it has to next assess the prices of providing these services. It may then develop a package of services that will both bliss customers and yield profits to the company.