THE CUSTOMER IS KING: Why After Sales Service & Customer Satisfaction Is So Important.

By - CTL
October 25, 2017

By Marcus Honesta.

They say Customers are the assets of every business, but how often do you find that once you’ve bought the product from a retailer; if you have a problem with it, you are about as popular as a rattle snake at a lucky dip.

I had this very problem with a piece of furniture I purchased from a retailer at a Super Center in the metropolitan area not so long ago. The chair is called, the New Yorker. It was expensive with a RRP of $1,799. Within the first 3 weeks of ownership there was a component failure, in so far as one of the legs fell off the bloody thing due to a faulty screw and base plate. I went back to the retailer who bluntly told me that he didn’t keep spare parts and to frankly bugger off, it was not his problem. Well this was not something one takes sitting down. I demanded that he remove one of the legs of a display model and give me the offending parts. With a great deal of protestation but eventually realizing that I had nothing better to do, and all day to do it in, he had one of his flunkies remove the necessary part and give it to me. The right outcome but the wrong methodology.

The same thing happened again some months later. Not wanting to repeat the same unpleasant experience I contacted the original manufactures. Within one day they had emailed me the contact details of the distributor, who the very next day was in touch with me asking me what was my problem.

(See email)

Hello Marcus,

We have received below e-mail from the factory, as Furniture Solutions (Aust) are the distributors in this part of the world.

Marcus, so we can resolve your issue can you confirm which retailer you purchased the chair through and the relevant model name/number of your chair?


Bill Gouganovski

Furniture Solutions (Aust) Pty Ltd

10-16 Daisy Street, Revesby

NSW 2212, Australia

Ph: +612 9773 0577

Fax: +612 9773 0755


Bill (the Director) and I exchanged a number of emails and he personally took charge of my problem he had a sales rep of his deliver a number of spare parts to my business at no cost. I offered to pay but they would not accept any money.

If this is not a wrap for what great after sales customer relations is all about then I don’t know what more he could have done.

By the way Bill had no idea that I was going to write this article, or what I do to earn my daily bread.

So what can we learn from this?

Sales professionals must try their level best to satisfy customers for them to come back again to their organization. The New Yorker chair is fabulous, the distributor is brilliant, the retailer CRAP. Guess who will never visit another ComfoXX ShoX again, and if can I go out of my way to discourage any one doing any sort of business them, I will.

So What Is The Key To Great After Sales Service?

After sales service refers to various processes that make sure customers are satisfied with the products and services of the organization. The needs and demands of the customers must be fulfilled for them to spread a positive word of mouth. Even in this digital age, positive word of mouth plays an important role in promoting brands and products.

After sales service makes sure products and services meet or surpass the expectations of the customers.

After sales service includes various activities to find out whether the customer is happy with the products or not?

A satisfied and happy customer brings more individuals and eventually more revenues for a company.

After sales service plays a pivotal role in strengthening the bond between a company and customers. 

After Sales Service Techniques

  • Sales Professionals need to stay in touch with the customers even after the deal. Never ignore their calls.
  • Call them once in a while to exchange pleasantries.
  • Give them the necessary support. Help them install, maintain or operate a particular product.
  • Any product found broken or in a damaged condition must be exchanged immediately. Don’t harass customers. Listen to their grievances and make them feel comfortable.
  • Create a section on your organization’s website where customers can register complaints. Every organization should have a toll free number where the customers can call and discuss their queries. The customer service officers should take prompt action on the customer’s queries. The problems must be resolved immediately.
  • Take feedback about products and services from customers. Feedback helps the organization to know customers better and incorporate the necessary changes for better customer satisfaction.

Just think, if every company behaved like Bill and his team at how much happier and better off we all would be. This is a timely reminder to all of us who provide services to clients, like for example, ….. Advertising Agencies.


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