In the previous articles in this series, we have shown: Data is the key to stable sales in service and balances out the fluctuating order situation in mechanical engineering. What exactly is the data involved? And what can be done with data that is generated in after sales?
Customer queries, service calls, warranty claims, orders for spare parts, and the daily operation of machines and systems - all these touchpoints provide important data for after-sales service staff.
Manufacturers should not see this as a waste of disk space or cloud storage. Instead, they should look closely and learn from their machinery and equipment data and customer feedback.
The following overview provides examples of after-sales data and its potential uses:
The art of dealing with after-sales data lies in deriving relevant insights from the growing volumes of data and translating them into measures. However, these measures are not limited to after-sales service alone:
Data that converges in After Sales can be used multiple times and improves the work of your technicians, service staff, dealers, but also the everyday life of your customers. They are the basis for new digital business models.
The following cases illustrate once again in concrete terms how the multiple use of data in the company can look and how data can thereby be monetized in after-sales service.
There is great potential for stable after-sales revenue in the sale and marketing of spare parts and services. However, in practice it is often the case that sales concentrate on primary products, which bring higher commissions compared to services.
After-sales service staff, on the other hand, are primarily concerned with solving customer problems. In contrast, they do not see selling services and passing on sales opportunities to the sales force as their job.
Data benefit: With a comprehensive and clear database, it quickly becomes apparent whether it might be worthwhile to set up a service sales force or whether the sales force should be trained to sell spare parts and services. This makes sense, for example, if customers do not have their own maintenance department or are generally happy to take advantage of additional services.
Data brings structure to the available information on the operation of machines and systems, on spare parts and existing maintenance contracts. All this data offers the opportunity to turn your service technicians into "influencers" for your company.
Data benefit: Service technicians are in close contact with customers and know their needs like no one else. They also have a high level of expertise and often enjoy the trust of plant operators. Their recommendations for additional services fall on open ears and, in combination with after-sales data, are accurate.
Once the service technician's work is done and his mission report completed, valuable new data is generated. This can be used for up- and cross-selling activities.
Data benefit: Tailored additional services, spare parts or even new machines and components can be offered to suit a customer's individual situation.
Digital spare parts catalogs are a perfect illustration of how After Sales can create new digital business models that also benefit other areas of the company. After all, the classic spare parts business is only the beginning of Service 4.0:
The next blog articles in this series will tell you what benefits await you when you build digital business models on your after-sales data and how implementation is easy.
