Customer satisfaction key to notch up sales
Himalayan News Service
Kathmandu, February 24:
Two wheeler industry majors in Nepal agree that one satisfied customer brings 10 new customers, while one unsatisfied customer could result in a loss of 50 customers.
To compete in the cutthroat environment and to lead the market, today every company is focussing more on after sales services — offering various lucrative schemes that include free servicing, warranty for parts and specially designed customer care units.
Readily available genuine spare parts, reasonable price and quality of after sale service are prime factors that help increase business.
“Motor cycle is a one time sell. Any customer who buys it, will use it on an average for five years. So to keep the customer and to get more customers through him, companies focus on after sales services,” said Sandeep Gurung, manager sales at Chaudhary Group.
To increase the revenue of a company once a motorcycle is sold, after sales services are the only way, he adds.
A prospective motorcycle buyer must take into consideration besides mileage, power and price, the maintenance and operational cost of buying any motorcycle.
Readily available genuine spare parts, quality assurance and warranty provided by companies are to be looked at before purchasing bikes, said Anil Baral, service engineer at Morang Auto Works (MAW).
To provide good after sale services, Morang Auto works is working to establish a fully automated workshop. “As the market of two wheelers runs on reference from one customer to another, we should provide good maintenance service. MAW has spent more than five million rupees to create its service infrastructure,” said Milan B Malla, chief operation manager at MAW.
Research and development is a continuous process and the parent company is spending billions of rupees on it. So it is necessary that proper trainings be provided to technicians before introducing any new model in the market, added Baral.
Almost all companies provide certain free servicing and parts’ warranty, which include replacement of parts in case of manufacturing defects. Yamaha offers eight free servicing, informed Baral and added MAW has 22 outlets and numerous authorised service stations across the country to assure customers good maintenance of their motorcycles.
“For better networking among Yamaha owners, a Yamaha Club is in the offing. When a customer becomes a member of the club, he is liable to get discounts on various after sale services being provided by the company,” said Sushil Shrestha, marketing manager at the Morang Auto Works.
Hero Honda that has been ruling the two wheelers market for last two decades was the first to use automated workshop in 1998. Today, it provides six free servicing and has 18 outlets and 12 authorised service stations for this purpose.
“Satisfied customer publicity is the best marketing approach. The Syakar Company has introduced a ‘special customer card’ through which customers can get 10 per cent discount on servicing, 20 per cent on engine repair and five per cent on spare parts. These kinds of schemes assure that the company is dedicated to provide quality service,” said Sita Ram Neupane, service manager at Syakar Company Ltd.
Bijay Kumar Jha, service manager at Hansaraj Hulaschand and Company Pvt Ltd, distributors of Bajaj morotcyles in Nepal, also agrees that in expanding business, quality after sales service plays an important role.
“Sales figures that grew from 445 units per month last year to 700 units this year indicate that sales increase with the quality of after sale service,” said Jha. Bajaj is the only brand in the domestic market that provides 20 free servicing and we have a fully automated computer testing workshop to be sure that there wont be any defect in maintenance, Jha added.
There are two such workstations in Kathmandu and one in every major cities of Nepal, he informed.