Yesterday in La Chaux-de-Fonds, Swiss Marketing offered many occasions to think about the future of after-sales service or customer service. Another event not to be missed.
The program covered a wide range of topics, such as the mismatch between the brand image and the service level, the integration of new technologies in the after-sales policies as a lever for customer loyalty, after-sales relations, or the analysis of consumer reactions on forums dedicated to aficionados.
Main aspect unveiled It is difficult to highlight one aspect only, but many presentations and round tables addressed the multiple aspects of customer service and, paradox in our over-communicating world, it seems that the main challenge to face by brands (presented for watch industry yesterday, but certainly valid for every “technical” brand) is to communicate with clarity and consistency at every step of the customer relation.
Next year? Design The theme of next year “Journée International du Marketing Horloger” will address many aspects of design.
- How this element can bring value to the product, its user and indeed the company that proposes it?
- What are the socio-demographic variables and with what impacts on products?
- How to combine emotional and practical aspects?
…and much more. The organisers will soon call for abstracts and, indeed, I’ll relay this information.
We will come back on the subject of service soon with a full interview of Kalust Zorik, Director of Intertech (www.zorik.ch) and Founder and President of the JIMH (Journées Internationales du Marketing Horloger).
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