While in theory we might keep saying that service is the one factor that will distinguish one manufacturer from the other, especially with the commoditization of technology, in reality we do not practice what we preach.
With any new product or any new manufacturer, the first objective is to get the channel in place in order to meet the numbers. With the distribution setup in place, the next focus is on the number-target. Schemes are launched to promote sales, marketing campaigns are developed and partners are driven/pressurized to meet this target. As the brand gains more recognition, more and more products are unfolded, the technology is refined and both the partner and the manufacturer set bigger targets.
When does the manufacturer actually put down the service infrastructure and scout for his service partner? Only when the brand is in trouble.
Service is not a problem unless and until the numbers start dropping. Even in today’s dynamic, fastest growing market… etc…etc. service is an afterthought. Even in the channel, few partners actually know what is the post-sales service promise of the products they sell. We have become champs at saying the right things, reassuring buyers that we know what’s happening, when in reality all we do is pay lip service to the service issue.
Most manufacturers are happy appointing an outside agency to deal with their service issues. In the past, we have seen mighty brands fall because of the lack of service.
And yet we have not learned our lesson.