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Improving
service standards for sales success
Key
differentiator is the quality of after-sales service says
Singer Finance Director
“Profits
have taken a dip for the industry as a whole during the first
half of this year”, thereby impacting negatively on profitability
for the entire consumer-durables sector – so says Singer’s
Asoka Pieris, in an exclusive interview with leading business
journal LMD.
In the July issue of the magazine, which is published by Media
Services, the Finance Director at Singer (Sri Lanka) elaborates
on the importance of attracting customers, and meeting industry
challenges.
“Easy-payment schemes are the best way to attract consumers,”
he observes, adding that even though electricity tariffs keep
rising, “When consumers become accustomed to the new
rates – high though they may be – they will revert
to their former buying habits.” Pieris adds: “Therefore,
we do not expect a drastic fall in sales.”
However, he points out that “many companies have to put
into place high-quality after-sales service systems that can
keep customers satisfied” as a method of countering these
price hikes. Nonetheless, Pieris adds, “Service levels
in the industry fluctuate in terms of quality, with some companies
offering superior after-sales service and others exhibiting
what are, at best, indifferent levels of customer care.”
Commenting on the brand-conscious mindset of the Sri Lankan
consumer, Pieris observes that even though the average consumer
is conscious of brands, “There are times when there is
a battle in the consumer’s mind between brands and affordability.”
Although the prices of consumer durables have been reducing
regionally, he laments that in Sri Lanka, “Our taxes
have been increasing simultaneously, which makes it impossible
for the consumer to benefit from low prices.”
In conclusion, he notes, “The quickest way to grow the
market would be to reduce the rates of some taxes”, adding,
“And another factor is the ongoing rural-electrification
initiative.”
LMD’s publisher – Media Services – also puts
out LIVING, MOST RESPECTED and THE LMD 50, and is the presenter
of weekly business television programme BENCHMARK. The July
edition of the magazine is now available at all major book
stores and at leading retail outlets.
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