Epson's new strategies aimed at satisfying customers

In its attempt to meet service demands of the corporate
sector, Epson is all ready with a new initiative called 'Corporate Days'. It
is a program through which Epson would talk to the IT department of its
corporate customers. It will then fix up a particular day on which it would
undertake the servicing and repairs of all Epson products including printers, at
the customer site. Maintenance would include even phased out models.

In addition to servicing and repair, Epson would provide
its customers advice on machine usage and its upgrades as well as inform them of
the time saving applications and newer products and various training programs
that would come out of the Epson stable. While the labor (service as well as
advice) would be given to the customer free of cost, the customer would have to
pay in the event that he buys any new spare parts.

According to G Vijaya Kumar, National Manager, Customer
Support, Epson India, “We have already begun discussions with customers as
regards the implementation of the program. It will take off from April of this
year. We are looking to conducting these maintenance works for the customer at
least twice or thrice every month.”

Given that Epson drives all its initiatives through the
channel, 'Corporate days' would also involve Epson's service vendors who
would go to the key clients and offer the service. “In addition to providing
our partners a direct entry into the corporate vertical, it would help them get
a better understanding of the customer needs. The post warranty support to them
would be given through the channel and the partners therefore would benefit in
terms of spare part revenue,” Kumar added.

As part of its other strategies 2006, Epson India would
focus on setting up regional service centers at a number of cities across the
country. These exclusive service centers would serve as a one-stop shop for all
Epson products. Having launched one such service center in Pune recently, Epson
is looking forward to set up similar centers at Ahmedabad, Surat, Cochin and
Bangalore. The vendor is looking to set up these centers exclusively in the
class B- and C- cities.

In addition to being a one-stop shop for all Epson
products, customers can avail of a special offer called 'One hour express
service' at these centers, whereby repairs of Epson products will be
undertaken and completed within one hour, free of cost. As part of Epson's
empowerment drive, the service center professionals would be given hands-on
training on the technical aspects of Epson's products, besides soft skill
training and information pertaining to importance of overheads and retention of
manpower so that they are well-equipped to handle customers and ensure smooth
business functioning.

“Since the turn around time is very critical for products
like ours, we concentrate on empowering our partners especially distributors and
resellers, because they help deliver our products into the market. Regular
trouble shooting tips, good margins, help with installation, sales and after
sales support are some of the value adds that partners get, so as to ensure good
business,” Kumar said.

Among other strategies that Epson has planned for the 2006
are provisions of a two-year warranty for selected models of DMP and inkjet
printers that cater to the SMB segment.

SUBBALAKSHMI BM