Originally defined as a moral obligation, warranty has evolved into a powerful tool for enhancing the customer experience, which in turn drives sales. Continue reading
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Tag Archives: sales
The Redefinition of Warranty
Filed under Best Practices, Warranty
Some thoughts on how to use warranty to drive sales
In a recent webinar, Warranty in Practice – Can a company use warranty to help drive sales?, I talked about the cultural roots of “warranty,” its underlying polices, the laws affecting it, and how in modern times it has evolved from a cost-center to a sales tool. The presentation also touched on ways to use warranty to help increase sales. Here are a few more thoughts on the topic. Continue reading
Filed under Best Practices, Customer Experience, Warranty
Warranty in Practice – Can a company use warranty to help drive sales?
Can a company use warranty to help drive sales? It sure can. Just ask Hyundai Motors. It saw its market share jump from 1.1% to 4% after it extended its powertrain warranty in 1999. You might also want to put the question to Volkswagen, which saw its sales drop 30% in the three years after it shortened its powertrain warranty in 2002. Continue reading
Filed under Best Practices, Customer Experience, PR & Branding, Warranty
Matthew Kelly
Paul Wojcicki