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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Filed under Best Practices, Warranty
Tagged as automobiles, automotive, brand, communications, competition, Conference, consumer, consumers, convenience, corporate responsibility, customer expectations, customer experience, customer loyalty, customer satisfaction, customer service, customer service representative, cutomer-first warranty philosophy, drive sales, Express Warranty, Global Warranty And Service Contract Association, sales, warranty, warranty studies
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 →
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Tagged as advertising, Amazon, automobiles, automotive, car, clarity, communications, competition, consumer, contracts, customer, customer experience, customer satisfaction, customer service, drive sales, Facebook, Global Warranty And Service Contract Association, increased sales, J Crew, Kindle, Kindle Fire, M-ize, new car, plain language, profit, repeat business, sales, simplicity, social media, tweet, Twitter, understanding, W. Edwards Deming, warranty litigation, warranty maturity model, warranty program, word-of-mouth
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 →
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Filed under Best Practices, Customer Experience, PR & Branding, Warranty
Tagged as Aquinas, assurance, brand, buyer, civil trial courts, competitive advantage, contracts, cost control, court, customer, customer expectations, customer experience, customer loyalty, customer satisfaction, customer service, customer-centirc, Global Warranty And Service Contract Association, guarantee, GWSCA, Hyundai, increased sales, manufacturer, Mize, obligation, pledge, products, products liability, profits, promise, quality signal, reputation, sales, seller, Thomas Aquinas, training, US Supreme Court, Volkswagen, warranty, webinar
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 
Matthew Kelly
The Editors
Paul Wojcicki