Customer Support: Customer Is Not King

Are you getting the right and legitimate kind of service from a company's
service center? The answer, most often, will be NO. Whether it is a computer
product or an electronic device, or a telecom service, the after sales service
is never up to the mark-and that's one reason why the gray market still
exists. Companies and service providers are forgetting that it's easier to
retain existing customers coming back for more products than focusing on getting
new customers. But, without proper service, the existing customers will turn
their back; and a customer once lost is lost forever. The same holds true for
the mobile phone space. With every phone is associated a customer and the
cellular service provider. But who is the real king-the customer or the
service provider?

Miles to Go

After-sales service has long suffered a tarnished image. Customers get to
know the real difference between sale and after-sale once their communication
device starts giving trouble. With four to five million mobile connections being
added every month, handset makers have swanky showrooms and point-of sale
outlets everywhere, but service centers are the objects of expedition. To find
the service center of any said handset maker, the customer is handed a list of
names-and hence starts the customer's unending visit, not to one but to all
on that list. The customer is made to run from pillar to post to get the desired
service...even if it's a small repair. Sometimes, he's even fooled out of
his warranty scheme, and made to pay for the repair.

The Outsourcing Bug

It seems the outsourcing bug has not spared the handset vendors. Almost all
handset vendors in India have, completely or partly, outsourced their
after-sales services to different outfits-the so-called service partners.
Nokia, with almost 70% of the Indian handset market, also has the most number of
service centers across the country. For Nokia, HCL Info has set up a nationwide
network. The service network is under a 100% subsidiary, HCL Infinet, which
currently has over 300 such centers. Samsung, which is at the number two
position in the Indian market, has more than 200 authorized service centers and
10 authorized partners operating under the name of Samsung Authorized Service
Center. BenQ's repair services are through its service partners-Adonis,
Salora, and Accel-totaling 118 such outlets; and LG boasts of having 354 such
outlets. The service and repair works of Motorola have been outsourced and are
done in 262 centers, some also carrying the service and repair responsibilities
of Huawei and other makers. But, the customers are anything but satisfied with
the service they are getting from these service centers.

Customer Care Redefined

There is little sign of relief for the customer as the quality, as well as
the quantity, of after-sale service centers seem insufficient to cope with the
pressure. Security of handsets is becoming a major concern for customers as in
many cases customers get their handsets back with a part or two missing. In the
case of high-end phones, many customers have complained of missing memory cards.

As one Sanjit Saxena of Green Park, New Delhi narrates his story of the
Motorazr V3i, which he bought six months back as a gift for his daughter-in-law.
After emphasizing his age, 68, the customer said that this was this 11th visit
in four months to the service center. He came to the center for a display
problem in the handset. He got it repaired within three days, but left without
its memory card. He made another complaint, and since then he is on the move.

The story of one Sohan Pal of Badarpur is no different. On his 10th visit to
the service center in the last two months, he was told that his Motorola 168 is
missing from the storeroom.

Customers also complain of rude behavior by the care center executives, in
person as well as over the phone. A telephonic survey of service centers of all
big-name mobile phones-Nokia, Motorola, Sony Ericsson, ZTE, Huawei, LG-that
the dedicated customer care telephone number is busy most of the time, if the
call is taken at all the caller is put on hold for indefinite periods.

The Grey Market Booms

If watched closely, it would be evident from the number of unauthorized
service centers that they mean business unlike their authorized counterparts as
far repair services are concerned. The number of unauthorized repair centers
would well match the number of grey handset retailers. So for small repairs such
as sound or display, or keypad and joystick problems people prefer to visit
these repair shops as they get value for money, at least in the sense of time.
Customers also prefer to go to theses unauthorized shops once their warranty
period is over. Though doubts exist over the manpower skills in these centers,
but then customers are equally apprehensive of the same in the authorized
centers as well. Though handset makers claim to provide training to their
service engineers, as do the authorized centers, what the authorized centers
mostly lack is a zeal for care. This is where the unauthorized repair shops have
an advantage. With little knowledge of the information system but with adequate
service and technical skill, they drive the market with little competition from
the counterparts.

Need of the Hour

With the mobile handsets market showing 62% y-o-y growth, and new players in
the arena, the quality of after sales service is going to be a major factor in
deciding the winner. Also, when the government as well as the telecom players
having big plans for rural telephony, there's no way for handset makers to.
They have to increase their reach, which right now is not even enough for metros
and A, B category cities. Also, adequate training of the service center
employees, and a change in attitude will definitely discourage the gray market
service centers.

Gyana Ranjan Swain

gyanas@cybermedia.co.in