Presentation from the 2014 Service Industry Summit
In this presentation from the 2014 Service Industry Summit, Al Hahn of the Association of Support Professionals discussed best practices for marketing service and support strategically. Service marketing can be helpful to a service/support organization in many ways. The greatest impact can be realized by using it’s capabilities strategically. This starts with surveying your customers and segmenting your installed base of products by service needs. This is different than product segmentation. Armed with this information, service marketers will know how many different offerings you need and be able to design and price them to produce maximum customer value and maximum service revenues and profits. Unfortunately this is easy to discuss and hard to accomplish.
About the Presenter
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Al Hahn Executive Director – The Association of Support Professionals Al Hahn helps companies understand the Business of Service. He is an expert in strategy, marketing, and sales of services. As the Executive Director of The Association of Support Professionals, an international membership organization for customer support managers and professionals, Al works with the world’s largest and best known technology companies. In addition to its annual “Ten Best” awards, the ASP publishes research reports on a wide range of support topics, including fee-based support, services marketing, financial ratios, and support compensation. The ASP also hosts open-access discussion forums and a job board on LinkedIn. |
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