Support/Pricing
Support
What support services do buyers of your product/service want and need?
“Top service companies are “customer based”. They have a clear sense of their target customers and their needs and have developed a distinctive strategy for satisfying these needs” (Kotler & Keller, pg. 366). The iPad Air is a tangible good with accompanying services. Apple understands that their target market are innovative consumers that want the best quality in a product with clarity and not many technical issues. They want their money’s worth with the best product available.
Buyers want premium support available to all customers to help them how they want it, when they need it. Apple does this by offering a one year warranty and 90 days of complimentary telephone technical support with the purchase of the iPad Air. These benefits are in addition to any legal rights provided by consumer protection laws.
Buyers also want multiple channels and resources. If customers use the Apple store App. they can schedule an appointment and state what they are already looking for. This allows Apple to greet them by name and have options ready as soon as they walk into the store. Customers want to feel important and that their needs can be meet. Apple has used technology to assist in making customers feel welcomed and they are number one to the company. The Apple store is only the beginning of a customer's journey. In order to reach all wants and needs Apple ensures the call center, product designers, and computer programmers are always on stand-by to assist with any issues or concerns. Customers always need answers to questions to feel secure with the product. Apple has many areas that can assist with questions and have a speedy response. Apple also offers a customer community, that enables buyers to find answers to questions, communicate with peers, share expertise, and more. Apple also offers live chat for real-time answers to simple questions and a Customer Support...