Managing Product–Service Bundles
No less important than service industries are product-based industries that must provide a service bundle.73 Manufacturers of equipment—ranging from small appliances and office machines to tractors, mainframes, and airplanes—must all provide product-support services, now a battleground for competitive advantage. Many product companies also have a stronger online presence than before and must ensure that they offer adequate, if not superior, service online as well.
Products can be augmented with key service differentiators in areas such as ordering, delivery, installation, customer training, customer consulting, maintenance, and repair. Some equipment companies, such as Caterpillar and Deere, make a significant ...
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