THAILAND : EPSON EXPANDS SERVICE CENTER
THAILAND : EPSON EXPANDS SERVICE CENTER
2009-06-19 at 2:05:02 pm #22032
Epson bills big budget renovating service centers guarantee to hit target at leading IT malls
Epson spent over Bt 10 million to refurbish service centers across the country to strengthen the brand via service.Eiji Kato, Country Manager, Epson (Thailand) said the renovation of the service centers is part of the activities under the BE THERE strategy which has been kicked off last year. Epson has jointly worked with allies in studying strengths and weaknesses of Epson’s post-purchasing service based on customer’s satisfaction. After all operational system has been settled, Epson today changes service center’s name and look from “Cover Plus” to “Epson Service Center”. Epson strongly believes that good service will lead to brand’s credibility and customers will later welcome other products from Epson to become part of their work and daily life.”Customer’s satisfaction has always been Epson’s principle. In this region, Epson started from standardize service of every centers and shops to reinforce brand through them. Singapore was the first to modify the shop’s look and Thailand is currently renovating them.” Kato said.
Ananpol Nontapan, Service and Organization Management’s General Manager, Epson (Thailand) said, “Our service center will be a one-stop-service shop where all appliances will be fixed; whether the spare part changed is needed or not. Customers will get support and service from back office team in organizing, checking, and sending spare parts to service centers promptly. Moreover, Epson also has Epson Service Shop, locating all over the country, who will mainly fix cases that do not require spare parts altered.”"Epson offers 3-month warranty, which differentiates us from the normal 1-month guarantee from other competitors. For the customers who already ran out of warranty, modified Epson printers or printers with other brand’s cartridge, they will have to be responsible for the cost themselves.” Ananpol added.
Currently, there are 60 Epson Service Centers and 8 Service Shops nationwide and Epson is aiming to open 102 centers to cover every province within fiscal year of 2009 (March 2010). During the first phase, Epson will be renovating 14 service centers which mainly are large IT stores in Bangkok who will as well get a certificate as a “authorized Epson repairing center”. Every service center will be focusing on major products, for instance, printer, inkjet, dot matrix, laser, projector and scanner, and is going to be another distribution channel for Epson ink cartridge.Furthermore, there is going to be an on-site service provided which customer can contact dealer directly for help and support for office devices such as receipt printer, check scanner, wide-tray printer, hi-end projector and large laser printer.
“The design and decoration are going to be easy to recognize and create trust in our service. The new logo comes in navy blue paralleling the brand’s color. The logo design is simple and clear, reflecting professionalism and credibility. Below the shop’s name is a smiling line which signifies that Epson Service Center is happy to welcome every customer. Averagely, each shop renovation costs 130,000 baht. The whole campaign budget is at around 10 million baht, including decoration and public relations cost.” Ananpol said.
Kato said during his past 2 months as a Country Manager of Epson (Thailand), he perceives marketing opportunity in Thailand’s IT industry. Customers might delay making purchasing decision to reduce cost of living. But personally, he believes that IT devices’ need is still the same, only customers opt to put off their decision and add up more criteria such as quality, price or promotion.”Epson provides a wide range of products that respond to all kinds of customer’s demands in great quality and at affordable price. What we need to do is to strengthen trust and encourage buying decision. Undoubtedly, the political and economic situation has adversely affected our business. We have been through the tough year 2008 with great achievement from our hard-working. I am sure that we will eventually reach the same kind of accomplishment as the fruit from our perseverance”, Kato concluded.