Transforming a Customer Service Culture in Manufacturing

The post-sale experience is a giant opportunity for many manufacturers.

Let’s say you buy a refrigerator. Buying an appliance like that is a big investment that should last a long time, but there are many reasons you might need support.

  • Registering the refrigerator for warranty support.
  • The water filter needs to be changed every six months.
  • A few years down the road, you might need a new part or a repair.

A manufacturer that can provide exceptional after-sale support in all of these areas can add plenty of additional revenue:

  • Customers will remain loyal and provide positive word-of-mouth.
  • The brand will earn recurring revenue from parts.
  • The brand can earn additional revenue from extended warranties and service plans.

I recently partnered with Ashok Kartham, CEO of Mize, to facilitate a webinar on how to transform a customer service culture into one that consistently delivers these results.

About Mize

Mize enables durable goods manufacturers to better serve customers throughout the customer journey. The goal is a seamless customer experience through various critical moments. For example:

  • Warranty registration
  • Ordering parts
  • Scheduling service
  • Handling returns
  • Managing service plans

Mize serves a wide range of industries including appliances, automotive, and heavy equipment.

The Webinar

Kartham kicked things off by sharing some of the benefits manufacturers can achieve by offering a seamless customer experience. He cited several examples where companies leveraged Mize’s suite of products to stay better connected to customers and drive greater loyalty and revenue.

Next, I shared three steps that brands can take to develop a customer-focused culture:

  1. Create a customer service vision.
  2. Engage employees with the vision.
  3. Align the business around the vision.

We wrapped-up the webinar with an extensive Q&A, tackling questions on a wide-range of topics such as gaining executive buy-in and leveraging technology to enhance a service culture.

Mize generously offered an Amazon Kindle copy of my book, The Service Culture Handbook, to all webinar participants. The book provides step-by-step guidance for implementing a customer-focused culture.

You can watch the full webinar here.


Here are a few resources to help you transform the customer service culture in your organization: