Still room for improvement in industrial-service marketing

Both in politics and across the industry, recent years have seen an emerging awareness of the strategic importance of industrial services – as attested to by numerous communiqués from businesses and trade associations about money to be made with product-supporting services.

Against that backdrop, the Institute of Corporate Governance at Mannheim University of Applied Sciences and business consultants Peter Schreiber & Partner in Ilsfeld investigated how industrial commodity enterprises market their services. For their study of service marketing in the industrial commodities sector (see original title at the end of the article), general managers, directors, sales and marketing managers and other executives at 104 providers of industrial commodities were surveyed.

The results showed that most companies regard industrial services as an increasingly important success factor – along with sales volumes and profits – for keeping customers satisfied and loyal. In addition, the rendering of services is seen as an opportunity to stand apart from competitors and to gain stimuli for product innovations. Most companies perceive further potential for expanding sales and profits through services and wish to exploit that potential within the next three years.

 

Gap between ambition and reality

The analysis of sales and profits from services rendered in 2009 yielded a very heterogeneous picture.
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