Final Customer Purchasing from the Product Producer

Maintain Steps: Maintain steps include all activities required to keep the product in working order. These steps include the costs the customer incurs to diagnose and correct product problems.

2.
Emotional: Segment customers according to the personal emotional needs of the segment.

B. Needs to avoid sources of anxiety

1. Risks in relationship: The customer segment needs reassurance it can trust

Company capability: Company capability that crosses all products
Reliability Leader: The company can be counted on to lead the industry in major aspects of Reliability – Segment interested in being assured that:

Product will be fixed promptly

No.	SIC	Year	Note
1	0	1990	Instead of rewarding a service manager for the number of calls that repairmen make, a company should reward him for reducing the percentage of customers who return for the same problem.
2	3571	1986	Wells American claims that its clone, the A*Star II, is the only network-ready PC/AT compatible that can operate at 6, 8, 10 and 12 MHz. Also promotes that it's been making microcomputers longer than IBM, and it's serviced nationwide by RCA.
3	3571	1986	Wells American claims that it's been making microcomputers longer than IBM, and it's serviced nationwide by RCA.
4	3571	2002	Warranty lengths tend to be standard within product categories, but some lesser-known companies are offering longer warranties to ease concerns about the reliability of their products. Budget PC maker Atlas Micro offers a three-year warranty on most parts, and a lifetime guarantee on labor. More established companies, on the other hand, may try to leverage their well-know brand image in order to get away with unusually short warranties. For example, the Apple iPod's warranty lasts just 90 days, compared with a full year for many lesser-known MP3 players.
5	3576	2004	Telephone companies need far greater reliability and better management tools to serve their millions of customers compared to the needs of an individual PC user or even a corporation. Now Cisco will unveil a new program code-named IOX designed specifically to address these concerns. Unlike the previous software, the new software offered by Cisco Inc. is built in modules, which can be replaced without shutting down the system.
6	3576	2004	Cisco's first push in its smarter-is-better crusade lies in pervasive network security. Instead of firewalls and virus checkers, the company pitches a network that monitors individual data packets, shuts off rogue computers and isolates questionable users.
7	3639	1988	All the major manufacturers set up extensive service organizations & extended warranty programs during overcapacity.
8	3711	1987	Mercedes Roadside Assistance provides on-the-phone or onsite factory authorized service help every weekend and holiday from 8am until midnight, and every weeknight from 5pm until midnight.
9	3711	1991	Some of Mercedes' used cars will be sold with two-year warranties backed by Mercedes. BMW is launching a similar effort.
10	3711	2003	BMW experienced technological malfunctions with the 7 Series and M3s causing many customer complaints. In response, the company now offers a four-year warranty, maintenance and service, in the price of the car.
11	3711	2003	Sales had cratered because of poor quality and dealers were demoralized, but Hyundai vehicles were beginning to improve. Their marketing solution: an unheard-of ten-year, 100,000-mile warranty, on every vehicle.

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