Jewellery Technology & Machinery - JTM
CRM TRAINING EDUCATION
An Intrinsic part of Technology & Machinery sector

It is indeed an importantaspect of trade: Customer relationship management / Training and Education. The Three pillars of the sector would become a game changer for various companies if they look into it seriously and invest in the said activities. With more number of products available from countries such as China, Japan, Taiwan etc, it becomes imperative for domestic tech service providers to enhance and upgrade their respective allied services to the clients.

The Industry has been talking about the after sales and service and management for a long time now and some of the distributors have also invested a formidable amount in terms for resource, 'train the trainer' and education, but there is still a long way to go. There have been instances of customers effected totally due to down time and maintenance. The machinery and technology supplied to the customers either have not been appropriately serviced or the operators of the said machines have not been trained. These and more have led to a silent chaos among the jewellery manufacturers and clients that today every one of them are demanding an efficient after sales service and training.

There is a dire need for education, training and understanding of the intricacies of "after sales service" in any professional sector and this will only lay a strong foundation for structuring the respective segment and upgrading for better business and relationship management. It becomes imperative for the tech and machinery Industry in India to adopt a 360 degree enhancement in terms of educating the members through seminars, conclaves and forums that will not only help the Founder Directors, but also the staff members to understand the importance of the concept of "Customer service". While there are many an Indian distributing companies who with sheer passion for expanding their respective business have built in a strong base comprising of intellectual resource and state of the art infrastructure to service the existing and potential customers with respect to the products and services they distribute. No wonder such companies with critical infra support have been able to do incremental business with the existing clients. There is also an immense reference point that works for the said companies in their customers.

The "customer service" and "after sales service" logic also holds true for all those dealers and distributors who import equipments from countries such as Italy, Israel, Germany, China and many other economies to have a trained resource explaining A to Z about the said product to the potential customers. Knowledge becomes a key aspect here for sale. As they say first impression is the last, thorough knowledge on the product will only build belief and trust of the customer who will not only like to buy the said product, but also will be satisfied with the after sales service that he can expect. He in turn will become a good case study for the company to procure more clients in the sector.

JTM bureau, through a thorough test market and research have identified grey area's that still exist among the tech and machinery segment and is addressing the nuances to make the tech industry a strong and sustainable business for a long time to come. With more number of suppliers and multinational companies setting up a distribution channel, it is important for the existent players to invest and look into the three pillars of business CRM, TRAINING & EDUCATION.


Arvind Patel
MD, Sahajanand Laser Technology Ltd.
Mr. Arvind PatelManaging Director SLTL talks to the JTM bureau on the important link that bonds the supplier and the customer in "After sales service". He opines on the growth chart experienced by the company after integrating "after sales service and support" as an critical pillar for business. Excerpts:

According to you how important is the "After sales service" role in your business? Do you think we are doing enough to service and sustain our customers for long terms relationship?

After Sales service has always been a back-bone to the growth of all the corporates around the world. It's in-thing which makes the company Big. We at Sahajanand Laser Technology Ltd. (SLTL) take it as a milestone for future growth. To us, scientists can create out of the world products but without the after sales servicing, it gets to nowhere. Customer satisfaction need to be measured for all future growths / expansion and that is where big companies and small companies get differentiated.

After-Sales servicing requires huge investment in terms of manpower recruitments and training as well as goods in inventory. So its not easy for small players with limited resources. We in India, which is world's fastest growing economy, will be learning to invest in after sales service aspect so as to be world leaders. Already most of the companies have started to understand it and in near future, business will be going to only ones with good track record.

There are Tech tools and machinery imported from multinational companies or principals. How important is training regarding the said machinery to the customers?

As India still is growing fast and being IT hub of the world, we have been lucky to use latest technology in our factories. As the world is becoming one big global village, wherein importing is quite easy, there has been lot of imports from China and European countries. The prices have been manipulated and thus imports are becoming cheaper than in-house manufacturing. Though this will not be sustainable in the long run, but in short term, its creating problems both for manufacturer as well as factories which are using them. The technology manufacturer is trying to match the prices of cheap imports whereas the factories using them are having difficulty in aftersales support. Also since the terminology and the working environment are different in India and overseas, the equipments starts to breakdown. Also training aspect is missing when buying from overseas and proper SOP is not in hand with the factory.

We have been exporting to 30 countries and we make it sure to impart proper training and provide them full SOP at the time of installation. This helps us to maintain our systems online over long period of time without any physical visits to the factory.

With respect to "after sales service" and "customer support" how do you see your esteemed company faring and upgrading for the benefit of the existent and potential customers?

The high end laser market is still not very big and thus after-sales servicing has a very big share in repeat sales. Also the industry been small and most of them know each other, so potential customers are attracted by know the track record of the supplier. They make complete analysis of the product and the company before finalizing the order. We at SLTL have our annual audits in this regard but way of checking our repeat orders visà- vis competitors. We do in-depth study on the root causes for any potential failures or drawbacks on lines of service support. Quarterly training imparted to our service engineers in general and exhaustive knowledge sharing at the time of product launch. during training. No matter how many times the technician may have trained before it is always advisable to refer the manual time and again.

Lastly do you foresee a big role played by educational meets and seminars on the subject of "Customer Support" for the tech and machinery sector to make it a more structured segment that in turn will bring in goodwill towards the principals?

Yes. There is inherent need for such a workshop for the industry. Just as said earlier, Indian technology provider needs a better understanding of this aspect for becoming a global player. The Brand India will be hugely benefitted by that way and our government's 'Make in India' be successful.

Mehernosh D. Printer
Director, NJTPL
Mr Mehernosh Printer in this exclusive interview with the JTM bureau throws light on the important role played by Tech and Machinery distributors, manufacturers and consultants to upkeep the service levels relating to the supply chain and the growing demand for training and development. Excerpts:

With respect to "after sales service" and "customer support" how do you see your esteemed company faring and upgrading for the benefit of the existent and potential customers?

We truly believe that we have been leaders in bringing advanced and state of the art equipments to the Jewellery Industry only due to our dedication relating to "After Sales Service" and "Customer Support" at every stage. We understand that it is the prime need to be a market leader. "No compromise at whatever cost" is our motto.

According to you how important is the "After sales service" role in your business? Do you think we are doing enough to service and sustain our customers for long terms relationship?

"After Sales Service" is the prime service / action needed in today's scenario. Updates in technology are fast changing. Keeping our staff updated and transferring that to our clients will keep client loyalty. In an age where equipment is built with an intention to last for years, you should have the desire to keep the equipment longer than its expected age of working life. That's what the service department should strive for. Give the equipment more life than expected - with the latest development and upgrades.

There are Tech tools and machinery imported from multinational companies or principals. How important is training regarding the said machinery to the customers?

Consumer purchases the equipment off the shelf. Manuals help to set them up. Perfect, step by step training is a must. Our technical team should go one step after the other with manual in hand, ask questions pertaining to their queries in actual day to day working.

Lastly do you foresee a big role played by educational meets and seminars on the subject of "Customer Support" for the tech and machinery sector to make it a more structured segment that in turn will bring in goodwill towards the principals?

Imparting knowledge and education about our products will always help. It will keep our clients abreast of the latest developments that our (worldwide) Principals want to offer. But this education should reach the actual workers and maintenance staff. They should absorb this knowledge from time to time and be allowed to ask questions pertaining to their queries in actual day to day working.

Laxmikant D. Vaidya
Director, Technovision Engineering & Services (I) Pvt. Ltd.
Mr.Laxmikant .D. Vaidya Director Technovision Engineering & Service ( I ) Pvt Ltd dwells on the subject of 'After sales service" and its vitality to the tech and machinery sector. An exclusive:

There are Tech tools and machinery imported from multinational companies or principals. How important is training regarding the said machinery to the customers?

Training is an integral part of the sales concerning the best and latest technology. The training should be easy to understand and user friendly. Proper installation & training shall determine the life of the technology or machinery.

According to you how important is the "After sales service" role in your business? Do you think we are doing enough to service and sustain our customers for long terms relationship?

After sales service is a very important factor in the line of business that we are in. Today the client checks on the person or the company behind the machine that he purchases. The principals are from other countries however we are the bridge between the user and the manufacturer, hence the user first should be sure that the person/company representing in India is capable enough to comply with these issues.

With respect to "after sales service" and "customer support" how do you see your esteemed company faring and upgrading for the benefit of the existent and potential customers?

We have introduced in India the latest technology available globally for the last two decades. Before introducing any technology we convince ourselves, take proper training and then convince the prospective clients. Our philosophy is to part with the maximum information about the technology with the user and make them aware as to the areas where-in they can enter and also the restricted areas. By doing so our experience is that human errors are minimal, resulting in trying to achieve zero down time related to the machinery.

Lastly do you foresee a big role played by educational meets and seminars on the subject of "Customer Support" for the tech and machinery sector to make it a more structured segment that in turn will bring in goodwill towards the principals?

Yes there is lot of scope for the improvement in this area and hearing from experts from the industry shall help our sector to educate and enhance their knowledge.

Mr. Naresh Balani
Director- Operations &
Marketing Amrit Group
In this exclusive, Mr. Naresh Balani Director- Operations & Marketing, Amrit Gem talks about the importance of "After sales Service" and opines on the importance of customer satisfaction. Excerpts:

According to you how important is the "After sales service" role in your business? Do you think we are doing enough to service and Sustain our customers for long terms relationship?

We should understand that a customer always would require something urgently at any point of time during day or night regarding the product / service sold. It always then becomes important to put our customer's before us and do our best in terms of servicing them.

With respect to "after sales service" and "customer support" how do you see your esteemed company faring and upgrading for the benefit of the existent and potential customers?

Service efficiency levels are actually the most important aspect. To prove it I can give an example of our company been in this industry since 1984 and we never felt the requirement of sales team as our product and service has been world class and of International standards. We have supplied our product across the globe with no sales team and only applying the best of our after sales service and support.

There are Tech tools and machinery imported from multinational companies or principals. How important is training regarding the said machinery to the customers?

All the customers using imported technology & machinery should be trained by their respective local counterpart. The said trainers should be well equipped to ensure proper working of the equipment's, adequate supervision should be given t ensure the health and safety of the technicians with while the machinery is in use. Training should be delivered inhouse using appropriate product instruction and the background knowledge skills of the said trainers deputed by the machinery manufacturers or principals. , adequate training should be delivered in-house using the manufacturer's instructions and the background knowledge / skills or with help of more experienced workers or the technicians from their principals.

In case if companies or principals are not able to provide training, Customers should be competent to train themselves for the machinery imported. Training – along with knowledge, experience and skill – helps develop such competence. Actually It is not possible to detail here what constitutes 'adequate training', as requirements will vary according to the job or activity, the existing competence of workers, the circumstances of the work, the work equipment, etc.

Lastly do you foresee a big role played by educational meets and seminars on the subject of "Customer Support" for the tech and machinery sector to make it a more structured segment that in turn will bring in goodwill towards the principals?

Definitely, educational meets and seminars which are led by experts focusing on tech and machinery sector has numerous benefits, including improving skills, gaining expert knowledge, networking with others and renewing motivation and confidence.Seminars actually gives intensive exposure to a topic through discussions led by multiple experts. It can lead to higher productivity and fulfillment of production goals.

Bhavin Kamdar
Partner, Aditi Laser Group
Jtm Bureau Spoke To Mr. Bhavin Kamdar Partner, Aditi Laser Group About The Importance Of "after Sals Service" And Got An Insight On The Same. Excerpts:

There are tech tools and machinery imported from multinational companies or principals. How important is training regarding the said machinery to the customers?

Trining is the most important area. It is like 'the better you educate and teach your customer, better will be the health of the machine'. They need to dedicate less time in future to maintain and service the said machinery, if initial training is taken care.

With respect to "after sales service" and "customer support" how do you see your esteemed company faring and upgrading for the benefit of the existent and potential customers?

we are trying our level best to support our customers pan india with the best of service and support. We are offering them all the possible options for support to minimise downtime. We offer online support and also if required we do provide a stand by machine to customers with conditions ofcourse. We focus more on procurement and design of the machines to see that we have minimum downtime at customer end.

According to you how important is the "after sales service" role in your business? Do you think we are doing enough to service and sustain our customers for long terms relationship?

It is the most important thing in any business where technology and human interface is involved. I do not see sellers / dealers etc doing enough justice to customer's in giving post sales service. There is a lot of and room for improvement.

Lastly do you foresee a big role played by educational meets and seminars on the subject of "customer support" for the tech and machinery sector to make it a more structured segment that in turn will bring in goodwill towards the principals?

I am not sure on the eeforts for the above. Yes, such seminars and education al meets surely boost confidence among the principals, that their products handled by an efficient and effective team.

Mr. Kamlesh Parekh
Founder and Director
Imaginarium India Pvt. Ltd.
Mr. Kamlesh Parekh Founder and Director Imaginarium India Pvt Ltd in this exclusive defines the role of after sales support and tech training for optimum productivity and customer retention. Read on..

According to you how important is the "After sales service" role in your business? Do you think we are doing enough to service and sustain our customers for long terms relationship?

The strengthening bond between any organisation and customer depends on the "After sales service" that is provided by that organisation. Today, consumers are doing more research before buying a new product, expecting companies to meet their needs and respond effectively to their problems. We at Imaginarium factor in the expectations of our consumers and have a very thorough after sales service in place for our clients to achieve the most out of their purchases. The relationship we establish with our consumers is one of long-term where our primary objective is to offer the best solution for our client's business and that will favor them in the long run.

There are Tech tools and machinery imported from multinational companies or principals. How important is training regarding the said machinery to the customers?

Training presents a prime opportunity for companies to expand the knowledge of their workforce. Employees who receive the necessary training have a greater understanding of the technology and machine which in turn builds confidence towards that particular technology. This confidence enhances their overall performance and increases work efficiency. A robust machinery training program for employees also improves machine life and helps businesses deliver quicker, leading to a faster company growth.

With respect to "after sales service" and "customer support" how do you see your esteemed company faring and upgrading for the benefit of the existent and potential customers?

People inherently understand the value of a good after-sales service. Imaginarium's core mission is to drive businesses to achieve their best through our solutions which we offer consultations for. Our key success factor has been our offerings of expert advice, technical problem solving and hands-on training on the machine and technology equipment. We insist on customized solutions for our consumers depending on their understanding of the technology they are looking for, giving them an idea of how effectively they'll be able to use it to their advantage.

Lastly do you foresee a big role played by educational meets and seminars on the subject of "Customer Support" for the tech and machinery sector to make it a more structured segment that in turn will bring in goodwill towards the principals?

Education is a powerful weapon for any change that has to occur. Dissemination of knowledge on customer support for technology and machinery will be the most effective way of creating awareness about it and will indefinitely bring more structure to the area.

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