Make your after-sales service a strategic growth engine
After-sales service (after-sales service) is often perceived as an obligation: a support function that generates costs without real direct feedback. But the most successful companies know how to transform this cost center into a driver of growth and profitability. During a webinar organized by Kolus, Xavier Vidal, after-sales expert, shared essential keys to changing this vision and repositioning after-sales service as a strategic pillar.
Why reposition after-sales service in your business strategy?
To begin with, it is essential to understand why after sales service is often overlooked in strategic discussions. All too frequently, it is approached from the perspective of customer satisfaction or, even worse, as a necessary evil. However, a well-structured after-sales service can generate significant revenue, retain customers and strengthen competitiveness.
Xavier Vidal recalls that everything starts with a clear strategy. If the main objective of the company is only to sell machines, after-sales service will be perceived as a post-purchase troubleshooting tool. On the other hand, by integrating after-sales service into a global vision — for example, by aiming to become “the best customer service of the year” — we bring together all teams, including after-sales service, around a common objective.
Concrete example: an industrial goods company increased its after-sales revenue by 20% by creating premium offers, such as remote diagnostics or tailor-made maintenance contracts. These initiatives, supported by a clear strategy, have strengthened customer loyalty while opening up new revenue streams.
An adapted organization: from chaos to control
Having a strategy is one thing, but executing is another. For this vision to come to life, the after-sales service must be precisely organized. It starts with a mapping of activities.
Why map?
Because after-sales service brings together a multitude of activities (warranty management, contracts, curative interventions, customer training, etc.), each with different profitability levers. Without a clear view of these activities, it's impossible to identify what's working and what could be optimized.
For example, a maintenance company discovered that its customer training courses represented untapped revenue potential. By structuring this activity, it was able to offer paid training sessions and thus increase the overall profitability of its after-sales service.
But organizing after-sales service is not limited to knowing “who does what”. It is also a question of defining work standards, involving teams in their implementation, and using efficient tools to optimize processes. Kolus, for example, offers ticketing and video assistance solutions that allow you to structure and centralize requests in order to guarantee efficient and uniform processing.
Concrete case:
An after-sales service in the industrial goods sector spent a significant part of its budget on on-site interventions for minor problems.
Solution:
By using a video assistance tool (like Kolus), they have:
- Reduces travel by 40%
- Increased first call resolution rate to 85%
- Generated new revenue through a billed remote diagnostic service.
Result:
A reduction in after-sales costs by 30% in one year and an improvement in customer satisfaction (+25%).
Managing with key indicators: the importance of KPIs
Good management requires relevant performance indicators. These KPIs are not only used to measure overall performance: they also empower each member of the team.
For example:
- First Call Resolution Rate : a good indicator of the effectiveness of technicians.
- Average care time : critical for measuring reactivity.
- Customer satisfaction (NPS) : to assess the impact of interventions on customer loyalty.
Xavier Vidal illustrates this with a simple but powerful metaphor: “Giving a precise budget to organize an aperitif is more motivating than simply saying 'do the right thing'. The indicators are the same: they empower and value teams.”
Example of a KPI dashboard for after-sales service
A lever that is often overlooked: the income statement specific to after-sales service
To truly transform after-sales service into a growth engine, it is essential to have a precise financial vision. However, after-sales revenue and costs are often scattered across different accounts, making it difficult to track them.
Solution:
create an income statement specific to the after-sales service. This table includes all sources of income (warranty provisions, manufacturer bonuses, maintenance contracts) and all expenses (labor, logistics, spare parts), offering a clear view of overall profitability.
Kolus shared a simplified operating account model that was easy to customize according to the specific needs of each business. With this tool, it becomes possible to identify the most profitable levers and to adjust the strategy accordingly.
A technological transformation at the heart of change
Digital tools play a key role in this transformation. Ticketing solutions, for example, make it possible to centralize all requests and monitor their processing in real time. At Kolus, we have developed advanced functionalities to optimize the management of interventions:
- Video assistance: an expert guides the customer or a technician remotely, reducing unnecessary trips.
- KPI monitoring: each step is measured, from the receipt of the request to its resolution.
- Automated intervention reports: for precise monitoring and impeccable traceability.
These tools don't just cut costs. They also create new revenue opportunities. For example, video assistance sessions can be offered as part of a premium contract, bringing tangible added value to customers.
After-sales service as a strategic lever
After sales service is no longer just a reactive function. With a clear strategy, a structured organization, accurate indicators, and the right technological tools, it can become a strategic asset for the company.
- Watch the webinar replay to deepen these keys: Link to the replay.
- Download our operating account template specific to after-sales service to manage your performances: Link to the template.
Stop letting your after-sales service be a cost center: make it a growth driver for your business.
