Customer Need & Support: Product Complexity & Involvement

Customer Need & Support: Product Complexity & Involvement
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  • 0:03 Product Complexity,…
  • 0:44 Product Classification
  • 2:19 After-Sales Services
  • 3:04 Lesson Summary
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Lesson Transcript
Instructor: Amber Dixon

Amber works with graduate students enrolled in a virtual program and has a Master's of Social Work degree.

This lesson explains how more complex products require more customer support. In addition, it includes a look at how product classifications and after-sales services play a role in meeting customer need.

Product Complexity, Customer Involvement

When customers set out to purchase complex services or products, like buying a home, where there is a large financial risk with this purchase and the product will be used across the product's life span, it usually requires planning and research. When customers are purchasing complex products, they have higher expectations for making a more informed decision with the help of the company. They want more support and knowledge from customer representatives because they need more information about products and services.

In this lesson, we will look at how product classification and after-sales services play a role in customer need and customer service for complex product purchases.

Product Classification

Product classification is a way to organize products into categories. Companies often use this tool as a marketing method to advertise a product or service. Another reason why companies use product classification is to anticipate customer needs. Let's take a look at a couple of categories that are used frequently for complex products and how customer service changes to support each classification.

The first category is shopping goods. This is a more expensive product, like a dishwasher or flat screen television. Customers tend to compare prices and products between stores and brands before purchasing. When purchasing this type of good, customers seek customer support staff who clearly answer questions, demonstrate features and communicate about special features between brands. Customers making these purchases focus on the value of the money they're spending.

Next, we have specialty products. These are expensive purchases that are heavily researched beforehand by customers. This would include home buying, life insurance policies, automobile purchasing, water crafts, etc. Home buyers, for example, have a choice when deciding which financial institution to use for their loan. Customers want to work with representatives who are knowledgeable about home financing options and offer accessibility for communication at convenient times for the customer.

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