subject: Guest Speak-S.Rajendran,CMO,Acer India [print this page] Guest Speak-S.Rajendran,CMO,Acer India Guest Speak-S.Rajendran,CMO,Acer India
How have you built strategies for the service support?
Acer as a company has established itself as a quality-conscious company strongly believing that after-sales service has the power to either make or break a brand. We have significantly ramped up our customer service network in the country and have added many more modes for the consumers to reach Acer and solve their issues to their satisfaction. These include:
o Over 450 Acer service centres across the country
o Toll-free call centre number, SMS service, chat service.
Our approach today is focussed on enhancing our customer support network to ensure that we are able to cater to the newer consumers who would join our community as part of the sales process.
What about Acer's go-to-market approach?
Our partners have played a pivotal role in positioning Acer as a leader in the consumer technology segment and remain the key medium to reach out to the target audience. We have continuously strived to bring the latest technology to our consumers at the best possible price points. With a partner network of over 2,500 channel partners and 275 retail partners in over 140 cities and towns and a service network of over 215 Acer Service Providers, Acer aims to reach out to its customers across many target groups in the most effective manner. We believe they play a very mission-critical role in reaching our products to the end-users, and Acers experience in our go-to-market strategy with channel partners has been extremely satisfying and fulfilling.
How do you see the role of your partners?
Acer is a 100% indirect company globally and we drive all our business via the channel partners only. We are able to reach out effectively to consumers even in remote pockets. Acer's unique Channel Business Model has been instrumental in the company's success. The model encourages first-class suppliers and channel partners to collaborate in a winning formula of supply-chain management and benefit from partners resources, allowing Acer to provide customers with fresh technologies, competitive pricing, and quality service. Acer supports its channel partners by regularly undertaking Marketing activities, incentive schemes based on business output, reward programmes, partner appreciation initiatives and training programmes.
What makes you successful amongst the channel community?
We drive all our business via channel partners. We focus on the task of channel profitability and long-term sustainability by a variety of initiatives. Training programmes and constant monitoring of inventory and corrective measures are undertaken, where required, on an immediate basis. We also enable joint marketing programmes where a partner can do a marketing activity locally with the respective Acer branch.
