The aftermarket is all the activities that original equipment manufacturers (OEMs) and their dealer network perform to keep the customer’s equipment working as designed and delivering the value from outcomes the customer purchased.
The aftermarket usually involves interaction with service and support people but may be limited to interacting with automated systems like eCommerce. Create bad experiences, and you create negative customer value, leading to customer churn and poor references. If you create memorable positive experiences, you can create a customer for life. But, if your business only does an adequate job, customers will likely talk with your competitors when they must purchase another item like the one they purchased from you.
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