UNIVERSITY OF ECONOMICS HO CHI MINH CITY International School of Business Tran Thi Minh Quyen REACTIVE AFTER-SALES SERVICE OR PROACTIVE AFTER-SALES SERVICE: THE CASE OF KOBELCO CONSTRUCTION MACHINERY VIETNAM CO., LTD ID: 22140039 MASTER OF BUSINESS ADMINISTRATION SUPERVISOR: Nguyen Thi Mai Trang Ho Chi Minh City – 2016 UNIVERSITY OF ECONOMICS HO CHI MINH CITY International School of Business Tran Thi Minh Quyen REACTIVE AFTER-SALES SERVICE OR PROACTIVE AFTER-SALES SERVICE: THE CASE OF KOBELCO CONSTRUCTION MACHINERY VIETNAM CO., LTD MASTER OF BUSINESS (Honours) Ho Chi Minh City – 2016 EXECUTIVE SUMMARY After completing the transaction of purchase, the relationship between a seller and a buyer usually still continue because of complex growing in business to business Customers purchase products and they hope that products will bring benefit to them as much as possible Hence, after-sales service is indicated as a tool which providing a valuable merit to the customer and bringing opportunity to the company After-sales services have proven to be an important element that contributes to business situation of a company Thus, whether post sales service is appropriate or not, actually it is a big issue should be concerned Four major factors that affect after-sales services machinery industry are reactive after-sales service, field technical assistance, spare parts distribution and customer care The purpose of this thesis is to identify the issue of after-sales service in Kobelco Vietnam, then to indicate the root cause led to main problem after analyzing all causes; finally it supposes the potential solutions that can be applied to resolve the problem ACKNOWLEDGEMENT This study was conducted as my master of thesis at the Master Business Administration Program in 2016 This study gave me a deeper knowledge in after-sales and the qualitative research has provided me the opportunity to approach and gain an insight into organizations in real life I would like to greatly thank a number of people who instructed and supported me during my thesis Firstly, I would like to show my gratitude by specifically thanking my supervisor Prof Nguyen Thi Mai Trang and Prof Nguyen Dinh Tho for guidance and qualitative feedback devoted to me Lastly, I would like to thank the time and support of my friends and colleagues who participated in this research TABLE OF CONTENTS INTRODUCTION 1.1 1.2 COMPANY INTRODUCTION COMPANY STRUCTURE PROBLEM CONTEXT 2.1 2.2 BUSINESS SITUATION OF KOBELCO VIETNAM CURRENT STATUS OF AFTER- SALES SERVICE AT KOBELCO VIETNAM PROBLEM IDENTIFICATION 11 3.1 3.1.1 3.1.2 3.2 3.2.1 3.2.2 3.3 3.3.1 3.3.2 3.4 3.4.1 3.4.2 REACTIVE AFTER-SALES SERVICE 12 Corrective maintenance 13 Emergency maintenance 14 CUSTOMER CARE 15 Information provision 16 Warranty extension 16 FIELD TECHNICAL ASSISTANCE 17 During and after warranty assistant 18 Product disposal 18 SPARE PARTS DISTRIBUTION 19 Inventory management 20 Delivery of spares parts 20 CAUSES AND EFFECT 21 CAUSE VALIDATION 22 ALTERNATIVE SOLUTIONS 24 6.1 ALTERNATIVE SOLUTION 1: ASSEMBLING GPS (KOMEXS – KOBELCO MONITORING EXCAVATOR SYSTEM) 25 Benefits 27 Cost: 29 6.2 ALTERNATION SOLUTION 2: ESTABLISH MORE SERVICE CENTERS 30 Benefits 30 Cost 31 ORGANIZATION OF ACTIONS 34 CONCLUSION 37 SUPPORTING INFORMATION 37 REFERENCE LIST 58 LIST OF TABLES Table Ranking position of Construction Machinery brands in Vietnam (2009-2015) Table Inspection schedule of machine 14 Table Warranty time of spare parts 17 Table Sources of spare parts 19 Table The significance of different factors in making decision in using the 23 Table Cost of one KOMEXS system per year 29 Table Service Area Controlled 31 Table Service Center Expense 31 Table Actions Plan 36 LIST OF FIGURES Figure KCMV Organization Chart Figure Kobelco’s Market Share 2009-2015 Figure Market share of Construction Machinery Brands in 2015 Figure Level of customer’s satisfaction about after-sales service of Kobelco 10 Figure Causes and effect tree 21 1 INTRODUCTION 1.1 Company Introduction KOBELCO Construction Machinery Co., Ltd manufactures, sells, service construction and transport machinery Its products include hydraulic excavators, mini excavators, and recycling machines The company also offers machinery parts; and various services ranging from regular after-sales machine check-ups to inspections and advice In addition, it resells used equipment The company serves customers worldwide KOBELCO Construction Machinery Co.,Ltd was founded in 1999 and is based in Tokyo, Japan with manufacturing centers in Japan, China, Thailand, and India; and parts centers in Japan and Singapore It has operations in Southeast Asia, Australia, New Zealand, China, India, Mongolia, Europe, Turkey, Africa, the Middle East, the Russian Federation-CIS, North America, and South America KOBELCO Construction Machinery Co.,Ltd operates as a subsidiary of Kobe Steel Ltd Kobelco Vietnam (KCMV) is a company with 100% foreign invested by Kobelco Construction Machinery Japan, a members of Kobe Steel, one of the biggest manufacturers of construction machinery in Japan KCMV was founded in 2004 with the head office in Bien Hoa industrial zone, Dong Nai Province, in 2005 one branch was established in Tien Son Industrial Zone, BacNinh province From 2004 to 2008, the business was restricted only in service and supply of spare parts for Kobelco machine After Vietnam joined the WTO, in 2008, Kobelco got the licensed for directly import, and since 2009 we was granted the license for selling product to the endusers In order to quickly respond to customer demand and better doing service and supply spare parts, Kobelco opened the representative offices and customer service centers in Lao Cai, Dien Bien, Nghe An, Da Nang, and Gia Lai With the policy to better satisfy the requirements from customers, Kobelco Vietnam commits:  To work and support customers’ business activity by offering Kobelco’s best quality products and services  To provide machines, service and spare parts in accordance with Japanese and international standards  To contribute to the environment protection, saving operating costs through advanced techniques of Kobelco 1.2 Company structure KCMV MEMBER'S COUNCIL MANAGING DIRECTOR ADMINISTRATION DEPT ACCOUNTING DEPT CUSTOMER SUPPORT DEPT SALES& MARKETING DEPT AFTER-SALES SERVICE SECTION PARTS SECTION TRAINING SECTION SERVICE SECTION Figure KCMV Organization Chart (Source: KCMV Administration Department) Kobelco Vietnam established head office in Dong Nai province and head office controls all operations of Bac Ninh branch and five representative offices in Vietnam Above organizational structure is applied for Dong Nai head office managed by Member’s Council and Managing Director There are four departments in structure like: Administration, Accounting, Sales &Marketing and Customer Support Each department is in charge of different task but cooperate together toward missions and strategies of company Although Sales & Marketing brings the revenue directly to company, this department could not operate independently without support of other departments, especially Customer Support department This thesis focuses on the research of Customer Support department which plays an important role in the growth of Kobelco’s business This department includes some sections such as After-Sales Service section and Training section In After-Sales section, there are two sections: Parts section providing spare parts for machine and Service section offering technical assist and repairing machine Why activities of Customer Support department like supplying spare parts, providing technical assistant, doing services after sales contribute to Kobelco business? Kobelco Vietnam is considered as a trading company that imports machine from Japan factory and Thailand factory, then sells to customers in Vietnam Thus, the transaction between the seller and buyer can not finish with delivery, but it also includes the post sales service The aftersales service is more professional, the customers are more interested in Kobelco’s products and highly appreciated its brand name Moreover, while marketing programs like promotion, customer gathering or launching new product aim to increase customer’s awareness of Kobelco’s products, after- sales services maintain customer’s loyalty and increase buying intention of customers in the future Consequently, it could not deny that the activities of aftersales service greatly impact on operation and business situation of company 47 In-depth interview  Interviewer (A): Tran Thi Minh Quyen  Interviewee (B): Nguyen Trong Hieu  Title: Customer Support Manager  Age: 35  Working experience period: 12 years  Date of interview: June 10, 2016  Duration: 25 minutes A: Excuse me Mr Hieu, as a manger of customer support department, how can you evaluate the after-sales service of Kobelco? B: Oh, the after-sales service of Kobelco is mainly support to sales So it is actually important element contributes to Kobelco business’s situation A: How does after-sales service impact Kobelco business in recent years? B: With many years of working in the Customer Service department, I noticed that after- sales service greatly affected sales of the company A: Can you tell me more about the extent of its impact on the market share of Kobelco excavators? B: According to the feedback of customers, statistics have shown that the quality of after-sales services accounted for 70% of the purchasing decisions of customers A: If so, what things did customers comment on the post sales service of Kobelco? B: As for customers who have used Kobelco machine for short time and long time, they said that they disappointed with positive serve of Kobelco After sales service is unprofessional and efficient A: Do you know why they said that? B: Well, according to the process of service, the mechanics will contact to end-users for maintenance for the first 50 hours of operation During rest, customers must actively request service from the company Therefore, they supposed that the way of providing Kobelco service was not professional and efficient A: So you think this is the main reason of bad business situation in current? B: Yes, I think so Because inappropriate after service took bad effect to customers’ business They felt unhappy So they not intend to buy more machine in the future A: Are there any factors made ineffective service? B: Yes, there are four factors within activity of after-sales service: reactive after-sales service, customer care, field technical assistant and spare parts distribution A: What factors made customer pleased and unpleased? B: We usually made annual customer service report to record level of customer satisfaction From report, we found that customers are interested in filed technical assistant and customer care They don’t not like spare parts distribution so much due to long time order and delivery of spare parts Especially, they are unhappy with reactive post sales service A: So what is the key factor? B: Of course, reactive post sales service A: According to you, are there possible solutions to improve the current situation? B: BOD of Kobelco is considering some solutions in order to provide proactive after-sales service to customers Proactive after – sales service is the best type of service for heavy equipment currently because it will supports us overwhelm the limitation of reactive after-sales service For example, there are not many customers who can predict the problem of machine and ask for service in order to avoid disruption machine’s operation Or customers are difficult to recognize the defect of equipment until the problem happens Generally, proactive after-sales service brings the highest satisfaction to End-users A: Can you tell me specifically about proposed solutions? B: Well, increasing number of mechanics for customer support department, opening more service centers in some of major area or installing GPS to machine are some potential solutions now A: Which one is the best one? 48 B: I think GPS is the optimal choice because KOMEXS have many advantages such as saving time and cost Besides that, it can diagnostics device accurately than humans So I think that investing in KOMEXS is more efficient opening new service centers We also received positive feedbacks when we get customers’ idea A: Many thanks for your interview today 49 In-depth interview  Interviewer (A): Tran Thi Minh Quyen  Interviewee (B): Phan Thanh Nha  Title: Senior Parts Section  Age: 33  Working experience period: 07 years  Date of interview: June 15, 2016  Duration: 20 minutes A: Hi Ms Nha What you think about the business situation of After Sales Service Section in recent years? B: During three years from 2013 to 2015 The Revenue of After- Sales Service Section including spare parts and services decreased drastically A: Why the revenue decreased so much? B: Eh, the reason is that the number of excavators sold dropped A: Can you tell me more about this cause? B : Well, We received not good feedback from customers about After Sales Service, for example - The warranty period of machine is shorter than other brands - Parts ordering and delivery time not meet customer requirements on time and schedule - The sources of spare parts are not good quality A: Among these negative responses, what factor should be considered more? B: I think this is information provision There were 98% of clients who come directly to office and order parts, only 2% of customers called for buying Company had not still set up system of purchasing online Therefore, information provision was limited for customer to access and contact quickly A: So in your opinion, how this factor affects sales of spare parts? B: As you know that if the purchase process is too long and inconvenient, customer will stop buying in next time A: So did company take any actions to improve situation B: Actually, these problems can solve in short term Because they are not serious problems Currently, our companies are considering a number of solutions as follows: + Improve the activity of customer care + Shorten delivery time to provide spare parts to customers + Choose spare parts’ source which has high quality and price is affordable A: Thank for your interview today 50 In-depth interview  Interviewer (A): Tran Thi Minh Quyen  Interviewee (B): Trinh Xuan Thang  Title: Senior Service Section  Age: 40  Working experience period: 08 years  Date of interview: June 17, 2016  Duration: 20 minutes A: Good morning Mr Thang, how are you today? B: I am very well, thank you A: I would like to ask you about current service in Kobelco now Could you tell me about service’s process? B: Currently, we applied free maintenance to customers two times: first time right after delivery and second time in first 50 hours operation A: So customers have any feedback or suggestions? B: Eh, they not really like it Because there was no periodic inspection or preplanned maintenance activities, Kobelco service could not control status of machine When failure occurred suddenly, emergency maintenance is priority method to consider solving the problem The incurred fee was very expensive which was higher than plan from four to eight times There were some reasons as follows:  Urgent shipment schedule of spare parts cost more than regular shipment  Labor cost of working overtime was double cost of normal working A: Customer have any comparison between service of Kobelco and other brands? B: Yes, of course, Customers strongly complaint that Kobelco did not have planned maintenance in periodic at jobsite compared with other competitors Komatsu, Hitachi and Huyndai I supposed that unscheduled activities of reactive after-sales service impact negatively on after-sales service of Kobelco A: Thank you very much for your meeting today 51 In-depth interview  Interviewer (A): Tran Thi Minh Quyen  Interviewee (B): Nguyen Van Toan  Title: Project Manager of Idico company  Age: 45  Customer of Kobelco  Date of interview: June 24, 2016  Duration: 10 minutes A: Hello, can you tell me how long have you used the product of Kobelco? B: Up to now, our company used units excavator in years A: During using, Have you been pleased with Kobelco excavators? B: I am quite pleased with the quality and the fuel consumption of the machine As usual, machine saves 30% fuel compared to other brands However, after-sales service is not good A: So what point of the after-sales service did not make you satisfied? B: Service department lacks proactive in the maintenance of the machine Kobelco’s mechanic comes to check the machine only once after machine handling Our staffs have to require service for next inspections So we would not be forewarned if fails happened A: Do you have any reqirement for Kobelco’s after-sales service? B: I suggest that customer support department should take care customers carefully In case, mechanics can not support us 24/24, company should consider to apply us GPS system We can follow up our machines anytime at anywhere It is very convenient and freedom A: Many thanks for your answers and suggestions 52 In-depth interview  Interviewer (A): Tran Thi Minh Quyen  Interviewee (B): Nguyen Van Hung  Title: Director of Vinh Hung Company  Age: 32  Dealer of Kobelco  Date of interview: June 25, 2016  Duration: 10 minutes A: Hi Mr Hung, how about your business situtation in recent years? B: The business situation of my company is pretty good A: Is a Kobelco dealer, you have any advantages and disadvantages in the distribution Kobelco machines to users? B: The advantage of selling Kobelco excavator is quite favored for customers in Southern market However, we have not received policy support from Kobelco’s service yet A: So what you want to get specific support? B: Because we are only an intermediary in transactions, Kobelco still has to provide after- sales service to final users.I often get complaints from customers after buying our machines, they not get the taking care of service from Kobelco while other firms such as Komatsu, Hitachi, it very well Therefore, hopefully we can get the positive after-sales service from Kobelco like making periodic inspection at jobsite, scheduled maintenance, etc I think we are happy and customers are happy too A: Thank you very much for your sharing today 53 Qualitative research findings 1/ Group 1:  Number of interviewees: 04 people  1stinterviewee: Mr Nguyen Thanh Tuan – Sales Manager  2ndinterviewee: Ms Phan Thanh Nha – Senior Parts Section  3rdinterviewee: Mr Trinh Xuan Thang – Senior Service Section  4thinterviewee: Mr Nguyen Trong Hieu –Customer Support Manager  Content of interviews: Question Findings How you evaluate The situation was not good, sales and market the business situation share dropped through 03 years of the company in previous years (from 2013 to 2015)? Can you tell me more Well, from 2009 to 2012, the market share was about the decline in about 19%-20 %.However, from 2013 to 2015 sales and market it fell below 17 %, for example the percentage share? is 15%, 16.3 %, 15.5% in 2013, 2014, 2015 respectively Besides that the position of Kobelco in market drop down from 2nd level to 4th level Is there the main A: It is inappropriate after- sales service problem why because after-sales service plays a very customers were not important role, it is the bridge between interested in Kobelco customers and company Based on the way of products in recent doing service, almost them may decide to years? continue to use the product or not After selling machine, we received a lot of complaint from customers because they did not be taked care well B: Because inappropriate after service took bad effect to customers’ business They felt unhappy So they not intend to buy more machine in the future What things did In recent years customers had responses as customers comment follows: on the After-Sales  Reactive after-sales service: Service of Kobelco?  Service engineers did not contact to customers positively in order to follow machine’s status Therefore when machine is failure, emergency maintenance will be took to repair machine  There were not plan to visit customers at jobsite in periodic  Customer support department did not find out the difficulties of using and operating machine  Customer care:  Information provision is limited Common theme Business situation is not good Market share and ranking position went down Inappropriate sales service after- -Reactive after-sales service: corrective maintenance and emergency maintenance -Customer care: Information provision and warranty extension -Field technical assistant: During and after warranty, Product disposal -Spare parts distribution: 54  What factors made customers pleased and unpleased? What is key factor made unsatisfactory of customer about after-sales service? After delivery, service section gives any instruction of operation and The warranty period of spare parts is shorter than other brands  Field technical assistant:  Did not update usually customer survey through mail, phone  Consulting services for customers is not enthusiastic and thoughtful  Spare parts distribution:  Distribution system is not worldwide, so customers are not easy to buy genuine parts  Delivery time is long from warehouse to destination of buyers  Freight charge is high A: B: Eh, customers usually complain about products disposal Because Kobelco imported used machine with the quality up to 80% from Japan, then machine was repair and sold However, machine is warranted main components like engine, hydraulic system with 06 months or 1000 hours which ever come first After 06 months, Kobelco will not be in charge of product disposal for customers Especially, users strongly not agree with corrective maintenance and emergency maintenance because both of them are unscheduled maintenance So it will cost a lot of money if damage happens B: We usually made annual customer service report to record level of customer satisfaction From report, we found that customers are interested in filed technical assistant and customer care They don’t not like spare parts distribution so much due to long time order and delivery of spare parts Especially, they are unhappy with reactive post sales service B: Reactive after-sales service Because customers must contact to company when machine has problem or they need technical support D: Customers strongly complaint that Kobelco did not have planned maintenance in periodic at jobsite compared with other competitors Komatsu, Hitachi and Huyndai I supposed that unscheduled activities of reactive after-sales service impact negatively on after-sales service of Kobelco As company’s procedure, only pre-delivery inspection is implemented at stock yard Thus, buyer does not know how to operate correctly as well as maintenance on schedule distribution system and delivery time Customer are pleased with field technical assistant and customer care They are unhappy with reactive post sales service Reactive service after-sales Only pre-delivery inspection is implemented at stock yard 55 maintenance for equipment? Did it cause any It caused heavy damage because it did not damage of machine? follow operation instruction Additionally, unplanned maintenance made the life of equipment decreased and unpredictable damage 10 As for negative A: Of course, Sales Dept and other relative responses of customers, Dept considered to take care customer by the company has appropriate after sales like that: approached solutions to - Extend the warranty period of used excavator improve After Sales - Install GPRS to excavator Service yet? -Open more service center B:BOD of Kobelco is considering some solutions in order to provide proactive aftersales service to customers Proactive after – sales service is the best type of service for heavy equipment currently because it will support overwhelm the limitation of reactive after-sales service Increasing number of mechanics for customer support department, opening more service centers in some of major area or installing GPS to machine are some potential solutions now C: Actually, these problems can solve in short term Because they are not serious problems Currently, our companies are considering a number of solutions as follows: + Improve the activity of customer care + Shorten delivery time to provide spare parts to customers + Choose spare parts’ source which has high quality and price is affordable 10 What is the best A: I think installing GPPS is the best solution solution? for Kobelco to proactive after-sales service After using GPS system, productivity rises of 50% and costs down significantly So the contractor will be more competitive and profitable at the same time B: I think GPS is the optimal choice because KOMEXS have many advantages such as saving time and cost Besides that, it can diagnostics device accurately than humans So I think that investing in KOMEXS is more efficient opening new service centers We also received positive feedbacks when we get customers’ idea It caused damage heavy Proactive after-sales service is the best type of service KOMEXS is the best solution 56 2/ Group 2:  Group interview includes 05 Dealers and 05 End-Users who have tried GPS system (KOMEXS)  Content of interviews: Question Answer How you evaluate the Dealers: There are many information of machine that we can receive from KOBTRAX system as follows: feature of KOBTRAX system?  Location  Operation Map (Times of day the engine was on/off),  Fuel Consumption  Residual Fuel Level  Residual Diesel Emissions Fluid (DEF) Level  High Water Temperature during the day’s operation  Dashboard Cautions  Maintenance Reminders/Notifications  Abnormality codes  Engine Lock  Out of Area Alerts End-Users: We found that the special feature that brings KOBTRAX extremely helpful Through a computer or phone we can know well the necessary information of machine:  Movement Position Reports  Actual Working Hours (Engine on time less idle time)  Attachment Working Hours  Operation Hours in Each Work Mode (Economy, Power, Breaker, Lifting)  Digging Hours  Hoisting Hours  Travel Hours  Breaker Usage Hours  Hydraulic relief Hours  Eco-mode Usage Hours  Load Frequency (Hours spent in four different load levels determined by pump pressures or engine torque)  Komatsu Diesel Particulate Filter Performance  Payload  Odometer readings  Dump Count What can KOMTRAX for End-users: - With KOBTRAX, my dealer tracks machine hours and you? locations, then just comes out and takes care of the service whenever it’s required I don’t have a shop or a mechanic I have my Kobelco dealer all my maintenance and service work It saves me money, simplifies my life, and keeps me doing what I best, which is moving dirt KOBTRAX is an easy-to-use system that helps me run my business better In addition to the convenience, I’ve found KOBTRAX to be an easy-to-use system that helps me run my business better We have (also) experienced some equipment vandalism, and theft is always a possibility With the KOBTRAX and 57 automatic shutdown (engine lock) features, we hope to eliminate or at least minimize those potential problems - At first I only wanted to know how many hours were on my machines—now I want to know everything In less than a year I went from, ‘If it does not broke, don’t fix it,’ to being able to predict and schedule downtime for services and for bigger jobs like overhauls or rebuilds Knowing which of my operator on works best in specific applications and on what machines can increase productivity and efficiency while keeping my owning and operating costs down, as well as getting a longer life from my equipment Dealers: - We were able to diagnose a machine from 1,200 miles away because of the information supplied by KOBTRAX and its links to Komatsu’s Troubleshooting Support System We improved machine availability and reduced the repair cost because the technician attending the machine knew exactly what to search for and what parts were needed as a solution to this problem He had everything he needed to get the machine up and running on the first visit - In the past we would wait for the customer to call and report that their undercarriage was ready for a turn; usually by that time the undercarriage was too worn and would need to be replaced By monitoring machines on KOBTRAX, we began to plan for an undercarriage inspection every 500 hours and adjusted that interval based on our findings during each inspection and using KOBTRAX reported crawler pedal/travel hours We were able to catch a problem before the ‘point of no return’ and were also able to help the owner predict when an undercarriage would be ready for replacement This way we had parts on the shelf ready to go 58 REFERENCE LIST Cohen MA, Lee HL Out of touch with customer needs? 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Mongolia, Europe, Turkey, Africa, the Middle East, the Russian Federation-CIS, North America, and South America KOBELCO Construction Machinery Co. ,Ltd operates as a subsidiary of Kobe Steel Ltd Kobelco