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LG to bank on after-sales service in air-conditioners, says no to price cuts

20-March-2004
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LG to bank on after-sales service in air-conditioners, says no to price cuts

LG Electronics India Ltd has asked its engineers to re-wire the technical and behavioural circuits of the 2,000-odd mechanics that work under LG’s dealers to provide after-sales service.

With price cuts ruled out this summer, LG, the country’s largest AC manufacturer, has decided to woo customers with a more efficient and courteous service staff. LG reckons that a well-behaved mechanic will keep the customer loyal, while in-depth technical training will reduce its own costs.

Speaking to reporters at the launch of LG’s latest upmarket range of ACs called Whisen here on Thursday, Mr Salil Kapoor, country head for room air-conditioners division (sales & marketing), said that the company will spend Rs 4-5 crore annually on training the mechanics.

"In 2004, we hope to train 2,000 mechanics working with 400 dealers across the country at our training academies in Noida, Pune, Chennai and Kolkata. Training mechanics is very important as they represent the company to the customers," he said. The training modules have been developed in-house by LG and will delve into teaching the technical details of an AC as a first step. Secondly, the mechanics will be asked to take off the ACs fitted on the walls of the classroom and reassemble them again. After this exercise is complete, the mechanics will have to take a test and will be given an LG-certified identity card depending on their success rate.

"The training doesn’t end here. These mechanics will have to come back to us again after four months when we will further brush up their skills," Mr Kapoor said.

LG earlier outsourced its after-sales service for ACs and the thrust on training mechanics this year is aimed at generating more customer loyalty, company officials feel.

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