Warranty management is one of the crucial underpinning of building or eroding brand equity. Badly managed warranty management program has immediate rebuff from customers. Governments across the world are educating customers on their consumer rights and how to redress their grievances. Brands who do not have well designed mechanism to handle their brand promise through warranty program have paid very heavy costs. Some have been castigated for social negligence and have been boycotted by communities.
The definition and interpretation of Warranty can vary from “Call Customer care number or write to customer in case there is a problem with the product” to “full replacement within XX days- no questions asked”. There is lot of grey area between these two extremes.
Going by above narrow or broad definition, whichever we go with, almost all the product categories ranging from FMCG, Consumer Goods, Consumer Electronics, Electrical Fittings, Food products and Tires shall fall under the ambit.
Some of the products like Electrical fittings and automotive parts carry time-based warranty for replacement. In current scenario, warranty administration is totally at channel discretion. They often refuse to replace genuine products during warranty causing irreparable damage to your brand equity and in some cases may fraudulently claim warranty replacement for products damaged at their own end causing unnecessary loss to brand owner.
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We can solve this problem by marking each product with unique serial code and capturing purchase through QR code and customer mobile no. This would give us complete visibility of actual product purchased, purchased from which dealer, and date of purchase. This could give brand owners precise information on actual product warranty costs and dealers having highest warranty costs.