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Description:
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In 2002, Avaya faced declines in its services maintenance renewals,
a significant source of revenue and profits. Concerned with the erosion
of business and determined to address the situation effectively, Avaya
realized that it needed to move to a value-based approach that focused
on the needs and objectives of its customers in order to stabilize its
post-warranty, maintenance contract business. To achieve this goal, Avaya
tapped its Global Services Marketing team, which emerged as the driving
force behind a strategic shift in the way the company does business.
This ITSMA Case Study describes the marketing-led turnaround
in Avaya’s maintenance services business. It outlines the steps Avaya
took to identify the threats to its business, craft a cross-functional
solution to communicate the value of its services, and develop a successful,
multi-tiered marketing program. The report highlights how Avaya made its
remote services more tangible and valuable using customer-driven tools
and an integrated marketing program. Finally, it spotlights the success
of the program, which, by early 2004, had not only stabilized renewal rates,
but had spurred growth, increased services revenue, and strengthened customer
loyalty. |
