Complex Equipment and Aftermarket Support Are Like Peas and Carrots
If you’re an original equipment manufacturer (OEM) or a fan of the movie Forrest Gump, you may intuitively understand the connection we’re talking about. If not, you may want to read on while dreaming about the perfect combination of any two items: peanut butter and jelly, baseball and hotdogs, chicken wings and the Super Bowl, beer and… well, that last one was a trick – beer goes with everything.
The point is this. Complex equipment and aftermarket support are the perfect complement to each other – just like peas and carrots.
First consider complex equipment – it’s pretty amazing. It has hundreds or thousands of detailed parts that require high levels of training to maintain, repair or operate. It performs complicated diagnostic tasks, enables production to the nth factor, or completes tasks that sheer manpower alone cannot achieve. Complex equipment also comes with a hefty price tag and an extended product life cycle that could last years or even decades. These are definitely not disposable or consumable types of equipment, but durable long-lasting investments that add capability and value to any business venture. Think medical imaging machines, cars and trucks, or masonry forklifts.
The sophistication of complex equipment, however, means that support extends well beyond the initial design and manufacture of the piece of equipment. It encompasses the entire product life cycle including warranty, post warranty service, and sometimes even remanufacture or deconstruction at obsolescence.
For these reasons, aftermarket support is like the hand in glove to complex equipment. We’re talking the serious business of parts, maintenance and service support to keep these highly valuable pieces of equipment functioning at peak performance with minimal downtime. It’s making sure the ultrasound machine detects the baby’s heart beat, the mechanic has the part and know-how to fix the transmission on your Camaro restoration, and the skid steer loader still turns on a dime while lifting a bucketful of gravel. Aftermarket support keeps life and business humming.
The Pairing and the Challenge
While complex equipment and aftermarket may exist independently, their pairing results in a delightful combination of minimal equipment downtime, higher customer satisfaction rates and exceptional brand loyalty. OEMs that understand this vital connection and actively blend efforts on new sales along with aftermarket support have the biggest potential for long-term gains.
What seems like a natural recipe for success though can be a challenge to achieve. With boatloads of advancing technology, keeping the maintenance and repair of complex equipment simple is becoming more difficult. This is especially true in scenarios like automotive manufacturing, which works with a network of dealerships for new car sales and service. OEMs are taking on more responsibility for helping their dealers understand the new technologies by providing better parts identification, easier access to service information, and new diagnostic tools.
Recipe for Success
A great example of a successful pairing of complex equipment and aftermarket support is Ford with their Ford Parts Advantage program. Their challenge was to deliver accurate service and parts information, and simplify parts look-up for their dealers. They chose Enigma InService EPC software system to streamline the parts identification and ordering process through a user-friendly interface. The system integrated with their key business systems (EPC, SCM, DMS and PLM) so the information was as current and accurate as possible. The deep integration allowed Ford dealerships to up-sell and cross-sell more by prompting staff with related parts and recommended service activities.
The Ford Parts Advantage was a huge achievement. They successfully combined the manufacture of their vehicles (the complex equipment) with an aftermarket support system (Ford Parts Advantage) that reached far into the extended product lifecycle making it easier for dealers to properly service and maintain the vehicles for car owners. Ultimately this gave Ford a competitive advantage by securing higher customer satisfaction and brand loyalty.
Manufacturers looking to recreate the achievement of Ford can find similar recipes for success by considering electronic parts catalogs that can help their own service staff or those of their dealers better maintain and support the equipment for the life of the equipment. After all, without the peas, would we ever eat the carrots?