Improving customer service through FMCG manufacturing firms in Gauteng: a servitization approach

Abstract

This paper recognizes how FMCG manufacturing firms in Gauteng, deliver the best customer service in moving from product centric to service oriented. The cross-functional relationship between products and services is evolving and there is a need for FMCG manufacturing firms to embrace these service orientations in order to deliver superior customer service. Hence, the need to determine how customers can be fully integrated into manufacturing to measure the influence regarding the customer services outcome of the products and services is paramount. According to the findings of the study, the interviews conducted with Research and Development specialists on two categories in FMCG, namely the food and home & personal care sector, the findings reveal that servitization is important to most of the FMCG manufacturing firms and seen as creating value to their customers. While 65% of the participating FMCG manufacturers indicated to be on a servitization track, about 35% were found not pursuing the servitization journey due to limitations such as capital investment, negative return on investment and inadequate service strategies. The theoretical implications of the findings are that the limited interactions between suppliers and customers will thus have a negative impact on the enhancement of relationships meant to facilitate an improved customer sensing and information gathering