Brother Phl’s ‘Customer First’ approach enabled by wide network of service centers
When Brother International Philippines Corporation (Brother Philippines) was established as a local subsidiary of the Brother Global Group in 2000, one of the first things it accomplished almost simultaneously with putting up its sales operations in the country was to establish its first service center at Brother’s office then situated in Makati.
This service center catered to fixing all Brother products at that time – from printers, multi-function centers, fax machines and typewriters. This service center would later on be transferred to Bonifacio Global City (BGC) alongside its corporate office.
A decade-and-a half later, Brother Philippines has now grown to six company-owned service centers located in BGC, Cebu, Davao, Cagayan de Oro, Naga and Pampanga, which support its expanding nationwide operations.
According to Brother Philippines President Glenn P. Hocson, “In accordance with the Brother Global Charter, which guides the conduct of the group’s worldwide operations, we at Brother Philippines have made it our mission to put our customer first all the time. We work hard at providing them with not only quality products, but excellent service as well through our dedicated service centers.”
Brother also partnered with its accredited dealers and partners to set up Printing and Solutions Authorized Service Centers (ASCs) which now add up to 163, while its Sewing and Embroidery Machine Authorized Service Centers now total 16.
These accredited service centers bring Brother Philippines’ total service centers nationwide to 185, of which six are company owned while 179 are authorized service centers.
Hocson said that the company will continue to grow this service network to be able to reach the places where Brother’s customers are.
“We believe that one of things that customers look for when buying printers, for example, is the availability of service centers. In Brother’s case, customers are more confident with their purchase knowing that there is a Brother Authorized Service Center nearby to help them maximize the use, as well as maintain their machines,” he said.
Notably, Brother was a recipient of the Department of Trade and Industry’s “Bagwis Seal,” a much-sought after accreditation that gives due recognition to establishments that practice fair business and uphold the rights and welfare of consumers. Conversely, this seal of excellence guides consumers on purchasing safe and quality products and service.
Aside from repair and maintenance activities, Brother’s customers also get to be part of the Customer+ program, where Brother Philippines wishes to engage more with its end-users through activities and information sharing to help them maximize the use of their Brother product.
“For Brother, it’s not just about being able to sell our products. We believe in creating relationships with our customers. That’s what our Customer+ program wishes to achieve,” he said.
Although initially meant to provide sales support to retail customers, Brother Philippines service centers and Authorized Service Centers now also increasingly cater to corporate business, as they see the huge potential of this segment of their business.
“We have instituted a special service level agreement with corporate customers to be able to address their needs better,” shared Hocson.
He furthered, “We work hard to live by our motto ‘At your side’ as reflected in all segments of our business. And we walk our talk by always putting our customers first. Providing superior value to our customers is our way of building strong and long-lasting relationships with them.”
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