The importance of aftermarket product support to a company’s brand identity is a major focus of the Association of Equipment Manufacturers’ (AEM) 2006 customer support seminar, to be held Oct. 1 to 4, 2006, at the Scottsdale Marriot at McDowell Mountains, Scottsdale, AZ.

AEM’s annual customer support seminar is geared to parts, service, training and warranty professionals in the off-road equipment manufacturing industry. It provides an industry forum for sharing strategies and techniques that enhance customer satisfaction and contribute to company profitability.

The keynote speaker is Jack Sims, author of Growing Small Businesses into Big Brands and a nationally known business and branding expert. He will discuss how a passion for customer care influences the bottom line both short-term and long-term.

Another branding perspective on the importance of quality support will come from Ken Schmidt, former communications director of Harley-Davidson who helped spark the company’s turn-around. Now a branding consultant, Schmidt also will offer creative ideas on how to market parts and service more efficiently with limited budgets. A panel discussion with industry companies will round out the branding focus.

Also on the customer support seminar agenda are:

• Pricing and profit improvements programs to better manage a customer’s cost-to-serve,

• Technology solutions to enhance customer support and the debate on how much information to provide online,

• “Lean” techniques to improve supply network management,

• Tips on how to build successful supplier partnerships,

• Warranty program challenges and successes, including the Hyundai auto reliability turnaround, and

• Global management of customer support.

Equipment industry professionals sharing their tips and ideas in panel discussions and/or case studies will include representatives of CNH, Dana Corp., Deere & Company, Ditch Witch, Esco Corp., JCB, Link-Belt Construction Equipment, Manitowoc CraneCare, NPK Construction Equipment, Sauer-Danfoss, Takeuchi, Donaldson Co., Terex Corp., and Volvo Construction Equipment.

For more information, call 866/AEM-0442 or visit www.aem.org.