After-sales Excellence
Driving Improvement, Customer Satisfaction, and Growth

Practical strategies to drive customer loyalty and sustainable growth in customer-focused B2B organisations

Overview

Too many businesses lose value after the sale - not because their products are weak, but because their after-sales strategy is.
Service teams fight fires, commercial teams chase new business while overlooking the customers they already have, and leadership treats “support” as a cost centre rather than a value engine. The result is predictable: declining margins, frustrated customers, and a business that works far harder than it needs to.

But after-sales isn’t “after service.” It includes every commercial interaction that follows the initial purchase - renewals, replacements, upgrades, consumables, lifecycle decisions, and the day-to-day choices that determine lifetime value. Whether you’re in farming, aerospace, retail, FMCG, or professional services, after-sales activity is everywhere.

This book reframes after-sales as a strategic engine of growth, not an operational burden. It shows how service, support, spares, and customer success must work as a coherent system if value is to be protected, relationships strengthened, and performance sustained over time.

Why Read After-sales Excellence?

Using real-world mini case studies and experience-led strategies, the book helps leaders move beyond reactive problem-solving and towards deliberate, scalable performance improvement.

While rooted in after-sales and service environments, the insights apply far more broadly once we reconsider two basic assumptions:

• Customers are not only buyers - they also include distributors, suppliers, employees, and shareholders.

• Service is not confined to the front line - it is shaped by leadership decisions, organisational alignment, and the systems that sit behind everyday interactions.

What You Will Gain

Strategic clarity
Understand where after-sales fits within the wider business model, and how it can be designed as a reliable source of margin, loyalty, and competitive advantage rather than an operational afterthought.

Practical, field-tested approaches
Apply proven methods drawn from real organisations, without abstract theory or academic frameworks, to improve execution across service, commercial, and operational teams.

Stronger organisational performance
Reduce friction, improve accountability, and strengthen consistency across functions that too often operate in isolation after the sale.

Long-term capability, not quick fixes
Build the foundations for sustainable performance improvement that hold across industries, roles, and changing market conditions.

About the Author

Nigel Woodall is a business consultant and former senior leader with over 45 years of experience across SMEs and global organisations in complex, customer-facing environments.

His career spans manufacturing, aviation, distribution, and service-led businesses, giving him an end-to-end view of how strategy, operations, incentives, and service performance intersect. Having worked on both sides of the supplier-customer relationship, he has seen how decisions made long before delivery determine whether after-sales becomes a source of growth or a quiet drain on margin and trust.

Nigel leads Aftermarket Advisory Consulting, working with leadership teams to improve alignment, execution, and long-term competitiveness.

After-sales Excellence distils recurring patterns observed over decades and presents practical, experience-led approaches to strengthening performance after the sale.

🛒 Buy the Book

After-sales Excellence: Driving Improvement, Customer Satisfaction, and Growth is available worldwide to order from:

• Amazon

• All major book retailers

ISBN: 9781637428887

EISBN: 9781637428894

📅 Release date: October 10, 2025

If you would like to purchase a signed first edition copy of the book, please use the email address provided below:

The book includes instructor materials for academic use. To request the accompanying resources, please contact the following:

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Featured in:

360 Magazine - a global customer experience publication focused on CX strategy, design, and organisational performance.

“Provides a clear, practical roadmap for overcoming the structural issues that block after‑sales success.” - Ridgeline Consulting

“Made me step back and rethink how we run our global service operation.” - Fortune 500 Leader

“A complete, much‑needed guide to after‑sales - essential reading for any service‑driven business.” - AeroDynamic Advisory

A strategic playbook distilled from 45 years of solving after‑sales challenges across multiple industries.

Reviews

See what readers are saying about this book!

A pragmatic and insightful, end-to-end view of the business marketplace. It delivers a concise and practical roadmap to both overcome and proactively avoid the common challenges that prevent success.

Ridgeline Consulting

The marketplace is constantly evolving, and this book offered new/updated insights on the business and also had me stepping back to re-evaluate what I’m doing at my current global operation.

Fortune 500 leader

USA

★★★★★

★★★★★

★★★★★

Finally, a complete guide for the vital subject of after-sales support! Services revenue drives the business models of many companies, and after-sales care is a crucial determinant of customer satisfaction.

AeroDynamic Advisory

USA

UK

Great Gift!

Bought this as a gift for my husband who works in the field, he said it was brilliant and “one I will keep and refer back to a lot when various situations arise at work”. I’m glad I stumbled across it, 5 stars!

★★★★★

UK

Highly practical and experience driven book

It has a clear focus on real world application, written by someone who has clearly lived and breathed the work, not just studied it and the insights / real world examples reflect that.
Helped me reflect on my current challenges and provided several ideas I could start using immediately, which made the book genuinely valuable.

★★★★★

UK

Media Coverage

360 Magazine - An aftermarket expert writes the book on mastering the after-sales experience
An editorial feature discussing the themes of After-Sales Excellence, including leadership attention, execution gaps, and the challenges of delivering effective after-sales performance across sectors.
[Read the article →]

🤝 Take It Further

Reading the book is the first step. To turn its strategies into tailored action for your business, connect with Aftermarket Advisory Consulting.

👉 Discover what we offer