AEM Sets Customer Support Seminar: Focus on Parts, Service, Training, Warranty


The Association of Equipment Manufacturers (AEM) will hold its 2011 customer support seminar September 26-28, 2011 at the Intercontinental Hotel in Milwaukee, Wisconsin. Presentations will follow the theme of “Tapping Into Your Potential” and include manufacturer case studies, a dealer panel discussion, technology-use sessions and plenty of networking opportunities.

This AEM seminar will help attendees offer a full “customer support experience” to their product buyers, and it reinforces the bottom-line importance of superior product support in customer satisfaction. The seminar is targeted to equipment manufacturing professionals in areas including product support, service and parts sales and marketing, customer support training, technical publications, warranty administration, parts distribution and parts inventory management. During the seminar, AEM will reveal results of its biennial surveys on parts policies and practices of whole goods manufacturers as well as companies involved in attachments, components and supplies.

“The History of Harley” is the opening keynote presentation, emphasizing the important connection between sales and its iconic customer experience, and the seminar includes a tour of the Harley-Davidson Museum. Noted regional author and historian John Gurda will provide insights into the role Milwaukee played in the growth of AEM’s industry sectors and the people and products that “made Milwaukee famous.” Topics in the AEM 2011 customer support seminar include:

• Marketing and the customer experience (AGCO case study)
• Offshore or reshore – an objective look (Harry Moser, U.S. manufacturing advocate and  
   chairman emeritus, Agie Charmillles)
• Dealer panel on key issues, needs
• Customer value-loyalty models (Dressta)
• Contact centers/call support and customer service (Manitowoc case study)
• Telematics and interactive surveys shaping the customer experience (JCB case study)
• Tier 4 impact on training, safety, maintenance (Caterpillar)
• Parts and service – understanding and meeting customer expectations (CNH case study)
• Social media in product support (Miller Electric case study)
• Technical training – Internet advances (Stihl case study)
• Animation and e-learning in the future of interactive training (Almon, Deere & Company)

AEM education programs offer CEUs (Continuing Education Unit credits). Complete seminar information and registration details are posted online in the “education” section of