Attention to Detail: Niumag Analytical’s After-Sales Service Starts from Customer Needs

Overview

 

Niumag Analytical has always built its after-sales service around customer needs, with a strong focus on personalization, timeliness, and transparency — putting real effort into the finer details.

As competition in the scientific instrument market intensifies, user expectations have evolved from basic hardware needs to full-spectrum service experiences — including pre-sale consultation, in-process support, and post-sale assistance. The next major breakthrough for instrument manufacturers will be building a robust culture of high-quality service. This requires integrating cutting-edge technology, product innovation, and responsive service to cover every stage of the user journey.

To act on the commitment of “innovating with focus, improving technical depth, streamlining service processes, accelerating response times, operating with integrity, eliminating false claims, and standardizing after-sales practices,” the “Quality Service Pledge Signing Ceremony for Scientific Instrument Enterprises”, hosted by Instrument.com.cn, was held on January 10, 2019, at Beijing Jingyi Hotel.

During the event, Suzhou Niumag Analytical Instrument Co., Ltd. (hereafter referred to as Niumag Analytical) joined hands with 30 leading domestic and international instrument manufacturers to sign the Quality Service Commitment Letter for Scientific Instrument Enterprises. During the event, Instrument.com.cn interviewed Ms. Lu Haiyan, Marketing Director of Niumag Analytical, to learn more about the company’s user-centric service philosophy.

Speaking about after-sales service, Ms. Lu noted that unlike mainstream instruments such as spectroscopy, chromatography, or mass spectrometry, low-field NMR is still a niche segment. Most customers lack comprehensive understanding. Therefore, Niumag sees it as their mission to educate users during both the pre-sale and post-sale phases — helping them explore innovative research applications and showing how low-field NMR can empower their work.

She also highlighted that low-field NMR covers a wide range of application fields, and many methods are transferable across domains. As such, Niumag not only provides technical support, but also shares proven methods and fresh ideas to inspire new thinking — enabling users to fully leverage NMR technology in their research.

In addition to basic support like instrument operation, parameter setup, and data analysis, low-field NMR users often have unique service needs. For instance, many users experiment beyond their core projects to broaden their research scope. In response, Niumag frequently shares high-quality published papers from its user community and offers expert advice from its technical team to guide experimental design.

Overall, Niumag’s after-sales service is built around a “customer-first” principle, with deliberate focus on personalization, rapid response, and process transparency. Since 2018, the company has implemented the “4848” service model: a 4-hour response, an 8-hour solution proposal, and on-site service within 48 hours. In addition, each instrument shipped is affixed with a unique QR code. When issues arise during usage, customers can not only call, message via QQ or WeChat, but also scan the QR code to submit a service request directly. Once submitted, they can track service progress in real time and connect with dedicated staff — ensuring a smooth and reliable service experience.

During the interview, Ms. Lu also mentioned Niumag’s “Service Journey” initiative, which began in 2016. The program aims to bring Niumag’s support directly to its users. In 2019, the company planned to host 5–6 events across major cities such as Beijing and Qingdao — continuing its mission of delivering care and service where it’s needed most.

In summary, Niumag Analytical’s after-sales service continues to evolve from customer needs, with strong attention to personalization, speed, and clarity. The company invests heavily in service innovation — from its “4848” model to its QR code tracking system — creating a service experience that’s proactive, transparent, and genuinely customer-driven.

And with initiatives like the Service Journey still going strong, Niumag is committed to bringing professional, hands-on support closer to users across China — ensuring every instrument is backed by people who care.