Sales v/s after-sales service

It has been my general experience that there is a wide chasm between the budget allocated for sales and that for after-sales service. Most people would argue that after-sales service is a part of marketing and that according to marketing gurus, marketing starts well before the product is developed and continues well after the consumer buys the product. A standard textbook definition. But in real life, does a company really focus on that after-sales part diligently? Few companies do so.

Take the case of banks, for example. Private banks nowadays send a representative to your house when you tell them you want to open an account. They help you fill up the new account forms, they take the minimum account opening balance from you etc. But does the bank maintain that level of service once the account is active? When I want to change my address, I have to go to the nearest branch. To reset my ATM pin (when I've forgotten my old one) I have to visit the nearest branch.

The most obvious point of difference is the type of interaction itself. While opening an account, a 'representative' from the bank comes over to your house. While doing other transactions, you are forwarded to a call-centre where after you press (quite) a few buttons, you reach a human at the other end. And what happens then? Even for a simple request, the call-centre 'executive' tells me to visit the nearest branch!

The counter-argument would be that it is because of the security aspect. Banks would like to be sure that they are dealing with a genuine customer before they do a sensitive transaction like closing an account or changing ATM pin or issuing a new ATM card. But its not that personal interaction would get rid of all these problems. We still have news reports of people duping the bank branch by forging a signature while sitting in the bank itself. Investing in technology can be (if the bank wants) justified in terms of providing customer service.

Another major difference seen between these two services is that while one is an integral part of the organization, the other is generally outsourced. Would any company dare to outsource its sales division? No it won't. Yet companies do not hesitate while deciding whether to outsource the after-sales service division. It is less of a headache they say, dealing with irate customers and product returns.

Why can't organizations be more balanced in the level of both these kinds of services? If B-schools have a specialization for sales and marketing, why can't they have a specialization for after-sales service? Isn't that what is required in the service-oriented economy?

I'll wait for the day when the banks agrees to send a representative to my house to close my account. Until then providing a 24x7 customer care number is just another gimmick in order to attract and impress customers.