On December 13, Cheqq.com and Kairui Saichi Consulting released the "2023 China Passenger Car User Complaint Behavior Research Report".
According to the report, the industry average of the Passenger Complaint Mitigation Index (CCRI) in 2023 is 352 points, slightly lower than the previous year's 358 points, continuing the downward trendThe scale of centralized complaints has expanded, and multi-frequency and multi-channel complaints have occurred frequentlyThe overall resolution time of complaints is still not high, and the additional cost of users has an increasing momentumNew power brands performed poorly in terms of satisfaction with complaint handling and customer complaint mitigation index.
The number of centralized complaints has increased, and multi-frequency and multi-channel complaints are widespread.
According to the data of Cheqq.com, the number of centralized complaints accepted in the first half of 2023 alone has exceeded that of the whole of 2022, and the number of complaints involved in a single centralized complaint incident has approached 5,000, and the complaints are accelerating towards collective behavior.
The report pointed out that nearly 9 percent of users have reported problems to 4S store manufacturers before complaining to the car quality network, and most users have reported more than once. Compared with 2022, the proportion of users who complained from multiple channels increased. At the same time, multiple complaints cannot solve the problem, which will exacerbate the negative emotions and rights protection behaviors of users, and increase the risks of centralized complaints and refusal to purchase. In addition, the proportion of "leaders" who take the initiative to complain and call on other car owners to complain has increased, as a key force in group complaints, which will drive more followers to complain.
Data**, Graphics: Kerry Saichi Consulting.
User demands are embodied in solving problems, providing compensation, and receiving care.
The survey of user demands found that the first demand of users is still to solve the problem thoroughly, accounting for nearly 9 percent, followed by identifying the cause of the problem, accounting for more than 4 percent. Compared to 2022, more users this year want to keep track of the follow-up of the issue. Complaints are different, appeals are different, for quality complaints, users hope that the manufacturer can be exempted from maintenance costs;For complaints about service problems, users prefer to be able to receive emotional care such as apologies from dealersFor other problems such as ** changes, users prefer to compensate for the psychological gap.
In terms of user complaints, more than 7 percent of users hope that manufacturers will pay attention to the problems they raise, and more than 5 percent of users hope to be compensated. In addition, more than 4 percent of users want to make suggestions for product improvement through complaints.
Data**, Graphics: Kerry Saichi Consulting. The quality is superimposed on the service problem, and the user tolerance is the lowest.
The tolerance of domestic brand and new power brand users to complaints is higher than the industry average. Among the quality problems, the three problems with the lowest tolerance are: the engine three-electric system, the interior (mainly abnormal noise, peculiar smell, assembly process and other perception problems) and the gearbox;Among the service problems, users are the least tolerant of service attitudes, sales fraud (mainly false advertising), and human technology. In addition, users are not tolerant of ** changes.
Further research shows that at the beginning of the complaint problem, the trust of new power brand users in 4S stores or manufacturers is higher, but after the complaint problem resolution process, the brand trust decline is the most, the trust of independent brand users in the complaining brand declines the least, and the brand trust after the incident is the highest.
Data**, Graphics: Kerry Saichi Consulting. The overall resolution time of complaints is still not high, and the additional cost of users has an increasing momentum
According to the report, nearly 6 percent of users expect to solve complaints within a week, and the resolution time is more than 1 month, and the user tolerance will be significantly reduced. The survey found that the proportion of complaints resolved within a week and within a month increased respectively. 4%, but the proportion of complaints resolved within three months has decreased. The overall complaint resolution time of the joint venture brand is relatively the highest.
More than 6 percent of users need to bear an additional cost of less than 500 yuan to solve the problem, but the proportion of users who spend more than 2,000 yuan has increased. It is more common for new power brands to provide compensation to complaining users, mainly service-based compensation.
Problem solving transparency, 529% of users said they had a clear understanding of the progress of the process. In this sub-item, the complaint handling of independent brands is the most transparent, which is above the industry average. The return visit link after the problem is solved, the industry average is 518%, down from last year.
Data**, Graphics: Kerry Saichi Consulting. The Customer Complaint Mitigation Index (CCRI) continued to decline, and the new power brands performed poorly.
The study found that the overall complaint handling satisfaction score of the industry this year was 475, a slight decrease from the previous year. The performance of domestic brands and joint venture brands is better, and the satisfaction with complaint handling is higher than the industry average, while the performance of luxury brands and new power brands is poor, and users are dissatisfied with the reasonableness of complaint resolution costs, solutions, resolution time, and resolution capabilities.
Data**, charting: According to the report of Kairui Saichi, the Customer Complaint Mitigation Index (CCRI), which represents users' attitudes towards brands and products after experiencing complaints, has shown a continuous downward trend for 4 years (2020-2023). The self-owned brands have achieved great improvement, and the performance of the indicators of satisfaction with problem solving, brand trust after the incident, and re-purchase and recommended purchase indicators is outstanding, while the performance of new power brands is at the bottom, and the performance of all indicators is poor.