Not long ago, my friend shared an experience of picking up his car via WeChat, which surprised me. He told me that when he went to pick up the car, the sales consultant was not physically present but simply handed over the car keys to a colleague. He spent a lot of time waiting in the store to pick up his car. However, when he was finally ready to go, he was dismayed to find that the fuel tank of his new car was low and he couldn't drive straight home. In desperation, he had to change his route to the gas station.
He was outraged and disappointed by the experience, after all, it was a car worth more than 500,000 yuan, and the brand had always been known for its ultimate, luxurious service. He complained in his WeChat voice, and even laughed at himself if he had too high expectations for the first time to pick up the car, which would lead to such disappointment.
Are consumers wrong about what they expect from luxury brands?I don't think so. In fact, many consumers do not have so many bells and whistles for brand services, and only hope that brands can think about what they think and understand their real needs, but now there are too many "luxury" services in the industry, which are actually "flashy". For example, some brands take helping users plan marriage proposals as a service highlight, and interpret luxury as the so-called "private customization", but never invest in maintenance and warranty.
Volvo's concept of luxury is different from others. They believe that the true luxury experience should not only be the enjoyment brought by the product, but the peace of mind and pleasure created by every detail in the whole life cycle of buying and using the car. At the 2021 Chengdu Auto Show, Volvo announced six new sales service commitments, which are the perfect embodiment of Volvo's luxury concept: "fill up a tank of fuel", "official gift for delivery", "wait for you to nine o'clock", "test drive as you like", "taste Wo refreshments", "Recommend and enjoy good gifts". Every seemingly "simple" policy has given the actual benefits to users, and even the pragmatic national goddess Gao Yuanyuan is willing to become the chief experience officer of "wholeheartedly committed".
For example, "filling up a tank of gas" gives many car owners the "pleasure" they should have. The policy of "filling up a tank of fuel" can be said to have broken the unspoken rules of the automotive industry, so that every new car taken from Volvo has a full tank of fuel, which brings the owner the pleasure of picking up the car and leaving. Although consumers are not short of this tank of fuel, they can feel the intimate warmth that Volvo brings to consumers in this way.
Since such a simple step can give users a better experience of picking up the car, why is no car company willing to break it?Even Mercedes-Benz, the leading luxury brand in terms of sales, why hasn't it made a move in this regard?Because to truly "care" about the user's feelings, it requires the investment of real money. Someone calculated an account for Volvo, with 500 yuan per tank of oil as the standard, according to 16The annual sales of 630,000 vehicles are calculated, and the implementation of this policy means that manufacturers will spend 80 million yuan more per year. However, Volvo still insists on showcasing its service features to enhance the customer experience.
If my friend had chosen the Volvo XC90, he might not have come to me to confide in him. That's because Volvo has always adhered to the brand philosophy of "putting people first", from the innovative three-point seat belt design to the selfless sharing of professional databases in the field of safety research, all of which show that they are wholeheartedly thinking about consumers. This action not only demonstrates Volvo's original intention, but also further confirms their deep care for consumers. "In the future, Volvo Cars will continue to improve its after-sales service level and provide customers with more perfect after-sales solutions," said Volvo Cars. ”