The craze of the "Double 12" shopping carnival has come to an end, and the "price reduction" carnival in the automobile market is still continuing. With the end of the year and the approach of the Spring Festival, major car companies have also shown greater sincerity and strive to sprint the annual sales KPI.
But for car companies, KPIs are not only beautiful sales report cards, but also need word-of-mouth user evaluations. The sincerity of pre-sale is important, and the "temperature" of after-sales should not be ignored.
Targeted digestion of demands, online and offline linkage
In November, the third-party complaint platform received a total of 14,802 valid complaints from car owners, a decrease of 99%, a year-on-year increase of **478%；There were 15,158 responses to complaints in the month and in the past. The number of valid complaints decreased month-on-month, and the number of replies from car companies exceeded the number of complaints, and the aftermarket ushered in new changes.
Zhang Yue, senior vice president of Kairui Saichi Consulting, said that today, the consumption environment and consumer needs have progressed to respect and self-realization needs. In the past, users would give feedback to the vendor many times before complaining, but if the vendor did not act, the user may turn to external complaints or form a collective complaint. From individual users to collective complaints, the attitude of manufacturers is particularly important.
Zhang Yue emphasized that the complaints of different models and price points are also different, and manufacturers should adjust the complaint response measures in a timely manner. When faced with user feedback, manufacturers should give priority to solving the problem internally as soon as possible. According to the model positioning and user portrait, targeted analysis to meet the fundamental demands of different users.
Only by understanding consumers better can we completely solve user demands. Zhang Yue said that for the same problem complaints, there are different demands between 50,000 yuan model owners and 500,000 model owners. According to the survey, the needs of 50,000 yuan model owners are likely to solve the problem as soon as possible, and 500,000 model owners may not be in a hurry to solve the problem, but need the manufacturer to give an apologetic attitude or other compensation as soon as possible. In line with user demands, small details can often impress users.
In addition to being closer to the needs of users in terms of appeals, manufacturers and stores can also intervene more online resources such as easy publicity, easy promotion, and easy reminders, so that users can better understand the maintenance process and shorten the distance with users. Zhang Yue suggested that dealers can make use of online platforms such as live broadcast on the sales side to attract consumers into the store, give full play to online advantages, and try live broadcasts, short ** and other ways to carry out maintenance work. Officials can try second-hand spare parts or official remanufactured parts business, which can not only improve the utilization rate, but also allow users to have more choices and reduce production and operation costs.
The new power brand "Fang**".
Whether it is an online live broadcast, a short **, or a manufacturer's second-hand spare parts remanufacturing attempt, the purpose is always to improve user after-sales satisfaction. A well-developed complaint handler** is also essential.
In the new energy vehicle market, the emerging new power brands, as seed players in the market, have achieved remarkable sales results, and have formed a set of complaint resolution mechanisms. Zhang Yue analyzed that the advantages of after-sales service of the new forces lie in service communication, service personnel attitude, and humanization of facilities. The new power brand attaches great importance to the maintenance of car owners, and has many fan car owners, making the number of complaints about the new power brand lower than that of traditional car companies.
He analyzed that during the maintenance period of the user's vehicle, the new power brand not only provides users with daily scooters and free maintenance services, but also returns a certain number of points for the exchange of corresponding services, and the overall user satisfaction is high. When car owners of traditional car companies encounter such problems, they are likely to complain.
Combined with the experience of new power brands in complaint handling, car owner community maintenance can better understand user demands and reduce the possibility of car companies responding to complaints.
Zhang Yue said that most of the new power car companies adopt the method of direct sales, have a complete user points system, and the frequency of user participation and use of points is higher than that of most traditional brands, and there are more types of goods that can be exchanged for points. Compared with traditional vouchers, cash compensation, etc., the points compensation is faster, and the user likes it higher, which can reduce the negative complaints caused by quality problems and form a virtuous circle.
Fan operation is a double-edged sword, and car companies should not only pay attention to the internal atmosphere of the fan group, but also appropriately resolve user emotions to avoid the accumulation of negative emotions of fans and cause fans to turn black. Zhang Yue said. In addition, the after-sales service system of new power brands is not sound enough compared with traditional car companies, and the ability to deal with crisis events is not good. If the after-sales service capacity is not improved, after the surge in ownership, there may be a large number of complaints, which need to be paid attention to as soon as possible.
Joint ventures, luxury satisfaction is left behind
Intelligence has become a maintenance problem
Although the new power brand "Fang **" still needs to be improved, its after-sales satisfaction effect has begun to appear. According to data from third-party platforms, in 2023, the after-sales service satisfaction score of new power brand cars will be higher, which is due to the fact that most of them adopt the direct store model, which has higher service standards and is easier to manage complaints.
Overall, the satisfaction score of automotive after-sales service in 2023 has increased compared with last year, but there is still a certain gap between brands. In addition to new power brands, independent brands are paying more and more attention to after-sales service, and their satisfaction performance is relatively impressive. After-sales satisfaction of some joint ventures and luxury brands declined, which affected the overall score to decrease compared to last year.
Zhang Yue said that although this year's after-sales satisfaction score has increased compared with last year, if the new power brands added this year are removed and the brand is consistent with last year, the overall after-sales service satisfaction score has declined compared with last year, and automakers should pay attention to and adjust.
It is worth mentioning that in recent years, the degree of intelligence of automobiles has been increasing, the decentralization of intelligent configuration has become deeper and deeper, and there have been more and more intelligent after-sales problems such as large screen crash and stuck. However, dealers are relatively slow to respond to the level of intelligent after-sales maintenance and personnel training and follow-up, and the quality of maintenance needs to be improved.
Zhang Yue said that to solve the problem of intelligence, it is not only necessary for dealerships to speed up intelligent equipment and talent training, but also for dealerships and OEMs to jointly improve technology and better serve consumers.
In addition, if car companies want to improve the overall after-sales satisfaction, they also need to improve the service quality of customer service personnel and other links. Zhang Yue introduced that the car quality network uses complaint data and personnel experience to provide guidance and training to manufacturers, and the landing effect is good, but it lacks some scientific model theoretical support. Therefore, Cheqq.com is actively seeking cooperation with domestic psychological research institutions to conduct psychological research on complaint car owners and manufacturer customer service personnel, and use professional scientific models to create a complaint satisfaction improvement manual, so as to provide theoretical help for manufacturer customer service personnel to deal with all kinds of car owner complaints.
Wen Zhou Jing.