At present, the automotive industry is in a highly "involution" era of hyper-competition, new car sales profits continue to decline, and users' demand for consumer experience continues to increase, which puts forward higher requirements for the after-sales service of major car companies. Among them,FAW-Volkswagen, which has just won the 2023 Golden Wrench Award and Service Pioneer Award, is a representative who has always been at the forefront of the industryWith organizational process optimization as the foundation and digital intelligence as the support, a new process of service brand iteration has been opened.
In this oneInterview activities of auto-Volkswagen marketing service systemSheng Yehua, head of after-sales service of FAW-Volkswagen Sales Co., Ltd"Only the internalization of the 'user-centric' service concept can bring about the externalization of action".As the beginning of the dialogue, it once again proves to us that FAW-Volkswagen is determined in the iteration of the service brand.
FAW-Volkswagen Sales Co., Ltd.
Sheng Yehua, the person in charge of after-sales service.
Both want and want the service concept
From the perspective of service, it is to implement rigor into every service detail, so that users can perceive the temperature of care, be rigorous in action, care in their hearts, and care for every user with rigorous service and attitude. This is the explanation of Sheng Yehua, head of after-sales service of FAW-Volkswagen Sales Co., Ltd., that "the internalization of the 'user-centered' service concept can bring about the externalization of action". In the 32 years of deep cultivation of the Chinese automotive marketFAW-Volkswagen has long been a leader in practicing the concept of "user-centric".However, FAW-Volkswagen has never stopped pursuing to provide users with more happy and valuable services.
At this year's 7th 920 Service Festival, FAW-Volkswagen with:"1314" service brand iteration strategic architectureBack in Chengdu, the iterative upgrading of the service brand is the precipitation of FAW-Volkswagen after years of exploration in the "user-centered" service concept. Sheng Yehua said: "1. FAW-Volkswagen will continue to promote the high-quality development and system construction of service brands;3 is the three core values of FAW-Volkswagen's service brand: professional, reliable and happyThe second 1 is FAW-Volkswagen's consistent adherence to the brand concept of "rigorous is caring", rigorous in action, and caring in the heart4 represents the four commitments of professional and rigorous service quality, honest and transparent service consumption, fast and convenient service efficiency, and meticulous service care."
It can be said that after the iteration of the service brand,FAW-Volkswagen's "user-centered" service concept requires not only rigorous service and attitude, but also meticulous and high-quality care for every user
Down-to-the-ground service actions
Even though the iteration process of FAW-Volkswagen's service brand is not long, FAW-Volkswagen has formulated batch after batch of iterative measures based on organizational process optimization and supported by digital intelligence. Sheng Yehua introduced: "In the new user needs and service scenarios, FAW-Volkswagen seizes them6 stages and 10 key scenariosComprehensively control 48 user pain points and identify 8 core pain pointsto improve service efficiency, improve service transparency, and build user journey projectsWith the construction of 8 digital sub-projects, the user experience is improved in an efficient, transparent and systematic mannerThe customer satisfaction-oriented processing mechanism is comprehensively improved and deeply polished, and the concept of "user-centered" is constantly practiced. ”
In addition, in the face of the rapidly growing demand for after-sales service for new energy vehicles, FAW-Volkswagen, as the leader of the joint venture tram camp, has always implemented the brand concept of "rigorous is caring"."One center, three platforms" application systemStrengthen the training of dealers' skills, professionalism and services, expand the pool of professional talents, and guarantee"One shop, one professional electric technician".At the same time, it provides users with assured and comfortable after-sales service with open and transparent information and information, and provides users with more convenient services with digital interaction and management processes, such as one-click appointment and door-to-door delivery.
This interview coincides2023 FAW-Volkswagen Service Skills CompetitionSheng Yehua said: "This competition is the 14th FAW-Volkswagen Service Skills Competition held by us, which is based on the premise of new energy vehicle diagnosis and repair, and continues to deepen in the field of new energy vehicle technology, so as to achieve 'oil and electricity go hand in hand', closely combine the world's advanced technology with the special needs of Chinese users, and promote FAW-Volkswagen to a new level in the field of user experience." "In fact, many mainstream car companies have a layout in the field of after-sales service competition, butFAW-Volkswagen is not only a pioneer in this field, but also a leader in this field with its ever-changing competition content and unique understanding of user needs
Of course, for an automobile company of FAW-Volkswagen's size, it is not enough to rely on the rigor of the headquartersThe key to winning the reputation of users is to be able to walk with the headquarters in major regions and thousands of stores。In this interview, we also had in-depth dialogues with FAW-Volkswagen in South, North and Southwest China, and visited three representative dealers in their respective regions, namely Shenzhen Qingshuihe Qijian, Tianjin Haozhong and Chengdu Johnson & Johnson, to gain insight into the actual performance of FAW-Volkswagen's service brand iteration in the front line.
South China: Make "Xinxi" the ultimate service benchmark.
Representative dealer: Shenzhen Qingshuihe Qijian.
Thanks to the highly developed economy, the intensive new energy vehicle related industries and the strong support of the first policy, the penetration rate of new energy vehicles in the four provinces of South China (Guangdong Province, Guangxi Province, Fujian Province and Hainan Province) ranks among the top in the country, resulting in the severe reality of the rapid loss of FAW-Volkswagen base customers, which mainly sells fuel vehicles. Therefore, in order to compensate for the decline in sales output,FAW-Volkswagen South China and major dealers have made great efforts in the output value of after-sales service, and have achieved the ultimate in "Xinxi", one of the three core values of FAW-Volkswagen's service brand
Since the beginning of this year,FAW-Volkswagen South China pioneered the 521 Car Owner's Day service brand activity, carried out two renewal carnivals, and launched the South China 920 Service Festival on top of the FAW-Volkswagen 920 Service Festival, with real gold ** for the majority of car owners to bring real discounts. Lv Hongfeng, service director of FAW-Volkswagen South Business Division, said frankly: "We support dealer sales and maintenance, and users get the benefits of car maintenance with a lower price, and dealers have also established a longer-term service stickiness with users, which can provide users with longer-term services, which is also a plan for small profits and quick turnover, and mutual benefit for both parties." ”
At the same time, South China has fully guided dealers to carry out a number of convenient services covering the whole life cycle of the car, such as APP online appointment, door-to-door pick-up and delivery, 24-hour full-time rescue service, and delayed service, and achieved excellent results. In 2023,South China ranks first among all regions in the country in terms of pick-up and delivery business volume and dealer participation rateAmong them, the business volume of pick-up and delivery vehicles was 22 913, accounting for 36% of the country, and the 4S participation rate was 84%.
Among them, Shenzhen Qingshuihe Qijian Store, which is the largest in South China, is an excellent representative of actively practicing the strategic policy of South China. Take the door-to-door pick-up and delivery business as an exampleShenzhen Qingshuihe Qijian Store has insight into the needs of users in the city, and on the basis of the 20-kilometer free range provided by FAW-Volkswagen, it provides free door-to-door pick-up and delivery cars in Shenzhen at its own expense, fundamentally eliminate the after-sales service anxiety of users in remote areas. Li Tonggui, general manager of Shenzhen Qingshuihe Qijian***, said: "In October, there were 280 orders for door-to-door pick-up and delivery in the store, and more than 25% of users were using the function, and the re-acceptance rate reached 90%. That's our solution, it's all about the user. ”
Qingshui River Qi Jian***
General Manager Li Tonggui.
On the basis of free door-to-door pick-up and delivery cars in the cityShenzhen Qingshuihe Qijian Store has expanded its business scope to door-to-door valet parking。When the user has the need to drive to the area that is not easy to park, you can entrust the vehicle to a special service personnel, and then have the service personnel to deliver the vehicle to the user's designated area when you need to return, this business has won the strong support of users in Shenzhen with lack of parking resources in the urban area and high penalties for illegal parking.
To be continued.
Under the changing situation, FAW-Volkswagen has always adhered to the original brand intention of "user-centric", continued to focus on the reform of "user experience", made every effort to build insight into Chinese users, and continuously innovated and launched various measures and service brand upgrades. Through interviews and visits to headquarters, regions and dealers, we see FAW-Volkswagen's steadfastness and continuous practice in service brand iteration from top to bottom. In the next article, we will bring the story of FAW-Volkswagen North China and Southwest China, looking forward to your attention!