As soon as NIO's 2024 version of worry-free service was released, it attracted complaints from the majority of car owners. On the surface, there is indeed a shrinking of rights and interests and a policy regression. The main decrease was in the number of points and value-added service vouchers, both of which were the main reasons for the loss of the worry-free service project. For example, the cost of a value-added service coupon for NIO** is only 50 yuan, but it can be used for 10 kilometers of driving, which is a loss at night in most first- and second-tier cities.
In addition to building a service-centric brand personality, NIO hoped to use various rules with obvious bugs to attract customers to gather wool, and then use a large enough sales profit to support the cost of service. For example, as long as you feel that there is a problem with the car (regardless of whether there is a fault or not), you can use the "one-key maintenance" function on the APP to let the car drive away for 4S for maintenance, and "by the way" wash the car for free. Behind this seemingly simple service is actually a high cost of manpower and material resources. Unfortunately, after spending such a large amount of service investment and not getting referrals from the imagined loyal customers, NIO's sales have been tepid. Therefore, the decision to reduce costs and increase efficiency has to be made, including the free charging promised by Brother Bin during the Chinese New Year has also become only free of service fees and not free of electricity charges.
So the owner of the car was angry, the so-called "Shengmi Endou Mi Hatred". First of all, from a business point of view, this wool design is unsustainable, because it does not cultivate loyal customers, but customers who like to take advantage. What attracted him was not thoughtful service, but all kinds of unjust enrichment. Once this cheapness does not exist, it can only betray and attack.
Secondly, the core problem of NIO is precisely the service itself, and its first-of-its-kind exclusive group for car owners looks very beautiful, with several people or even a dozen people serving one car owner, which can respond to and meet any needs of car owners in a timely manner. As everyone knows, when a 4S store has thousands of customers, it can no longer respond at all, and can only become a zombie group, and it has been proved that WeChat groups cannot replace the professional after-sales service system. What's even worse is the comprehensive business support system behind the exclusive group. Even if you can respond in a timely manner, if you can't solve the customer's problem in a timely and satisfactory manner, it will be ineffective.
The auto service industry is a one-to-one terminal retail service, which has to face all kinds of people and various needs, and it is by no means a simple WeChat group as a solution. No matter how valuable the paid service package is, it also objectively raises customer expectations (different from free services), and a slight dissatisfaction will bring complaints and negative word-of-mouth spread, and last year's big V Yan Chuang complaint is a typical case.
Everyone is talking about not forgetting the original intention, and the original intention of doing service is to treat customers as relatives and focus on details and experience. At the same time, keep in mind that promises must be done, promises are not slogans, and failure to fulfill them will be redoubled.