In the previous article, we observed that FAW-Volkswagen actively responded to the changes in the industry, and started a new process of service brand iteration based on organizational process optimization and supported by digital intelligence. This article will continue to share the practices of FAW-Volkswagen regions and dealers in the field of after-sales service
North China: An explorer walking on the road of "Discovery Journey".
Representative dealer: Tianjin Haozhong.
As one of the key sales areas of FAW-Volkswagen, North China will be".Increase profits, boost sales, and enhance experience"As an annual strategy, and see the new ** as a necessary means to increase stickiness and maintain volume. Sun Gang, Service Director of FAW-Volkswagen North China Business Division, said: "The new ** is closer to customers than the traditional **, and it is a new position for our product marketing and maintenance base customers. ”
FAW-Volkswagen North China Division.
Service Director Sun Gang.
In the field of after-sales service, in order to better achieve the strategy of "improving profits" and "strong experience".North China will use the time from April to July 2023 to create a "Journey of Discovery" activityFind suitable talents for after-sales service live broadcast, and select anchors with distinctive characteristics according to the different local characteristics of Beijing, Tianjin, Hebei Province, and Shanxi Province. Currently,North China has the only two anchors in FAW-Volkswagen who have passed the "Live Salesperson" qualification certification training examination of the Ministry of Human Resources and Social Security
At the same time,The "Discovery Tour" has also cultivated a group of after-sales service undercover investigators in North ChinaBy renting a car to go to the dealer, the whole process of service will be broadcast live to other regions and headquarters and scored, so as to truly show the service standardization of each dealer, urge the dealer to improve service defects, and enhance the user service experience.
In the course of the "Journey of Discovery",The head store in North China, Tianjin Haozhong storeNot only has it comprehensively improved its after-sales service capabilities under supervision, but it has also successfully incubated an anchor who has passed the "Live Salesman" qualification certification training exam of the Ministry of Human Resources and Social Security. Wang Weiguo, service director of Tianjin Haozhong Automobile, said: "By combining the original boutique accessories carefully selected by the manufacturer with the store's special services and then packaging them on the live broadcast window, users not only enjoy preferential and transparent after-sales products and products, but also achieve an average monthly income of 200,000 yuan for the store." ”
Tianjin Haozhong Automobile **Service***
Service Director Wang Weiguo.
In addition,Tianjin Haozhong store regards the delivery of new vehicles as the starting point of changing from sales-led to after-sales process。Starting from the delivery of the new car, the service consultant, as the car steward of the car owner, adds the enterprise WeChat, sends the FAQ manual for the use of the new car, gives the new car membership gift package, and regularly sends holiday care and marketing activities to serve the whole life cycle of the customer's vehicle use. In the membership system, different from the common points exchange maintenance and simple car products of other enterprises and dealers, Tianjin Haozhong Store has specially built a member center, and through the channels of affiliated enterprises, it provides members with daily necessities with lower than market prices, such as Wuchang rice, edible oil, etc., to provide users with meticulous care.
Southwest Region: Adhere to the rigorous model of user orientation.
Representative distributor: Chengdu Johnson & Johnson.
In the face of competition, we must first maintain concentration, continue to improve technical capabilities, and insist on good service, which is always our magic weapon to win users. "Zhang Bo, general manager of FAW-Volkswagen Sales Department in the southwest region, showed us their confidence and determination in winning users. In fact, there are many new first-tier cities such as Chongqing and Chengdu in the southwest region, which have attracted the attention of chain car service enterprises, and the competition in the after-sales service market is no less fierce than that in coastal areas. Under external competition,The southwest region firmly implements the line of "four total and three insistences", and Zhang Bo constantly emphasizes the "adhere to user orientation" in the "three insistences".
FAW-Volkswagen sales***
Zhang Bo, general manager of the sales division of the southwest region.
Southwest China keeps abreast of changes in user needs and continues to launch new service products, content or methods。At present, there are various common parts such as double insurance, service, tires, etc., as well as irregular discount activities and renewal products on the electronic market, so that customers can enjoy the high-quality service of the 4S store, and enjoy the real quality, and no longer have to choose between quality and quality. In addition, in terms of service content, according to the current customer group's demand for efficiency and convenience, Southwest District has launched services such as APP online appointment, door-to-door pick-up and delivery, 1-hour fast maintenance, 4-hour sheet metal spray quick repair, all-weather fast rescue and night delay service. For customers in some districts and counties that cannot be covered by the network, the southwest region also organizes dealers to actively carry out door-to-door services to effectively solve the problem of car maintenance for users.
Behind the ever-changing forms of care is the consistent rigor of the Southwest District. Zhang Bo said: "Strictly ensuring the technical level and service ability of dealers is one thing that we have never relaxed. ”In addition to the perfect training and certification system, the southwest region regularly organizes technical case summaries and sharing to continuously ensure the stable level of maintenance technology。At the same time, the southwest region empowers major dealers to vigorously promote the digital vehicle health inspection system and service clue follow-up system, which presents the inspection results to customers more intuitively, and also makes customer care and car maintenance reminders more accurate.
Chengdu Johnson & Johnson store with a history of 24 years in the southwest regionIt perfectly interprets the service brand concept of "rigorous is caring". Chengdu Johnson & Johnson store regularly opens the sheet metal painting workshop, inviting users to inspect the store's high-standard repair process and strict quality assurance. Taking paint as an example, Chengdu Johnson & Johnson store uses German BASF parrot car paint, which is commonly used by luxury brands such as Mercedes-Benz and BMW, and is far ahead of chain car service companies in terms of quality.
In addition,Chengdu Johnson & Johnson store is also the first FAW-Volkswagen 4S store in China to independently introduce the AutoX3 system。The system integrates the actual car **, vehicle structure 3D model, vehicle maintenance professional knowledge, service project points and other contents collected by the technician into a 55-inch display screen, restores the truth of the vehicle condition, verifies the repair, transparent consumption, and effectively improves user satisfaction through the technician's explanation. Wang Weizhong, Service Director of Chengdu Johnson & Johnson Industrial Co., Ltd., said: "By visualizing and digitizing the entire maintenance process, users can clearly feel the service capabilities of our store and dispel their concerns in consumption. Being able to provide users with a new experience is our mission to do after-sales service. ”
Epilogue.
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. This service brand upgrade and iteration marks the arrival of the era of FAW-Volkswagen's after-sales branding and in-depth user operation. 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.