Automobile marketing service is always accompanied by the cooperation between customers and automobile 4S shops or automobile dealers. In the whole marketing service process, it is divided into pre-sales service, in-sales service and after-sales service. Automobile pre-sale service is to send the relevant information of automobile products to the target customers through marketers, including the technical indicators, main performance, configuration, price and so on. Sales service is to provide customers with consulting, shopping guide, ordering, settlement and delivery services; Automobile after-sales service is to debug, maintain and repair cars for customers, eliminate technical failures, provide technical support, send information on product improvement or upgrade, and get customers' feedback on automobile products and services.
The emergence of "after-sales service" in the automobile market is the inevitable result of market competition. Automobile products have developed to a certain extent, and the manufacturing technology is almost the same, which is also the main reason why the automobile market has turned from products to services. However, after-sales service is often the main strategic trump card of automobile 4S shops or automobile dealers, and many problems in actual after-sales service are also known to consumers, which affects consumers' purchase of automobile products and acceptance of after-sales service, and has many negative effects. Therefore, an automobile 4S shop or automobile dealer, who has done a good job in after-sales service of automobile products, has touched the hearts of customers, improved customer satisfaction and won the market. It can be seen that the importance of automobile after-sales service has a special "mission" in the whole automobile marketing process, which plays a positive role in promoting the marketization of automobile products and services and has far-reaching significance for the prosperity of the automobile market.
First, the role of automobile after-sales service
1, automobile after-sales service is a sharp weapon for automobile 4S shops or automobile dealers to participate in market competition under the buyer's market conditions.
With the rapid development of science and technology, almost all industries have overcapacity, from automobile industry to chemical industry, from food manufacturing to daily consumer goods production, from communication industry to computer network industry, and of course, including after-sales service of automobile 4S shops and automobile dealers, all of which are facing strong competitors. For mature automobile products, the function and quality are also very close, and the difference in the competitive quality of automobile brands is getting smaller and smaller. The price war has exhausted many auto 4S shops and auto dealers. The differences in style, brand, quality and after-sales service have become the sharp weapon for auto 4S shops and auto dealers to establish their market position and win the market competitive advantage. The market competition of automobile after-sales service depends not only on famous automobile brands, but also on high-quality brand after-sales service!
2. Automobile after-sales service is the last line of defense for automobile 4S shops or automobile dealers to protect the rights and interests of consumers of automobile products.
Providing consumers with economical, practical, high-quality, safe and reliable automobile products and after-sales service is a prerequisite for automobile 4S shops or automobile dealers to maintain their own survival and development. Although the progress and development of science and technology make the level of automobile-related products and after-sales service such as maintenance higher and higher, there is no good strategy to be foolproof at present. Due to improper use by consumers or negligence of staff, there are often various situations such as unstable automobile electrical appliances and brake failure. More and more auto 4S shops and auto dealers, including the best enterprises, can never guarantee that there will never be mistakes and customer complaints. Therefore, the most effective way to ensure the rights and interests of automobile consumers is to remedy mistakes in time, correct mistakes and effectively handle customer complaints. Therefore, it can be said that automobile after-sales service is the last line of defense to protect the rights and interests of automobile consumers, and it is an important and effective remedy to solve the mistakes of automobile 4S shops or automobile dealers and handle customer complaints.
3. Automobile after-sales service is an effective measure to maintain customer satisfaction and loyalty of automobile 4S shops and automobile dealers.
Consumers' interest pursuit of automobile products and services includes functional and non-functional aspects. The former reflects consumers' demand for material and service quality, while the latter reflects consumers' psychological needs in spirit and emotion, such as relaxed and elegant environment, harmonious and perfect service process and timely and thoughtful service effect. With the development of social economy and the improvement of consumers' own income level, customers pay more and more attention to non-functional interests, and in many cases even pay more and more attention to functional interests. In the modern society and market economy environment, if an enterprise wants to make a long-term profit and become strong, it must win long-term cooperative customers, maintain customer loyalty and improve customer satisfaction. In the process of implementing this measure, after-sales service that satisfies customers is one of the effective measures for the long-term development and eventually maturity of enterprises.
4. Automobile after-sales service is a good way for automobile 4S shops or automobile dealers to get rid of the price war.
The high-speed growth period of China automobile 4S stores or automobile dealers has ended, the total demand of automobile products market is relatively stable, and the competition pattern has entered a white-hot state. In order to gain market share, many auto 4S shops or auto dealers continue to wage price wars at all costs. The prices of many automobile brands have fallen sharply again and again, and various promotional activities have been carried out to reduce the prices, which has caused the average profit rate of the automobile industry to continue to decline, and the growth potential of automobile 4S shops or automobile dealers is seriously insufficient. In order to get rid of this unfavorable situation completely, it is particularly important to introduce service strategy. Automobile 4S shops or automobile dealers can comprehensively use various methods and means to improve the quality of products and services through differentiated services.
5. Automobile after-sales service is the inevitable requirement of automobile technical progress and scientific and technological development.
With the progress of automobile technology and the rapid development of science and technology, automobile products have entered the family and gradually entered the people as a means of transportation. In the face of high-tech products like cars, "What if they break down?" "How do I use it?" A series of problems have always plagued customers, which objectively requires automobile 4S shops or automobile dealers to provide more service support for consumers, not just after-sales service. For example, it is suggested that after-sales service be changed to pre-sales training and popular science guidance. Automobile products are not only pure vehicle products, but also after-sales services such as accessories, maintenance and repair, as well as additional services, such as product description, providing the address and contact information of maintenance stations, and collecting the information of customers' return visits, which provide reference for improving products and services, thus laying a solid foundation for automobile technical progress and providing quality services, thus forming the concept of "system sales".
The service provided by enthusiastic and sincere car 4S shops or car dealers can satisfy customers. Auto 4S shops or auto dealers should take the constantly improving product and service system as the starting point, take the convenience of customers as the principle, and impress customers with the charm of products, perfect after-sales service and all services for customers. Whoever can provide street performance services for consumers can speed up the pace of sales. If you want to satisfy your customers, you should do better than your competitors or provide value-added services that competitors can't, don't want to or even didn't expect, and deliver your promises in time.
Since automobile after-sales service is so important in enterprises. Then, we should improve the service of automobile 4S shops or automobile dealers to achieve a win-win goal for our enterprises and customers. Therefore, we must understand the present situation of China automobile 4S stores or automobile dealers and their own disadvantages.
Second, the status and analysis of after-sales service in China.
The appearance of automobile after-sales service is caused by market competition and is also a means in automobile marketing. Because cars have the characteristics of consumables, customers attach great importance to their maintenance and repair. Automobile after-sales service is one of the important means of automobile marketing. In recent years, automobile 4S shops or automobile dealers are also vigorously developing comprehensive industries such as accessories, maintenance and repair. If the after-sales service of automobile 4S shops or automobile dealers is a comprehensive industry, it has the characteristics of both manufacturing and service industries. Both have their own independent profits, but also the same chain profits as the sales department. Although the automobile after-sales service market is developing rapidly, there are still many problems. The problems existing in the after-sales service of China automobile 4S shops or automobile dealers are mainly manifested in the following forms:
1, weak service point of view
Weak service concept is a common problem in automobile 4S shops or automobile dealers. Most of the brand car 4S shops or car dealers have not been established for a long time. In order to quickly increase sales and maintenance, many enterprises have relaxed their requirements for the scale of employment. Many staff members have not experienced systematic professional knowledge learning, and team building has undergone strict and systematic training and education. The overall professional quality is poor, lacking the consciousness of serving customers wholeheartedly. Car 4S shops or car dealers have not established a standardized service system and management system, the staff have not done their best in their work, their work attitude is not very positive, and their goals are unclear. Not paying enough attention to the quality of automobile maintenance, and not satisfied with the troubleshooting of automobiles. The overall evaluation of the service consciousness of the staff of China automobile 4S shop or automobile dealer is not in place, and the service concept is weak.
2. Provide inferior accessories
Most spare parts supplied by auto 4S shops or auto dealers focus on the profit points and strong development prospects of this industry, with the aim of making money and improving sales performance. Most automobile 4S shops or automobile dealers introduce non-original spare parts at low prices, and workshops and customers sell them at high prices in the name of original spare parts, which leads to the decrease of automobile safety factor and the increase of customer maintenance cost. Thereby losing a large number of customers, which is not conducive to the long-term development of enterprises. Providing and selling inferior or counterfeit accessories to customers is a common phenomenon in automobile 4S stores or automobile dealers.
3. The maintenance concept is backward
Due to the gradual adoption of the maintenance mode of replacing parts and components, many workers in automobile 4S shops or automobile dealers, driven by egoism, do not try to solve or consult relevant information when there are real technical problems, but induce customers to replace parts or assemblies, thus resulting in the phenomenon of "cutting corners". Replacing unnecessary parts or hiding parts will harm the interests of customers. Without advanced maintenance concept, it will only increase the maintenance cost and burden of consumers. Causing customers to have a "fear", not only losing a large number of potential customers, but also damaging the corporate image. If the maintenance concept is not updated, enterprises will not keep up with the pace of market development.
4. Ignore information feedback
Although the current automobile 4S shops or automobile dealers also know how to collect customer feedback, the customer feedback information is finally satisfied or solved. Customer return visit is only a superficial form. It's really timely to pay a return visit. Make a record of the return visit carefully and build a customer file carelessly. Customer information can't get timely feedback, can't achieve customer satisfaction, and can't provide a basis for the company's competition and strategic decision.
In addition, there are disadvantages in auto insurance, auto credit and other financial aspects. Due to the limitation of China's economic system and the imperfection of insurance, finance and other industries, there are inevitable problems in automobile 4S shops or automobile dealers.
These aspects are only serious problems in the after-sales service of automobile 4S shops or automobile dealers. As an automobile 4S or an automobile dealer, the management should fully realize the disadvantages brought by these aspects to our enterprise, weigh the advantages and disadvantages, and seriously consider the positive role of after-sales service in automobile marketing, so as to formulate a reasonable management system and effective working methods to improve after-sales service.
Third, how to improve the after-sales service quality of automobile 4S shops or automobile dealers
The industry of automobile 4S shops or automobile dealers has broad development prospects and huge business opportunities, and consumers' demands are also reflected at all levels. Therefore, the service of automobile 4S shops or automobile dealers must be professional, standardized and standardized. Only with high-quality and comprehensive service and high-tech content can we win the trust of consumers and adapt to the development of the market. It is necessary to improve the after-sales service level of automobile 4S shops or automobile dealers, clarify the division of service, expand the business breadth, explore the service depth and improve the technical level. And the problems in financial strength, policy orientation, management and logistics must be solved reasonably. Therefore, automobile 4S shops or automobile dealers should make their own characteristics and fully rely on excellent product quality and perfect after-sales service system. Then, combined with the problems existing in the after-sales service of automobile 4S shops or automobile dealers, automobile 4S shops or automobile dealers should try their best to do the following according to their own shortcomings:
1, standardize service standards and improve the overall quality of employees.
With the progress of science and technology, the development of automobile technology is also deepening. Naturally, every automobile 4S shop or automobile dealer is equipped with all kinds of advanced equipment and tools, especially the special computer testing equipment for brand automobile testing is gradually introduced. However, most employees of auto 4S shops or auto dealers do not work in this industry, and most of them have not received professional systematic training and professional technical theoretical guidance. Technical support is not only a guarantee of service quality, but also a favorable guarantee for improving customers' daily operations.
In order to improve the overall quality of after-sales service personnel in automobile 4S shops or automobile dealers, it is necessary to conduct comprehensive and systematic training for the whole after-sales department. First of all, it is necessary to train all personnel in the customer interface, mainly service engineers and sales staff. Their training can form a breakthrough to improve after-sales service. At the same time, they can also set an example and provide guidance in cooperation with dealers. Secondly, it is of far-reaching strategic significance to train the managers of automobile 4S shops or automobile dealers to improve customer satisfaction. Starting with improving after-sales service concept and customer service management ability, it is of far-reaching strategic significance to help them clearly improve customer satisfaction and enhance profitability and competitiveness. Finally, the technical engineers and maintenance personnel of automobile 4S shops or automobile dealers are trained in professional skills to improve customer satisfaction, mainly in the technical methods of dealing with automobile faults and the handling principles, processes and skills of customer service. Strive to achieve clear goals and implement them smoothly. For example, in this respect, Volvo's car 4S shop or car dealer is prominent. They employ industry experts to regularly train and assess employees in maintenance technology to improve customer satisfaction. Every staff member can only be employed after strict examination, and their professional services have won the praise of consumers.
Therefore, it is suggested that China auto 4S shops or auto dealers learn from their work experience. Personnel in important positions must undergo systematic training and the guidance of industry experts before they can take up their posts. In addition, the overall quality of the staff should also be improved, whether it is work clothes or language norms, they must undergo professional training. Only in this way can we leave a deep impression on our customers that our service is professional. The maintenance technicians and staff of automobile 4S shops or automobile dealers must undergo strict technical training and improve their personal qualities in order to ensure service quality and customer satisfaction. We should try our best to achieve uniform and standardized service standards, deepen the impression of the brand in the hearts of consumers, and establish customers' trust in the brand.
2, provide pure accessories, so that the service quality and cost can be double guaranteed.
In order to expand the production scale and sales quantity, many parts manufacturers produce low-quality counterfeit products regardless of production quality and sell them to automobile 4S shops or automobile dealers at low prices. In order to make a profit, car 4S shops or car dealers introduce inferior parts, but sell them to customers at the price of pure parts and provide them to maintenance workshops. This not only reduces the safety factor of automobile use, but also increases the use cost of consumers.
"How many questions do you know about cars running on the road?" . No matter how good the car is, it needs maintenance. Just as a person is bound to get sick, car problems are not terrible. The key point is that these problems will endanger people's lives and property. If impure parts are provided to customers, the quality of automobile maintenance can not be guaranteed, thus losing a large number of customers. Impure parts will not only affect the overall working condition and service life of the car, but also safeguard people's lives and property safety. Toyota Company of Japan provides pure engine oil products and original pure accessories to its 4S stores or dealers, ensuring that the specifications, materials, dimensions and tolerances of the accessories are exactly the same as those of the accessories to be replaced, ensuring that the new accessories can work together with the whole vehicle and eliminate operational interference. It avoids the repeated maintenance cost of customers, ensures the normal and safe operation of vehicles, improves the utilization rate of vehicles, reduces the use cost of vehicles, and makes Feng brand win the trust and patronage of customers many times.
Auto 4S shops or auto dealers provide consumers with pure original accessories, which ensures the production process and quality of products, thus ensuring the maintenance quality of automobiles, stabilizing their safety factors and ensuring the safety of life and property. At the same time, it also ensures the quality of service and the maintenance cost of customers, increases customers' trust and satisfaction with products and services, and enhances the brand image of the enterprise itself.
3, provide advanced service facilities, improve and improve the quality of maintenance services.
The after-sales service industry of automobile 4S shops or automobile dealers not only provides customers with some superficial consulting services and simple troubleshooting, but also includes sophisticated technical services. With the development of science and technology, the development of automobile is also progressing, and high technology is also infiltrating into the field of automobile products. For example, the penetration of high-tech such as GPS satellite positioning system, ECU central control unit and ESP electronic stability program not only requires maintenance personnel to have excellent maintenance technology, but also requires automobile 4S shops or automobile dealers to introduce high-end hardware maintenance facilities to help maintenance personnel troubleshoot these high-tech products.
At present, the world's major automobile companies, such as Ford Company of the United States and Volkswagen Company of Germany, all produce corresponding testing tools, provide technical support, and produce high-precision electronic equipment testing instruments and precision maintenance tools and equipment. So that maintenance technicians can independently eliminate technical faults and complete maintenance work in time.
Providing technical support and guidance for employees, ensuring advanced maintenance tools and testing instruments, and better combining software technology with hardware facilities can ensure the quality of maintenance operations, provide perfect services, improve customer satisfaction, establish the brand image of enterprises, and lay a solid material foundation and technical support for the survival and long-term development of enterprises.
4. Visit customers regularly and establish customer files.
Buying a car by a customer is not a one-time transaction of a car 4S shop or a car dealer, but the beginning of a long-term "cooperation" in the future. How is the customer's use after buying a car? How is the performance? Are they satisfied? Is there anything unsatisfactory that we need to improve or provide some help for their new needs? Therefore, it is necessary for us to call customers regularly, or send letters for a short but enthusiastic return visit, solicit customers' opinions or suggestions, and establish customer files for each customer.
For example, many auto 4S shops or auto dealers will solicit customers' opinions when they pay a return visit, do some maintenance knowledge for customers regularly, establish a customer membership system or VIP system, mail corporate periodicals or small cards to customers every month or within a certain period of time, and organize some activities to understand customers' psychology and accept customers' requirements through these activities. Inform customers of the latest development of the enterprise, increase the goodwill between customers and enterprises, and let customers really feel the thoughtful service of the enterprise.
Visiting customers regularly, understanding their psychology and needs, listening to their opinions, carefully recording and establishing customer files can bring new business opportunities to auto 4S shops or auto dealers. At the same time, it points out a new development direction for the promotion of enterprise service concept, and also provides a favorable basis for the formulation of the overall development direction and long-term strategic goals of enterprises.
5. Set up more service outlets and try your best to be precise.
In China, most automobile 4S shops or automobile dealers are located in big cities, but there are not many professional outlets in small and medium-sized cities, which brings a lot of inconvenience to consumers in some small and medium-sized cities in terms of maintenance services. Therefore, automobile 4S stores or automobile dealers should not only focus on the services in some big cities, but also consider the development of service outlets in small and medium-sized cities, because this is also a market with broad development prospects. In addition, car problems often occur on expressways. Should we also consider setting up some service stations on the expressway to facilitate customers' emergency rescue services? Completely eliminate customers' worries about after-sales car.
It is not inevitable that there are disadvantages in the after-sales service of automobile 4S shops or automobile dealers. As long as the after-sales service of auto 4S shops or auto dealers is meticulous, we should consider the problem from the customer's point of view, whether it is service attitude or service quality, and open a 24-hour service hotline to prepare customers for emergency. Strive to achieve "all for customers, all for the interests of customers." Make our service quality and meticulous.
6. Strengthen communication between industries and provide perfect insurance and credit business.
With the development of China's economic system, the industrial systems of various industries are constantly being adjusted, which also accelerates the cooperation between automobile 4S shops or automobile dealers and various industries. With the rapid development of the automobile industry, various businesses of insurance companies and banks are gradually involved in this field. As the saying goes, every industry has its own rules and regulations, which leads to some conflicts between the insurance business of insurance companies and the credit business of banks and the provisions of the automobile industry, so we should try our best to formulate corresponding measures to improve these deficiencies. For example, providing consulting services and handling various formalities. , reduce some unnecessary business processes. The enterprise that has done better in this respect is FAW Finance Company, which has liberated itself and provided loans directly to users, greatly facilitating the requirements of customers and reducing some unnecessary procedures.
In addition, insurance companies should also be "fair" when making claims, without harming the interests of customers. Generally speaking, automobile 4S stores or automobile dealers should communicate with insurance companies and banks to provide customers with "convenient and comprehensive" services, and at the same time achieve a win-win situation in all cooperative industries, improve services in all industries and win customer loyalty and satisfaction.
To sum up, improving the after-sales service of automobile 4S shops or automobile dealers will greatly promote the development of automobile industry. Auto 4S shops or auto dealers should focus on establishing a standard service system. Whether it is to standardize the industry system to improve the overall quality of employees, or to standardize the management system of automobile 4S shops or automobile dealers to ensure the quality of after-sales service, it is necessary to establish a complete business process and a scientific management system. At the same time, automobile 4S stores or automobile dealers should also communicate effectively with various industries and their consumers, so as to achieve mutual cooperation and understanding, establish a good and healthy development platform for automobile 4S stores or automobile dealers, and provide favorable development platform and promotion space for prospering the market economy of automobile industry.
As an indispensable intermediate link in marketing, after-sales service not only plays a vital role in the market field of various products, but also plays an excessive role in the marketization of automobile products and services in the automobile after-sales service industry. Enthusiastic and sincere service to customers can bring satisfaction to customers and gain their trust, thus occupying a place in the market competition and winning the market. Therefore, auto 4S shops or auto dealers should take the continuous improvement of service as the breakthrough point, take the convenience of customers as the principle, impress customers with the charm of high-quality products and unique services and everything for customers. Improve the quality of employees in automobile 4S shops or automobile dealers, reject non-pure accessories, improve maintenance quality, pay a return visit to customers, provide convenient and perfect credit business, improve service quality, and enhance customer satisfaction and corporate visibility.
In the automobile service industry, whoever can provide satisfactory service to consumers can speed up sales and occupy market share. To satisfy customers, it is necessary to provide superior services that competitors can't do, don't want to do or didn't expect, and keep them in time to improve the quality of services in all aspects. Make automobile after-sales service really play its unique role in automobile marketing, promote the development of automobile industry to a good and healthy market, and lay a solid foundation for the long-term development of automobile 4S shops or automobile dealers.