Good products are easy to imitate, but good services are hard to copy.
And the more intimate a brand's service is, the more difficult it is to copy and scale. How to scale good services has always been a problem for the service industry. The automotive aftermarket is a typical representative of the service industry. Car owners are only the first step in buying a car. After buying a car, they will need services such as maintenance, repair, and hard decoration, which are not only diverse and complex, but also involve many service links such as consultation, quality assurance, appointment reception, and after-sales feedback. In 2003, Chijia opened its first store in Shanghai, breaking the gap in the field of "automobile service chain" at that time in China For more than ten years, Chijia, an automobile service brand focusing on maintenance, has opened more than 1600 chains, covering more than 280 cities nationwide. How does Chijia manage to scale up its service? How to make every store like a flagship store?![]()
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Unified professional services From arrival to departure If the service is not good, everything goes to zero. The saying circulating in the service industry tells the essence of the service industry, Service is invisible and intangible. Most of the time, good service depends on people. If you want to do quality supervision like commodities, it is the industry Difficulties. Chijia first focused on the experience of offline stores. By specifying a large number of service details, the craftsmanship of top auto repair personnel is disassembled into specific steps and copied to all auto repair personnel. For example, when the car owner comes for "tire maintenance", Chijia requires to use the rim protection sleeve to avoid scratching the rim when removing the tire. When changing the tire, select more accurate torque values according to the original torque database of different models and use torque wrench to operate, so that the tire can be installed more firmly. Gradually, the standardized service in the store was recognized by the car owners. But Chijia noticed that some car owners would like to add a WeChat account to the store manager ， This is so that a professional who has served himself can answer their questions at any time, When encountering the coolant alarm, the door can not be closed tightly, and the air conditioner in the car makes abnormal noise during daily use, Don't bother searching, but get more reliable suggestions directly. Chijia is acutely aware of its potential: On the one hand, it can meet the needs of car owners for consultation, on the other hand If you can also establish contact with the owner after leaving the store, you will have more opportunities to turn customers into repeat customers. After all, the cost of developing a new customer is several times that of maintaining an old customer. As a chain brand, Chijia decided to use enterprise WeChat to serve car owners well. This helps to build trust: All car owners can see the corporate identity of @ Chijia by adding employees' WeChat, and can continue to accumulate trust in the "Chijia" brand. what's more, The service process after leaving the store can also be personalized and standardized through enterprise WeChat , because Enterprise WeChat can clearly mark the different use conditions of each owner, as well as those requiring maintenance tips Automatic reminding and standard script 。 With the use of innovative tools, the quality of Chijia's departure services has been significantly improved: such as Regularly remind the owner of potential hazards. Insufficient antifreeze affects driving safety; If during the maintenance process, Chijia notices that the owner's antifreeze is almost to the critical value, but does not need to add it immediately, Chijia will enter it into the system, and will prompt the owner to check in about three months. If it is not enough, they will come to the store to add it. Through a prompt reminder on enterprise WeChat, Chijia has helped owners avoid potential safety hazards in driving, and also strengthened their trust in Chijia.
In the past, it was difficult to do this kind of reminding, The telephone connection rate is very low, and it is easy to disturb the car owner. Now, with the enterprise WeChat as a service for car owners, it is convenient for shop assistants to remind car owners.
In addition to reminding, Chijia also popularizes car maintenance knowledge to car owners through the circle of friends. The car maintenance industry is "deeply watered", and users do not have certain knowledge, so it is difficult to judge whether it is time for maintenance, and even more difficult to distinguish What is the difference between 200 yuan and 2000 yuan of oil for maintenance. So on weekdays, Chijia will popularize some car maintenance tips through the staff's circle of friends. For example, how to judge the wear condition by observing the tread pattern of the tires. These popular science make the car owners trust the professionalism of the brand more and increase the exposure of Chijia in front of the car owners—— Because sending a circle of friends through WeChat will not be folded, but will also bear the @ Chijia authentication logo ——Once the car owner encounters a problem and wants to find a professional to understand it, it is very likely that he will search "Chijia" on WeChat and find the staff of Chijia to understand it. At this critical moment, it meets the needs of the car owner, and often gets the trust of the car owner.![]()
Through this series of "out of store service combination boxing", in 2023, the rate of private domain owners of Chijia stores returning to the store increased by 50%, In some cities, offline professional services are coordinated through private domains, and the amount of re purchase at the store here has doubled as much as before.
Since 2022, Chijia stores have felt great value by using WeChat: The reputation and evaluation of car owners are getting better and better, and there are more and more repeat customers in the store 。 What supports these gratifying achievements is the "basic skills" quietly cultivated by Chijia Headquarters.
In every corner of Chijia store, you can see the enterprise WeChat QR code For example, there are WeChat QR codes on the front desk signboards, store managers' business cards and service staff's work cards, so that the QR codes can be seen everywhere and owners can scan them everywhere. However, it is not enough just to place two-dimensional code materials. Chijia also summed up a number of scripts to let the shop assistants actively guide the owners to add enterprise WeChat. Chi Jia found that, It is a better way to guide car owners to add friends through services than to guide car owners to add friends through small gifts, so that customers added to the private domain will be more accurate. Now when customers come into the store, Chiga staff will actively introduce: “ You can add my enterprise WeChat and contact me on enterprise WeChat for any subsequent questions. You can also make an appointment in advance before arriving at the store to avoid spending time waiting ". After adding friends, you should record the details of the car owner in order to better provide follow-up services. In the past, these information of car owners were stuck in the minds of store managers or employees, But people's memory is always limited, and they may not remember the situation of many old customers. Now Chijia has opened up the enterprise WeChat and membership system of Chijia, As long as you find the owner's WeChat in the enterprise WeChat, you can see the owner's real name, phone number, license plate number, past consumption information, communication records, etc. Even if some new store staff come to receive the car, they can quickly understand the situation of the car owner. In order to better understand the car owners, Chijia headquarters also set up a "tag library" in the enterprise WeChat, The store staff can select tags from the tag groups such as customer source, conversion intention and vehicle problems, In the process of chatting with customers, tag them. This makes it clear what the owner needs and when the service should be carried out in the future. Follow up is very convenient.![]()
For core VIP customers, Chiga will also draw a dedicated service group for car owners, From the store manager to the front desk, they respond at any time in the group. If there is a preferential price, they will also notify the car owners in the group at the first time; Some VIP customers will forget what package benefits they haven't used, and the shop assistant will also help remind them in the group. These will not take up too much time and energy of the shop assistants, Because there are many common scripts in the "sidebar" of WeChat, shop assistants do not need to bother writing and typing. When encountering common problems, they can directly select the corresponding scripts to send. Things that used to take a lot of time and energy from shop assistants are now simplified to just one click with a finger, and the operating efficiency of Chijia stores has been greatly improved.
This year, Chijia also developed a "car wash appointment" applet to improve the efficiency of the store. In the past, the customer flow of stores was very uneven, and the floor efficiency was very low from Monday to Friday, so owners had to queue up for maintenance on weekends. Now the shop assistant sends the small program to the car owner on the enterprise WeChat, and the car owner can make an appointment after opening it, reducing the waiting time for the car owner, The efficiency of workers has also been improved. Chijia has improved the efficiency of the store through a small tool. "Now the rent of the store is rising every year. It's very helpful for us to arrange the owner's appointment time," Sophia said.
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Chijia has brought many new inspirations to service chain brands through the practice of enterprise WeChat. On the one hand, through enterprise WeChat and other digital tools, So that the services after leaving the store can be quickly standardized, large-scale and low-cost, Consumers have gained real value without being unduly disturbed and over marketed. on the other hand, The establishment of long-term relationships with customers through enterprise WeChat can enable stores to obtain more "repeat customers", More regular customers means less cost of new sales and higher profit margin of stores. Only in this way can the revenue structure of stores be healthier, without spending all the money on new sales and advertising. Large scale high-quality service is the core competitiveness of the future service industry brand chain. After all, customers brought about by low prices are easy to lose, but customers brought about by good service can't be taken away.
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