In dealer after-sales service, user care is an important concept of user management and an important means of maintaining user relations. With the increasingly fierce competition in the automotive market, dealers can no longer meet the needs of users only by relying on basic after-sales services. Only by designing and providing proactive, value-added and satisfying services can dealers win the trust of users and achieve "two-way rush" with users.
In summer, dealers need to innovate the content and form of after-sales service on the basis of user needs, and provide users with an experience of "exceeding expectations" through diversified and rich after-sales vehicle maintenance activities.
First of all, after sales care for users in summer should focus on the pain points of users, such as bacteria breeding caused by large temperature difference in the morning and evening, aging and deformation of rubber parts; Paint damage caused by northern sandstorm/southern rainy season; And the radiator dust caused by wind sand. Targeted vehicle maintenance projects can be designed and carried out for users' pain points, including:
Maintenance of engine room oil;
Body paint surface maintenance;
Bacteria elimination and odor removal in the cab;
Maintenance of body accessories;
Summer brake/harness safety troubleshooting.
Secondly, the after-sales care for users in summer should clarify the characteristics and needs of users. For car users with high daily viscosity, it is recommended that the service consultant should have in-depth communication with the user to understand the user's use habits, including the scene of the vehicle driving area (driving environment), the average daily mileage (use rules), and the user's driving experience (implicit requirements). According to the user's use habits, the service consultant should carry out targeted in-depth detection of hidden dangers and faults, And determine vehicle maintenance items.
The operation process of service personnel generally includes:
Pick up scene
The service personnel sit in the driver's seat, turn on the front and rear wipers to determine whether the wiper blades are clean and whether the glass water is sufficient; For fuel vehicles, after starting the engine, the service personnel will detect whether the vehicle has fault lights/idle running/air volume of the air conditioner and odor; For new energy vehicles, the service personnel shall start the switch to detect the air volume and odor status of the instrument/air conditioner. It should be noted that when checking the air volume and temperature at the air outlet of the air conditioner, visual testing equipment and instruments should be used as far as possible, so that users can intuitively understand the testing results.
Outdoor detection scene
The service personnel shall first open the engine compartment lid and check whether the oil/belt/battery is normal for the fuel truck; For new energy vehicles, check whether the motor module and power connector are oxidized/whether the brake master cylinder leaks/whether the damping suspension rubber block needs to be replaced. After that, the service personnel looked around the car body to check whether there were binding nails on the four tires; Visually inspect the wear of brake disc/plate according to the driving mileage; Check the chassis for foreign matters; If there are slight scratches on the body, the user shall be informed that free polishing is available.
Indoor reception scene
After the detection of outdoor scenes is completed, it is necessary to turn to the indoor reception scene. The reception DMS system can be used in the reception scene, but attention should be paid to:
Query the historical maintenance records of users' vehicles (master the rules of users entering the store and identify new and old users);
Recommend summer car use suggestions according to user habits (the car condition has been known before the inspection);
Actively provide users with options: mandatory items (free), optional items and recommended items;
Quote according to the interest points selected by the user.
According to the above perfect detection, service personnel can customize personalized vehicle maintenance items for users. After the vehicle maintenance is completed, it is also necessary to conduct a satisfaction survey on users, and carry out real-time tracking and user relationship maintenance around the issue of activity price, service quality, repair quality, new faults after leaving the store, etc. Such treatment will enhance the quality and effect of successful implementation of the maintenance project. Through the process of after-sales maintenance activities, the goal of maintaining user relations, reducing the loss of users, and improving after-sales revenue is achieved.
