Free refund within 30 days of purchase? Liu Miao, vice president of sales of FAW Besturn, calculated the account behind the calculation for us

Reporter | Zhou Chunliang Edit |

On May 18, FAW Besturn celebrated its 15th anniversary. On this milestone day, FAW Besturn told the outside world about the "change and change" in its 15 years.

The current automotive industry is different from the past, the development to mass production cycle of a new car has changed from 7 years to 3 years or even 1 year; the software code in the car has changed from millions of lines to hundreds of millions of lines; the car is no longer just a tool, but also a part of people's connection between life and the world.

Among them, FAW Besturn actively embraces change and releases a new brand strategy and technical architecture to remain competitive and take the lead in this chaotic and opportunistic era.

On the other hand, the original intention of the establishment of the Benten brand - "aiming to make affordable, affordable and dignified cars for the Chinese people" has never changed.

How does this manifest itself? Pentium's newly upgraded service benefits may answer this question to some extent.

Taking the opportunity of the 15th anniversary, we chatted with Liu Miao, deputy general manager of the sales branch of FAW Besturn Car Co., Ltd., about how FAW Besturn understands customer service in the context of the new era and the new Besturn strategy.

"If we dare to promise something, we have to do it." Liu Miao's tone was gentle and firm.

The background of this remark stems from the brand strategy conference a day ago, when Pentol proposed "518 service rights" and "6 major rights shelves", which contain a number of commitments to ensure that users get the best experience throughout the life cycle of the car.

Liu Miao pointed out that service rights and interests are an important part of the brand strategy. Why the service rights and interests were announced on May 18, first, because the "518 service rights and interests" just contains "5 commitments", "1 rights and interests", "8 guarantees", a total of 14 rights and interests; second, because I hope to use the anniversary of the birth of this brand to remind myself of not forgetting my original intention and providing customers with the concept of ultimate service.

Among these rights and interests, Liu Miao focused on two core advantages - "30-day free return" and "vehicle lifetime warranty".

The "Three Guarantees Law" stipulates that within 60 days of purchasing a car, if there is a major quality problem with the engine and gearbox, the user has the right to request the replacement of the engine and gearbox.

In Pentium's "30-day free return" rights, if there is an engine, gearbox or major quality problems affecting safe driving, Pentium free return or change of car - this is wider than the "three-pack method" of application, the strength is also greater.

The lifetime warranty is another core benefit, and it is even placed separately in the "1" position of the "518 Service Benefit".

Liu Miao told the interface news reporter that many manufacturers have proposed the concept of "lifetime warranty", but some are limited to users who buy cars at certain times. For example, individual manufacturers can provide these in the pre-sale stage in the first 3 months after listing. "But the real daily sale of cars, whenever I buy I have, just gallop a family." He said.

Liu Miao also clearly introduced the "additional conditions" - the need to renew the warranty in the 4S store, as well as maintenance in the 4S store.

In fact, insurance and maintenance are necessary expenses for users. This can not only give users peace of mind, but also do not allow users to spend extra money, but also increase the communication and interaction between manufacturers and users.

In addition to the explicit user benefits, Liu Miao also pointed out that this right itself can also help improve the quality of its own products. With the maturity of Pentium's own technology and the continuous improvement of quality, it can work with core suppliers to make a long parts warranty period, for example, the supplier's original parts are 3 years and 100,000 kilometers, and the future can be given for example 4 years 150,000 kilometers, or even 5 years 200,000 kilometers.

"The extension of the warranty period for parts also contributes to the extension of our lifetime warranty. Of course, this is all due to the fact that I have great confidence in my own technical level. Liu Miao said.

In the eyes of the outside world, the lifetime warranty will increase the operating costs of dealers. But this is not the case.

Liu Miao said that through the lifetime warranty, customers can be led back to the 4S store for maintenance and repair for a long time. In this process, there will be small costs such as man-hour fees, and Pentium will also provide cultural creativity, fine products and supplies for 4S stores to exhibit and sell in the future, which is also a revenue-generating point. "Of course, we don't force our customers to be sure, it's just the entrance to our normal business opportunities, so dealers like it."

For users, in fact, the roadside repair shop is not much cheaper than the 4S shop, and the quality, level, and quality of parts cannot be guaranteed. For most non-automotive professional users, what is more needed is the service experience of "brainless peace of mind".

Liu Miao repeatedly mentioned in the interview to "focus on users". He also has a longer-term vision for the future of Besturn's services. He pointed out that the best service is a service that does not take up customer resources. "Sometimes customers want to do maintenance, but the work is too busy to pull out. We can now provide four seasons of delay service and 45 minutes to complete the maintenance commitment, can partially solve the problem of uncertain customer time," Liu Miao said: "But I hope that in the future, we can achieve door-to-door delivery of cars to help customers maintain, without taking up customer time." ”

For example, in the event of an accident to repair the car, FAW Besturn is now doing the service business of renovating the whole vehicle. Liu Miao revealed that Pentium is not only repairing the car, but after repairing the car, the interior, tires, vehicle air cushions, etc. are used to help users finish with very little money. Let the user feel that this is not a repaired car, but a new car.

In order to support the landing of the customer rights and interests system, Pentol also announced six major rights and interest shelves, including: cultural and creative shelves, service shelves, sales shelves, smart shelves, living shelves, and dealer shelves. The content not only covers the user's traditional one-stop service of "looking, buying, using and selling" to buy a car, but also includes all-round life services such as clothing, food, housing, travel, travel, shopping, and entertainment.

In faw besturn's view, the so-called service is to let users buy a car with confidence, use the car with peace of mind, repair the car worry- and care for the car. In the interview, Liu Miao is always thinking about how to continuously improve the service level on the current basis and break through the pain points of users. "At any time, we are guarding the customer," Liu Miao stressed.

Through this service advantage of "no one has me, people have me strong", FAW Besturn will no longer be just a product manufacturer, but become a life service provider.