According to the discussion of the Voice of China Automobile Customers, the number of complaints about the failure of the audio-visual system ranked first

On December 15th, the 5th China Automotive Customer Voice (VOC+) Seminar and Awards Ceremony was held online in 2021. The conference was co-sponsored by Car Quality Network and Car Research, and released a number of annual and thematic research results.

In 2021, the Chinese auto market, which was suppressed by the epidemic, was gradually released. Although there has been a recurrence of the epidemic in some areas, in the context of the overall situation being steadily controlled, the positive return of China's automobile market is accelerating. Resonating with the auto market at the same frequency is the popularity of new cars with intelligent networking. From January to September this year, the standard loading rate of the front-loading equipment of the intelligent network configuration increased all the way, and the monthly loading rate exceeded 10% for the first time in September. This is the tip of the iceberg that new cars need to continue to evolve in the intelligent era, and for auto companies, the difficulty of new service supply is no less than that of product iteration.

As Tang Weiguo, chairman and president of Car Quality Network and Kairui Racing Consulting, said in his speech, while automotive products in the intelligent era are redefined, the exploration of new user relationships also needs to be re-examined by automotive companies, especially in the service field. He believes that the "user enterprise" strategy of the head brand of the new car-making force is indispensable in the early stage of entering the market, but whether it is suitable for large-scale operation and the follow-up effect of many enterprises still needs time to test, "It is recommended that enterprises do not blindly pursue the concept of user enterprises, and firmly grasp the essence and essence of after-sales service, which is also the origin of the theme of this seminar." ”

The judgment of "cautious user enterprises" also stems from the in-depth mining of accurate sample data. Tang Weiguo said that as of the conference, the number of effective complaints accepted by the car quality network in 2021 has approached 100,000 cases, and although the data growth itself is difficult to say fortunate for China's auto industry, the new data will have more inspiration and more effective guidance for the judgment of the trend.

Since 2017, the release of a number of annual and thematic research results has been one of the highlights of the Voice of the Automotive Customer (VOC+) symposium in China. At the fifth session, the organizers continued to release high-quality research results in the fields of real-name customer complaints, customer complaint mitigation, automotive brand after-sales service satisfaction, and annual hot research in 2021.

According to the "2021 China Automobile Real-Name Customer Complaint Analysis Report", domestic automobile complaints mainly present the following characteristics: from 2010 to 2021, the number of effective complaints accepted by the car quality network will increase year by year, and it is expected that the number of complaints will exceed 100,000 in 2021; the complaint volume of product quality user complaints is concentrated, and the number of complaints about the fault of the audio-visual system ranks first; the popularization of intelligent configuration leads to service problems, and the lack of OTA and chip supply leads to a long pick-up cycle In the automotive market in the intelligent era and post-epidemic era, automotive companies pay more attention to the role played by third parties in the construction of new user relationships.

The "2021 China Passenger Car User Complaint Behavior Research Report" mainly has the following new findings: 2021 China Passenger Car Customer Complaint Mitigation Index (CCRI) industry average of 410 points, lower than in 2020, independent and joint venture brands have declined, luxury brands have slightly improved; the complaint effect of auto companies and dealer channels is not good, the complaint leader spreads wide channels, and should be paid attention to; after user complaints, the satisfaction with maintenance quality and problem solving time is low; vertical field + User attribute research has become an important logic for analyzing the characteristics of user complaints.

According to the "2021 China Passenger Car After-sales Service Satisfaction Research Report", the passenger car after-sales service field presents the following characteristics: The average industry value of china's passenger car after-sales service satisfaction in 2021 is 781 points, slightly higher than in 2020, the satisfaction of luxury brands is higher than that of independent brands, and the joint venture brand ranks last; technical ability is the focus of improvement, and the completion rate of repair/maintenance is 4.7 percentage points lower than that of 2020; the scope of projects that users pay attention to after arriving at the store is further expanded, such as transparent workshops.

2021 after-sales service satisfaction score and comparison (data source: Kairui Saichi Consulting)

"The Margin and Risk Control of User Experience in the Intelligent Era" recommends that brands combine their own resources and strong user needs to provide users with differentiated experiences: in the intelligent era, redefined automotive products are still based on safety and quality; digitalization shortens the distance between brands and users, and new user relationships are more complex and sensitive. The architecture, system, talent reserves, etc. of traditional automobile enterprises are difficulties in the process of building new user relationships, which need to be paid attention to; when facing base disk users and target users, traditional automobile companies should revitalize online and offline resources, and formulate differentiated strategies according to multi-dimensional factors such as models and audiences; the construction of online user management teams is a lesson that most traditional automobile companies need to make up, and the cornerstone is integrity and transparency.

After the release of a number of new discoveries, the organizers also revealed the attribution of the 2021 China Automotive Customer Voice awards. SAIC Passenger Vehicles won the Outstanding Contribution Award; the winners of the after-sales service benchmark brands were BYD, Changan Automobile, Changan Mazda, Dongfeng Peugeot, Dongfeng Xiaokang, Dongfeng Citroen, GAC Toyota, GAC Honda, Geely Automobile, Lynk & Co, SAIC Maxus, SAIC-GM, SAIC-GM, SAIC Volkswagen brand, FAW-Volkswagen Jetta (in no particular order); in the After-sales Service Satisfaction Award, the first independent brand was SAIC Passenger Car Roewe, and the first joint venture brand was Guangqi Honda. Among luxury brands, SAIC-GM Cadillac ranked first.

Text/Beijing Youth Daily reporter Li Dongying

Editor/Chen Zhengzhong