The Voice of China Automotive Customer (VOC+) Seminar and Awards Ceremony, co-hosted by Car Quality Network and Kairui Racing Consulting, was recently announced online, which is the fifth edition of the seminar. 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 Litigation 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;
Product quality user complaints are concentrated, and the number of complaints about the failure of the audio-visual system ranks first;
The popularization of intelligent configuration has led to service problems, and the lack of OTA and chip supply has led to a long car pick-up cycle, which has become a new growth point for service complaints;
In the automotive market in the intelligent era and the post-epidemic era, automotive companies pay more attention to the role played by third parties in the construction of new user relationships.
The "2021 Research Report on Complaint Behavior of Chinese Passenger Car Users" mainly has the following new findings:
The 2021 China Passenger Vehicle Passenger Complaint Mitigation Index (CCRI) industry average of 410 points, lower than in 2020, both independent and joint venture brands declined, and luxury brands slightly improved;
The effect of complaints from automobile companies and dealers is not good, and the channels of complaint leaders are wide, which should be paid attention to;
After the user complains, the satisfaction with the quality of maintenance and the time to solve the problem 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 following characteristics are presented in the field of passenger car after-sales service:
In 2021, the average satisfaction of China's passenger car after-sales service industry was 781 points, slightly higher than that in 2020, the satisfaction of luxury brands was higher than that of independent brands, and the joint venture brands ranked last;
Technical capabilities are the focus of improvement, and the completion rate of repair/maintenance once decreased by 4.7 percentage points compared with 2020;
After the user arrives at the store, he pays attention to the further expansion of the scope of the project, such as the transparent workshop.
"Marginal 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 a differentiated experience:
In the era of intelligence, 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 structure, system, and talent reserve of traditional automobile enterprises are difficult points in the process of building new user relationships, and 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 based on multi-dimensional factors such as models and audiences;
The construction of an online user management team is a lesson that most traditional auto companies need to learn, and its cornerstone is integrity and transparency.