This year, Jaguar Land Rover launched a new and upgraded service experience guided by "heart service, new value".
Through ongoing business optimisation in the service area, Jaguar Land Rover has driven a continuous increase in its customer service experience and user satisfaction. In the newly released 2021 J.D. Power China Automotive Aftermarket Service Satisfaction Study SM (CSI), the Land Rover brand once again finished second in the luxury car segment. This is already the third consecutive year that the Land Rover brand has achieved good results.
This once again reflects that Jaguar Land Rover's global core business philosophy of "customer first" continues to take root in the Chinese market. At the same time, it means that its after-sales service has won the recognition and trust of the majority of consumers.
As Richard Shore, President of Jaguar Land Rover China and Chery Jaguar Land Rover Joint Marketing Sales and Service Organization, said: "As an integral part of Jaguar Land Rover's corporate DNA, 'customer first' has been integrated into all aspects of enterprise development, from engineering, procurement, manufacturing to retail, to provide customers with products and services throughout the life cycle. ”
Under the trend of electrification, jaguar Land Rover users have changed their thinking
On December 14th, Jaguar Land Rover held an after-sales service media experience day with the theme of "Heart Service, New Value", and it is not difficult to see that the six-character theme includes the intention of Jaguar Land Rover to upgrade the service experience.
On the day of the media day, Wang Jun, executive vice president of the after-sales service of Jaguar Land Rover China and Chery Jaguar Land Rover joint marketing sales and service agencies, further explained in an interview with Auto Headlines and other media that for Jaguar Land Rover, "heart service" refers to serving customers well with heart, and also refers to the original intention of "customer first". "Customer first" is the core business philosophy of Jaguar Land Rover Global, and the essence of service is quality and professionalism.
In February, Jaguar Land Rover proposed a global strategy to "reinvent the future". Based on this strategic guidance, Jaguar Land Rover has launched a full electrification transformation. According to the plan, in the context of sustainable development trends, Jaguar Land Rover will take sustainability as the core, and is committed to opening up a more flexible business operation model, with the goal of becoming the world's most respected innovator of products and services.
The advent of the electrification trend has indeed subverted the automotive industry and subverted the way car companies serve users.
"In line with Jaguar Land Rover's electrification strategy, after-sales service will also be laid out accordingly." "Based on the needs of consumers, especially young consumers, Jaguar Land Rover has launched more digital products, tools and processes, hoping to empower customer experience and meet customer needs through digital transformation," Wang said. ”
For example, Jaguar Land Rover has always valued product reputation and customer satisfaction, and provides a competitive vehicle warranty policy.
For its electric products, Jaguar Land Rover has laid out after-sales service products and service guarantees. In addition to the three-year 100,000 km warranty of traditional vehicles, in terms of "three electricity", Jaguar Land Rover provides an eight-year 160,000-kilometer warranty for batteries, and the motor and control unit are eight years and twelve kilometers. At the same time, it also provides "worry-free services" for electric vehicle owners, such as free installation of household charging piles, three years of free maintenance and three years of free emergency charging, etc., to achieve all-round quality assurance.
Digital service upgrades to meet the needs of the Chinese market
On the experience day, Jaguar Land Rover also showed the upgrade plan of after-sales service in a comprehensive way, of which the most mentioned included changes in digital service upgrades.
In mid-September this year, Ma Zhenshan, who has extensive experience in regional sales, brand building and operation management, officially joined Chery Jaguar Land Rover and began to serve as the executive vice president of Chery Jaguar Land Rover, and also served as the executive vice president of Jaguar Land Rover China and Chery Jaguar Land Rover Joint Marketing Sales and Service Agency.
Regarding Jaguar Land Rover's overall planning, Ma Zhenshan said in an interview on Media Day, "Based on Jaguar Land Rover's global core concept of 'customer first', we will also cultivate loyal customers and do a good job in service and management of each type of customer base." I think the main direction is how to get closer to users. ”
First of all, to meet the individual needs of customers. Jaguar Land Rover offers individual hardcover accessories for high-quality vehicle accessories in response to the individual needs of Chinese customers, such as up to 170 accessories for the new Land Rover Defender, including folding roof ladders and external expansion luggage, which can meet the different functional and individual needs of customers.
In terms of products, taking the Land Rover brand as an example, the defender family that emphasizes "extreme performance" meets the needs of people who are eager to "challenge themselves and challenge the limits", the Range Rover family of "Seiko Luxury" is to highlight the aura and leadership status, and the discovery family brings users "all-round practicality", which reflects the focus on family and off-road all-rounder.
Secondly, from the perspective of after-sales service, it is also necessary to form their own distinctive characteristics. Ma Zhenshan believes that the current consumer demand for luxury brands is no longer limited to the demand for models and technology, as well as the pursuit of service quality and the demand for digitalization.
In order to better adapt to the needs of Chinese car owners for digital experience, Jaguar Land Rover has continuously updated and optimized digital tools to make customer service more humane.
Nowadays, Jaguar Land Rover has completely moved the offline door-to-door car delivery service to the online through the App, one-click appointment to pick up the car, combined with the functions of handheld workshop, work order confirmation, online payment and service evaluation, etc., so that customers can complete the maintenance and repair of the car without leaving home, and the service process is fully transparent.
Not only that, the MCT intelligent service reminder, which is regarded as a demonstration case of Internet enterprises, can help dealers provide accurate and personalized vehicle maintenance reminders for car owners by establishing data models covering different car ages, models, regions, car habits and other factors.
In addition, domestic models such as the Range Rover Evoque L, Jaguar XEL and XFL, which were officially launched on the EVA2 system this year, as well as the Range Rover Star Pulse, Discovery and Jaguar F-PACE, have optimized the infotainment system and vehicle driving control performance, greatly improved the adaptive cruise and road maintenance algorithms for autonomous driving, so that customers can always maintain the best performance and get the best driving experience without entering the store.
In addition, Jaguar Land Rover is also looking for innovation in its customer service system. Jaguar Land Rover has set up a dedicated account manager in each store to further identify user needs and manage customer relationships for the long term.
Overall, as traditional car companies begin to accelerate their transformation to electrification, user services have gradually kept pace with the transformation. At present, not only Jaguar Land Rover China, but also Jaguar Land Rover Global is also doing business transformation, which will meet the changing needs of consumers from the organization, business and solutions.
In the process of gradually upgrading the service experience, Jaguar Land Rover is committed to continuously creating a "heart service" of quality, professionalism and digital upgrading, thereby empowering the customer experience and creating "new value" for customers. More importantly, Jaguar Land Rover has also launched innovative concepts that keep pace with the times on the basis of a solid after-sales service system and "means" such as digitalization to further enhance user stickiness.