How to face the competition in the future luxury car market? How can we win customer demand from the service? On December 14, Jaguar Land Rover gave a new answer, with the orientation of "heart service, new value", launched a new and upgraded service experience, and is committed to continuously creating a "heart service" of quality, professionalism and digital upgrading, thereby empowering customer experience and creating "new value" for customers.
Li Dalong, President of Jaguar Land Rover China and Chery Jaguar Land Rover Joint Marketing Sales and Service Organization, said: "'Customer first' is integrated into all aspects of enterprise development, from engineering, procurement, manufacturing to retail, providing our customers with products and services throughout the life cycle. In China, relying on the unique British charm of Jaguar and Land Rover dual brands, Jaguar Land Rover continues to upgrade its service system strength, through digital empowerment, to achieve a diversified upgrade of online and offline customer service experience, to create new value for customers to use the car life. ”
Look ahead to digital service trends
In terms of creating high-quality after-sales service, Jaguar Land Rover once again optimized and improved service reservations, service facilities, reception and diagnosis and service teams based on customer research this year, further improving reception efficiency and reducing customer waiting time. At the same time, jaguar Land Rover provides personalized hardcover accessories for the individual needs of Chinese customers, such as the new Land Rover Defender has up to 170 accessories, including folding roof ladders, external expansion luggage, etc., to meet the different functional and individual needs of customers. At the same time, all individual hardcover accessories adhere to globally unified standards, are not only developed in parallel with the whole vehicle, but also undergo rigorous reliability tests.
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. As a demonstration case of Internet enterprises, MCT intelligent service reminder helps 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.
This year, the EVA2 system officially launched domestic models such as the Range Rover Evoque L, Jaguar XEL and XFL, as well as range Rover Star Pulse, Discovery and Jaguar F-PACE, optimized the infotainment system and vehicle driving control performance, greatly improved the adaptive cruise and road maintenance algorithms of automatic driving, so that customers can always maintain the best performance of the vehicle without entering the store.
In addition, Jaguar Land Rover is also guided by the "customer clock", based on the goal of saving customer time, to build a technical diagnosis and dealer support process, including the application of the new generation of vehicle diagnostic system NEW TOPIx, based on the cloud architecture to enable real-time interaction of vehicle diagnostic information with the cloud platform, combined with guiding diagnosis, accessories supply chain guarantee "next-day delivery" service, etc., to fully protect the customer clock.
"Two-line" upgrades go hand in hand
Based on the "heart service", Jaguar Land Rover also creates "new value" for customers through the continuous upgrading of online and offline services.
This year, based on the further enhancement of the jaguar + APP and Land Rover + APP, Jaguar Land Rover has created a transparent and worry-free service for customers in online scenes, customers can make an appointment to pick up and deliver the car with one click, combined with the functions of handheld workshop, work order confirmation, online payment and service evaluation, etc., you can complete the maintenance and repair of your car without leaving home, and enjoy a worry-free experience.
For Jaguar Land Rover, the peace of mind experience of customers in the online scene further improves the service closed loop and realizes that the voice of customers can be truly heard at every link, thus depicting a more nuanced picture of market demand and accumulating valuable data models for each upgrade iteration.
The "new value" emphasized by Jaguar Land Rover is not only limited to the optimization of the service system and online experience, but also emphasizes the high degree of adaptation of differentiation and personalization, which is also the four core customer experience requirements defined by Jaguar Land Rover on the basis of in-depth insight into the owner: "superior exclusive, always pay attention, personalized customization and thoughtfulness", including prioritizing the time expected by the owner for the service appointment, exclusive service consultant reception, personalized customized car maintenance program, etc., which increases the intuitive perception of the customer's luxury brand service experience.
This year, the Land Rover brand won the second place in the luxury car market in the J.D. Power China Automotive After-Sales Service Satisfaction Study for three consecutive years, and the gap with the first place has been narrowing year by year, and has further narrowed to 2 points this year.
[Reporter] Guo Xiaoge
【Author】 Guo Xiaoge
【Source】 Southern Press Media Group South + client