As China's auto market moves from the incremental era into the stock era, the automotive industry is unprecedentedly competitive, and car companies and dealers are more aware that consumer service experience is also a potential value that cannot be ignored. At the same time, consumers' demand and expectations for automotive after-sales service are increasing, and after-sales service has become an important factor affecting the reputation and brand image of car companies.
In the current market environment, the car companies 4S shop is still the main channel that allows consumers to enjoy the most assured after-sales service, although the 4S store's high fees, long waiting time and other issues have been criticized, but it is undeniable that on the whole, the professionalism of the maintenance technology of the 4S store, the reliability of the original spare parts, the comfort of the service environment and the guarantee of service quality are still factors such as comprehensive repair plants or fast repair chain enterprises can not be compared, the key is whether the service of the 4S store of the car company can really make consumers feel at ease and comfortable. To this end, various car companies have launched service brands, service strategies, strengthened the service management of 4S stores, and hope to effectively curb minor diseases and overhauls, sky-high prices, shoddy and other bad behaviors, so that more and more consumers can buy cars happily and use cars with confidence.
So, how effective is the service management of 4S stores by various car companies? Has the 4S store achieved unified standards, transparency and professionalism, and reasonable fees? Can the existing after-sales service bring consumers enough happiness and security? Does the after-sales service truly achieve humanized and intimate service? In what ways can the after-sales service of 4S stores be optimized and upgraded?
As one of the special activities of the 2021 (16th) China Automotive Golden Wrench Awards, the Golden Wrench Service Secret Visit will objectively evaluate the after-sales service of more than 10 mainstream brands in the market.
Professional closed-loop, to create a golden wrench service evaluation standards
Professionalism is one of the core elements of the golden wrench service secret visit, we have based on the observation, reporting and evaluation of the after-sales service system of domestic car companies over the years, as well as the industry experience accumulated as a professional media, we have newly constructed the GES-150 Golden Wrench Service Evaluation Standard (GES: Golden-service Evaluation Standard), including three stages (pick-up, maintenance, delivery), 27 inspection points (pick-up, pre-inspection, billing, waiting, maintenance, interpretation, Settlement, delivery and other links), the after-sales service of the 4S store is evaluated, with a full score of 150 points, less than 90 points for failure, 90 to 100 points for general, 100 to 120 points for good, and 120 to 150 points for excellent.
At the same time, the Golden Wrench Service Secret Visit also conducts star rating from the three user evaluation dimensions of service experience, maintenance professionalism and fee transparency, combined with the "GES-150" evaluation standard, to achieve a more three-dimensional and comprehensive professional closed-loop evaluation system for 4S store services.
GES-150 after-sales service evaluation standard
Golden-service Evaluation Standard
Respect the facts, objectively examine the after-sales service from the perspective of the owner
In the process of performing the golden wrench service secret visit, we will randomly select a 4S shop of the car brand that was secretly visited as an ordinary car owner, go to the store for basic maintenance (change the oil filter), and investigate the after-sales service quality of the 4S shop. Before visiting the store, we will also set up several small faults to investigate the standardization and professionalism of the pre-inspection and maintenance process of the 4S store.
Normally speaking, the 4S shop must first carry out a comprehensive pre-inspection of the vehicles arriving at the store in the pick-up link, explain and explain the problems and hidden dangers detected to the owner, and obtain the consent of the owner when issuing the order before it can be listed in the service items.
After-sales workshop maintenance area
In the maintenance link, the technician should also check the vehicle condition one by one according to the conventional inspection list, and the inspection points we set up, whether in the pre-inspection link or the routine inspection link, as long as the service consultant or technician carefully performs it according to the requirements, it is certainly able to check it.
Because for ordinary car owners, they do not know how the condition of their car is, which requires a professional 4S shop to conduct a comprehensive inspection of the vehicle to eliminate hidden dangers, solve faults, and ensure that the owner is normal and safe to use the car. The maintenance of the owner to the 4S shop is completely based on the service professionalism, standardization and service guarantee of the 4S store, so the car company 4S shop has the responsibility and obligation to provide professional and thoughtful after-sales service for the majority of car owners, and live up to the trust of the owner.
After-sales service waiting area
Randomly enter the store and visit the service standards of car companies on the spot
In order to truly investigate the service quality of 4S stores, the 4S stores visited by the secret visit were randomly selected within the scope of Beijing. Although we only secretly visit a 4S store, there is a certain degree of contingency for the evaluation, but for ordinary car owners, since it is a brand 4S store, the service of any 4S store should represent the brand's after-sales service level, and each 4S store should also implement a unified service standard, which should not vary from store to store.
In the whole process of secret visit, we neither deliberately exaggerate the facts, nor conceal the problems found, and objectively present the advantages and problems found in the whole secret visit process to the majority of consumers. Finding problems is not our ultimate goal, we are for car companies to adhere to the user-centric, continuously improve the quality of after-sales service, and constantly optimize the service process to provide a real reference, to help the healthy development of the industry, so that consumers can enjoy more satisfactory, assured after-sales service.
In addition, in order to make the evaluation of the golden wrench service more referenced, we divided the domestic mainstream automobile brands that we interviewed into luxury brand groups, joint venture brand groups and independent brand groups for separate reporting, so that the evaluation results are more referenceable to consumers.
Professional, scientific, true, objective, discerning the good and bad, understanding consumption, 2021 Golden Wrench Service Secret Visit in Action!