The fierce competition in the automotive industry is no longer just a contest of product quality, but also a competition for services, and the service awareness of luxury car brands is more important, among which the service concept of Jaguar Land Rover is worth mentioning.
"Heart service new value" and "customer first" Jaguar Land Rover
Recently, Jaguar Land Rover held an after-sales service media experience day in Shenzhen with the theme of "Heart Service New Value", showing jaguar Land Rover's "customer first" service concept to a group of media and users. Xiaobian also came to the scene to experience the new and upgraded service experience launched by Jaguar Land Rover with the orientation of "heart service and new value".
At the beginning of the event, Richard Shore, president of jaguar Land Rover China and Chery Jaguar Land Rover Joint Marketing Sales and Service Agency, said that "customer first" is an integral part of Jaguar Land Rover's DNA, and at the same time, the concept of customer first is also integrated into all aspects of Jaguar Land Rover's development, from engineering, procurement, manufacturing to retail, providing users with services throughout the life cycle of a vehicle.
This is not a slogan in the newly released 2021 J.D. In the Power China Automotive After-Sales Service Satisfaction Research SM (CSI) survey, the Land Rover brand once again won the second place in the luxury car segment, in addition to winning this award for three consecutive years, it is also worth mentioning that the gap with the first place is narrowing year by year, so although it ranks second in three years, it is not static.
Online and offline two-line intimate experience in all aspects
At this experience event, Jaguar Land Rover highlighted the outstanding success in the field of digital services, and after further strengthening the Jaguar + APP and Land Rover + APP, Jaguar Land Rover's online services have been effectively upgraded, bringing customers more convenient and transparent worry-free services. If the user can make an appointment through the APP to pick up the car service, after the vehicle is sent to the designated after-sales outlets, all maintenance or repair processes can be viewed through the APP, and the repair or maintenance price and payment can be completed online, saving the time cost of the owner and ensuring the openness and transparency of the maintenance price.
What surprises Xiaobian is that the jaguar Land Rover door-to-door pick-up service is free of charge. According to Si Wenjun, vice president of customer experience and process of Jaguar Land Rover China and Chery Jaguar Land Rover Joint Marketing Agency, most of the costs incurred by customers to pick up and deliver the car are borne by dealers and Jaguar Land Rover, and for Jaguar Land Rover users, this is not a simple cost problem, but a more intimate service experience.
Not only online, offline services are also in place, Jaguar Land Rover emphasizes the high degree of adaptation of differentiation and personalization, and on this basis, it defines and summarizes the four core needs of customer experience, namely "superior exclusivity, constant attention, personalized customization and thoughtfulness, therefore, Jaguar Land Rover users will be given priority in booking services, and there will be exclusive service consultants when they arrive at the store offline."
In order to allow users to have a comfortable waiting environment when car maintenance, Jaguar Land Rover encourages dealers around the world to combine the habits and needs of local users to provide afternoon tea and a variety of entertainment projects including indoor golf, snooker, yoga room, etc.; in order to take care of the needs of female car owners, dealers will also provide professional parking spaces and female preferential lounges for female car owners, so that customers can have a home-at-home experience and enjoyment.
Not only the training of heavy technical personnel, but also the quality is guaranteed
Of course, excellent service is not limited to the user, but also includes the ability to carry out high-quality repair and maintenance of the vehicle, which involves the cultivation of talents and the construction of professional equipment.
In terms of technical personnel training, Jaguar Land Rover has set up three training colleges in Shanghai, Beijing and Guangzhou in China, ensuring that Jaguar Land Rover has a perfect training system, at the same time, all after-sales technicians need to go through strict post certification, it is reported that a four-star certified after-sales technicians need at least three years of certification training.
In addition to the training of technical talents, Jaguar Land Rover also builds a technical diagnosis and dealer support process, including the application of the new generation of vehicle diagnostic system NEW TOPIx, when the vehicle does encounter problems that are difficult to solve by the dealer's after-sales service outlets, it can realize real-time interaction with the cloud platform of vehicle diagnostic information, and at the same time effectively solve the problem, it can also realize the "next day delivery" of the parts supply chain, which greatly reduces the waiting time for user maintenance.
Referring to accessories, Ma Zhenshan, executive vice president of Jaguar Land Rover China and Chery Jaguar Land Rover Joint Marketing Sales and Service Agency, promised that all Jaguar Land Rover parts are pure original parts, and the quality of these original parts is worth mentioning. Such as the original wiper, can be scraped clean area equivalent to 52 football fields, durable, and then such as car paint, need to go through 28 painting processes, even the air conditioning filter filter paper is as many as 12-14 layers and so on.
Auto Network Review: Interpreting "In China for China" with Actions
Jaguar Land Rover mentioned in the after-sales service experience activity of "Heart Service New Value" to reshape the future development in China, so that it can be in China and for China. Entering 2021, Jaguar Land Rover has been in China for ten years, but also won the recognition of more than 1 million Chinese users, at the same time, this year Jaguar Land Rover continues to sing all the way, June to September, China is the jaguar Land Rover global sales of the highest market, more than North America, Europe and other markets, in addition, 1-9 months of its sales in China increased by 27.1% year-on-year, the increase in the global market.
In summary, there is reason to believe jaguar Land Rover's action to "reshape the future", and the rise in sales also shows that Jaguar Land Rover's service concept is not empty talk.