As we all know, as China's auto market moves from the "incremental era" to the "stock era", how to grab as many users as possible has become a compulsory course for car companies.
The industry generally believes that in the new era of consumption environment, the traditional "brand aura" is no longer a decisive factor affecting the user's mind. How to continuously output brand concepts and value propositions, reshape the trust chain between brands and consumers through the coverage of the whole link of consumption, and then realize the transformation of consumers from "passers-by powder" to "true love powder" is the key to creating a high-resonance user emotional connection.
In this context, "service" is also becoming a high-frequency hot word in the marketing of car companies. For Changan Automobile, as a "user-centric" enterprise, it is creating a "fan culture" to reach the hearts of users. On December 18, Wang Jun, president of Changan Automobile, said, "Welcome Changan FAN home!" "Unveiled the prelude to the sixth fan ceremony of Changan Automobile." Through the "family banquet", Changan Automobile not only realized in-depth communication with users, but also became an important measure to practice the brand concept of "user-centered".
From serving customers to operating customers, Changan Automobile has accelerated its transformation
At present, the automotive industry is undergoing major changes unprecedented in a century, and the new wave of four modernizations with intelligence and networking as the main features is emerging. In this context, consumers have new changes to the functions, interactions and other needs of the car itself, and the car has changed from a simple means of transportation to an emotional expression.
As a veteran independent brand, Changan Automobile obviously has its own insights. By capturing the changes in customer needs and taking customer pleasure as the core of value, as early as the "Third Entrepreneurship - Innovation and Entrepreneurship Plan" in 2018, Changan Automobile clearly proposed the transformation from serving customers to operating customers, and took "operating customers" as the key strategic fulcrum for the transformation of enterprises into intelligent travel technology companies.
To this end, Changan Automobile has also launched a series of initiatives to quickly form a better service system. Among them, in 2019, the "Zhiyin Partner Program" was released, making five major commitments of "price transparency, time standards, quality assurance, rapid response, and professional service". The five commitments in 2020 will upgrade version 2.0 to further enhance customer rights and interests.
Today, the five major commitments have been upgraded again, with transparent prices, fast delivery, one-time repair, professional service, and safe travel, and are committed to breaking the underlying diseases of the industry and solving the pain points of customers in more scenarios. In addition, Changan Automobile also creates value, enhances value and shares value with customers through measures such as 24-hour service, building a customer experience standard business system and CA-NPS index system.
It is worth mentioning that under the continuous "operating customers", Changan Automobile has also achieved phased results. In the customer satisfaction ranking released by the China Consumers Association in 2020, Changan Automobile ranked first among all automobile brands, and in the sales satisfaction ranking released by the China Quality Association in 2021, Changan Automobile won the champion of its own brand. In addition, in the J.D.POWER customer satisfaction ranking, Changan Automobile's ranking has also achieved rapid improvement.
Released the UNI Service service brand, benefiting more than 20 million car owners
Wang Jun pointed out that "behind the high recognition of the industry, it is inseparable from the support and trust of users." It is reported that as of now, the membership scale of Changan Chinese brands has reached 20.58 million, and the number of customer experience officers has reached 12,000.
In order to fulfill the commitment of "user-centric" and the "new experience with new services" in the strategy of "new cars and new ecology", Changan Automobile also released a new service brand of UNI Service at the fan ceremony, committed to providing more intelligent and proactive services, creating a more compatible and open mechanism, and expanding to all brands of Changan, providing more than 20 million customers with a pleasant experience with temperature.
According to reports, UNI Service is a new service industry that seamlessly connects online and offline, providing intelligent and active, efficient and convenient, open and transparent, and co-creation and sharing of high-experience service scenarios. It is also a platform for Changan Automobile to regard customers as brand partners, grow together with customers, and achieve mutual achievements.
In terms of online experience, UNI Service integrates the vehicle-machine terminal, client, consultant terminal, and factory end, opening up the full link and full service scenarios, and providing an efficient and convenient service experience. In terms of scene creation, based on the "trading of repairs and repairs", we create a high-experience service scene and provide services that are more than cars.
It is understood that as of now, the UNI Service brand experience space has been completed in chongqing, Nanjing, Qingdao, Beijing and Changsha. Based on different car use scenarios and experience needs, three offline formats have been launched: brand experience space, self-made space and workshop. Among them, the brand experience space and workshop leave the automobile business circle and enter the life business circle to provide more, better and closer service experience. The self-made space is positioned as a magic reform center, and friends who like modification can communicate face-to-face with the modification masters here to provide users with diversified modification solutions.
According to the plan, UNI Service will continue to evolve in 2022, and a series of new services such as smart cloud services, intelligent maintenance, security protection, and journey care will be launched successively. In addition, the mechanism system of open co-creation will be more sound. In the future, UNI Service will not only serve UNI car owners, but also become the owner's home of Changan users.
In Changan Automobile's view, with the launch of UNI Service services, intelligent and active, efficient and convenient, open and transparent, and co-creation and sharing of experience scenarios and service quality have become Changan Automobile's solemn commitment to 20 million users.