There are only the last ten days left in 2021. Looking back at the auto industry this year, the lack of core panic that lasted from the beginning of the year to the end of the year has never given the auto industry, which is experiencing a major change in a century, a chance to breathe and relax. Secondary problems caused by uncertain factors such as rising raw material costs and unstable global supply chains are constantly thrown to car companies and users in the automotive industry chain, with new challenges and new problems.
yes. And the first half of last year by the epidemic closed, users can not see the car inconvenient, the main engine factory by the external environment, the market demand was temporarily suppressed is different, this year in the process of gradual release of demand, production obstruction led to poor service experience of the whole life cycle of user products, but also to a certain extent, aggravated the turmoil in the automobile industry. Therefore, this year, for car companies, in addition to the product competition that cannot be avoided, how to continue to do a good job in service under the turmoil and adhere to the rights and interests of users is also crucial.
So if there is such a car company, not only regards "customer-centric" as one of the most important cornerstones of brand development, but also has been recognized by more than 20 million users in the service experience, but also constantly explores new services and new experiences, and insists on excellence, is it more illustrative of the "user-centric" of this car company, not just to say.
This is Changan Automobile. On December 18th, at the 6th Changan Automobile Fan Ceremony with the theme of "Walking Together", Changan Automobile officially released the new service brand of UNI Service, announcing that it will create a more compatible and open mechanism with more intelligent and proactive services, and provide 20 million Changan customers with a pleasant experience with temperature through the coverage of all brands of the Changan system.
Not only in practice, but also in the details
After "seeing every you" in 2018, "embracing every you" in 2019, and "touching every you" in 2020, this year, Changan Automobile chose to "walk with one heart and warm every you" with more than 20 million users. In our view, the theme of each year is actually like a true portrayal of Changan Automobile's journey from "buying and selling relationship" to "partnership" step by step through products and technologies, from attracting user groups to integrating with users since Changan Automobile launched its third entrepreneurship- innovation and entrepreneurship plan in 2018.
At the same time, it is the final achievement of Changan Automobile's adherence to the "customer-centric" development principle. Frankly speaking, this achievement has not come easily. It should be known that the recognition and trust of users from the heart not only condenses the craftsman spirit of Changan Automobile in explosive products and core technologies to build a national industrial brand, but also the condensation of Changan Automobile's huge investment in manpower, financial and material resources.
It can be seen that since the launch of the third entrepreneurial innovation and entrepreneurship plan, in terms of user needs and user services, Changan Automobile has not only continuously implemented the principle of "customer-centric", but also fallen on the details. For example, in order to maintain the rhythm of synchronous evolution with market demand in service quality and achieve timely solutions to new problems, in June 2020, Changan Automobile upgraded the five commitments of "price transparency, time standards, quality assurance, rapid response, and professional service" officially launched in October 2019 to version 2.0.
After less than a year, the five major commitments of honest service have refined many service standards, which is enough to see the intention and care of Changan Automobile's "user management". It is worth mentioning that adhering to the principle of respecting every customer, in order to ensure that every user's feedback can get timely feedback, Changan Automobile has also set up a 24-hour service to further build online and offline service response for the full coverage of user voice.
As the saying goes, "two-way rushing is the most meaningful." Under these service initiatives, Changan Automobile not only achieved the first customer satisfaction of the China Consumers Association in 2020, but also won the crown of its own brand in the sales satisfaction ranking released by the China Quality Association in 2021. Moreover, in the customer satisfaction ranking released by J.D.POWER, an authoritative organization in the industry, Changan Automobile's ranking continued to improve rapidly.
UNI Service is on a new journey
In fact, in addition to the data verification of these authoritative third-party institutions, the growth momentum in the terminal market under the background of increasingly fierce competition in the stock market can also verify the "value content" of Changan Automobile's "customer-centric" development concept. According to Wang Jun, president of Changan Automobile, "The membership of Changan Chinese brands has reached 20.58 million, and the number of customer experience officers has reached 12,000. ”
In the first 11 months of this year, the cumulative sales of China's leather brands in Changan Automobile have surpassed last year's one month ahead of schedule, exceeding 1.6 million units, an increase of 19.8% year-on-year, and basically have booked the throne of Chinese automobile brand sales. It is true that under the background of the turbulence and twists and turns of the market environment, this is inseparable from Changan Automobile's research and development background of adhering to the user's needs as the vehicle-oriented in technology and products, so there are CS75, CS55, Yidong, UNI series and other explosive products in various market segments.
Similarly, this also cannot avoid Changan Automobile's third entrepreneurship - innovation and entrepreneurship plan since the adhere to the "user management", from the whole product life cycle, that is, from buying to using to build a complete trust link. Nowadays, standing on the basis of the word-of-mouth trust of more than 20 million users and taking UNI Service as the starting point, Changan Automobile has decided to start a new journey.
According to Wang Jun, in order to further add new experiences to users through new services, UNI Service will open up a new service industry that is seamlessly connected online and offline and in the new city, covering all scene contacts of the whole life cycle of customers who "buy and sell repair and expand". Among them, online, UNI Service will integrate the car-machine side, the client, the consultant end, and the factory side to further improve the quality of service efficiency.
Offline, Changan Automobile will build a UNI Service brand experience space in the core life business circle of the city, and launch three offline formats of brand experience space, self-built space and workshop to create an urban space integrating leisure, maintenance, modification and other services for users. Through the linkage of online and offline, it provides users with a service that is more than just a car.
Wang Jun said that in 2022, UNI Service will continue to evolve, provide more intelligent and proactive services, and successively launch a series of new service contents such as smart cloud services, intelligent maintenance, security protection, and journey care. It is worth mentioning that UNI Service is not only facing 200,000 UNI car owners, but also covering the entire brand of Changan. That is to say, for all Chang'an users, this will become a major gathering place for tens of millions of Chang'an Fans.
Red Dot Observation: In fact, the more difficult it is, the more you can see the system capabilities of a car company. But in the same way, the more trusted by users, the more they must come up with more sincere products and services to give back to users.
If the "family banquet" of last year's fan ceremony is a kind of care and warmth of Changan Automobile to users who have experienced the dark epidemic in 2020, then the release of "UNI Service New Service Brand" at this year's fan feast is undoubtedly the responsibility of Changan Automobile to the users in the turbulent environment of the shortage of chips in the automobile industry and the rise in raw material costs.