In recent years, the auto industry has not had a good time, since 2017 China's car sales reached 28.89 million units, and in the following years, car sales have fallen into a state of contraction and stagnation. In November 2021, China sold only 2.522 million vehicles, down 9.1% year-on-year.
In the overall market downturn, the market environment has become more cruel, more challenges have been put forward for car companies, and competition has become more complicated. Today's market not only tests the competitiveness of car companies' products, but also considers the service capabilities of car companies, which are more important than providing excellent products because they accompany consumers for a long time.
If an enterprise can only provide excellent products, but cannot provide quality services, then the beginning of consumers' choice of products is the beginning of tragedy, and finally it will end in consumer complaints, disgust and even hatred. In this regard, Changan Automobile, which has a history of 160 years, has a deeper and more sincere experience in the long history, and Changan Automobile's service importance to consumers is very worthy of learning from other car companies. In particular, the service quality of Changan Automobile is originally a school bully, and other people are still evolving to make themselves more excellent.
Launch of a new service brand
On December 18th, Changan Automobile Fan Festival was held in the mountain city of Chongqing. Wang Jun, president of Changan Automobile, released Changan Automobile's new service brand UNI Service at the scene, pushing Changan Automobile's already excellent service capabilities to a newer height, and providing a pleasant experience with temperature for 20 million Changan customers.
So, as an industry bully, Changan Automobile provides latecomers with what operations that can be directly copied in terms of services? In fact, it is not complicated, and it can even be summarized in one sentence. This sentence is to create a "new service industry with seamless online and offline communication". Of course, it is simple to say, it is not easy to do, especially many of the service model service content, directly aimed at the consumer to buy a car experience pain points, this new UNI Service service brand of the new format, in fact, to solve the consumer pain points.
In terms of online experience, the new service industry runs through the whole process of consumer car selection, car purchase and car use, which can provide users with an efficient and convenient service experience. In terms of car selection, with the user as the C bit, open up the four ports of APP, car machine, consultant and manufacturer, provide users with butler-style services, and make various businesses and payments online, so that users can directly handle many businesses online.
In terms of car use, UNI Service realizes a rapid response to user services, such as consumers need to wash the car beauty, or maintenance, you can directly place an order on the mobile phone, eliminating the trouble of waiting in the store, greatly saving user time and improving management efficiency. In the process of daily car use, UNI Service is also based on intelligent cloud diagnosis technology, which can track the driving status of the vehicle in real time, and in case of an abnormality in the vehicle, it can notify the user in time. For example, the user leaves the car to do things, but the door is not closed, or although the door is closed, but the lights are not turned off, when the system detects that the vehicle is abnormal, it will send a reminder to the user, which avoids the accident caused by the user's carelessness.
From brand experience to reinventing space
In terms of offline experience, UNI Service has added three new service formats: brand experience space, workshop and self-made space.
In fact, many brands have brand experience space, most of which are located in the core life business circles of the city, which can provide diversified peripheral services for users and fans. For example, when you are tired of shopping, you can drink a cup of UNI coffee, such as holding a birthday party for your children to share happiness with everyone, or simply want to experience the new features of Changan's new car, in fact, Chang'an 20 million users are provided with a Chang'an home that can come at any time.
In addition, unlike other brand experience stores, UNI Service also relies on the brand experience space to lay out the "workshop", which greatly extends the function of the brand experience space. For example, when the user is driving and shopping, he can directly take the car to the workshop, carry out car washing, beauty or basic maintenance services, hand over the car to the staff, and then go shopping by himself, and when he returns, the car has been cleaned and maintained, which greatly reduces the user's time cost.
"Self-made space" is positioned as a vehicle modification center, in fact, it can also be understood as a creative center, such a service would have existed in the top brands abroad, and now it is carried forward by Changan. In the "self-made space", users can communicate directly with the modification of any wild dream of the car, and even draw a blueprint for the car by themselves, and the engineer will turn the idea into reality.
The soul asks, what benefits can consumers get?
In short, through a series of online and offline behaviors, Changan UNI Service provides users with smart and active, efficient and convenient, open and transparent, and high-experience service scenarios for co-creation and sharing, providing 20 million users with high-quality services, especially the services that many luxury brands such as Mercedes-Benz, BMW and Audi can enjoy, and begin to be delegated to ordinary consumers at the level of 100,000 yuan, which means that users can only pay the price of a budget hotel and enjoy the services of five-star hotels.
In response to the specific problems of consumers choosing and purchasing cars and using cars, Changan put forward five major commitments of "price transparency, fast delivery, one-time repair, professional service, and safe travel", which can be called the basic law of China's auto service industry. Within the Basic Law system, the consumption pain points have been basically solved. Let's briefly summarize the benefits that users get from it:
1. Consumers are miserable in response to the widespread disruption of the industry's price system, as well as the problem of insurance, loans and new car bundling. Changan Automobile promised price transparency and unbundling. Even if you are a little white, you can get a fair treatment, or you will be slaughtered in the pit;
2. In view of the current delay in delivery delays, car repair delays and other industries, Changan promised to "deliver quickly" and proposed specific punitive measures. For example, the new car delivery is compensated 120 yuan per night, and the car repair is delivered late for one day to compensate 120 yuan, which completely solves the consumer's concerns and no longer has to worry about 4S delayed delivery;
3. In view of the current maintenance difficulties in the industry, especially the problem that "vehicle failure needs to be repaired many times to find the cause of the disease", Changan put forward the promise of "repairing it once", which allows consumers to avoid the pain of being a guinea pig and being slaughtered at will;
4. In view of the various problems and difficulties encountered by users in the process of using the car, Changan promised "professional service", such as the user's call must be answered in 30 seconds, such as "Super Wednesday, wait for you to nine o'clock" and other commitments, solving the user's pain points;
5. In response to the problem of vehicle failure on the way that users are most afraid of, Changan Automobile promises to let users "travel with peace of mind" and provide 7X24 hours of road rescue services, which completely solves the user's worries.
Consumer satisfaction ranked first in 2020
In short, it is the perseverance and serious and diligent efforts, Changan Automobile's service level has reached the top level in the industry, when many other brand consumers have problems and have no way to ask for help, or even a phone call can not be reached, Changan Automobile users can already get family-level warm care.
Changan's service level has also been recognized by the whole industry and the whole society. In the customer satisfaction ranking released by the China Consumers Association in 2020, Changan Automobile ranked first among all automobile brands; in the sales satisfaction ranking released by the China Quality Association in 2021, Changan Automobile won the crown of its own brand; in the customer satisfaction ranking released by the industry authority J.D.POWER, Changan Automobile continued to improve rapidly.
Changan Automobile's dedication in the service field has greatly enhanced the user's goodwill, enhanced consumer brand loyalty, created a cordial and positive brand charm, and attracted more and more potential consumers. In 2021, while the overall automobile market is still shrinking, Changan Automobile's sales continue to grow, and from January to November 2021, Changan Automobile's overall sales volume was 2,122,511 units, an increase of 17.7% year-on-year, and the sales volume in the first 11 months has surpassed that of last year.
Better service has inserted a new engine for Chang'an on the run.