Written by / Liu Baohua
Edit/Windsor
Design / Shi Yuchao
Since 2015, the automotive circle has blown up the trend of "transformation from an automobile manufacturer to a travel service provider", and service has become an important label for automobile transformation.
Some new car-making forces have expanded new boundaries for automotive services with new business models. Under the new situation, how to provide good services for traditional car companies has become a major issue in the transformation of the industry.
At the end of the year, jaguar Land Rover Shenzhen Road Leopard 4S store, including automotive business reviews, a number of media participated in the Jaguar Land Rover After-sales Service Experience Day.
In the mobile phone projection demonstration, the owner can enjoy the "door-to-door pick-up and delivery" service through the App, check the vehicle maintenance progress at any time through the "handheld workshop", complete all the processes such as work order confirmation, payment, service evaluation and so on online, and remotely control the complete maintenance process without leaving home.
The service consultant will inform the user of the progress of each link, and each test result of the vehicle will be displayed in detail on the App, such as braking and tire detection, wheel appearance damage detection "front and rear tires 3.6mm recommended replacement", brake pad status detection "front and rear plates 2.9mm need to be replaced" will be displayed in the App, service consultants will remind users of items that need to be replaced or repaired, and list detailed price lists to solicit customer opinions.
In the case of vehicles not entering the store, the cloud diagnosis system new TOPIx developed by Jaguar Land Rover will play a guarantee role, the system can be based on cloud interconnection and big data remote diagnosis, after-sales technicians can call global big data at any time for troubleshooting, can also be remotely diagnosed by Jaguar Land Rover headquarters experts, which will greatly improve the efficiency and accuracy of maintenance, saving customer waiting time.
The experience day also arranged a blind box game, and the experiencers drew different numbers, which corresponded to some detailed standards of Jaguar Land Rover products and services.
31 represents the number of eVHC vehicle electronic health testing items. 52 represents the area scraped by the original wiper equivalent to 52 football fields. 5 tons represents the tensile strength of the rivets of the aluminum body. 28 represents the painting process. 12-14 represents the number of layers of PM2.5 filter cartridge filter paper. 1408 represents the number of mechanical and electrical technicians in the whole network, providing real-time protection for customers to drive and ride. 28 represents the number of SOTA cloud upgrades, and the continuous function upgrades make the vehicle always open and new. 440+ represents the number of training hours required to grow into a Level 4 technician.
On the last point, talent is the cornerstone of all work, Jaguar Land Rover attaches great importance to training in the service field, and currently has three training colleges located in Shanghai, Beijing and Guangzhou, with more than 1,900 new certified technicians trained every year, and employees after training will be assessed for job certification.
After-sales professional technicians are divided into four levels, and the four technicians are the highest technical level. In China, where every Jaguar Land Rover 4S store is staffed with at least one Level 4 technician, China is the first market in the world to meet this standard. Some stores also have more than one level four technician, such as 4 leopard shops in Shenzhen Road. In 2019, two Chinese technicians participated in the Jaguar Land Rover Global Aftermarket Skills Competition, winning the third and fourth places, which can also be seen in China's level of jaguar Land Rover's global after-sales service.
During the experience, many heart-warming details were also found, such as this 4S store specially provided a conspicuous pink ladies special parking space for female car owners, which is more spacious and easier to park than the general parking space. Female car owners can also call in advance to make an appointment, and the store will reserve a dedicated parking space for her. There are also many more special services designed for women. Perhaps because of these details, 33% of the store's customers are women, and the store is also women.
After the experience, it is not difficult to understand the reason why the Land Rover brand has won the second place in the luxury car segment for three consecutive years in the newly released 2021 J.D. Power China Automotive Aftermarket Satisfaction Study SM (CSI). As we all know, this year, because of the chip shortage and supply chain gap, the supply of many car brands can not meet the market demand, Jaguar Land Rover also has a number of models in short supply. Maintaining a high level of service in this market situation is worthy of recognition.
Compared with last year, the J.D. Power after-sales service satisfaction research model mainly measures after-sales service satisfaction from six aspects: service reservation, reception and diagnosis, dealer facilities, service value, service team and service quality. Land Rover's rich digital intelligent services, reliable imported spare parts support capabilities, high-quality and efficient maintenance details, and sincere user demand response and honest service have helped Land Rover to win the second place, and the gap with the first place has narrowed year by year, and has further narrowed to 2 points this year.
The heart of service and new value in the era of electrification
Jaguar Land Rover 2021 After-sales Service Experience Day theme is "Heart Service New Value", Jaguar Land Rover China and Chery Jaguar Land Rover Joint Marketing Sales and Service Agency Executive Vice President Wang Jun stressed that this is not a simple slogan, behind the Jaguar Land Rover in the service field thinking and strategy.
Among them, "heart service" refers to the original intention of after-sales service of "serving customers with heart". The key to intention is not to implement the old rules unchanged, but to always have insight into the needs of consumers, constantly listen to the voices of Chinese consumers, understand the changes in their needs, and be insightful and move with the times.
"Especially now, the younger generation is more pursuing digital applications, and all aspects of consumption habits are more inclined to online services." Therefore, we need to constantly update our service products and service guarantees, and meet the needs of these consumers, especially young consumers, through digital tools and systems. We need to continuously upgrade our service product and service offerings, and at the same time, through optimizing digital tools and systems, to empower our car owners to maintain and use the car experience, and create some new value for them. Wang Jun said.
The "new value" is reflected in digital tools, systems and specialized services. This year, Jaguar Land Rover and its dealer partners across the network provide "superior exclusivity, constant attention, personalized customization and considerate and thoughtful" courtesy, such as exclusive service consultant reception, personalized car maintenance program, opening exclusive maintenance channels, providing high-end drinks, upgrading car wash standards, etc., so that customers can perceive the service experience value of luxury brands.
In terms of customer loyalty, we provide upgrade protection for Range Rover range car owners, provide lifetime free road rescue for accident cars, and provide exclusive service consultants, as well as personalized car maintenance customization, exclusive maintenance channels, including car wash upgrades, etc.
Electrification is the core theme of the global automotive industry transformation in the past 10 years, and on the same day as jaguar Land Rover after-sales service experience day, even Toyota, which is most resistant to electrification, released 16 electric vehicles in one go, and plans to launch 30 electric vehicles by 2030.
Jaguar Land Rover also proposed a global strategy to "reinvent the future" in February 2021, launching a full electrification transformation. According to the plan, in the context of sustainable development trends, Jaguar Land Rover will take sustainability as the core, and is committed to opening up a more flexible business operation model, with the goal of becoming the world's most respected innovator of products and services.
Electrification means that the after-sales service has changed dramatically from the previous traditional fuel vehicles. Jaguar Land Rover's corresponding layout in the field of after-sales service product and service assurance is to provide an eight-year warranty of 160,000 kilometers for batteries, and eight years and 120,000 kilometers for motors and control units. At the same time, it also provides "worry-free services" for electric vehicle owners, such as free installation of household charging piles, three years of free maintenance and three years of free emergency charging, etc., to achieve all-round quality assurance.
In addition to these guarantees, Jaguar Land Rover has used digital technology to put services at the forefront.
"For example, the MCT intelligent service system, based on a large amount of data, builds a model according to the background of the car age, age, region, etc., and accurately predicts the needs of customers." This system is not only in the headquarters, but also at the dealer level, will push tasks to the dealer, through the cloud phone, enterprise WeChat to contact customers, care for customers, let customers return to the 4S store. Wang Jun introduced.
These systems not only allow brands to connect with customers and vehicles in real time, but also can really improve vehicle performance and enhance customer experience, "Now including domestic cars, we are on the new EVA2, EVA is the latest electrical and electronic architecture platform, in this electrical and electronic architecture platform, can be upgraded through SOTA cloud software, and recently also greatly improved the adaptive cruise and road maintenance algorithm of automatic driving, through system upgrades to improve customer experience." ”
"The scarcity of the future era is the brand"
In September this year, Ma Zhenshan, who has extensive experience in sales, brand building and operation management, joined Jaguar Land Rover as the executive vice president of jaguar Land Rover China and Chery Jaguar Land Rover joint marketing sales and service organization.
Ma Zhenshan has a deep thinking about service, he believes that customer needs are like Maslow's pyramid, the top is respect and self-realization, luxury brand services and products to meet the needs of customers, to provide customers with more transparent, more convenient, more distinguished user experience and service quality.
"The connection between the car and the 4S store and the brand is actually the connection of the person." Ma Zhenshan believes that each store needs to have a dedicated account manager, user-oriented service, and the account manager should operate the customer relationship for a long time. Huawei has a system worth learning from - the account manager system, account manager, product manager, delivery manager constitute a three-person team, to find out the customer's needs, what car does the customer want to see? Does the customer have a demand in the cockpit domain or does the driving domain have a demand or the body domain has a demand? What are the needs of the customer? After understanding clearly, the product manager organizes the resources, followed by delivery.
In 2021, the auto market is surging and the penetration rate of new energy vehicles in monthly sales exceeds 20% for the first time, which proves that electrification has not only really arrived, but also reached the inflection point of rapid development. The Chinese market has become a stock market since 2018, the market has fallen, only luxury cars are still showing a high degree of growth, the arrival of electric vehicles will have much impact on the previous market pattern, jaguar Land Rover These traditional luxury cars can continue to remain competitive in the new era?
Ma Zhenshan believes that under the premise of the growth of the stock market, there are two markets that will perform very prominently, one is the luxury car market, the other is the electric vehicle market, if you do not occupy these two markets, the development space will shrink. The luxury car market accounts for nearly 20% of the overall market this year, and he judged that it can reach 30%-35% in the next 10 years.
"In the era of electrification, the most scarce thing in the future is the brand. When the electrical architecture, chips, battery life, Internet of Vehicles, voice and other elements of the car gradually converge, the core difference is the brand. This is Ma Zhenshan's judgment on the competitive factors after the electrification of automobiles.
"In the future, I think brands are a very scarce resource. Popularity, reputation, and attractiveness are the most valuable resources. Jaguar Land Rover has enough visibility, enough reputation and brand appeal, and I think these are also a few cards that we have rarely seen in the future. ”
If the future market competition is as Ma Zhenshan said, Jaguar Land Rover will once again occupy a favorable position in the era of electric vehicles. Jaguar Land Rover has a strong irreplaceability in terms of products, and the continuous improvement of service standards in recent years will add core competitiveness to the brand.