From the era of fuel vehicles to the era of intelligent electric vehicles, the industry pattern has undergone fundamental changes.
The change here is not only the "change" of the driving form, the "change" of the industry supply chain, but also the "change" of the relationship between users and OEMs.
You will see a phenomenon: more and more car companies began to re-examine the relationship with users and want to become user-oriented enterprises.
Jaguar Land Rover is such a low-key "stalker".
Recently, the 2021 J.D. Power China Automotive Aftermarket Service Satisfaction Study SM (CSI) announced that the Land Rover brand achieved the second place in the luxury car segment.
Here it is necessary to briefly understand CSI first. CSI was initiated by J.D. Power, the world's leading consumer insights and market research organization.
The study evaluated the satisfaction of car owners with a 13 to 48 months of ownership with their service experience at a brand-licensed dealership over the past 12 months.
This year is also the 21st year of its development, so it has high reference significance and industry value, which is an affirmation of Jaguar Land Rover's user service capabilities.
It is worth saying that this is also the third consecutive year that Land Rover has won this award.
If the award may be accidental or lucky, three consecutive times, it shows the solid and deep foundation of Land Rover in the user's after-sales service.
In the view of Li Dalong, President of jaguar Land Rover China and Chery Jaguar Land Rover Joint Marketing Sales and Service Organization, "'Customer first' as an integral part of Jaguar Land Rover's corporate DNA has been integrated into all aspects of business development."
"There is no shortcut to customer service satisfaction, we must focus on the details with dealers, and take a series of measures with engineers and procurement teams to solidly promote the implementation of various work."
Online and offline, both at the same time
This year, Land Rover once again optimized and improved its service appointments, service facilities, reception and diagnosis, and service teams, further improving reception efficiency and reducing customer waiting time.
First of all, offline, in order to ensure a high-quality service experience, Jaguar Land Rover based on customer research, timely understanding of customer needs changes.
In order to ensure the consistency of service, Jaguar Land Rover has a sound training system and a strict job certification mechanism, while training a large number of elite technicians and after-sales service personnel to ensure the quality of service.
In addition, Jaguar Land Rover encourages dealers around the world to combine the needs of local car owners to create a full range of intimate services such as car owners' heart-warming afternoon tea, ladies' preferential treatment, owners' lounges and car owners' classes, truly bringing users a "home away from home" feeling.
Sometimes, in fact, what moves people's hearts is not routines, but these small details.
Online, Jaguar Land Rover is making extensive use of digital tools and systems.
For example, Jaguar Land Rover has established a technical diagnosis and dealer support process to realize services such as cloud diagnosis of vehicle problems and "next-day delivery" of parts supply chain guarantee.
Dealers can also use MCT Intelligent Service Reminders to provide owners with accurate and personalized vehicle maintenance reminders.
In addition, the jaguar + APP and Land Rover + APP are further enhanced. Users can make a one-click appointment to pick up and deliver the car, combined with the functions of handheld workshop, work order confirmation, online payment and service evaluation, etc., and complete the maintenance and repair of the car without leaving home.
"After the online platform is opened, the whole service process is online, and the whole service process is complete and transparent. Customers can see the whole process of maintenance, the service progress is updated in real time, and customers can communicate with dealers at any time."
At the same time, at the product level, Jaguar Land Rover is also actively responding to the needs of Chinese consumers. In response to the individual needs of Chinese customers for high-quality vehicle accessories, Jaguar Land Rover offers personalized hardcover accessories.
For example, the new Land Rover Defender has up to 170 accessories, including a folding roof ladder, an external expansion luggage and more, to meet the individual needs of users.
Moreover, these accessories adhere to globally harmonized standards, are not only developed in parallel with the entire vehicle, but also undergo rigorous reliability tests. These details can see Jaguar Land Rover's pursuit of customer service and quality.
Now, Land Rover Range Rover Aurora L, Jaguar XEL, XFL and other domestic models, as well as Land Rover Range Rover Star Vein, Discovery, Jaguar F-PACE imported models have adopted the latest EVA2.0 electrified electronic architecture platform, the benefit is to bring better vehicle-machine interconnection and intelligent driving assistance experience, which can meet the needs of more young consumers.
It can be seen that whether it is online or offline or at the product level, Jaguar Land Rover has been listening to consumers' voices and actively making feedback to enhance users' intuitive perception of jaguar Land Rover's service experience.
Heart service new value
Jaguar Land Rover Global's core business philosophy is "customer first" and calls its own service "Heart Service".
In the understanding of Wang Jun, executive vice president of after-sales service of Jaguar Land Rover China and Chery Jaguar Land Rover joint marketing sales and service agency, the after-sales service is very detailed and there are many links. Only down-to-earth, serious, starting from the heart, attentive service. Only with the heart, all things will be done well.
I think that's why Jaguar Land Rover services can do so well.
Jaguar Land Rover isn't satisfied with that. Li Dalong said that next year will continue to improve customer satisfaction, continue to improve the profitability and sustainable development of dealers. "We're constantly learning, including digital apps, digital services, digital communications, and so on, because there's no doubt that this is the default standard for the younger generation, and there's no point in dispute."
To be more specific, Jaguar Land Rover will strive to become the number one in the CSI luxury car segment next year.
Although it is not explicitly stated, from all indications, Jaguar Land Rover is moving towards a user-oriented enterprise.
The so-called "he who wins the hearts of the people wins the world." For the main engine factory, it is: "Those who get the user, get the world."
This is a good reflection of Jaguar Land Rover: it entered the Chinese market in 2010 and sold more than one million in China last year.
Behind this achievement, solid and excellent user service is indispensable. Good service leads to good user loyalty and brand perception, which in turn drives sales growth, which then forms a positive cycle.
In February this year, Jaguar Land Rover released its "Reinventing the Future" strategy, from 2025, Jaguar became a pure electric luxury brand, land Rover launched 6 pure electric products in the next 5 years.
In short, the future of Jaguar Land Rover is electrified, but the market competition in 2025 will be very fierce.
However, for Jaguar Land Rover at that time, in addition to electrification, it will also have a new label: user enterprise.
And it will also become a weapon for Jaguar Land Rover to cope with competition.
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