Recently, the Automobile Dealers Chamber of Commerce of the All-China Federation of Industry and Commerce and Chuangchuang Enterprise Management Consulting (Shanghai) Co., Ltd. jointly released the new energy vehicle sales and after-sales service satisfaction index ranking. It is understood that this is the first time that China has released a satisfaction index ranking list dedicated to the theme of new energy vehicle consumption experience.
At present, the curtain of the era of experience economic development is gradually opening, and the experience economy will also become the driving force of the next economic development. With the intensification of market competition, product homogenization and service homogenization have gradually become a problem plaguing automotive companies, and the pursuit of excellent user service experience can not only solve this problem, but also create more sustainable value and profits for enterprises.
With the strong and continuous support of the state, the domestic new energy vehicle market has also entered a period of rapid development, and sales are expected to be close to or more than 3.5 million in 2021, an increase of about 1.5 times over last year. In this context, the study of the service experience index of the new energy vehicle market has become a very urgent and important topic. To this end, the All-China Federation of Industry and Commerce Automobile Dealers Chamber of Commerce, together with the industry's senior automobile consulting company - Chuangchuang Enterprise Management Consulting (Shanghai) Co., Ltd., jointly launched the new energy vehicle sales and after-sales service experience index ranking, hoping to use this as a driving force for the improvement of new energy vehicle manufacturers' services and provide users with a better service experience.
In order to establish a scientific and rigorous index evaluation system, the research team conducted a two-month survey on the service needs of new energy vehicle users from July to August 2021, on the basis of which a satisfaction index evaluation system covering 79 sales service indicators and 87 after-sales service indicators in online and offline links was formed, and passed the expert review. Experts agreed that this index evaluation system is in line with the current situation and future development trend of the new energy automobile industry.
From September to October 2021, the research team also carried out on-site in-store surveys and user telephone surveys of the new energy service experience index in Beijing, Shanghai and other cities, covering five groups of car brands selling new energy vehicles, including 33 sales service research brands and 14 after-sales service research brands. On the basis of the investigation, a relatively scientific and complete research report was formed.
The overall analysis of the index survey Xiaopeng and Volvo ranked first in the sales and after-sales service experience index rankings, respectively
Sales service experience index ranking: the performance of new car-making brands is relatively good, Xiaopeng, Weilai, Tesla is in the top three of the sales service experience index rankings, and the score is more than 90 points; traditional car companies - car-making new forces brands also perform relatively well, R Auto, BYD and Xilis followed, ranked fourth to sixth.
After-sales service experience index ranking: Volvo is ranked first in the after-sales service experience index ranking, and Tesla and Geely are in the second and third places.
The online service experience performed better than the offline service experience
Among the sales brands, the online service experience score led the offline service by more than 20 points.
Among the after-sales brand groups, in addition to luxury brands, the online service experience score leads the offline service by more than 15 points; among the luxury brands, Lexus online service performance is poor, resulting in its online service experience score lagging behind the offline service experience.
The links with poor sales and after-sales online service experience are all experience content
In the sales online service, the experience content link is a relatively poor performance link, and further analysis found that "customer service response within 5 minutes of customer online consultation information" and "follow-up within 12 hours of customers with online appointments" are two indicators with relatively low scores. In addition to providing online experience tools and necessary product information, it is also necessary to strengthen the timeliness of communication with users.
In the after-sales online service, the experience content link is also a relatively poor performance link, and further analysis found that "two hours before the arrival of the appointment time, send the confirmation message again" and "provide the charging reminder function when the battery is low" are the two with relatively low scores
metrics. It is noted that further improvements are needed in the reminder service.
Most aspects of sales and after-sales offline services are poorly experienced
In addition to the delivery of new cars, the return visit after the delivery of new cars, the quality of service and hardware facilities, the scores of other links are relatively poor, with scores below 60 points, especially in the sales follow-up link, which scores less than 40 points. It shows that in terms of pre-sales services, it needs to be further strengthened and improved.
In addition to the after-sales reception, service quality and hardware facilities, the scores of other links are relatively poor, with scores below 60 points, especially in the leave-out and after-sales return visit links, with scores below 40 points. Explain that the service aspect of the entire maintenance process needs to be further strengthened and improved.
Brand group analysis compares the service experience index ranking of the new car-making forces group
In the sales service experience index ranking, Xiaopeng is in the first place, and Nezha is in the last place. The overall service performance is relatively good, except for Nezha, other brands score higher than the industry average.
In the after-sales service experience index ranking, Tesla is in the first place, and the ideal is in the last place. Overall service performance was relatively good, with all brands scoring above the industry average.
Traditional car companies - car-making new forces group service experience index ranking
In the sales service experience index ranking, R Car is in the first place, and BAIC BJEV is in the last place. The performance of each brand varies greatly, and the level is uneven.
In the after-sales service experience index ranking, BYD is in the first place, and GAC Aean is in the last place. The performance of each brand varies greatly, and the level is uneven.
Luxury Brands Group Service Experience Index Ranking
In the Sales and Service Experience Index rankings, BMW is in the first place and Audi is in the last place. The performance of each brand is different
Large, uneven levels.
In the after-sales service experience index ranking, Volvo is in the first place, and Lexus is in the last place. Overall service performance was relatively good, with all brands scoring above the industry average.
Joint Venture Brand Group Service Experience Index Ranking
In the sales service experience index ranking, FAW-Volkswagen ranked first, and FAW Toyota ranked last. Overall service performance was relatively poor, with all brands scoring below the industry average.
In the after-sales service experience index ranking, GAC Toyota is in the first place, and SAIC Volkswagen is in the last place. Overall service performance was relatively poor, with all brands scoring below the industry average.
Self-brand group service experience index ranking
In the sales service experience index ranking, SAIC Roewe is in the first place, and Geely is in the last place. The overall service performance is relatively poor, except for SAIC Roewe, other brands scored lower than the industry average.
In the after-sales service experience index ranking, Geely is in the first place, and SAIC Roewe is in the last place. The performance of each brand varies greatly, and the level is uneven.
Service experience improvement recommendations
Combined with the results of this service experience index study and the needs of new energy vehicle users, the two units suggested improving service quality in the following aspects so that users can get a better service experience.
First, continue to increase investment in online services: the younger generation of users have gradually become the main force in the purchase of new energy vehicles, they have become accustomed to the use of the Internet, more inclined to use online services. Therefore, at the sales end, brands need to broaden Internet marketing channels to transmit brand and product information through multi-channel, multi-directional and multi-channel forms; on the back end of the sale, they need to further improve the functions of online services, such as providing charging reminder functions when low battery, providing online transparent workshop services, etc., to form an effective integration of online and offline services.
Second, increase the training of new energy vehicle product knowledge: Through this survey, it was also found that the knowledge reserves of new energy vehicles for sales and after-sales personnel of some brands are obviously insufficient, giving users the experience of feeling that it is unprofessional, and still use the thinking of fuel vehicles to serve new energy vehicles, which also reflects that some new energy vehicle companies are not fully prepared, and there is still a lack of training for personnel. Therefore, new energy vehicle companies need to conduct systematic new energy knowledge training for front-line service employees, on the one hand, in the actual service process, they can better display product advantages, on the other hand, they can also provide users with more and more professional new energy daily use and maintenance knowledge, which is also the content that users are most concerned about at present, which helps to eliminate users' concerns about new energy vehicles.
Third, pay attention to the service quality of the test ride test drive process: Most users are buying new energy vehicles for the first time, so the experience of the product is particularly important. In this survey, it was also found that joint venture brands and independent brands still need to be improved in terms of actively inviting test drives and providing test drive services on the spot, which also reflects the lack of new energy test drive equipment, which affects the user's service experience of test rides. Therefore, new energy vehicle companies need to increase investment in test rides and test drives to ensure that users get a better service experience through test rides.
Fourth, pay attention to the efficiency improvement of the maintenance process: the maintenance process of new energy vehicles is quite different from that of fuel vehicles, how to optimize the service process and save time for users is a problem that new energy vehicle companies need to pay attention to. It is suggested that with the help of scientific and technological means and online service functions (such as multimedia video, online transparent workshop, online ring car inspection, etc.), the efficiency of communication with users can be improved, so as to achieve the purpose of improving service efficiency.
According to reports, after the release of the new energy vehicle sales and after-sales service experience index ranking, the All-China Federation of Industry and Commerce Dealer Chamber of Commerce and Chuang enterprise management consulting (Shanghai) Co., Ltd. will further improve the index evaluation system according to the feedback from all parties, expand the number of research brands and samples, and release a ranking list and a comparative improvement report every six months to analyze the improvement of various automobile manufacturers, so as to promote the continuous improvement of the sales and after-sales service of new energy vehicles by manufacturers. Next year's latest experience index ranking will be released at the annual meeting of the All-China Federation of Industry and Commerce Dealers Chamber of Commerce in April.