Written by | Huang Zhi
Edit | Yu Jie
Produced | Automotive Sankei
On January 13, Zhiji released its service brand "IM Care One Key" in Shanghai, and simultaneously launched a service equity package starting from 8999 yuan.
In the whole press conference, Liu Tao, co-CEO of Zhiji Automobile, and Jiao Qiao, the user manager of Zhiji Automobile, mentioned the word "user" the most, and after the meeting, I asked Jiao Qiao: "What are the challenges in the process of directly communicating with users as a user-oriented enterprise?" In the face of the different needs of each user, how to balance and trade-offs? ”
Jiao Qiao frankly said that there is no perfect and ideal solution, whether it is for car companies or users, it is necessary to continue to run in and try in this new relationship mode, to meet the needs of users as much as possible within a reasonable range, and more importantly, to have an attitude of frank communication with users.
I just didn't think about it, that afternoon Zhiji Auto personally practiced: when scolded, what should be done to the user?
101 hours, responding to user questions
It is not new to say that we should be a user-oriented enterprise this year, but in the end, how to do it, the pits of the predecessors may be far more than experience.
Bringing users to eat, drink and have fun is of course simple, but when users have different voices, or even opposing views, how to deal with this conflict?
Liu Tao said: "Car companies have the opportunity to communicate with users 24 hours a day, which is the biggest gold mine, but at the same time, the challenge will become bigger and bigger. Customer feedback today Can you immediately respond to his expectations? Can it be delivered in the shortest possible time? ”
In the direct operation mode, there is no middle layer of dealers between car companies and users, and with the development of user communities, any voice can be directly presented in front of everyone.
While being fast and convenient enough, it also means that any problem may be amplified and fermented.
From the complaints of old car owners caused by the rebranding of Xiaopeng G3 and Ideal ONE, to the recent controversy surrounding Extreme Krypton, almost all new brands have stepped on large or small pits.
As a "latecomer", Zhiji sees the challenges clearly. After the sharing session on January 13, even our media received a questionnaire from Zhiji, carefully asking for various opinions on the rights package.
Of course, user feedback is more intense.
In the afternoon of the user's exchange, many people put forward opinions on charging rights and interests on the spot, especially some old city users can not install private piles, can only choose public piles, which means that the original 3 years 3000 degrees / year (1000 public piles + 2000 private piles) Charging rights directly shrunk by one-third.
There are also many users in the community who post, and even compare the rights and interests services of the first batch of car owners of other new power brands, and believe that the rights and interests package of Zhiji is not sincere enough.
Zhiji Auto released an announcement in the App on January 14
With the spread of user dissatisfaction, Zhiji issued an announcement on January 14, saying that it had received user appeals and began to carefully study the iterative upgrade plan.
Three days later, Zhiji announced a new upgrade entitlement, which was indeed adjusted for the part where the owners had the most opinions.
The core content of the upgrade benefit released by Zhiji on January 17
Below the article released by the new rights, the user "Eh Youwei" posted: "This attitude is quite worthy of praise, it seems that the user voice of that day's anniversary party, the official really listened to it!" As one of the parties, I am really relieved that the itinerary code with stars did not go in vain. ”
The operation of an enterprise must have a lot of internal coordination, processes, and the most fundamental business rules, but this does not mean that it is completely contradictory to the user's demands. And when the leader of an enterprise can personally respond to users and promote the solution of problems, the vast majority of users must also feel this attitude.
In the year when the car was not delivered, what did Zhiji do?
At the anniversary sharing meeting, Liu Tao said that zhiji L7 will open Dading on February 28 and will be delivered to users in April.
And this is nearly a year after the Shanghai Auto Show opened the angel wheel pre-sale last year.
When Chinese people buy a car, many times they will still seek psychological satisfaction, and the pleasure of handing over money and delivering with one hand is far more intense than looking at photos on the App.
The year-long pre-sale of Zhiji is not short even if it is placed in the new power brand. And in such a long cycle, how to maintain the user's expectations?
In fact, since the official announcement of Zhiji in SAIC In March 2020, it has been 22 months to create the first product that has been rolled off the production line, which is not slow. It's just that compared to the traditional concept, the rhythm of sale and delivery will feel like it has dragged on for too long.
Perhaps Liu Tao's explanation of the idea of "user cooker" can be seen as Zhiji's understanding of the rhythm of his own product listing. This "cooker" concept derived from headphones and the traditional car and process words are Zhiji's product user verification, use data feedback pre-positioned into the research and development process, so that users can participate in the product evolution and iteration process.
More than 30 product upgrades were released on the spot at the Zhiji Anniversary Sharing Meeting
In fact, since the angel round pre-sale began in April last year, Zhiji has continuously adjusted and optimized products in user communication and feedback, and has achieved more than 30 product optimization improvements.
Liu Tao cited two examples of interior design modifications.
Originally, the design concept of the Zhiji L7 was "button free", but many users feedback that they did not want to remove the physical buttons for seat adjustment. Therefore, in the third quarter of last year, Zhiji decided to add the physical buttons for seat adjustment back to the car.
The other is the large screen in the car, the original curved screen design was reported by users to be at risk of misoperation, and has a black edge of at least 9.5mm. Therefore, Zhiji redeveloped the central control screen in the shortest possible time and returned to the design of the flat screen.
Scholar Wu Bofan once said: "In the era of artificial intelligence, to make an innovative product and brand, we must find a perfect balance in the narrow strip between the world and fantasy." ”
Everyone expects innovation, a completely disruptive idea, but it also means breaking the original experience and the risk of the unknown. Allowing users to participate in this process, allowing users to experience, reflect, make decisions, and then get new ideas from users is actually the process of seeking the "perfect balance" in this era of change.
Write at the end
We do not know how much user feedback zhiji collected during the first equity formulation, but in fact, from the perspective of the setting of the equity content and price, it is a comprehensive consideration of the balance between user needs, costs and benefits.
However, judging from the feedback after the release, it is clear that some considerations are lacking.
And the subsequent feedback, correction, whether it is some people's marketing routines, or really respond to user calls, at least, Zhiji himself has trampled through this "pit" and also come up with a response that satisfies most users.
In the new topic of direct connection with users, no one has much experience, and there will naturally be new problems and challenges for car companies to switch from traditional thinking to new models.
But the trend of the times, and the experience and the road are always out little by little.