Some people said before that the best service for car companies is no service, because as long as your product is good enough, the failure rate is basically zero, then what service is needed? Is it a maintenance that is due or an accident repair? I think the previous service only refers to after-sales service. Today's service is more of a development concept and a corporate culture created with users, and the previous after-sales service has become a basic standard.
Today (February 26, 2022), at the scene of the 12th New Energy Vehicle Conference (GNEV12) and the first electric vehicle main congress held by the first electric network, representatives of car companies discussed the "What kind of services do users expect?" " had a pleasant discussion with the user. The following is a Q&A dialogue between car companies and users (with deletions)
What kind of service users need to provide, we will provide what kind of service, our company is loyal to users, users can use actions to feedback, we can recommend products to friends around us.
SAIC Volkswagen owners: What efficient and convenient services can ID series new energy owners enjoy?
Car companies: The biggest change is that we firmly face customers and let OEMs directly connect with customers. Specifically, there are two points, one is to be fast, that is, the user's needs should be the first time to respond; the other is to empathize, from the user's interests to start, to see what kind of service the user wants. Only when the enterprise is loyal to the user, the relationship between the user and the enterprise will be closer.
Zero runners: What are the better arrangements for the direct service system of zero running in the future?
Car companies: Our entire service system is based on the central city and key cities to spread, at present, in Beijing, Shanghai and Hangzhou have completed the construction of this delivery center we directly operated last year, and put into operation. In terms of service, with the characteristics of zero running and the mode that zero runners prefer, we provide more convenient, fast, all-round and temperature services for car owners.
Feifan car owner: In the latest brand concept, we mentioned the concept of users as partners, how to implement this concept?
Car companies: Take each link of the user experience as the core, and then integrate into the scenario-based services, through the integration of online and offline, to bring users a new digital experience. At present, we have a flat structure such as the User Operation Center, the User Development Center, the User Experience Center and the User Service Center to respond more efficiently to the needs of users, and we have also released a new brand DNA: authenticity, pioneering and taste.
Beijing Motor Owners: What is the progress of BAIC's construction of a substation in Beijing? Can the owner of the old North Car enjoy this power exchange service by upgrading the hardware or improving the indicators?
Car companies: BAIC put forward a blue sky defense plan three years ago, to replace all taxis in Beijing with new energy vehicles with electric plates, and has invested 22,000 taxis to replace electric models, and built 167 replacement power stations in Beijing, covering a service radius of about 2.23 kilometers. In addition to the power exchange, there is no technical condition that can enter the power exchange market by replacing the hardware or changing the configuration, but this possibility is not ruled out in the future.
Lantu car owner: What is the user portrait of Lantu FREE, and what is the difference and competitiveness compared with the friendly business
Car companies: Our user base will pay more attention to the overall sense of this high-level, as well as driving performance, our target population and product definition is still very different. But in the new energy track, everyone's purpose, including the friends and car owners here, are embracing the era of intelligent electric, we are robbing the friends of fuel vehicles, but the benign competition is ultimately to better meet the needs of users.
Why car companies pay more and more attention to users
For example, the highest order recommended by the user can account for 60% of the sales of the car company! The key to the current transaction is not whose advertising investment is more, and the product strength is strong, it will definitely sell well. Users pay more attention to the reputation of the owner, more believe in the models recommended by friends around them, and need a sense of participation.
There is also Weilai Automobile, which does a good job in user operation, that is, always puts users first. In 2020, after getting the investment of the Hefei government, Weilai Automobile was able to get out of the "ICU", and Li Bin, the founder of Weilai, said that the most grateful thing is the users of Weilai, and nearly half of the orders in the "darkest hour" of Weilai Automobile in 2019 were introduced by users, and it is precisely because of these orders that Weilai lived until 2020 and received an investment of 7 billion yuan from the Hefei government.