In the stock era, what services should auto 4S stores use to attract consumers

In recent years, the news of the closure of the car 4S shop is not uncommon, some car companies have even begun to use the factory's direct way to sell new cars, what services can the car 4 store provide for consumers, and now how to fight for new consumers in this era, let's analyze it below.

What services are provided by car 4S shops?

In 1998, the 4S store model in the Chinese auto market has just been launched, still in the exploration stage, and now more than 20 years later, 4S has become the first choice of the vast majority of automotive consumers, and the services that each store can provide to consumers are also more and more, and these dazzling services can be divided into four major sections.

The first section is of course the vehicle sales, consumers come to the 4 store to see the first thing is the new car displayed in the showroom, the first impression is established from here, is the brand manufacturers and 4S store direct external window, but also the 4S store the most core and the most basic function.

The second section is the original auto parts, which is an important reason why many consumers are willing to return to the 4S shop after buying a car, thanks to the original auto parts and the maintenance master provided by the manufacturer, even if there are more and more professional auto repair shops, the 4S shop is still attractive to consumers in terms of car maintenance.

The third section is after-sales service, which determines whether consumers will stay in the 4S store for a long time to handle various businesses, after-sales can provide consumers with a lot of business services, take the car itself, 4S shop can provide body beauty, interior ornaments, seat maintenance, tire maintenance... After a car accident, the 4S shop can also provide vehicle condition assessment, insurance claims, accident repair, rescue services... As long as there is a problem with the vehicle, you can go to 4S for after-sales service.

The fourth section is information feedback, that is, 4S store employees regularly visit consumers to find out whether there is a problem with consumer vehicles sold or served by 4S stores, establish a complete customer file, and timely summarize and report the feedback obtained from consumers, track and process.

What service is most important to the consumer

In recent years, the car 4S shop frequently appeared on the hot search, its content is basically the confrontation between consumers and 4S stores, there are many news that has caused the whole society to criticize the 4S store, careful study of the news will find that most of these confrontations are due to consumer dissatisfaction with after-sales service.

The products provided by the 4S store are unchanged, and the consumers who really want to buy a car have basically determined the intention to buy a car online, and when they really enter the 4S store, they are more concerned about the service provided by the 4S store and the follow-up after-sales protection.

Even if consumers who do not pay attention to other businesses and only buy new cars from 4S stores encounter needs such as accident repair or insurance claims, they will call the 4S shop, hoping to have a high-quality after-sales service to help them solve the problems they encounter.

Why after-sales service is important for 4S stores

In the entire service process provided by the 4S store, the after-sales service of the car has been continued. It's not like selling a new car, the process of selling the car to the consumer is over, the after-sales service will continue, and the consumer will evaluate each stage point in the process.

Among many marketing methods, word of mouth is always the key that cannot be bypassed, especially for high-value products such as automobiles. Therefore, providing consumers with high-quality after-sales service is definitely a value-added behavior.

On the other hand, at present, there are more and more "players" entering the automobile market, and the profit of selling new cars has declined year by year under fierce competition, and some 4S even sell cars at a loss in order to complete the rebate task of car manufacturers, so it is not realistic to get high profits from the car itself.

After-sales service is the key to 4S stores to obtain revenue and profits.

The reason why 4S stores should improve service quality is to retain consumers, so that these consumers can think of 4S stores when they want to repair and maintain. Car beauty maintenance, boutique, auto parts are high-profit products, want to let consumers use, can only improve the quality of after-sales service, so that consumers have no idea to leave.

There is also accident car maintenance, which may be the largest part of the profit in after-sales service, if you want to earn money in this regard, you must let consumers think of 4S shops when the accident is determined, and they are willing to come to 4S shops for repair.

This link must be fine management, balance the cost of accessories, and handle the insurance company's claim project. If the 4S store can maximize the service profit in this section, it will definitely have greater gains.

How to improve the quality of after-sales service in auto 4S shops

Thinking about how to improve the quality of after-sales service, we should do a good job in every link of the after-sales service process.

Take the appointment of after-sales service time, according to J.D. According to the survey of Power's "China After-sales Service Satisfaction Research (CSI)", 96% of telephone appointment users said that they could make an appointment to the time they wanted, while 92% of the users who booked to their desired time through the WeChat public account, and the reservation after-sales service itself has a lot of room for optimization.

With the development of society, the service industry in the proportion of the industry continues to increase, the automobile 4S should not be left behind, most of the current automotive 4S shop staff have not been engaged in the work of the automotive industry before, have not experienced professional, systematic training and professional technical theory guidance.

To improve the quality of after-sales service in automobile 4S stores, it is necessary to conduct comprehensive and systematic training for the entire after-sales department.

Many consumer requirements are actually not high, as long as the car 4S shop is willing to send some ornaments and small gifts after the consumer repairs and maintains the car, and regularly organizes some activities for the owner of the car, so that consumers are aware of the existence of the car 4S shop, they can increase the feelings between each other.

The data in the figure is test data

In the increasingly competitive automotive market, many automotive 4S stores have begun to use business intelligence BI system software such as Parco Data to refine operational ideas.

Image source: Pike Data

In the past, the biggest problem faced by 4S store management decision-makers in operation and management was that the business was executed but could not track the effect, and the overall situation of the development of the enterprise could not be seen, and now the business intelligence BI can assist management decision-making in a visual way, help managers complete refined management, and improve the quality of vehicle sales and after-sales service.

Taking the improvement of after-sales service quality as the new development direction of 4S stores and listening carefully to the opinions of consumers will definitely bring new opportunities to the current auto 4S stores.