User thinking is a word that is often talked about by many companies today. The understanding of the user's thinking is also different. Some people will think that user thinking is a kind of fancy packaging, but for Changan Automobile, this is not the case.
In the third entrepreneurship -innovation and entrepreneurship plan released by Changan Automobile, the first one is "ultimate service, customer management", which shows the importance of the user-centered service concept to the high-end of the Changan UNI brand.
"More than 1,800 full-staff trainings, door-to-door pick-up and delivery of cars for more than 100,000 customers, more than 170 transparent workshops, 1,132 service experts, more than 6,000 remote diagnoses, and 470,000 customers..." This is a series of figures given by Wang Jun, president of Changan Automobile, at the 6th Changan Automobile Fan Ceremony in 2021, which also happens to explain how Changan UNI handles the relationship between brands and users.
It is by service, it is around the structure and innovation of the user's whole life cycle service from buying a car to using a car to repair a car, and the service is not fancy at all.
When buying a car, what users value is transparency and reasonable consumption, how does Changan Automobile do it? Then through the dealer management committee, standardize the financial service fees, licensing fees and other service charging items and standards of more than 2,500 dealers across the country, so as to achieve transparency and uniformity.
Users want to provide thoughtful and professional services, and Changan Automobile has introduced a standard reception process, not only to import the process, but also to continuously train all employees of the terminal to improve the professionalism of the service. Nearly 2,000 training sessions a year, covering most terminal stores and 30,000 people.
Users need the pleasure of consumption, that is, to enable hundreds of dealers across the country to have the ability to provide differentiated special services. For example, free nail art for female customers and Hatta blessings for Tibetan customers. Seemingly insignificant services are all to meet the psychological needs of users.
There is a shortage of chips, and users want to deliver in time. Then find ways to ensure supply, sweep goods, stockpile goods, and reserve resources.
With a car, users want a convenient and fast service. Changan Automobile launched the "door-to-door pick-up and delivery" service, one-click ordering, transparent process. Move the service workshop into the user's life business circle, so that users can park, wash the car, and even do maintenance while visiting the mall.
Users who lack automotive expertise want to have intimate professional reminders, and Changan Automobile began to gradually provide "smart cloud diagnosis" services to actively remind users of the status of their cars. Intelligently identify abnormal vehicle conditions, actively remind through mobile PHONE APP, involving 6 major scenarios and 7 major systems to ensure vehicle safety.
If users need daily care, then carry out more customer care activities, face-to-face communication with big coffee, personal gatherings, birthday parties, online car lecture halls and so on. In 2021, Changan Automobile carried out more than 3,000 games, with 114,000 offline participants and 1.78 million online interactions.
Repairing the car, the user wants to be transparent and assured. Changan Automobile has built nearly 200 "transparent workshops" in total, allowing visualization of the whole process of maintenance and maintenance, and even allowing users to remotely supervise workers on mobile phone APP.
Users hope that the feedback of maintenance services is timely and fast, and Changan Automobile provides "5G remote diagnosis" services, and 1132 service experts are always online to provide technical solutions for difficult and complicated diseases for terminals. In 2021, more than 6,000 remote diagnostic services were provided.
Users don't want after-sales maintenance to take up weekend time. Then launch the "Super Wednesday, Waiting for You to Nine O'Clock" service activity. Provide extended service every Wednesday, serving more than 45,000 customers, so that vehicle maintenance no longer occupies weekend time.
All of the above services are actually unremarkable. There is neither brain-opening creative innovation nor an unattainable technical threshold.
However, Changan UNI relies on these simple and unpretentious services launched for the needs of users to win the trust and favor of users. What is "user-centric"? This is called "user centricity."
Doesn't other companies understand this truth? Why Changan Automobile?
In fact, many companies will hold high the banner of "user-centric", but we all know the impetuous and fierce degree of competition in the current automobile industry, and not all companies can practice the concept of "user-centric" in the face of short-term interests.
Of course, it is not surprising that the direction of development or the marketing strategy in the name of the user is not surprising, but only one step on the road of service can really impress the user. There are no shortcuts and no secrets to this path. Changan Automobile is precisely as an enterprise with a military background, which has a pragmatic corporate culture and can continue to practice.
Relying on the connection established by marketing and users will inevitably change with the changes in the trend; and the sense of trust established by relying on services and users will continue to develop with the enterprise. This is probably the value of the Changan UNI brand. (Text/UVIS Auto Old Cannon)
Note: The picture comes from the network, the rights belong to the original author, thank you! This article only represents the personal views of the author and does not represent the position of Univision Automobile.