The author | Wang Dan
Edit | Island
Period: 2769
Source: People and Island members
The maintenance and improvement of customer satisfaction is an effective magic weapon for dealers to operate well, and it is also the most powerful publicity for brand influence and corporate culture.
Today's customer satisfaction is a comprehensive test for dealers. It's no longer as simple as fixing a car in the 1980s. Today's customers will compare the dealer's price with the social repair factory, and the dealer's service will be compared with the five-star hotel. Customer expectations of dealers have crossed the industry's service levels. The service of dealers requires a qualitative improvement in hardware and software.
Especially after 90, post-00 car owners, this young group of expectations for dealers is no longer a car repair, rest environment is so simple, their pursuit is more comfort, convenience, and even dealers can provide what services for the owner's children and pets. As a result, today's customers have very high expectations of dealers, and in many ways there is no direction. Dealers need to think about their customers all the time.
First, the optimization of service facilities
After the epidemic, the store should strengthen the improvement of customer experience. Every employee in the store is a link of customer feedback, including cleaning aunts and security guards.
For example, if a customer takes a child to eat, it is inconvenient for a child to eat. After the aunt saw it, she had to feedback it to the administration, and the administration had to purchase children's tableware in the customer's restaurant. Suggestions are not spoken by customers, but are seen and fed back by each employee in the process of contact with customers.
The most important thing to improve service is to listen to the customer, but just listening is not enough. What each employee sees and thinks in their contact with the customer is also an important aspect of improving the details of the service. Get everyone involved to brainstorm ideas. Every seemingly insignificant detail reflects the quality and service of an enterprise.
Pay attention to details, form their own service advantages, and enhance higher customer satisfaction in the fierce market competition. Dealers should carry out detailed improvement according to their own current situation, implement the project to the people, supervise and be responsible, be able to better standardize, and adhere to it for a long time.
1
Service convenience
2
Cleanliness & comfort
1
Maintenance environment
The first contact and the last contact of the customer to enter the store for maintenance are security guards, so the seemingly ordinary position of security guards plays a very large role. If the customer enters the store, the security guard salutes the customer at the first time, and then guides the customer to stop. I believe that it will definitely leave a good impression on customers.
Parking lot, maintenance workshop environment, I believe that the current dealers will strictly implement the 5S, daily maintenance and supervision to do a good job.
2
Rest environment
Customers expect a rest area not only to be comfortable and at the right temperature, but also to be able to meet their needs. For example, the Internet area, reading area, massage area, children's area, film and television area, coffee area, etc., so dealers should combine the requirements of the main engine factory and the needs of local customers to meet most customers as much as possible.
The picture above is the coffee area in the customer rest area of a BMW lingchuang store in Shenyang, and it is understood that the coffee machine and coffee beans and other ingredients here are better than professional coffee shops. The most rare thing is that the general manager (female) of this store will personally make coffee for at least 10 car owners every day, and can provide customers with different tastes of coffee such as cappuccino and latte according to customer needs. On the surface, it seems like a simple coffee area, but this shop is famous all over the country for its coffee, and many car owners come to the store to experience it.
03
Dining environment
Guest meals, not only rich in variety, but also warm in the dining environment. Now the service consultant is also doing "customer portrait", if the customer is dining in the store, it is recommended that the service consultant or customer service staff also do a face-to-face interview on the catering situation.
For example, the customer has a special love for a certain dish in the store, which can be maintained into the system when the "customer portrait" is completely available, and when the next customer makes an appointment for maintenance and has in-store dining needs, directly ask the customer whether he still needs to prepare this dish, which can completely exceed customer expectations.
04
Protection and cleaning of vehicles
When picking up the car, the service consultant will "three-piece set" for the customer's car protection, workshop maintenance, workshop technicians will be customer vehicle with fender pads and other protection, these basic things must be done, in order to leave a good impression on the owner, but also a respect for the customer.
In addition, for accident vehicles, as well as vehicles with relatively high maintenance costs, the vehicles should be washed indoors and outdoors before delivery. Fine washing is mainly labor costs, but this work is done well, which can greatly improve customer satisfaction.
Second, the improvement of personnel capabilities
1
Service Consultant
1
Service attitude
The first time to respond to customers: customers have any needs, whether it is car repair, finance, insurance, second-hand cars and all other car-related things, as long as you find a service consultant, the service consultant needs to assist the customer to complete in the first time. Show positivity, enthusiasm and thoughtfulness.
2
Service Process
Appointments, round-robin reception, quotations, customer rest, checkout and delivery, and problem solving after service are all important performances of service consultants in the service process. Each link should be carried out with the customer as the center, and at the same time, it can take into account the requirements of the main engine factory and serve every link in the customer.
03
Expertise
Professional technology will generally involve: customer questions and answers, maintenance time estimation, maintenance quotation accuracy, common vehicle failures and other issues. The improvement of professional technology, one is to rely on the accumulation of usual experience, and more or to do a good job in internal training and promotion plan.
04
Talk
Talking skills mainly include two links of pick-up and delivery, especially in the process of receiving cars, for routine maintenance, customer doubt handling, etc., some professional words must be summarized, and the words will change with the changes of customers and vehicles.
2
engineer
Third, move customers
Whether it is the hardware environment or software services, dealers are all to improve customer satisfaction and enhance customer experience. In fact, dealers can find a few points, do something that makes customers move, exceed customer expectations, and are more conducive to improving customer satisfaction.
Case 1: Establish a maintenance WeChat group
When the service consultant starts the work order, add the customer's WeChat, and explain to the customer to set up a WeChat group, and each important link of the maintenance will be presented to the customer in the form of a WeChat group. If the customer agrees, the service consultant, customer, and dispatcher will first form a group, and after the maintenance team is determined, the dispatcher will invite the team leader and quality inspector to the group. At each key link in the maintenance process, the team must take photos or videos and send them to the group, including comparative photos of new and old parts.
Precautions for repairing WeChat groups:
1
Preliminary preparation for maintenance of WeChat group:
The company is equipped with mobile phones and mobile phone numbers for service consultants, workshops and dispatchers, and all WeChat signals must be the company's mobile phone numbers. Avoid leakage of customer information, or customer contact with maintenance workers privately;
The company's WeChat avatar is unified, below is the title and name.
2
Implementation standards for WeChat groups
Group name: license plate number + shop name + exclusive service group.
Talk about the main part of the sending content
● SA Jianqun's statement:
Dear Mr. /Ms. XXX, thank you for your support of XXXX Store. During this repair, my colleagues will post photos or videos to the group at the main stage. For this maintenance process, you have any questions, you can also consult in the group.
● Scheduling Statement:
Dear Mr. /Ms. XXX Hello, your car is officially certified by XXXX Senior Technician - XXX to carry out this service.
● Technician's Statement:
Dear Mr. /Ms. XXX Hello, I am XX shop through XX advanced certification technician XX, your car this maintenance by me is responsible. During this repair process, I will always publish the repair process in this group through video or photo.
● Final Examination Statement:
BeijingAXXXXX, your car has completed the maintenance and repair project. Final vehicle quality inspection is now done.
A. Motor oil
B. Air filter
C、Front brake pad: 5.0MM (limit 3.6MM)
D、 Rear brake pads: 7.0MM (limit 3.6MM)
E、Tire pattern:
Left Front Right Front (Limit 1.6MM)
Left Back Right Back (Limit 1.6MM)
F、 Tire pressure has been adjusted
Before and after
● Delivery statement:
Thank you very much Mr. / Ms. XXX for the xxx store after-sales support and trust, we will continue to work hard to give you the most sincere service. Our store will conduct a return visit to this service within 3-7 days, and then I will ask you to evaluate our service. This group will be dissolved in three days, please understand! I am your dedicated service consultant XXX, you can always contact me if you have something to do.
The process implementation involved in this case can feel cumbersome in advance, especially for workshop maintenance workers, which will feel like an increased workload. However, if you stick to it, customer satisfaction will definitely increase, and the workshop increase effect is obvious, and the output value of bicycles will also increase rapidly.
Case 2: Perfect delivery
Accident car maintenance service time is relatively long, we will collect customer information in many ways, in the standardized service, we do personalized service improvement.
Video of the maintenance history of the accident car
For vehicles with a maintenance time of more than 7 days, or a relatively medium accident car, collect some photos of the scene, some photos after the repair process, after the repair is completed, use the Vibrato video production tool, generate the repair video, and then send it to the customer.
Personalized drop-off service
●Accident team service consultant, collect customer information, and formulate personalized delivery plan;
●For the first time to enter the store, the first time to take out the insurance, female customers spray paint the whole car, and develop different delivery plans.
Major accident car delivery ceremony
For the big accident car, all the after-sales employees are organized to do a 5-minute delivery ceremony for the customer, and give the customer a souvenir
Real case: A female car owner, the customer entered the store to do scratch insurance, the whole car spray paint, the first time into the store, because the event invited to enter. In the early communication of the service consultant, it was found that the customer is a female owner who pays great attention to the quality of life and has a strong sense of ceremony, and the service consultant decides to give the customer a surprise after the team communication, and after the repair is completed, the trunk is filled with balloons, and the gift box is prepared to deliver the car.
The image is from Baidu and is only used for illustrations
The customer was just at the entrance of the community when receiving the car, a group of people watched the dealer's maintenance delivery, and could also receive a bunch of gifts, the customer was moved, and praised the dealer's service.
brief summary:
Customer satisfaction is crucial for any dealer, and it can be said that customer satisfaction is closely related to the survival of a dealer. The improvement of customer satisfaction is not a matter for everyone, but for everyone in the store. Therefore, everyone in the store needs to work hard, serve customers with heart, and pay attention to details.