As the user-centric service concept has gradually become the consensus of car companies, a series of measures to improve service experience have been continuously landed, and the official announcement of "service commitment" is one of the initiatives.
Focusing on ABB, on March 25, FAW-Volkswagen Audi issued four "Audi Service Commitments".
In fact, as early as October 2018, BMW made a commitment to 58-minute oil maintenance service overtime free orders, and in March 2021, BMW made eight service commitments for excellent sheet metal spraying.
In contrast, in May 2019, the Service Convention launched by the Mercedes-Benz joint dealership seems to be more famous because of its background.
There is a Yugoslav proverb that "one deliberate consideration is better than a hundred hasty actions." "So is it that the FAW-Volkswagen Audi service commitment can catch up later, or the iterative BMW service commitment is better, or the Mercedes-Benz service commitment that is rooted in the concept will be recognized by users? Today, we may wish to start from the three aspects of service content, service objects and service outlets, and compare who has more gold content with ABB's service commitment.
The first round: service content PK
FAW-Volkswagen Audi:
Audi's service commitment is comprehensive, covering four aspects: routine maintenance, sheet metal spray repair, delay service and pick-up service, and the system covers the user's demand for convenience and speed.
BMW：
BMW focuses on improving service efficiency, focusing on the services just needed - fast insurance and sheet metal spray. Eight service commitments run through all aspects of the vehicle before and after the accident.
Mercedes-Benz:
The Service Convention contains the basic code of conduct in the daily operation of business, emphasizing the legal compliance and transparency of services.
ABB's service content PK: In the context of homogenization of after-sales service and bottlenecks in user satisfaction improvement, ABB's active commitment shows the attention and intention of user experience, which is worth giving praise to the three. Compared with Mercedes-Benz, the service commitment of FAW-Volkswagen Audi and BMW is more pragmatic, one is comprehensive, one focuses on just needs, reflecting the different ways of playing service users. Here, we also call on Mercedes-Benz to take this as a reference to make the Service Convention more concrete, so that customers can feel the real feedback and sincerity.
The second round: service object PK
Obviously, all three service commitments are issued to car owners of their respective brands. However, due to the difference in the content of the commitment, in fact, it is still seen that some brands have done customer segmentation with their hearts. Starting from the commitment scenario, we summarize it as follows:
FAW-Volkswagen Audi: Customers who arrive at the store for routine maintenance, customers who do not arrive at the store for routine maintenance, customers who arrive at the store with delays, and customers who have accident cars
BMW: Customers who come to the store for routine maintenance, accident cars
Mercedes-Benz: Not subdivided
From the perspective of the segmentation of service targets, it is clear that FAW-Volkswagen Audi is superior.
The third round: service outlets PK
As consumers, we often pay little attention to the small words on the advertisement, in fact, these small words often reflect the true level of the product. No, on the "small print" of the three promises, we found the fact that not all brand dealers are involved in the promise.
FAW-Volkswagen Audi: FAW-Volkswagen Audi authorized dealers (can be understood as the whole network, a total of more than 600 in the country)
BMW: "58-minute oil maintenance overtime free order commitment" (as of the end of October 2021, 434 authorized dealers participated), BMW Excellence Sheet Spray Certification Store (as of the end of October 2021, a total of 12 stores nationwide)
Mercedes-Benz: The Service Convention is publicized in all authorized dealer stores nationwide (more than 800 in total). Mercedes-Benz's "Service Convention" won a round with its full network, and the performance of FAW-Volkswagen Audi was still reliable.
After three rounds of competition in service content, service objects and service outlets, the advantages and disadvantages of the three companies have been known. Although FAW-Volkswagen Audi promises that the system is reliable, and the entire service network is in step, there is no difference, but it has just been launched, and how to achieve results depends on the specific implementation; BMW is aiming at the service just need to click one by one, the rules are strict to ensure that each commitment is feasible, but the pace is slower - there is no excellent sheet metal spray certification store nearby, customers can not enjoy the eight commitments for the time being; Mercedes-Benz with the full service network to speak out, requiring the fundamentals of the service, but did not set itself in line with the brand positioning of the service "up" question.
2021 Golden Wrench Service secretly visited the luxury brand group, ABB has had a service competition, Audi store scored 112 points (a total score of 150 points) "excellent", BMW store received 98 points "average", Mercedes-Benz store scored 87 points "failed", which seems to echo the performance of this service commitment competition. A casual entry into the store seems random, but it can reflect the brand's seriousness and management level of service users.
Commitment is a demonstration of attitude. As automotive after-sales service observers and committed to helping the industry develop upwards, we are happy with the active voice of the brand, and we expect more brands to participate in it and jointly promote the healthier development of automotive after-sales service.