Recently, the 2023 China Automobile Service Industry Summit Forum was held in Beijing, hosted by China Auto Market and undertaken by Automobile and Driving Maintenance magazine. Key Scenario Exploration and Promotion" keynote speech.
Chang Legui, Chief Data Officer and CDO of Zhuosi, delivered a keynote speech
It is reported that the theme of this forum is "Focus on New Users and Create New Value", including leaders of industry associations, experts in the after-sales department of car companies, executives of innovative enterprises in the auto service industry chain and experts from data consulting companies, to exchange new models of symbiosis and co-creation between car companies, service providers and new users, help car companies and 4S sales and service systems to transform and innovate development, find elements, methods and paths to build new value of automobile services, and jointly promote the high-quality development of China's automobile service industry.
In recent years, the competition in the automotive industry has become more and more fierce, and China's automobile market has changed from an incremental market to a stock market, and the growth rate has slowed down significantly.
The cornerstone of the competitive advantage of the automotive industry has changed greatly, and the exploration and improvement of key scenarios of customer experience has gradually become the core driving force for car companies to build brand differentiation.
Chang Legui said that customer demand insights driven by digitalization and intelligence are the first step for car companies to manage customer experience. Manufacturers should design and implement customer experience data collection and analysis according to the customer journey, that is, "hear" all the voices of customers in their own channels and public domain channels, and then use the full-service unified code frame and NLP intelligent coding to "hear" the customer's wishes, and then fully understand the customer's wishes, and at the same time add a full understanding of the industry and business, that is, NLP based on the cognitive graph, establish a hierarchical classification model of customer needs, "understand" customer expectations, and find customer pain points, itchy points and pleasant points. Provide a clear direction for future improvements. This stage can help OEMs achieve digital storage, structured analysis, and transparent management.
However, many car companies have only done the first step in the past, that is, customer experience data collection and analysis, and have begun to realize that only analyzing and not improving is like just saying nothing, and action is experience improvement is the key. At this stage, car companies need to improve business process design based on customer demand insights, and use digital platforms to implement improvement actions and effect acceptance, so as to achieve transparent customer experience management. This stage is an intelligent process in which car companies can realize automatic early warning, intelligent task push, and visual report interpretation.
Chang Legui, CDO of Joyce Chief Data Officer
Chang Legui believes that the key scenario of customer experience management is neither the most valued by the business department, the most mentioned by customers, nor the most weighted by data, but the one that maximizes the difference in experience to customers. For example, in terms of quantity, the attitude of service consultants often occupies a place in the pain points of after-sales customer experience, but according to the research of Zhuosi, only 3.1% of them only complain about their attitude, and the source of attitude problems is actually the quality of maintenance (67%), cost (21%) and time (5%). Therefore, attitude is only a secondary issue in the main problem, and it is a stepping stone when the conflict of interest between the customer and the dealer cannot be resolved. To solve the attitude problem, we first need to solve the root cause.
来源:MaxInsight卓思
From the perspective of the solution to the cost problem, high maintenance costs are the first pain point of customer experience and one of the important reasons for customer loss, and it is also a troublesome problem that is difficult for car companies and dealers to improve. In view of the cost problem, the first thing is to find the key scenarios and touchpoints with independence and difference, then associate these scenarios with customer value, quantify the impact of scenarios on customer value, and finally realize the mapping of key scenarios and work items, and establish a hierarchical management system, so as to optimize in a targeted manner.
Technological innovation and digital empowerment have made the value of the whole life cycle of automobiles more and more prominent, especially the subversive innovation of service links and business models brought about by new energy and intelligence. In the development and change from car-centric to people-centric, the importance of exploring and improving key scenarios of customer experience is self-evident. In the past, in the car-centric era, customers focused more on the vehicle itself, including configuration, performance, etc.; In the human-centric era, customers are more focused on themselves, including whether the vehicle can provide a better experience for themselves, and whether the vehicle's intelligent software experience is convenient.
According to Zhuosi, consumers' experience mentions in the direction of intelligent connectivity have increased by 46%; The experience gap between the "native intelligence" and "upgraded intelligence" brand camps is widening; After-sales service related to vehicles and machines will become a new growth point and profit point.
With the rapid development of the new energy vehicle market, new and old forces are exploring channel changes, blurring the boundaries between models, and reshaping automotive service channels, creating excellent customer experience and new service models will become the core competitiveness of car companies. In the future, Joy will keep up with the new development of the automotive service model, explore more key scenarios of customer service and improve the experience, and provide a differentiated service experience that exceeds customer expectations.
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