What is the concern of 4S shop about car maintenance equipment and customer satisfaction?

2024-09-13 15:30:08

Generally speaking, customer satisfaction refers to the feeling of pleasure or disappointment formed by the customer through the perceived effect of the product or service compared with the customer's expectation. If the perceived effect is less than expected, the customer will be dissatisfied; If the perceived effect matches the expectation, the customer is satisfied; If the perceived effect exceeds the expectation, the customer will be highly satisfied or happy. Automobile 4S shop and as a service in the automobile aftermarket, we must fully understand and understand customers to truly serve customers, so that the service can meet the needs of customers and provide satisfactory service, and then produce a sense of satisfaction, win the hearts of customers.

How do you track and measure customer satisfaction?

At present, there are four ways to explore customer satisfaction in automobile 4S shops:

di is a system of complaints and suggestions. A customer-centric 4S shop should provide its customers with an unimpeded channel for complaints and proposals. Some customer-oriented companies, such as FAW-Volkswagen, Shanghai GM and Guangzhou Honda, have set up free customer hotlines and added websites and E-mail channels to facilitate two-way communication with customers.

Second, pretend to be a consumer, which is what we often say: "mystery customer". Companies can hire people to pose as customers and experience the advantages and disadvantages they find in buying their products and services and those of their competitors. These fake consumers can even deliberately ask questions or create problems to see if the company's service staff can handle it properly. Managers should also regularly get out of the office and into the actual service environments of unfamiliar companies and competitors

How you are treated as a "customer." Managers can also call their own companies with a variety of different questions and complaints to see how their employees handle such calls.

Third, analyze lost customers. For those customers who have stopped buying or switched to another dealer, the company may want to reach out to them and listen to them to understand why this has happened. Auto 4S shops not only have to talk with those lost customers, but also have to monitor the customer turnover rate.

Fourth, customer satisfaction survey. Some studies have shown that customers are dissatisfied 1 out of every 4 purchases, and less than 5% of dissatisfied customers complain. Most dissatisfied customers turn to other dealers. Sensitive dealers directly measure customer satisfaction through regular surveys. While collecting information about customer satisfaction, they ask other questions to understand customers' willingness to re-purchase, and to gauge whether customers are willing to recommend the company and its brand to others.

Careful readers of the above four ways to explore customer satisfaction will find that the first three methods can be implemented by the company, but not the fourth method. Why? The reason is very simple, automobile 4S shop through the establishment of complaints and suggestions system, pretend that consumers secret purchase or flight inspection, analysis and monitoring of customer turnover, the company's customers 85% said they were very satisfied. As a result, the regional manager of the automaker found that the other dealerships in the area had achieved 95% customer satisfaction and had moved toward 97% customer satisfaction, and that 85% customer satisfaction was obviously not enough to brag about. So, in addition to tracking customer satisfaction, dealers need to monitor the customer satisfaction of their competitors on a regional basis. This requires an authoritative third-party customer satisfaction survey institution to regularly issue various indexes of customer satisfaction of various industries, brands, regions and dealers with the same statistical caliber, so as to measure the product quality and service level of auto maintenance equipment of various brands, regions and dealers.

Third party investigation agency

There are many famous third-party survey organizations in the world, such as J.D. Power, AC Nielsen, TNS, Gallup, IDC, Ipsos and so on. Each has its own niche. J.D. Power focuses on the automotive market; AC Nielsen focuses on the advertising market; Gallup is good at polling; IDC leads market research for the information industry; Ipsos is focused on pre-launch advertising testing.

In the case of the auto industry, the most important third-party investigator is undoubtedly J.D. Power. J. D. Power's founder, J. D. Dave Power, realized an important problem while working as a senior market researcher at General Motors: At that time, managers of American companies were accustomed to adapting various survey reports to their needs, otherwise they would require repeated adjustments to the survey reports until the final results were consistent with their expectations, and the companies that funded the surveys often did not seriously digest and improve the problems raised by the research reports. In 1968, J.D. Dave Power founded J.D. Power to specialize in research. In 1971, U.S. auto executives began to value the J.D. Power survey reports, and now J.D. Power surveys have become an essential basis for the daily operations of automakers and service providers. J. D. Power has four main survey reports: New Vehicle Quality (IQS), Aftermarket Satisfaction (CSI), Vehicle Performance and Operation and Design Survey (APEAL), and Sales Satisfaction (SSI).

Customer satisfaction index

In addition to the J.D. Power survey, there are several other surveys that need to be further understood. In addition to using the survey report of J.D. Power as one of the basis for operation, automobile manufacturers also employ other third-party survey companies to issue survey reports on their dealers (4S stores), such as FAW-Volkswagen commissioned Xinhuaxin Research company, and Shanghai General Motors commissioned Sano Research company to investigate the satisfaction of their customers in their 4S stores.

Generally speaking, an auto 4S shop can access a total of 5 customer satisfaction survey reports from two aspects, namely, J.D. Power's after-sales Satisfaction (CSI) and Sales Satisfaction (SSI) reports. Customer satisfaction reports commissioned by third-party survey companies include Customer Satisfaction Surveys (CSS), Customer Satisfaction Index (CSI), and Sales Satisfaction (SSI) reports.

In view of the maintenance service of our automobile maintenance equipment for automobile 4S stores, we focus on the research of automobile inspection equipment -- the customer satisfaction survey (CSS) report issued by the third-party survey company commissioned by the automobile manufacturer; It is also the most suitable car 4S shop to enhance customer satisfaction key report!

Customer Satisfaction Survey (CSS) architecture

The index design of CSS research system

CSS satisfaction survey system has three parts of the index design, which are loyalty part, MOT part, auxiliary index part.

The loyalty part includes four indicators: overall satisfaction, recommended dealers, re-patronage dealers, and dealer advantages.

The MOT section consists of 10 MOT points;

Through research, it is found that the key to the problem is actually in the auxiliary indicators! And it's those 10 MOT points! The total rating of 4S stores in each CSS report is the weighted average of the 10 MOT points scored!

In short, CSS consists of 4 loyalty indicators, 6 links and 25 auxiliary indicators with 10 MOT points.

Ten MOT points are like the "ten Marshals" under the commander in chief of the customer satisfaction highland war, of which the two MOTs with a weight of 17.5% are undoubtedly the commander in chief's left and right hands, without one, otherwise it is disabled. The first thing to improve customer satisfaction is to do a good job of "correctly completing maintenance work" and achieving "no repeated maintenance".

If the above two are already very good, then consider playing the "three battles" : make efforts to grasp the "explanation of the work to be started", "the explanation of the maintenance project or settlement list", "the waiting time when the car is sent and the waiting time when the car is picked up".

If there is no problem with the above five items, the next focus is to make good use of the "four King Kong" : the main focus is on "providing alternative means of transportation", "the friendliness of the service staff", "the response to the customer's concerns and expectations", and the "maintenance work is worth the money".

Have the energy may wish to improve the service level of "contact after maintenance".