Automobile marketing service is always accompanied by the cooperation between customers and automobile 4S shops or automobile dealers. As an indispensable intermediate link in marketing, after-sales service plays a vital role in various product markets.
How should automobile after-sales service personnel do a good job? After years of practical experience and training experience, Mr. Wei, an expert in automobile service marketing, summed up the following points for your reference:
1, greet customers actively and enthusiastically.
The service consultant's first impression on the customer is very important, which is directly related to whether the customer is willing to repair the car here and to the business development. To this end, we should do the following: first, warm and friendly reception, such as introducing ourselves to new customers and handing in business cards; The second is to treat customers equally, whether local or foreign, old friends or new customers. Never chat with old friends and leave new customers alone. The third is to answer all questions. Service consultants should be familiar with all kinds of vehicles and fully grasp the situation of the factory. If there is anything unclear, you should try to inquire by computer or telephone. Don't run around, putting customers aside will make customers feel that your business is unfamiliar and your management is chaotic. Fourth, when the business is too busy to keep customers waiting, we should politely ask them to wait, arrange for people to deliver drinks or even meals, and offer valet permission to receive new customers first, because new customers are exactly the resources we want to develop.
2. Be sincere when talking with customers.
First of all, listen carefully to the customer's introduction and don't interrupt the other party's speech casually. If complaints or warranty periods are involved, please make records carefully and don't jump to conclusions easily. Secondly, when introducing the situation to customers, try to use easy-to-understand language and avoid using difficult technical terms. If you meet a customer, say, "It's your call. If it breaks down, fix it." Service consultants should not be self-righteous or too casual, but should explain every job to the owner clearly, such as why, what benefits, how long it will take, how much it will cost, and so on. This not only avoids the unnecessary trouble when settling the expenses, but also reflects the confidence of customers to spend money on repairing the car.
3, vehicle handover inspection should be careful.
When handing over the car, the service consultant and the customer should drive the car to the elevator platform after checking the engine, and check some parts on the chassis that are prone to problems with the customer, such as the oil pan, which will deepen the customer's trust in the repair shop. When consulting customers about the fault phenomena, we should be comprehensive, such as whether it is cold or hot, whether it is high-speed or low-speed, whether it is empty or full, whether it is driving on the road or on the dirt road, what additional equipment is installed in the car, when it is maintained, what parts have been repaired before, when the fault occurs, whether it occurs frequently or occasionally, and so on. If necessary, you should test drive the car with the customer. During the test run, don't suddenly refuel, "brake", reverse, turn at high speed, etc. This will make customers feel very distressed about the car, especially the maintenance of advanced audio and on-board electrical appliances. Don't touch it easily.
4. Fill in the consignment note truthfully and in detail.
After the vehicle is inspected and diagnosed, the entrusted repair form should be filled in truthfully and in detail, which mainly includes: first, the customer's name, address, telephone number, date of entering the factory, vehicle type, license plate number, chassis number, engine number, number of parts, driving distance, fuel quantity and other information; Second, the specific project content, required completion date and warranty period of factory maintenance; Third, some major explanations and the signatures of service consultants and customers. The consignment note shall be made in at least two copies, one kept by the customer and the other kept by the repair shop. But there are also many well-managed repair shops, with 4~5 consignment notes and computer storage. In particular, the wording on the consignment note should be rigorous and operable, and at the same time leave enough room for manoeuvre for yourself.
5, estimate the maintenance cost and time limit for a project to be accurate.
Estimating the maintenance cost and construction period is a very sensitive issue, and a little carelessness may affect the customer source.
When estimating the maintenance cost, it is easy to calculate the maintenance cost for simple or obvious faults. However, for the parts that need further inspection, it is necessary to take into account the parts that may have problems, truthfully tell the customer how much the cost cannot exceed, and write the budget on the entrustment form as the basis for future accounting; At the same time, if other damaged parts are found during maintenance, please ask the customer whether they can be replaced at any time.
When estimating the maintenance cycle, that is, the scheduled delivery period, we should consider comprehensively and leave room, such as the materials to be predicted, maintenance technology, or the need to suspend the maintenance of some cars due to other urgent tasks. Because once the deadline is set, we must make every effort to complete it, otherwise it will bring some unnecessary losses to customers and repair shops.
6, the completion inspection should be serious and thorough.
After the vehicle is repaired, the inspection of the repair items is an important part of the work of the chief inspector. It must be carefully and thoroughly inspected, and a road test should be carried out if necessary. Inspection items mainly include: check whether all repair items meet technical standards and work normally against the entrusted repair list; Check whether the vehicle connection parts are firm and intact, especially whether there are hidden dangers in the safety (steering, braking) and other parts; Check whether other vehicle parts are damaged or lost during maintenance, and if so, make up them in time. In short, the customer can only be informed to pick up the car after everything is confirmed to be all right.
7. Be patient with vehicle handover.
Customers will generally carefully check and accept the repaired vehicles. In this regard, the service consultant should have full patience, actively cooperate with the customer's road test and car inspection, and explain and explain the matters needing attention at any time, and never let the customer inspect the car alone or check the car, so as to avoid losing big because of small. Especially for some difficult customers (such as stingy, unreasonable, suspicious, etc. ), we must overcome irritability, patiently cooperate with customers' acceptance, and let them come happily and leave satisfactorily, because this is directly related to whether customers will come again in the future.
8. Be open-minded when encountering maintenance quality (quality) problems.
After the repaired vehicle is delivered for use, the service consultant should be sincere when the customer returns to the factory for consultation or claims for maintenance, especially for some concerned or unreasonable customers, and should listen modestly and make records carefully, and then analyze and judge according to the situation to find out the cause of the problem. If it is because of maintenance, you should apologize and deal with it in time; If it is due to accessories or customer operation, it should be explained clearly and give the customer a satisfactory answer. Don't deny your mistake, either find the factory director or find the factory director, which will inevitably close the repair shop.
At present, most dealers in 4s stores focus on sales, but their efforts in after-sales service management and tapping from within enterprises to improve customer satisfaction and strengthen after-sales service and technology are not enough. There is no doubt that with the further maturity of the automobile sales market, the differentiation of brand products is becoming less and less. The seller's profit will mainly come from after-sales service. Therefore, doing a good job in after-sales service, constantly improving brand customer satisfaction and cultivating customer loyalty are important issues faced by many 4s stores.
Two. Analysis of after-sales situation in Yuan Biao;
1, the service concept is weak. At present, the concept of after-sales service in automobile 4S shops is generally weak. In some TV news, we often see that some shops are complained by customers because of poor service, and some service personnel are not of high quality.
2. Provide inferior accessories. Now some 4S stores provide some inferior accessories for various reasons, which makes the service quality decline again.
3. Ignore information feedback. Although the current automobile 4S shops or automobile dealers also know how to collect customer feedback, the customer feedback information is finally satisfied or solved. Customer return visit is only a superficial form. It's really timely to pay a return visit. Make a record of the return visit carefully and build a customer file carelessly. Customer information can't get timely feedback, can't achieve customer satisfaction, and can't provide a basis for the company's competition and strategic decision. These aspects are only serious problems in the after-sales service of automobile 4S shops or automobile dealers. It is very important to think about the positive role of after-sales service in automobile marketing, so as to formulate reasonable management system and effective working methods to improve after-sales service.
Third, the improvement of after-sales service:
(1) Establish and improve rules and regulations and implement them.
Good rules and regulations are a powerful guarantee for the implementation of various processes. The process is like water, and the system is like a water pipe. Only when the water flows along the direction of the water pipe can it be used better. Therefore, it is very important to establish and improve various rules and regulations so that the implementation of good systems and service processes can be escorted. At present, many enterprises, especially those who have just entered the sales and service industry of automobile 4S shops in recent years, on the one hand, their business processes are not perfect, on the other hand, problems in existing processes cannot be corrected in time because there is no good system to supervise them. From the management point of view, execution is to implement the contents and tasks required by the service process, and the goal of execution process is to satisfy customers. Execution is an important force that affects the success or failure of an enterprise, and it is also an important symbol to distinguish mediocrity from Excellence. Many 4S management practices have proved that customer service satisfaction is closely related to the implementation of various service processes, especially the implementation of core processes. Therefore, it is very important to establish and improve various rules and regulations and do a good job of implementation.
(2) Do a good job in the construction of various service processes and improve service quality.
1. Provide advanced service facilities to improve and improve the quality of maintenance services. The after-sales service industry of automobile 4S shops or automobile dealers not only provides customers with some superficial consulting services and simple troubleshooting, but also includes sophisticated technical services. With the development of science and technology, the development of automobile is also progressing, and high technology is also infiltrating into the field of automobile products. For example, the penetration of high-tech such as GPS satellite positioning system, ECU central control unit and ESP electronic stability program not only requires maintenance personnel to have excellent maintenance technology, but also requires automobile 4S shops or automobile dealers to introduce high-end hardware maintenance facilities to help maintenance personnel troubleshoot these high-tech products. Providing technical support and guidance for employees, ensuring advanced maintenance tools and testing instruments, and better combining software technology with hardware facilities can ensure the quality of maintenance operations, provide perfect services, improve customer satisfaction, establish the brand image of enterprises, and lay a solid material foundation and technical support for the survival and long-term development of enterprises.
2. Visit customers regularly and establish customer files. Buying a car by a customer is not a one-time transaction of a 4S shop, but the beginning of a long-term "cooperation" in the future. How is the customer's use after buying a car? Are they satisfied? Therefore, we need to call customers regularly, or send letters for a short but enthusiastic return visit, solicit customers' opinions or suggestions, and establish customer files for each customer. Visiting customers regularly and establishing customer files can bring new business opportunities to auto 4S shops or auto dealers. For example, establish a customer membership system or a VIP system.
3, provide pure accessories, so that the service quality and cost can be double guaranteed. Automobile 4S shop provides consumers with pure original factory parts, which ensures the production process and quality of products, thus ensuring the maintenance quality of automobiles and stabilizing their safety factor. At the same time, it also ensures the quality of service and the maintenance cost of customers, increases customers' trust and satisfaction with products and services, and enhances the brand image of the enterprise itself.
(3) Strengthen on-site environmental management and pay attention to the details of each service link.
1, the quality environment has the following functions: create a beautiful environment and orderly management, good employees will leave a good impression on customers, enhance the company image, create team spirit, create a good corporate culture, reduce waste, ensure quality, improve efficiency, make full use of 5S management tools, continuously improve and implement environmental quality, and optimize environmental quality. Good maintenance environment is also the main aspect that distinguishes 4S shops from other maintenance enterprises. Therefore, strengthening on-site environmental management is an important link to improve the service management of 4S stores.
2. Also pay attention to the details of the service link. Some people say that details determine everything. With the gradual maturity of the automobile sales and service industry, there are fewer and fewer differentiated services among enterprises, especially the hardware facilities of the same brand, and the differences in services are less and less. Therefore, it is very important to do a good job in the details of service links to improve service quality. Details are the most personal and cannot be copied. If you carefully analyze the requirements of automobile sales and service enterprises, you will find that many things have rules to follow, and most of the work is standard, but it still can't satisfy customers. In fact, it is because many details are ignored in the work. What we often face in our work are seemingly trivial and simple things, and at the same time, they are also the most easily overlooked and full of mistakes. If every detail is integrated into the daily code of conduct, so as to meet the customer's requirements, code of conduct and enterprise standards, customers can experience intimate service from meticulous care for details and feel the sincerity given by enterprises.
(D) Pay attention to corporate culture construction and staff quality training.
In the era of knowledge economy, the competition among enterprises is actually the competition of enterprise culture. Enterprise culture is the embodiment of an enterprise's comprehensive strength, the reflection of the degree of enterprise civilization, and the source of transforming knowledge productivity into material productivity. In the early days of the establishment of 4S shop, due to the particularity of the automobile market, the profit growth of dealers far exceeded the management cost. Even in the case of poor management, good profit often covers everything. However, in recent years, many 4S stores have begun to pay attention to the construction of their own brands, and some large multi-brand marketing groups have established corporate brands and formed a certain corporate culture. Therefore, building a century-old brand car sales service shop is inseparable from the construction of corporate culture. With the further intensification of industry competition, the technical content of automobiles is getting higher and higher, and the automobile sales and service industry is increasingly feeling the lack of high-quality talents. Therefore, dealers should pay attention to the construction of service personnel, not only to strengthen the training and learning of business knowledge, but also to cultivate and improve the comprehensive quality. In addition, there should be goals and plans in personnel training, and phased training plans should be formulated as required, and implemented step by step, so as to finally reach the qualified talents needed by enterprises.
1. The principles of corporate culture construction mainly include people-oriented, pragmatic, leadership-oriented, systematic operation, highlighting characteristics and pursuing Excellence. Corporate culture has the functions of guidance, cohesion, encouragement, catharsis, coordination and radiation, and pays special attention to the training of corporate cultural knowledge. The main leaders of enterprises are the first responsible persons for the construction of enterprise culture. Establish and improve the leadership system of corporate culture construction, improve the system and mechanism, and form a closed-loop management. The implementation steps of corporate culture, first of all, should carry out all-round corporate culture audit activities, summarize and refine the formation of corporate spirit culture, do a good job in publicizing the connotation of corporate culture, and actively safeguard corporate culture.
2. In order to improve the overall quality of after-sales service personnel in automobile 4S shops or automobile dealers, it is necessary to conduct comprehensive and systematic training for the whole after-sales department. First of all, it is necessary to train all personnel in the customer interface, mainly service engineers and sales staff. Their training can form a breakthrough to improve after-sales service. . Secondly, it is of far-reaching strategic significance to train the managers of automobile 4S shops or automobile dealers to improve customer satisfaction. Starting with improving after-sales service concept and customer service management ability, it is of far-reaching strategic significance to help them clearly improve customer satisfaction and enhance profitability and competitiveness. In addition, the overall quality of the staff should also be improved, whether it is work clothes or language norms, they must undergo professional training. Only in this way can we leave a deep impression on our customers that our service is professional. We should try our best to achieve uniform and standardized service standards, deepen the impression of the brand in the hearts of consumers, and establish customers' trust in the brand.
In the automobile service industry, whoever can provide satisfactory service to consumers can speed up sales and occupy market share. To satisfy customers, it is necessary to provide superior services that competitors can't do, don't want to do or didn't expect, and keep them in time to improve the quality of services in all aspects.
(5) Visit customers regularly and establish customer files.
Buying a car by a customer is not a one-time transaction of a car 4S shop or a car dealer, but the beginning of a long-term "cooperation" in the future. How is the customer's use after buying a car? How is the performance? Are they satisfied? Is there anything unsatisfactory that we need to improve or provide some help for their new needs? Therefore, it is necessary for us to call customers regularly, or send letters for a short but enthusiastic return visit, solicit customers' opinions or suggestions, and establish customer files for each customer.
For example, many auto 4S shops or auto dealers will solicit customers' opinions when they pay a return visit, do some maintenance knowledge for customers regularly, establish a customer membership system or VIP system, mail corporate periodicals or small cards to customers every month or within a certain period of time, and organize some activities to understand customers' psychology and accept customers' requirements through these activities. Inform customers of the latest development of the enterprise, increase the goodwill between customers and enterprises, and let customers really feel the thoughtful service of the enterprise.
Visiting customers regularly, understanding their psychology and needs, listening to their opinions, carefully recording and establishing customer files can bring new business opportunities to auto 4S shops or auto dealers. At the same time, it points out a new development direction for the promotion of enterprise service concept, and also provides a favorable basis for the formulation of the overall development direction and long-term strategic goals of enterprises.
(six), set up more service outlets, try our best to do fine.
In China, most automobile 4S shops or automobile dealers are located in big cities, but there are not many professional outlets in small and medium-sized cities, which brings a lot of inconvenience to consumers in some small and medium-sized cities in terms of maintenance services. Therefore, automobile 4S stores or automobile dealers should not only focus on the services in some big cities, but also consider the development of service outlets in small and medium-sized cities, because this is also a market with broad development prospects. In addition, car problems often occur in expressway. Should we also consider setting up some service stations in expressway to facilitate customers' emergency rescue services? Completely eliminate customers' worries about after-sales of automobiles.
It is not inevitable that there are disadvantages in the after-sales service of automobile 4S shops or automobile dealers. As long as the after-sales service of auto 4S shops or auto dealers is meticulous, we should consider the problem from the customer's point of view, whether it is service attitude or service quality, and open a 24-hour service hotline to prepare customers for emergency. Strive to achieve "all for customers, all for the interests of customers." Make our service quality and meticulous.
(7) Strengthen communication among industries and provide perfect insurance and credit business.
With the development of China's economic system, the industrial systems of various industries are constantly being adjusted, which also accelerates the cooperation between automobile 4S shops or automobile dealers and various industries. With the rapid development of the automobile industry, various businesses of insurance companies and banks are gradually involved in this field. As the saying goes, "every industry has its own rules and regulations", which makes the insurance business of insurance companies and the credit business of banks conflict with the provisions of the automobile industry in some aspects, so we should try our best to formulate corresponding measures to improve these deficiencies. For example, providing consulting services and handling various formalities. , reduce some unnecessary business processes. The enterprise that has done better in this respect is FAW Finance Company, which has liberated itself and provided loans directly to users, greatly facilitating the requirements of customers and reducing some unnecessary procedures.
In addition, insurance companies should also be "fair" when making claims, without harming the interests of customers. Generally speaking, automobile 4S stores or automobile dealers should communicate with insurance companies and banks to provide customers with "convenient and comprehensive" services, and at the same time achieve a win-win situation in all cooperative industries, improve services in all industries and win customer loyalty and satisfaction.
To sum up, improving the after-sales service of automobile 4S shops or automobile dealers will greatly promote the development of automobile industry. Auto 4S shops or auto dealers should focus on establishing a standard service system. Whether it is to standardize the industry system to improve the overall quality of employees, or to standardize the management system of automobile 4S shops or automobile dealers to ensure the quality of after-sales service, it is necessary to establish a complete business process and a scientific management system. At the same time, automobile 4S stores or automobile dealers should also communicate effectively with various industries and their consumers, so as to achieve mutual cooperation and understanding, establish a good and healthy development platform for automobile 4S stores or automobile dealers, and provide favorable development platform and promotion space for prospering the market economy of automobile industry.