In the discussion session of the group salon, Mr. Wu, executive deputy general manager of Changan Sales Branch, as the representative of the topic group "How to protect customers and what problems customers have encountered", shared his own views and Changan's experience.
In fact, when China automobile market bid farewell to high-speed growth and entered the era of stock market competition, the operation and maintenance of automobile enterprises for users is more important and meaningful. The strengthening of service experience and the establishment of user operation system have also become the work that many car companies are trying and promoting.
However, the maturity of China market is still not high, and the brand loyalty of users still needs to be cultivated. In this context, what should customers do? What difficulties did the car companies encounter in the process of trying? With limited resources and budget, how to balance the relationship between "customer protection" and "innovation"?
Wu believes that at this stage, car companies must solve three major problems if they want to improve the customer protection value chain.
First, the balance with the traditional marketing model. The marketing model of traditional car companies has been maintained for many years, which is different from the marketing model that new forces can directly reach customers and users. The contact between traditional car companies and customers is almost only a channel for dealers, and it is more necessary to transmit information to customers through dealers. However, this process is bound to be accompanied by the decline in the marketing value of the OEM. After all, traditional dealer channels must create value and benefit with services. "This is also why many car companies now want to be their own digital marketing platform and want to build a platform for direct customers." Wu said to:
Second, the problem of incomplete organizational structure. Wu analysis, now many car companies' sales companies have set up customer service departments, but most of them complain to customers and solve the problems that have occurred in the terminal. Even now, the call centers of many car companies are still outsourced. In other words, the lack of a professional customer protection department not only solves customer complaints, but also combines the pain points of users and dealers to systematically and procedurally improve the user experience and dealer processing efficiency. This will be a huge project, so in the future, this piece may need a huge team to operate.
Third, the issue of cost. Compared with many new car-making forces, the business model of traditional OEMs determines that they must use channel distribution more, and they must consider the income and profit of channels. The new forces of building cars can often shorten the channel chain to the shortest. Therefore, for traditional OEMs, they are faced with the arduous problem of reducing costs. How to reduce the channel cost while ensuring the marketing effect and value is an important problem that they urgently need to solve.