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Since 2011, each heavy truck company has raised its service to a higher strategic level, and has reached the peak with Futian Auman's 5T service standard. Everyone attaches great importance to service for a long time. The connotation and extension of various brand services are also growing. The strategic position of heavy truck companies to strengthen services is not a unique phenomenon in 2011.
As far as the domestic heavy truck industry is concerned, after several years of rapid development, the product competition among enterprises has become increasingly fierce. The production capacity of domestic commercial vehicle companies is far greater than the market capacity. Commercial vehicle products are becoming more homogeneous, competitors are more and more, and product profits are getting less and less. In the fierce competition, it is difficult for enterprises to obtain long-term competitive advantages by relying solely on traditional quality, price, or competition at a certain point. Competition among enterprises is increasingly embodied in comprehensive and all-round competency and competition. The change is bound to promote industrial upgrading of the commercial vehicle industry.
Good service
There is no doubt that improving the strategic position of after-sales service is the result of intensified competition, and it is also inevitable that the seller's market will change to the buyer's market. The industry generally believes that, on the one hand, with the gradual dilution of product profits, after-sales service has become the most stable source of profits in the heavy truck industry chain; on the other hand, with the intensification of competition among products, service differentiation will be the competition of enterprises. The art of breaking the subject and winning magic.
However, serving this "magic weapon" may not be easy to use. Product homogeneity is plaguing everyone. The homogeneity of services also makes every company headache.
Although the truck manufacturers are different and the service brands are different, the real service content is almost the same. After all, doing service is a “very bad money†but it is difficult to quickly take effect. It is really a great effort to differentiate the service from other manufacturers, so that there is not much that other manufacturers can imitate. Therefore, after-sales service is still being controlled by manufacturers freely. Therefore, there are people who cut corners and work, and those who break new grounds have something to do. It is rare that the manufacturers who have been able to do a good after-sales service and do fine work have finally moved the customer's heart.
The root cause, heavy truck service is a big problem and it is a huge system project.
First, free services vary. Users often complain that each service launched is actually no different. The content of the warranty period is much the same. The usual service is nothing more than free time inspection, free air-conditioning cleaning, lubrication, etc.; and once a company launches new initiatives, Competitors immediately followed suit. What moved me?
Second, regional differences in services are also obvious. This phenomenon seems to be normal and actually shows that the service is abnormal. It is understood that, for example, in the northeast, the service quality of FAW Liberation is better. In Beijing, the service quality of Foton Motor may be better. In Shandong, the service of CNHTC is even better. This phenomenon is worthy of deep thinking by the manufacturers.
Third, the service stations have different standards. Some local service stations and dealers are one, or standard 4S shops. Service providers are willing to pay more enthusiasm to do a good job in order to stimulate sales; and in some places, several heavy truck brand services are represented by a service station. Which brand's policies are good, which brands sell more, and which brand to serve better; even in different service stations in the same region, the uneven quality of their services is also very common.
Fourth, the content of the service is good, but the management and control of the service station of the enterprise face various difficulties. Although the manufacturers have formulated a comprehensive service policy, the subordinates' individual service stations can always find "countermeasures," cutting corners, bullying and stumbling, and the quality of service can be imagined. For example, the service station uses the user's lack of understanding of the information, and charges the user for the three-period period of accessories and working hours, and then reimburses the manufacturer for the reimbursement of the three-period period. Obviously, the service station uses all kinds of excuses to allow the user to pay for their own expenses. The original parts should be used, but high imitation parts should be used to harm the interests of manufacturers and users.
These are not examples. Drivers who run for a long time are aware of this situation. These problems are present in service stations of major brands. In fact, the service station is the representative image of the manufacturer. The service quality of the service station is not good. The owner will not think that this service station is not acceptable, but he thinks that the manufacturer of the car cannot.
The service stations are all contracted by the manufacturers. There is no economic interest and no enthusiasm. Manufacturers formulate a set of service policies and do a good job of supervision at the same time, supervise and inspect all service stations to perform well, that is, the service is easy.
Service sublimation
It is precisely because of the chaotic nature of the service, and the service itself is of special importance. Therefore, in recent years, various manufacturers have been seeking changes and upgrades in service.
The earliest attempt to seek service intrinsic changes should be regarded as the “service-oriented manufacturing†launched by Shaanxi Heavy Duty Truck and Shanxi Auto in 2009. This concept of big service breaks the previous common understanding of services and moves the service forward from “after-saleâ€. Shaanxi Automobile's service-oriented manufacturing, although its essential meaning is no longer a service concept, but a manufacturing concept; but in a sense, it is a greater service concept. Shaanxi Auto believes that with the continuous innovation of information technology, the traditional manufacturing value chain is expanding and extending. The manufacturing coverage gradually extends to the service sector, and services are increasingly dependent on the boundaries between manufacturing, manufacturing and service industries. Increasingly blurred, the proportion of services in the output value and profits of enterprises is getting higher and higher.
Service-oriented manufacturing is the transfer of tangible services into the production process and becomes invisible services. Therefore, service-based manufacturing is a huge system engineering. It involves various management systems such as production, marketing, supply chain, product design, finance, information, and human resources. For example, from the production point of view, the quality problem is minimized and the service becomes convenient. From the sale, the user is allowed to buy a product that suits himself and the number of services is reduced; the product is optimized from the design and the service is more convenient.
Followed by the 5T service recently launched by Foton Motor.
In essence, Futian Auman's 5T service is to solve a common phenomenon in the current service industry, that is, how the vehicles outside the warranty period enter the special service station. As we all know, outside the warranty period, users rarely enter the regular service station for maintenance. On the one hand, it is inconvenient to find a regular service station. On the other hand, the accessories of the service station are expensive, and it is difficult for users to accept the “replacement and repair†method. Therefore, after the warranty period, users Choose a roadside shop. Due to the uneven quality of maintenance of roadside shops, counterfeit and infrequent parts emerge in endlessly, which not only brings security risks to users, but also inflicts damage on the product image of enterprises.
Therefore, Auman's full-cycle service in the 5T service includes services outside the warranty period. So how does this service go? Futian Auman didn't specify it, and we don't know. The profit of services out of warranty is definitely much higher than the profit during the warranty period. If you do it well, you can maintain your own brand image, increase customer satisfaction, and earn more profits.
However, the service beyond the warranty period will inevitably require the service station to have a higher service capability. The service station is required to fully obey the manufacturer's command and it is not possible to move for short-term interests. This poses another problem. A service station owner of Ren Fukuda Auman told reporters that the service station itself had limited repair capabilities. The sales were hot in the past two years and the repair of the car during the warranty period was tense. The only three or four service vehicles will be almost idle every day. Where are the remaining resources to provide services for vehicles outside the warranty period? Only car services that are not covered by the warranty will be provided.
For truck service, China National Heavy Duty Trucks must be mentioned. China National Heavy Duty Trucks is the first company in the industry to register a “family-friendly†service mark, and its way of serving as a brand has become a target for truck companies to follow. Sinotruk takes the lead in hardware equipment and establishes first-line communication. It integrates customer service stations, branch offices, sales departments, customer service centers, suppliers, and vehicle component manufacturers into a whole, covering user profiles. , installed files, original records, quality files, financial accounting, etc., greatly improve the efficiency of the service, the first in the industry.
In addition, how to make profits on services, Sinotruk also has tricks. In 2007, China National Heavy Duty Truck began to promote the sales of "kin of loved ones" accessories, which will bring genuine accessories that users feel at ease to the market. On the one hand, it allows users to buy genuine accessories, on the other hand it solves the supply problem of service stations, and it is also a big blow to counterfeit accessories. This mode of mutual support for accessories and services has also become one of the classic models in the industry.
Now there is a slogan in the truck company's launch. It is a one-stop service, that is, whether it is an axle problem, an engine problem, or a transmission problem, it can be solved at a service station. China National Heavy Duty Truck components are basically self-made, so it is relatively easy to do a one-stop service.
Execution is key
It can be seen that each of the heavy truck companies has good tips and tricks to do services, but how to implement them well is believed to have their own problems.
A person engaged in the service industry for many years said: "In order to improve service capabilities and improve service quality, manufacturers must first strictly check the quality of products before they leave the factory to minimize or avoid the existence of quality defects. In addition, manufacturers should increase The degree of emphasis on service should not be limited to verbally, supported by policies, economically invested, and technically ensured. Leaders of related organizations should not only consider the interests of the department, but must provide service without size, and fully support after-sales service."
In terms of details, the service expert has the following suggestions for heavy-duty truck companies: “First, improve the warranty provisions of the automobile, increase the support for the policy of the customer service center command system, and invest in the economy so as to serve the gameâ€. Second, we must expand the number of service stations and narrow the service radius so that more users can enjoy regular and reliable services. Third, new products are listed more quickly in recent years, and new product technical service training work should be carried out. In the fourth, the technical level of service stations is uneven, and manufacturers must provide complete, timely technical support and spare parts supply guarantees to ensure that troops and horses do not move ahead of time. In the case of strict control of abnormal claims, the fee for working hours can be appropriately considered to be higher and the price of the accessories terminal united."
And there is a way to do a good job of market services by playing the role of 4S stores. Because 4S shop is a sales shop that integrates car sales, after-sales service, accessories and information services. As we all know, the fundamental purpose of doing a good job is to allow users to purchase the products they need and drive sales; therefore, as a 4S shop, there are endogenous motives for doing a good job of stimulating sales; they have a basis for accessories and services, and are backed by heavy truck manufacturers. At the same time, there is a stable group of users to do the guarantee; therefore it is relatively possible to comply with the implementation of the various manufacturers of the system to ensure that users provide timely and thoughtful services. In addition, 4S stores are subject to strict control by automakers so that they can easily be resolved if problems arise. It is relatively simple to strengthen the management of 4S and improve its service capabilities, but it is only necessary to increase the strength of their technical service capabilities.
Heavy truck service is easy to say. However, through good services, customer satisfaction, manufacturers benefit, service stations, 4S shops can get better economic benefits through services, quality and quantity of after-sales service is undoubtedly an important guarantee to ensure truck sales.
It is easy to say that it is difficult for the heavy truck companies to strengthen the strategic position of services, and improving the execution is the key