What we often call consumption upgrade is the upgrade of products and services for companies and brands. Usually the product upgrade cycle is relatively long, while the service upgrade is more flexible and timely. From the effect point of view, service upgrade is not only a high-level value output for consumers, but also an endogenous driving force for brand self-innovation, and can even help brands complete self-upgrading and transformation.
Suzhou Zhonghe is a veteran Dongfeng Peugeot dealership that has been operating for 16 years. In 2020, affected by many factors such as the epidemic, the economy, and the market, it will face the problem of declining customer retention. How does the "old store for many years" get out of the downturn Market performance and regaining the confidence of car owners in Dongfeng Peugeot has become an urgent problem.
On the evening of October 24, 2020, it was less than 70 days since Chen Bin, General Manager of Shenlong Automobile, took office. On the night of
, President Chen solemnly released the "5 Heart Guardian Action" at the Shenlong Automobile Cultural Festival. With the newly upgraded high-quality service, he quickly fired the first shot to turn the tide.
"Five Hearts Guardian Action" was launched, the industry-leading service benchmark
The so-called "Five Hearts Guardian Action", including "buy cars with confidence, use cars with peace of mind, considerate service, happy changing cars, and one heart all the way", is guarding and accompanying Continuous "five hearts" care for the entire life cycle of customers' cars. Among them:
can buy a car with confidence, which is a pioneering guarantee in the "7.15" industry, promises "7 days to return the car", "new car promises 1 year insured value", "new car warranty for 5 years without worries"; , It is a 30% discount on the special maintenance package, the average price of 709 common spare parts is reduced by 10%, and the relief service of 2 hours is fast; the service is considerate, and it is the industry’s first "not satisfied, free order", including 8 service commitments. Upgrade; if you are happy to exchange a car, it is the launch of the "value-added exchange program", which can increase the value of up to 15,000 yuan for old car replacement; Concentric all the way, that is, the launch of the old friend gift, the first car owner over 6 years can get a free maintenance; at the same time, it also adds 400 general manager complaint hotline.
At present, Dongfeng Peugeot has promoted and implemented the "Five Heart Guardian Action" in the entire value chain. It can be said that it dares to release the "Five Heart Guardian Action" with leading industry standards. It is the Peugeot brand that has a high degree of confidence in the "five-star" quality of its products , Is based on the pursuit of the "five-star" standard of customer service.
fully implemented the "Five Heart Guardian", and the dealer team saw the light again.
actively responded to the "Five Heart Guardian" action. Suzhou Zhonghe also took advantage of the policy release to usher in an opportunity to build a bottom and move up. Taking the service upgrade as the breakthrough and entry point, Suzhou Zhonghe has made a comprehensive layout from multiple dimensions such as personnel management, customer management, and basic management, and carried out comprehensive optimization reforms. Since the release of
"Five Hearts Guardian", the store has improved significantly. In November, both new car arrivals and transactions, as well as after-sales entry into the factory and repair output value have improved rapidly: only the first half of November, the number of maintenance customers Reached 236 sets, an increase of 61.64% year-on-year; the number of customers entering the store was 441, an increase of 28.57% year-on-year; 82 lost customers were recovered, and 21 batches of new customers were attracted. Sales volume increased by 67% month-on-month, especially on the high-end sedan 508L, which increased by 80% month-on-month, and more than half were top-fit models. 98 customers purchased the car peace of mind policy "30% off for 5 maintenance contracts in 3 years". 130 lost customers entered the store to receive free maintenance service for the "first old customer in six years". On November 30, a centralized delivery ceremony of 9 new cars was held. While the sense of customer experience and ritual is enhanced, it also increases employees' confidence in the brand. In the first month after the "Five Heart Guardian" policy was released, Suzhou Zhonghe delivered an exciting answer sheet. Such a good trend has also injected new vitality into the entire eastern market.
Service upgrades promote reforms and promote brand value enhancement
Since the establishment of the brand, Dongfeng Peugeot has accumulated the trust of nearly 3 million loyal users, and users are the core value of an automobile brand. Under the trend of consumption upgrading, the brand To provide users with high-quality cars on the product side, it is more necessary to provide upgraded services on the client side. Dongfeng Peugeot’s "Five Heart Guardian Action" service, on the one hand, reflects brand confidence, on the other hand, it is the brand’s high-quality value output to users, and it is also an endogenous driving force to promote its own reform and renewal.
"Five Heart Guardian Action" and the upgraded version of Blue Care 8 Service PledgesThe included "7-day refundable car", "new car promises 1 year insured price", "new car warranty for 5 years without worries", "dissatisfaction, free order" and many other service terms are the first in the industry, or far Exceeding industry standards, it runs through the entire process of users buying, using, maintaining, and repairing cars. Each service policy accurately addresses the pain points of users, and brings tangible benefits and protection to consumers. At the same time, it also With the help of service upgrades, brand value and brand image have been enhanced, and the brand has been renewed from the inside out.
Through the development of the five-heart guardian operation, as of December 22, the customer satisfaction rate of "Rescue Arrival in 2 Hours" is 100%; the "General Manager Hotline Service" 100% achieves 2 hours response, and the customer satisfaction rate is 100% ; "A 30% discount on maintenance contract packages" has benefited 10038; "The first car owner over 6 years will give a basic maintenance to 31381 customers. If things go on like this, it will naturally increase users' favorability and loyalty to the brand, thereby allowing Dongfeng Peugeot to achieve a sales breakthrough.
Concluding remarks: Driven by the "Five Hearts Guardian Action", the dealer team has achieved a bottoming up. It can be said to be a microcosm of the implementation of Dongfeng Peugeot's "Five Hearts Guardian Action" service upgrade plan, which fully reflects the "Five Hearts Guardian Action" Driving force. The ability to launch service measures such as the "Five Heart Guardian Action" also shows that the Dongfeng Peugeot brand has a strong ability to innovate itself and shows the brand's vigorous vitality. It is believed that with the further implementation of the "Five Heart Guardian Action", the brand value of Dongfeng Peugeot will surely be further enhanced, helping Dongfeng Peugeot to grow against the trend. We have reason to believe: Dongfeng Peugeot has a promising future!
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