Since the establishment of the Customer Service Center by Dongfeng Automobile Co., Ltd. in October 2018, the company has continuously optimized service management and strengthened service innovation, promoting a comprehensive upgrade in customer service experience and quality.
Dongfeng Automobile Co., Ltd. Marketing Company Party Secretary and Director of the Customer Service Center, Ding Chao
From 'Decentralized' to 'Unified'
More Efficient
Before the establishment of the Customer Service Center, service policies and standards scattered across various business sectors were inconsistent, affecting the service experience of end customers.
After the establishment of the Customer Service Center, the company focused on building the 'Four Unifications' and the 'Four Standardizations.' The 'Four Unifications' refer to the unification of customer service processes, information systems, service networks, and service images. The 'Four Standardizations' refer to standardized reception, standardized tools, standardized pricing, and standardized operations. By responding to customer needs through Dongfeng Automobile Co., Ltd.'s unified service platform and establishing uniform service standards, the company achieved enhanced service efficiency and improved collaboration capabilities between marketing and service.
Service stations organize personnel to learn professional maintenance skills
During this year's May Day holiday, Mr. Liu Yukun's vehicle broke down on the road and was unable to move. In a moment of anxiety, Mr. Liu called the service hotline of Dongfeng Automobile Co., Ltd.'s Customer Service Center. 'The staff immediately contacted the local dealer to coordinate parts and drove over a hundred kilometers to the scene to fix my car.' said Liu Yukun, 'When your car breaks down on the road, you are very anxious and you hope for such an efficient rescue.'
Ding Chao, Party Secretary of the Marketing Company and Director of the Customer Service Center of Dongfeng Automobile Co., Ltd., introduced that since the establishment of the Customer Service Center, by integrating the service operations of the marketing company, new energy division, and engineering vehicle division, the company has strengthened four major functions: network quality improvement, expert team building, parts platform support, and new service models, and added five new functions: building a service brand, leading service planning, new energy service systems, unified call centers, and customer relationship management. For the three businesses of light trucks, new energy, and engineering vehicles, a resident system has been adopted. The center jointly plans service activities with marketing units, conducts service marketing, and gets close to the front line of the market. During the process of serving the market, customer service efficiency has been improved, achieving 'joint marketing and service operations.'
Dongfeng Forland Product Display
From 'Sitting Merchant' to 'Itinerant Merchant'
More Proactive
Ding Chao introduced that currently, as the proportion of industry customers is increasing, how to provide service based on customer characteristics and needs is a practical issue the company faces.
Over the long term, facing different customers from various industries, Dongfeng Automobile Co., Ltd. has figured out many beneficial experiences. For example, postal and municipal vehicles rarely have time to enter stations for maintenance during the day, so maintenance technicians choose to provide service at night. 'At night, when these vehicles are resting, we seize the opportunity to provide service.' said Ding Chao.
The Engineering Vehicle Division's Service Department works through the night to solve customer problems
For industry customers, door-to-door service support is provided through the 'Service Station + Regular定点' model, which means establishing service stations close to customers and providing regular定点 service support to secondary dealers, customer gathering places, and logistics outposts. In 2019, the Customer Service Center, through a series of service activities such as 'Rescuing in Emergencies' and 'Guaranteed Delivery,' achieved a customer satisfaction ranking second in the industry and complaint satisfaction increasing to 90%.
Customer awareness is recognized by service stations
'If the owner doesn't have time to come to the 4S store, we will take the initiative to go out and provide service.' Ding Chao said: 'Now, we encourage service personnel to go out more. For this, we have made great efforts and invested many resources.'
'We have made adjustments in many aspects such as vehicles, routes, and business trip approval methods to facilitate service personnel going out.' said Ding Chao, 'Headquarters subsidizes corresponding expenses to vehicles and personnel going out based on mileage. Therefore, if a customer's vehicle breaks down on the road and we go to the accident site for repairs, the customer does not need to pay extra fees.'
Service Banner
It is understood that in the more than 7 months since the establishment of the Customer Service Center, Dongfeng Automobile Co., Ltd. has subsidized an average of 1.35 million yuan more per month to employees and vehicles going out compared to the same period last year, and has currently subsidized more than 9 million yuan. The company spares no cost to solve problems for customers.
From 'Fixed' to 'Satisfied'
Warmer
Striving for leading customer experience is Dongfeng Automobile Co., Ltd.'s corporate vision; being first in customer satisfaction is the company's service strategic goal. 'Not only are we satisfied with fixing it once, but we also aim for customer satisfaction.' Ding Chao said: 'Dongfeng Automobile Co., Ltd. has very rich products and many models. The service for each type of vehicle, such as light trucks, new energy, and engineering vehicles, is different. This requires us to apply different response strategies according to the nature of different customers.'
Last January, the WeChat account of the Engineering Vehicle Division of Dongfeng Automobile Co., Ltd. received a message from Master Zhang in Xuchang, Henan, stating that his purchased Dongfeng Forland had broken down. 'I urgently needed to transport a batch of building materials at that time. In a hurry, I directly left a message on WeChat. I didn't expect the senior engineer from the service department to come and help me solve the problem.'
Early the next morning after receiving the message, Xu Xiaolong, an engineer from the Service Department of the Engineering Vehicle Division, rushed to Xuchang City, 400km away. He personally test-drove the vehicle to identify the fault and, after several hours of intense debugging, the vehicle's condition was restored. 'After fixing it, they test-drove it again personally to confirm the fault was truly resolved. This serious and responsible attitude moved me very much.'
The 100% service commitment of 'Rescuing in Emergencies' and 'Guaranteed Delivery' enhances Dongfeng Light Truck customer satisfaction
If a service station receives a rescue call in the morning, service personnel often bring breakfast to the owner when rushing to the scene. Similar service stories that exceed expectations are very common on the front line, which also makes the service work of Dongfeng Automobile Co., Ltd. warmer.
Ding Chao introduced that at the beginning of the year, Dongfeng Automobile Co., Ltd. released the '163 Multiplier Plan.' The improvement of service capabilities has significant supporting significance for this new mid-term business plan. Especially in the era of stock competition, to seize the stock market and retain existing customers, only by satisfying customers through service and retaining customers through service can we achieve 'increment within the stock.' To satisfy customers, the first step is to improve service attitude and efficiency, while also improving professional maintenance skills. Furthermore, sufficient spare parts must be prepared to ensure the implementation of good service policies. Ding Chao stated that there are currently about 80 staff members in the Customer Service Center. To achieve 'leading customer experience,' it is necessary to rely on the joint efforts of the entire value chain system.
As an important branch of Dongfeng Automobile Co., Ltd., the Engineering Vehicle Division of Dongfeng Automobile Co., Ltd. will actively respond, work together with all network members, improve service attitude and efficiency, enhance customer satisfaction, and bring leading experience quality services to customers.
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Source of the article：Dongfeng Motor Enhances Service to Lead Customer Experience （卡车之家）
