What are the five core methods of automobile aftermarket?

One of the five core principles: strictly implement the basic service management regulations.

Executive management of basic services for members 3 100%

Non-members 100% discount: Non-members must not discount (unless specially approved) and cannot enjoy priority service and VIP reception; Otherwise, the VIP identity of the member will not be displayed. Member commitment 100% service fulfillment: the contents stipulated in various service policies promised to members must be fulfilled, even if the fulfillment may not meet expectations. Otherwise, it will directly affect members' doubts about your membership service. In particular, some basic discounts, points, free services, priority services and services with 100% registered value enjoyed by agency members: some valuable services enjoyed by members in the store need to be registered (such as free services, agency services, preferential activities for members, etc.). ), so as to count the service value of members in the later period and prepare for updating and improving the service items in the later period.

1, because many other departments are responsible for the implementation of member services, and it is also the service implementation and their performance appraisal.

Not directly linked, but it may also affect some short-term effects of its department (special after-sales service department)

2. Many basic services are performed by maintenance personnel, but the service requirements of members are higher, but the commission has not changed, which affects their enthusiasm for performing services and is difficult to prove the effect.

Scientific design management tools

Service execution specification form and member complaint handling form

The second of the five core methods: standardizing five customer contact points.

Five customer contact points: maintenance reception, rest reception, store reception, settlement reception and non-arrival maintenance.

1, so that members can feel and enjoy the respect and value of members every time they come to the store until they leave.

2. When customers are not in the store, they can always feel the development and care of various member services in the franchise stores.

Customer reception standard for in-store maintenance

1. When picking up the car: 1. Ask SA to be quick and enthusiastic. It is best to configure a special receiving member SA. 2. If you promise to give priority to using the priority desk card in front of members when the car enters the maintenance garage. Commitment to the green channel, please let members take the green channel to pick up the car as much as possible.

2. Valuation: When quoting to members, the overall price and discount price must be mentioned. If you can't say the specific discount price in the valuation, you need to explain it to the members.

3.VIP rest area guidance: after picking up and dropping off members' vehicles, they should actively guide members to rest in VIP.

Goal: As far as possible, members can feel the dignity of members as soon as they return to the factory.

1, bar equipment and drinks are perfect, and the layout is standardized.

2. Posting: management standard table of member lounge, with complaint handling box and member questionnaire.

3. There are all kinds of Internet access, TV (movies), magazines and entertainment equipment.

4. There is a bulletin board for member activities and an activity sharing column.

1, take the initiative to say hello, consult members' needs for drinks and snacks, and provide them as soon as possible.

2. After providing drinks and snacks, take the initiative to briefly introduce the recent member activity information or this holiday.

There are recreational facilities in the lounge. I hope members can participate or get to know it. If the customer is interested, it should be introduced in detail.

3, regularly (generally every 15-20 minutes to consult customers whether to add drinks and snacks)

4. Keep the rest area clean and clean the desktop residue within 3 minutes after the customer leaves.

1, so that customers can enjoy very comfortable and distinguished reception service at rest.

2. Customers can learn about the activities of the club through various consultations, and can participate, share and spend their rest time happily.

Show the standard store layout to increase customers' confidence in the service of members in the store;

The standardization of store layout can show the normalization and humanization of club management;

Through the use of a series of standardized publicity materials, the brand information of membership card products is accurately conveyed to members.

Settlement notice: the telephone lounge informs members of settlement or SMS informs members of settlement.

Settlement matters: Members show their membership cards at the time of settlement, and directly inform members of the discounts and points obtained this time. If the customer currently has more points left, it is recommended that the customer participate in the points redemption preferential activities launched by the franchise stores.

After the settlement, the relevant documents should be handed over to the members, and the column of discounts and points should be clearly marked (circled). (If possible, send consumption SMS automatically)

Settlement priority: If the priority settlement service is promised, it is necessary to formulate corresponding processes or measures, which will hinder implementation, especially in many cases.

Objective: Use the consumption of every customer to instill the value of its membership service.

Maintenance management standards are not met.

SMS maintenance

1, important holiday greetings

2. Important market activities or membership activities

3. Members' business events: members' welcome to join the club, members' vehicle business reminders, members' birthday greetings, renewal reminders, members' service use reminders, etc.

Telephone maintenance

1. Some important things need to be notified by phone besides SMS, such as meeting renewal fee and service use reminder.

2. Set up a special member complaint hotline or manager complaint hotline.

3. Conduct monthly service sampling return visits and various satisfaction return visits.

network maintenance

1. The content of the customer-specific website is regularly updated and maintained, and some new activity information or value-added service information is informed on the website in time.

2. The business that members apply for through the website should be handled within 24 hours.

3. Reasonable use and development of QQ, online forums and other information exchange channels for online members.

The third of the five core methods: building a platform for activities and value-added services

Meaning, mode, cost, implementation, frequency, KPI

Activity significance

The demand of automobile life

The concept of car life has been deeply rooted in people's hearts, and various go on road trip clubs have become popular;

Club brand building needs

Membership activities can create a cultural atmosphere of the club, unite members and provide a platform for members to communicate and live;

Activity mode

In-store activities: various lectures (such as new car use, social insurance), various product promotions (fine products, beauty products, maintenance projects, etc.). ), small entertainment activities (birthday party, fun party).

Outdoor activities: Go to road trip; Conduct consumption activities in a fixed place; Experiential interactive activities (sports meeting, car movie, outdoor picking, etc.). ); Thanks for the party

Activity frequency

Influencing factors of activity frequency

Number of members; Annual budget of member activities; Human input; model of action

Basic requirements for frequency setting

It is basically required to have at least one membership activity in February every year (if the number of members is small, it is recommended to carry out some compound activities and invite other non-members to participate, but the advantages of membership activities should be highlighted. )

At least 2-3 influential activities with large membership coverage every year (such as sports meeting, large appreciation meeting, etc.); In-store and some boutique promotions, maintenance discounts and other activities can be carried out appropriately every quarter.

cost of activities

Cost composition: ① customer expenses (venue expenses, business trip expenses, etc.). ), ② Costs and expenses of staff and official vehicles, ③ Media promotion expenses, ④ Gifts and materials expenses.

Source of expenses: Items 2, 3 and 4 are the parts that franchisees have to bear during the activities, and they are reasonably distributed in each quarter according to the club's operating budget of that year. With the development of the club's business, the cost of 1 can be gradually shared by customers.

Implementation of activities

Active object settings and invitations

Every activity should be clear about the people that the activity is mainly aimed at (such as the loss of members, the expiration of social security, high payment, or certain activity characteristics (such as traveling on the road is like playing).

Small-scale activities are invited by member experts, and large-scale activities may require the cooperation of SA, CA or Information Department.

division of labour

The club is responsible for determining the theme of the event, inviting members and fully controlling the event; Other work should actively mobilize the cooperation of other relevant departments, especially those directly benefiting from the activities.

Resource input

Each activity should be combined with the theme, so that other departments can provide some publicity resources to achieve the effect of the activity.

But also can better highlight the differences among members in the activity.

Active KPI

Single activity KPI: activity satisfaction, the achievement of sales KPI of various businesses (such as insurance or boutique sales, orders, number of returned units, etc.). ), reflecting the contribution of member activities.

Long-term activity KPI: set activity coverage as indicator, which can be set according to different types of members. For example, some high-end members must be able to participate in an activity.

Four cores and five methods: strengthening service highlights

1. Service Commitment with Limited Maintenance Time

2. High standard VIP lounge

3. In-store service of bank teller

4. Characteristic go on road trip

5. Insurance loss points and claim settlement institutions

6. Feature modification

7. Free scooter service

8. Zero down payment replacement business

Five core methods: establishing reasonable KPI management monitoring

1, single product boutique sales

2, single product quality seasoning quantity

3. Participation rate

4. Update rate

5. Update rate

6. Ratio of inactive members

7. Mortgage ratio

8. Compensation ratio

Set standards and excellent indicators, and set the assessment cycle.