Second quarter automobile service report released: maintenance quality into a short board

Overall analysis of the second quarter of 2017

From the overall monitoring range in the second quarter of 2017, the overall score for after-sales service satisfaction was 66.96 points, of which the highest degree of customer satisfaction was the in-store service facilities, which reached 81.88 points; the lowest maintenance and repair quality score was 58.21 points; Maintenance time and maintenance prices are also relatively low in terms of customer satisfaction, with scores of 64.62 and 65.66, respectively.

Five dimensional analysis

From the perspective of the scores of each module, the scores of service consultants, maintenance quality, and maintenance time are gradually reduced in the order of mid-end brands, luxury brands, and independent brands.

The scores of service facilities and maintenance prices are distributed in the order of luxury brands, mid-range brands and independent brands.

Key indicators analysis

From the point of view of a repair rate, the one-time repair rate in the second quarter was 77.22%, and there is still much room for improvement.

It is worth noting that, from the perspective of customer loyalty, different customers have lower feedback scores for maintenance prices.

From the perspective of the net recommendation score, the customer's satisfaction with the maintenance time is low.

The platform for the quarter will provide in-depth analysis of maintenance quality and maintenance prices.

Maintenance and quality analysis

Through research and analysis of the quality of maintenance, the platform found that because the male's new car customers have high expectations for the vehicles, and the women's car purchase within 3 years because of the lack of comprehensive understanding of the vehicle maintenance and repair, it is easy to accumulate the “small problems” of the vehicles into “large problems”. ” Therefore, these two types of customers have lower scores on maintenance quality.

The increase in the age of customers and the reduction in the number of years of car purchase have shown that the scores on the quality of maintenance are getting lower and lower. With the increase in the number of years of car use for brands and services, the scores have gradually increased. Therefore, it is suggested that the dealerships can strengthen the popular education and promotion guidance for new car customers through market activities to improve the satisfaction of the maintenance quality of new car customers.

The convenient location of the dealership, the good skills of the maintenance workers, the good attitude of the service consultants and the existence of trust relationships among the old customers have become the key factors for the customers to choose to visit the store again.

Maintenance price analysis

In the analysis of maintenance prices, the platform found that the higher the number of years of customer purchases, the higher the maintenance price rating. Therefore, it is suggested that dealers need to strengthen market promotion and guidance for customers with short autonomy.

Among customers of different incomes and ages, customers over the age of 40 have lower prices.

For store discounts, customers' needs are mainly concentrated on giving away free air-conditioning, maintenance tires and other value-added services and direct discounts on prices.

Summary :

In the first half of 2017, the inventory warning index of auto dealers remained high, and dealers were under pressure from inventory, reduced their sales prices, reduced profits, and increased operating pressure. After-sales service has become an effective way for dealers to resolve business difficulties and improve profitability models. Therefore, the customer turnover rate of after-sales services has become the focus of dealers. Dealers must pay particular attention to key indicators such as maintenance quality, maintenance time and maintenance price in controlling the churn rate.

To improve the after-sales service level, dealerships should give priority to improving the professionalism of after-sale maintenance and maintenance teams, and provide customers with high quality, efficient and reasonably priced car repair and maintenance services. At the same time, through a variety of market activities to strengthen the popular education and advocacy of new car customers, help new car customers to better understand the car's performance, as soon as possible through the new car run-in period, improve maintenance quality satisfaction.