On March 13, the “China Automobile Innovation Service Conference” co-sponsored by China Automobile Dealers Association and Huanqiu Automobile Group was held in the form of online live broadcast for the first time. Zhang Bingfeng, deputy general manager of Chery Automobile Marketing Company, was invited to participate in the online linkage, and introduced how Chery Automobile, through marketing innovation and service innovation, provides customers with convenient, sincere, enthusiastic, and trustworthy one-stop services during the current epidemic.
Think what customers think “five-hearted service” to satisfy customers
Since the outbreak of the epidemic, Chery Automobile has paid close attention to the development of the epidemic and assumed social responsibilities. It not only extended a helping hand in the “anti-epidemic”, but also made many proactive changes and innovations in terms of sales and services based on new customer needs. “Purchasing a car with a warm heart” and “five peace of mind services” and other measures.
Specifically, in response to the problem that customers are unable to freely go out to look at or buy a car during the epidemic, Chery has provided “four heart-warming car purchases” measures, namely “selecting a car with peace of mind, ordering a car with ease, picking up a car happily, and changing a car with ease.” Let customers watch and buy cars online without leaving home.
In terms of after-sales service, in order to meet the customer’s after-sales service needs during the epidemic, Chery Automobile has launched five peace of mind measures, namely “reliable service, safe rescue, considerate maintenance, worry-free maintenance, and warm heart”. service” to further enhance customer experience. For example, during the epidemic period, Chery opened up an online “fast track” for customers, opened online appointments, and renewed insurance business. Customers only need to operate with one button, which is convenient and quick to place orders, so that customers no longer spend a lot of time waiting in line. The case of concentrating on the store.
In addition, many customers have gradually strengthened their demand for the health of the interior environment of the car, and whether the air in the car is safe has gradually become the focus of attention. According to this change, Chery provides free atomization disinfection for all car owners, and will soon launch the N95 high-efficiency composite air-conditioning filter element. This product has a filtration efficiency of more than 95% for particles with a diameter of 0.3 microns, and it has truly reached the level of N95 masks for the protection of the new crown virus. Every technological breakthrough and service upgrade of Chery Automobile is only to protect the health and safety of customers.
Urgent for customers, online car purchase is more convenient
In order to actively promote the resumption of work and production, Chery Automobile also closely follows the needs of users, actively innovates, and vigorously promotes online and offline integration. A series of marketing model innovations such as “500 million red envelopes to send” and “full-platform matrix cloud listing” have reshaped the existing car purchase process and fully empowered users, which has won praise from many media such as CCTV News.
In special times, in order to put safety first and reduce direct contact between people, Chery Automobile has specially launched a “new retail” online car purchase platform, as well as full contactless services, which can maximize the cut off of the virus transmission route, eliminate hidden dangers of transmission, and bring Providing customers with a safe and secure service environment fully embodies Chery’s corporate values of “people-oriented” and “customer first”.
In addition to car purchases, Chery also joined forces with the Internet celebrity “Niu Ge Shuo Che” with more than 5.2 million fans and more than 2,000 sales elites from more than 500 dealers across the country to start an “online live group buying event”. Compared with the traditional offline car sales, this “linked live broadcast” form allows Chery to jump out of a single marketing scenario, and use the “vertical + cross-border” communication combination to achieve full-scenario coverage, completely realizing online and customer zero. distance interaction.
Throughout February, Chery ranked No. 1 among self-owned brands on the Douyin auto brand DOU list, with more than 270 million topic broadcasts, 5.33 million total viewers of sales live broadcasts, and more than 3.6 million interactions with customers during the live broadcast .
Be friends with customers 24-hour rescue service to relieve worries
For Chery Automobile, delivery is just the beginning of service. Chery Service hopes to be true friends with customers, to make customers feel the real caring service, and to leave real benefits to customers.
Take Chery’s upgraded service policy for this epidemic as an example. During the epidemic, in order to quickly solve problems for customers, Chery Automobile provided 24-hour consulting services and road assistance. When you need rescue, you can call the customer service hotline, and the staff will receive it around the clock. In addition, before April 30, Chery Automobile also provided customers with free rescue services within a 30-kilometer round trip, and only charged material fees for battery replacement.
Chery’s new service policies have made many users feel as friendly as friends, and some customers even wrote a special thank you letter to Chery. For example, Chery has a client who is an attending doctor in an orthopedic hospital. During the epidemic, he still has to stick to his post. On the way to work, his car tire was punctured. He was very anxious and worried that there would be no after-sales service personnel to deal with it. But after receiving his rescue call, the service personnel rushed to the scene within 20 minutes and solved the problem. The customer was very moved, saying that he did not expect to be able to provide 24-hour rescue service at this time. “
Zhang Bingfeng, deputy general manager of Chery Automobile Marketing Co., Ltd., said that as the first independent automobile enterprise in China to establish a service brand, Chery Automobile has always insisted on being friends with customers, thinking about what customers think, and urgently meeting customers’ needs. One-stop service, bringing customers a sincere, enthusiastic and trustworthy happy experience. At the same time, Chery also believes that only good service can create a good reputation and win more customers.
