Application of RFID in high-end car after-sales service
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At present, the sales of high-end brand cars are in the blowout period, and the sales volume is rising linearly. It is expected that in the next 5 to 10 years, it will still be in a stage of continuous growth. Although car dealers (such as 4S stores) do not have to worry about sales, their after-sales service has not matched the good sales performance of high-end cars very well, and customer complaints are not uncommon.
With the improvement of China's consumption level, the quality requirements of consumers for after-sales service are also increasing. Especially for the after-sales service of high-end cars, the requirements for efficiency, transparency and safety are higher.
How to achieve high efficiency, transparency and safety of high-end car after-sales service? Perhaps, innovative after-sales service will be the top priority, I believe that RFID technology can be a good help to improve the automotive after-sales service.
As we all know, RFID radio frequency identification technology, commonly known as electronics Label , which can work in a variety of harsh environments, automatically identify the target object through RF signals, and acquire or write relevant data, the entire identification process without manual intervention.
Nowadays, RFID technology has been widely used in many industries, such as retail, logistics, and clothing, but the application demand in the automotive industry does not seem to be strong.
The author believes that when the sales growth of the Chinese auto market reaches a steady state or the market tends to be stable, only dealers such as 4S shops that use the RFID innovation model can come to the end, because the model innovation often brings more effectiveness than the traditional model. Advantage. It is recommended that dealers of high-end cars be deployed as early as possible to stand out in the future competition.
After-sales service to be upgraded
The after-sales service of high-end cars has always been the focus of everyone's attention. According to the comparison data of 2010 and 2013 China After-sales Service Satisfaction Index released by JDPower (well-known consulting company), the satisfaction of after-sales service of high-end cars in China has been among the best in 2010, among which Mercedes-Benz has the highest position with 854 points, while Audi 850 points ranked second, BMW sixth. However, after only three years, by 2013, the rankings of high-end cars in China's after-sales service satisfaction index jumped out of the top three, Audi ranked eighth, BMW tenth, and Mercedes-Benz all the way down to the sixteenth, was Many domestic joint venture car brands are left behind.
“Responding to the water, if you don’t enter, you will retreat.†The satisfaction of high-end car after-sales service declines. On the one hand, the domestic joint-venture automobile brand attaches importance to after-sales service, on the other hand, it is related to the sharp increase in car sales in recent years, and car sales have increased. The number of customers in high-end car 4S stores has also increased, while the service personnel and service models remain unchanged, and the quality of service is hard to keep up.
The after-sales service cost of high-end cars is usually higher than that of general joint venture brands or domestic brands. The cost mainly comes from the cost of original parts and the labor hours of service personnel. Therefore, consumers have sufficient reasons to require the after-sales service personnel of these high-end vehicles to provide Equivalent service quality. Once the service personnel have problems with the quality of the maintenance in the after-sales service process or the service attitude of the reception staff is not in place, it is easy to cause strong dissatisfaction from the consumers and even attract complaints.
According to the author's research, the average age of domestic high-end car customers is 10 years younger than foreign customers. This means that domestic customers have a longer life expectancy, and the corresponding 4S stores need to provide longer service time, which requires 4S stores to invest more in the efficient and professional aspects of the after-sales service system to maintain the loyalty of these customers.
It is not easy for domestic high-end car 4S shops to rely on after-sales maintenance services to achieve profitability. It is understood that most high-end car owners have received four free maintenance provided by 4S stores, and will almost never come to the door, especially with the increase in domestic high-end car insurance in recent years, the number of stores specializing in repairing high-end cars has increased dramatically. The high-end car 4S shop faces serious customer churn problems.
Moreover, some high-end car 4S stores have begun to highlight the disadvantages due to their traditional after-sales service models and processes: low efficiency of appointments, inability to provide timely feedback on maintenance schedules, and reduced quality of maintenance services. The technical innovation of after-sales service is imminent.
RFID electronic label application
How to apply RFID technology to the after-sales service of high-end brand cars? The author provides a solution here for reference only.
When the consumer drives into the 4S shop for maintenance, the RFID system in the store starts to work. First, the reader at the door automatically obtains information about the owner and the car from the RFID electronic tag of the window, and displays a welcome message on the LED display, such as “ Dear Mr. **, Hello, welcome, let customers feel the distinguished experience.
When the customer parked the parking space, the receptionist guided and gave a smile service. "Mr. **, good afternoon, welcome to the store for maintenance." At this time, the after-sales consultant has opened the car's last maintenance record or appointment. Quickly print the relevant quotation. After the customer is seated, the after-sales consultant will simply communicate with the customer and confirm the maintenance of the car. After the customer confirms, the after-sales consultant prints the official maintenance order and executes it.
At this time, the bar waiter has also prepared related drinks according to the customer preferences stored in the RFID system, and locates the RFID electronic tags carried on the customer car keys, and delivers the drinks to the customers in the designated locations in time, “** Mr. Welcome to the store, please use it slowly. There are RFID readers in any service area where the customer is located to help the customer service staff to quickly locate customer information.
After the after-sales technicians take the order, the location, repair and maintenance progress of the customer's car repair room is immediately recorded in the RFID system. After-sales consultants and customers can complete, comprehensively and transparently and efficiently through the RFID reader of the repair room. After the vehicle repair is completed, it must be confirmed by the general inspection engineer. If a certain workflow is omitted, the RFID management system will alarm.
The final step in car maintenance is to enter the car wash to wash the car. Subsequently, the after-sales consultant handed the car to the customer, the customer drove through the exit, and the export LED display showed “Mr. Dear, welcome to come back next timeâ€.
It is not difficult to see that in the whole after-sales service process, the use of RFID technology enables seamless data transmission and acquisition between 4S stores and customers, so that all service departments or positions of 4S stores can quickly locate and identify customers, thus providing professionalism. High-end services, while greatly narrowing the distance between high-end car 4S stores and customers, to meet the needs of customers looking for peer-to-peer services.