On December 12th, Auto quality Network and Kerry Consulting held the 2024 eighth China Automotive customer Voice (VOC+) seminar and award ceremony in Beijing.
With the theme of “backstab”, the meeting released 2024 car quality network complaint analysis, passenger car user complaint behavior research, passenger car after-sales service satisfaction research, and automobile service status research report.
industry experts are invited to jointly explore strategies and paths to enhance user respect experience and promote the construction of a sustainable growth of automobile service ecosystem.
At the same time, it also announced the ownership of this year’s China Automobile after-sales Service Outstanding contribution Award and China Automobile customer Voice (VOC+) series awards.
,” Tang Weiguo, chairman and president of Automotive quality net and Carriage Consulting, and Tang Weiguo, chairman and president of Automobile quality net and Carriage Consulting, said in his speech that the data of the first 10 months of the car quality Network showed that the number of complaints related to damage to the rights and interests of old car owners increased by nearly 30, 000, accounting for more than 20% in the same period.
“this means that one in five complaints is related to automobile consumers’ belief that their rights and interests have been infringed.
This distinctive feature has never appeared before.
” When the decline or transfer of consumer rights and interests caused by manufacturers’ marketing or product policy changes has become the main contradiction that automobile after-sales service needs to face, Tang Weiguo believes that the key to breaking the situation is to accurately cater to the needs of users and market changes from a long-term perspective, to find the “maximum common divisor” of new and old car owners’ demand for rights and interests, and to ensure that service measures meet the market trend and meet the real expectations of users.
In addition, he also introduced the special research on the overseas network influence of Chinese auto brands being carried out by Kerry Saichi Consulting.
It is understood that this study deeply integrates the technologies of text mining, natural language processing, machine learning and emotional analysis, and will build a multi-dimensional comprehensive evaluation system covering the cognition, popularity, communication effect of Chinese automobile brands, and plans to take the lead in releasing the latest research results of the Southeast Asian market in May next year.
, Xing Haitao, party branch secretary and secretary-general of the all-China Federation of Industry and Commerce Automobile Dealers Chamber of Commerce, and Xing Haitao, party branch secretary and secretary-general of the all-China Federation of Industry and Commerce, believes that in recent years, China’s automobile industry has entered an era of fierce competition, the profitability of mainframe factories has generally decreased this year, the operating pressure of dealers has increased, and end consumers are both happy and tangled in the face of policy subsidies and price war.
He further mentioned that China’s automobile market has entered a stage of fluctuating slow growth, and is currently in the rising period of the first platform period, and the automobile industry still has great potential for development.
In the future, it is expected that the state will properly guide the market, the mainframe factory will pay more attention to good products, and the whole industry will be in the same boat for win-win development.
, Cui Dongshu, secretary-general of the passenger car market information joint branch of the China Automobile Circulation Association, and Cui Dongshu, secretary-general of the passenger car market information joint branch of the China Automobile Circulation Association, said that throughout the world automobile market, the trend is divided, Europe, the United States, Japan and South Korea are shrinking, the Chinese and Indian markets are recovering, and new energy vehicles are booming.
China’s pure electric vehicles account for 60% of the world, and plug-in accounts for 80%.
Among the Chinese passenger car consumers, the additional buyers are gradually replacing the first buyers and become the main body of the new car sales market.
at the same time, the middle and high-end spending power continues to increase.
In 2025, new domestic mixed products are expected to break out further, but the uncertainty of the external economic and trade environment increases, and the export breakthrough of mixed products remains to be seen.
, Li Xi, executive vice president and editor-in-chief of car quality Network, report release, “2024 vehicle quality Network complaint Analysis report” shows that from January to October, car quality Network accepted a total of 143990 effective complaints, of which independent brand complaints accounted for more than half, plug-in hybrid models became the complaint growth point.
“other problems” complaints increased the most, up to 74.
7%, and price changes topped the list of complaints.
Many repairs in service problems have become a new growth point of complaints.
Li Xi, executive vice president and editor-in-chief of Auto quality Network, said that the number of valid complaints in 2024 will exceed 170000.
From January to October, the response rate of brand complaints reached 96.5%. Most car companies pay more and more attention to the handling of complaints, and respond more quickly and timely to the feedback of car owners.
, Senior Vice President Zhang Yue of Kerry Saichi Consulting, “2024 Research report on customer Complaints behavior of passenger cars in China” pointed out that the industry average of passenger complaint Relief Index (CCRI) in 2024 was 375 points, ending a four-year downward trend.
the price-for-volume strategy is easy to derive complaints, and improper handling will eat up sales.
user complaints are more rational, and volume configuration, volume technology and poor service experience become new sources of complaints.
The satisfaction of complaint handling is improved, users’ demands are biased towards compensation, and emotional demands such as apologies or care are gradually reduced.
According to the 2024 China passenger car after-sales Service satisfaction Research report, the overall process execution rate and service satisfaction of after-sales service have declined this year, and there is a continuing risk.
Luxury brands perform best, while New Power brands lack the stamina of terminal service.
The proportion of maintenance users in 4S stores has always declined, and the reasons why users choose 4S stores are becoming more diversified and more pragmatic.
the high-frequency use of brand App helps to improve users’ after-sales service satisfaction.
, Zhang Xiehu, senior vice president of Automotive quality Network, and Zhang Xiehu, senior vice president of Automotive quality Network, shared the “thematic Research report on the current situation of Automobile Service in China.
” he pointed out that this year, complaints about service problems have been alleviated compared with the same period last year, and the number of complaints such as system upgrade problems, non-compliance with publicity, and non-compliance with car delivery has dropped, but the number of complaints such as fixing new problems and not solving problems has increased.
The “backstab” behavior of manufacturers in terms of price, configuration, and modification does not actively hurt customers.
Although manufacturers respond to such complaints more quickly and actively, the settlement of complaints is still a difficult problem.
The number of repeated complaints is close to 40%, and the resolution rate of price complaints is only 17%.
In view of this phenomenon, it is suggested that manufacturers from public relations, customer service, dealers and other dimensions to deploy and actively respond in advance, so that the plan in advance, timely communication, rapid response.
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, salon dialogue, salon dialogue, industry guests, legal experts and brand marketing experts conducted in-depth exchanges and discussions on core issues such as the development of the automobile service market and the satisfaction of consumers’ rights and interests.
Zhang Xiehu, senior vice president of Automotive quality Network, pointed out that with the development of new energy vehicle technology, changes in vehicle configuration are gradually moving to a deeper level, such as cars, intelligent driving and other fields.
After the configuration upgrade, the old car owners are easy to have a sense of unfairness, at the same timeCauses the potential user to choose the difficulty disease, increases the psychological pressure.
For automobile companies, the upgrading of software and hardware configuration of automotive products needs to be paid attention to to solve the behavior that perplexes car owners in a timely manner.
Ma Qishan, director of the Digital Marketing Research Institute of the China Business Advertising Association, believes that consumers’ definition of cars is changing rapidly, and the “backstab” reflects the inconsistency between manufacturers and consumers in their cognition of automobile products.
In order to solve the problem of “backstab”, manufacturers need to explain to consumers the economic value of their products in different periods, and at the same time try to solve the unexpected situation of the problem of “backstab”.
Hao Qingfeng, deputy secretary-general of the Consumer Rights and interests Protection Law Research Society of China Law Society, said that the unfair rights and interests of new and old car owners caused by the rapid iteration of products is something that manufacturers have no choice but to do, and it is also difficult for consumers to accept it.
Improper handling will further affect brand satisfaction and loyalty.
It is suggested that manufacturers take the initiative to assume social responsibility, effective communication, reasonable compensation, so that users feel respect and care.
Jiang Suhua, a partner lawyer at Beijing Pacific Century Law firm and director of the PCG National Product quality and legal Service Committee, said that in the smart era, car litigation is moving towards the areas of battery, fire, self-driving, and so on, aiming at the “backstab” of manufacturers.
Consumers may take some actions to deepen the confrontation between manufacturers and consumers.
It is suggested that manufacturers treat consumers’ complaint behavior rationally, respect the expression of consumers’ rights, and respond to complaints users with clear and warm expressions.
The meeting also announced the ownership of the 2024 China Automotive customer Voice (VOC+) after-sales service satisfaction Award, the after-sales service benchmarking brand, the Outstanding contribution Award, and the 2024 China Automobile after-sales Service Outstanding contribution Award.
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, , , ,-END-, on China Automotive customer Voice (VOC+) series of research, customer Voice (Voice of Customer,VOC) is consumers’ comprehensive feedback on brands, products, services and other content, accurate insight into customer voice, will help enterprises to provide customers with more valuable products and services.
China’s leading platform for information collection of defective automobile products and acceptance of automobile consumer complaint information, based on the background that the relationship between customers and enterprises is being reshaped in the new era, took the lead in introducing the concept of “customer Voice (VOC+)” into the domestic automobile industry in 2017, which is intended to effectively solve the pain points of customer consumption and alleviate the pressure of public opinion and reputation on after-sales service and brands of car companies.
And launched the “China Automobile customer Voice (VOC+)” series of awards.
The Outstanding contribution Award and the after-sales Service Benchmarking Award are the results of evaluation based on the degree of attention and efficiency of customer complaints of automobile consumers as the main measurement indicators.
it reflects the process and effect of enterprises actively responding to customer demands and solving problems with high quality and efficiency.
Among them, the brand of Outstanding contribution Award is close to the extreme in this process.
In the study of after-sales service satisfaction of passenger cars in China, car owners are interviewed by telephone survey.
The evaluation system revolves around 5 dimensions and 26 indicators, such as service communication, service personnel, service facilities, service delivery, service quality and so on.
The evaluation results represent consumers’ satisfaction with the after-sales service items of automobile brand authorized dealers, which is of guiding significance for the improvement and improvement of authorized dealer service personnel, service process, service facilities and so on.
With regard to the 2024 China Automobile after-sales Service Outstanding contribution Award, which takes the growth, breakthrough and leadership of managers in the field of after-sales service as the core factors, and big data and consumer research data as an important reference, show the “leading force” in the field of annual after-sales service, point to area, strengthen the impact of new service concepts on consumer experience, and enable brand new growth.
To increase the power.
They led the launch of high-quality after-sales service reached users, in China Automotive customer Voice (VOC+) series of studies by users highly recognized, helping enterprises to open up a new growth pole and achieve remarkable results.
Oh, breakthrough.
They lead the team to provide differentiated services for users with innovative thinking and efficient action to meet the needs of users in pursuit of personalization and ultimate experience.
Oh, the leading force.
With their keen insight and digital technology, they anchor the new direction of after-sales service and inject new value into the high-quality development of after-sales service.
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